Growth is getting harder for SaaS business. Over the last 10 years, 3X more dollars chase the attention of every US Internet user and the channels for acquiring customers are in constant flux. The solution is a coordinated full company growth effort. These slides show how to drive broad participation and execute in a weekly cadence of testing and learning.
9. Goal: Build a Large Backlog of Ideas
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10. Formalize Ideas in Experiment Doc
• Include hypothesis, research, target lever
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Keep general contributor
ideas simple (no ICE)
11. Example: Growth Ideas from Dropbox
Revenue
test
Referral
test
Retention/
Revenue
test
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13. Growth Team Manages Cadence
• Start with growth master + ad hoc team
• Ad hoc team: designer, analyst, engineer,
ideally key execs (CEO, VP Product…)
• Add dedicated growth roles as needed
• Weekly test launch goals and weekly
growth meeting
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14. Weekly Growth Meeting Agenda
• 15 Min: Growth metrics, issues and opportunities
• 10 min: Review last week’s testing sprint
• 15 min: Key lessons learned from analyzed tests
• 15 min: Select tests for this week’s sprint
• 5 min: Check growth of idea backlog
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15. Goal: Test at High Tempo
• No certainty about how you will grow
• Rapid Testing across all vectors
• More testing = More discovery
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Acquisition Referral
Activation Revenue
Retention Resurrection
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18. Manage Testing
• Assign each test to a
project manager
• Anyone on growth team
can be a project mgr
• Run tests sufficient time
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19. Analyze Results
• Always ask why
• Systematize on learning
• Informs follow up tests
• Revisit past programs
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21. Every Test Leads to Learning
• Share all results with team (not just wins)
• New ideas requires access to past learning
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22. Example: Past Learning Leads to a Win
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Slides
Videos
• Learning: Embeds = longer sessions
• Engineering solution: oEmbed (same
action more embeds)
• Results: 41% more embeds
23. Final Thought: Focus on Value Delivery
• Value delivery drives sustainable growth
• Help right users get value from your product
• Easy to align full team around value delivery
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Join GH Projects Private Beta
at Projects.GrowthHackers.com
Purpose-Built Growth Collaboration System:
1) Team Ideation 2) Prioritize Testing 3) Capture Learning
Join us at GrowthHackers Conference Feb 18th. Save with Code SaaStr50