Ideas. Experiments. Results.
To achieve our goals as growth marketers, we come up with ideas, turn them into measurable experiments, and aim for results towards our north star metric. The challenge is coming up with the right ideas, not messing up the experiments, and producing results that last. All those quick-fix growth hacks don't cut it for us. We can look up a 100 hacks any day of the week and never run out for months. While the confusion increases, the questions remain: • What are the right ideas for my business? • How do I test my ideas effectively? • When will I finally see the results of my work? For me, it all starts with a clear goal. It's usually about fixing the weakest part of my customer journey or scaling the most promising one. To increase my impact and profit, I set goals like: • Double the number of leads per week • Increase organic traffic by 30% • Cut the checkout abandonment rate in half • Add three month to my average subscription time Let's say I go for the "Double the number of leads per week" goal. There are so many ways to reach that goal. I have to collect and prioritize my ideas to see which ones are worth being tested like: • Create better lead magnets, like an infographic • Improve the opt-in flow for new leads • A/B test a more inspiring value proposition • Focusing on the traffic source that produces the most leads The last one seems to me like the most impactful with the least amount of work involved. I push it to the top of my idea list. I still have to check that I would even notice the changes I'm going to implement. To run my experiments, I have to make sure that: I can see the conversions (Leads) e.g., in Google Analytics I can see which traffic sources are producing the conversions I have decided on a metric e.g., leads per week per traffic source In many cases, I still have to fix some problems before I can start. I'm okay when my tracking seems consistently about 80% right. Going for perfection in your experiment set up can become a colossal time sink. Now I can drive real results by focusing on my traffic sources that already produce the most leads per week. I regularly check whether or not I have achieved my goal of doubling my leads per week. If it was the idea that produced significant results in my experiment, sweet. But if not, I start with the next idea in line. Ideas. Experiments. Results. Repeat.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Mehr von Pirate Skills
Mehr von Pirate Skills (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Ideas. Experiments. Results.
- 2. • Founder since 2008 • Growth Marketer • Captain of Pirate Skills • I’m hungry for 2020 BEN SUFIANI
- 4. • Growth Goals. • Ideas. • Experiments. • Results. • RUM. TODAY’S JOURNEY
- 7. • How many visitors do you have? • How many visitors become leads? • How many leads convert to sales? • How much revenue do you make? • What’s your cost per acquisition? • What’s your customer lifetime value? EXPLORING THE STATUS QUO
- 8. FACEBOOK ADS ANALYTICS LANDING PAGE EMAIL SERIES REVENUE 1.000€ Ad Spent 1.500 Visitors 200 Subscriber 4 Sales 2.000€ Revenue
- 9. • Acquisition Not enough traffic? • Activation Signup rate is low? • Retention Users don’t stay? • Referral Too few recommendations? • Revenue Customer lifetime value low? BIGGEST POTENTIAL
- 12. NORTH STAR METRIC • The metrics that shows your progress • Set it up as a conversion goal • Make is visible everyday & everywhere • How could you abuse this metric? • Use support metrics to stay real
- 14. Goals help us to run in the right direction
- 15. How do we get to our goals?
- 16. • Growth Goals. • Ideas. • Experiments. • Results. • RUM. TODAY’S JOURNEY
- 17. IDEAS.
- 19. • Brainstorm – quantity over quality • Let the whole team participate • Ask people who have done this before • Research sites like growthhackers.com • Ask in the Pirate Skills FB Group • Ask us here or watch the recordings FINDING THE RIGHT IDEAS
- 21. • ICE – Impact / Confidence / Ease • Scale of 1 (awful) to 10 (amazing) • Impact – Progress toward goal • Confidence – Probability to succeed • Ease – Time / money / effort needed PRIORITIZING YOUR IDEAS
- 22. Ideas are the steps in a promising direction.
- 23. • Growth Goals. • Ideas. • Experiments. • Results. • RUM. TODAY’S JOURNEY
- 24. EXPERIMENTS.
- 26. • Stick to your prioritized ideas • Set your hypothesis / success criteria • Make sure you can track your progress • Being 20% right is already great EVERYTHING IS AN EXPERIMENT
- 27. • Don’t ask for permission … • … ask a forgiveness • Optimize your team and setup for speed • Expect things to break and deal with it MOVE FAST AND BREAK THINGS
- 28. • Science = Test only one change at a time • Spaghetti = Do a lot and see what sticks • Start with Spaghetti 100% for quick wins • Mature towards science step by step SCIENCE VS SPAGETTI
- 29. DO A LOT AND SEE WHAT STICKS
- 30. Experiments are the reality checks for your ideas.
- 31. • Growth Goals. • Ideas. • Experiments. • Results. • RUM. TODAY’S JOURNEY
- 32. RESULTS.
- 34. • Find a fixed weekly 30–60 min slot • If your dev cycle is bi-weekly go bi-weekly • Invite all relevant team members • Don’t skip it – no excuses • If it happens – all good – open the board FINDING YOUR RHYTHM
- 38. • Growth Goals. • Ideas. • Experiments. • Results. • RUM. TODAY’S JOURNEY
- 40. BEN SUFIANI ben@pirateskills.com +49 1522 6389102 @bensufiani
- 41. GROWTH ROADMAP FUNNEL BUILDING CONVERSION OPTIMIZATION CONTENT & STORYTELLING DATA ANALYTICS TRAFFIC GENERATION Workshop | Jan 8th 2020 ri|| Workshop | Jan 22nd 2020 t Workshop | Feb 5th 2020 ri | Workshop | Feb 19th 2020 | Workshop | Mar 4th 2020trij Workshop | Mar 18th 2020ti WORKSHOPS 2020