A political scientist called Arreguin Toft totaled up all the wars of the past 200 years that occured between very large versus very small countries. Let’s say one side has to be at least 10 times bigger than the other. He looked at what percentage of wars had been won by the bigger side. And we might think it should be around 100% but it’s actually around 70%. And when he studied the wars even closer he found that when the smaller side used unconventional or guerrilla tactics they won 63% of the time. Smaller is not necessarily a disadvantage. (Source: Malcolm Gladwell's "David vs. Goliath")

1. @growthamsterdam
What is Growth “Hacking”?
just a sexy word for digital marketing?
David Arnoux @darnocks

2. David vs Goliath
Over the past 200 years, when small
armies use unconventional methods
they won almost 2/3rds of the time
vs.
63.6% victory!

3. Unconventionial tactics
vs.

4. Why Growth “Hacking”?
•
Startups tend to have limited resources so they need to be very
creative to grow, acquire new users and retain them
•
•
Traditional marketing channels are expensive and saturated
•
Growth Hackers don’t really care about “brand awareness” they care
about ROI and finding out “what works”
•
It’s exciting and fun as hell!! It’s guerrilla warfare :)
Most startups focus heavily on product but the real challenge is with
distribution (Dave McClure, founder of 500 startups)

5. What is Growth Hacking?

6. What is Growth Hacking?

7. Growth Hacker vs. Digital Marketer

8. Let’s look at some examples...

9. PLATFORM INTEGRATION
thanks to @morganb

10. Airbnb

11. Airbnb

12. VIRAL GROWTH / REFERRALS
thanks to @morganb

13. Dropbox
2.8million invites sent in April 2010!
100k to 4mio users from 2008 to 2010!

14. DATA & TESTING
(conversion rate optimization)
(conversion rate optimization)

15. Your 2 best friends

16. Know where you’re losing visitors
(and money)
(and money)
Visited
Signed up
Activated
Referred

17. AB test your sign up forms!
(source: contentverve.com)

18. AB test your Value Proposition
12% conversion

19. AB test your Value Proposition
26% conversion

20. A/B test your copywriting
+60%

21. A/B test imagery and colors
(source: contentverve.com)

22. A/B test testimonials
(source: conversionxl.com)

23. A/B test referral pages
+200%

24. A/B test payment pages
+16% sales

25. A/B Test Usability

26. Growth Hacker tools
These have saved me from
learning to code :D

27. Be careful
•
There is no point in scaling if you have not reached product/market fit
(Sean Ellis recommends 40% of users should be “very disappointed to
lose your tool)
•
Some growth hacks are NOT sustainable so only apply to very early
stages
•
The term “Growth Hacking” is used for everything and anything
nowadays
•
It doesn’t really matter what you call it as long as it brings growth!

28. Thanks!
QA
QA
David Arnoux @darnocks