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
