takeaways from growth hackers conference 2013

Growth Hacking

Anil NarasipuramGrowth Hacker, Silicon Valley

Blurring the lines between marketing,

product and engineering

User Thought Cycle

User Life Cycle

Look familiar?

“Sustainable value only comes from real

user engagement”

Key Growth Questions

• Purpose – What need do you solve?

• Inception – How can you make users aware?

• Adoption – How can you teach users to use it?

• Habits - How can we keep them using it?

The only metric that really matters

• How many people are really using your product?

o At the frequency level you expect them (daily, weekly, hourly)

o Where you have confidence that most of them will come back over time

o Where you believe they are comfortable to pay as customers or with (enough) attention to advertisers

1. Set Growth Goal

2. Understand Drivers

3. Optimize

Growth Goal must be measurable

Not only measurable but measurable quickly

Make it a single number

Facebook : “10 Friends in 13 days”

To understand growth drivers work backwards from your

goal

Understand the steps /channels users use to get to the goal

• Through what pages do users complete tasks?How do users get to pages / flows?Are there differences in segments /channels?

• Sign ups – how are users getting to our site? What pages do they have to go through

“Complexity is biggest barrier to

adoption,not price”

Optimize each step / channel

• Reduce Friction – Make it simpler to do

• Increase Incentive – Give me a better reason to do it

• Increase Exposure – Ask me to do it more prominently, more often and in more places

Build the right User State Model

Ideal User

• Define ‘Ideal User’o retains month-over-montho generates high value actionso generates revenue

• Find YOUR definition - logins/month, actions/day, revenue/month

• User state model - optimize for ideal user

Align yourself around the user

“Choosing the right metric matters.

A lot.”

“Transition away from short-term, local changes to

long-term, sustainable changes”

Company growth culture

• Everyone should be on the growth team

• Culture change starts with great questions

• Growth is about:o Retentiono Failureo Patience