Digital Growth Day: September 18, 2014 INTRODUCTION TO GROWTH HACKING What is growth hacking? Is it an alternative to marketing? Is it just about conversion rate optimisation? What about APIs? Is it completely legal? Is it only for coders? Is it a technique or state of mind? In this session we'll explore why Growth Hacking has become one of the bigger buzz terms of 2013 and how a number of highly successful startups have used growth hacking techniques to achieve unprecedented levels of success. We'll look at a variety of different growth hacks, tips and tricks that cleverly utilise data, technology and behavioural science across acquisition, conversion, retention, advocacy and the product. This session will also teach you how create a structured framework that focus these techniques on the areas that will make the biggest difference to your business. Liam Reynolds, Founder, True Up

1. Introduction to Growth Hacking pt2Digital
Growth Day
18.09.2014

2. Ok lets start pulling all
this together

3. Creating a Growth Hacking
framework

4. Introducing the Growth Hacking cycle

5. 1. Understanding the funnel
The find: How people find out about your brand / product
The spark: The initial first impression, typically when hitting
homepage for first time or at your page on the app store
The light bulb: They get your ‘core product values’ > why they
‘get it’ > why they should use you and not someone else
Monetise: How you generate revenue from your customers
Advocacy: How your existing customers can help you attract
new customers

6. Analytics tools

7. Mixpanel example

8. Create funnels

9. UTM codes
Example:
http://blog.hubspot.com/9-reasons-you-cant-resist-list?utm_campaign=blogpost&utm_medium=social&utm_source=facebook
Google have a great tool to help define them Google URL builder
For apps: Check out mobileapptracking.com

10. 2. Answer Why they occur
Barriers usually occur for 2 main reasons:
Technical / perfomance related: E.g. long page load times
impacts bounce rate. Eliminate these first !
User choice: Confusion, lack of relevance, too much content,
unclear signposting & calls to action

11. To answer ‘Why’ we need to talk to people
3 simple (but highly effective!) research techniques
The classic questionnaire Dynamic surveys User replay
E.g. Survey Monkey E.g. Qualaroo
E.g. Appsee (for apps)
E.g. Session Cam (for web)

12. 3. Where to prioritise?
This involves weighing up the potential growth
opportunity with the cost & ease of change + where it is
in the funnel (we usually work backwords)

13. 3. It can be simple or complex
(This is what complex looks like)

14. 4. Test
Testing is the art of validating ideas & solutions
Using real user behaviour
But without jeopardising the business

15. For website testing
These great tools take the pain out of testing & optimisation
& worrying about sample sizes & statistical significance

16. Example of AB testing

17. Example of multi variant testing
8 different options

18. Top testing tips
Expect to fail: 80% of your tests will
Run A:A tests to ensure the tools work & setup properly
Ignore initial results as it often takes time for the true results to
settle down (they’re usually all over the shop at first)
Monetise: How you generate revenue from your customers
Aim for 95% confidence with at least 100 winning results &
ideally run over 2 weeks

19. Next step…...

20. Rinse & repeat !

21. Thank you :)

22. My contact details
liam@trueup.com
trueup.com
@MrGrowthHacker
@trueupHQ
@growth_tips
uk.linkedin.com/in/liamreynolds