growth hacks through ux - roy povarchik
DESCRIPTION
LectureTRANSCRIPT
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What is Growth Hacking?
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What is ‘Hacking’?
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Hacking is finding alternatives to the traditional uses of a system
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What is Growth Hacking?
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Not a set of tools but a state of mind
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“A growth hacker is a person whose true north is growth.”
Sean Ellis, Dropbox
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“Growth hacking is a set of tactics and best practices for dealing with user growth”
Mattan Griffel, CEO at One Month
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What hides behind the term ‘growth’?
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How do I get more users?
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How do I increase LTV of a user
How do I get more active users?
How do I get my landing page to convert better?
How do I get more users?
How do i reduce churn?
How to optimize the user onboarding?
And much more
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Growth Hackers are marketers that bring data back to the product and use it for growth
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Analytical
Obsessed
Creative
Curious
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The 3 stages of startup growth
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Product Market Fit
Grow
Retain & Bizdev
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Products that don’t reach PMF don’t grow
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The lean marketing framework
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Acquisition
Activation
Retention
Referral
Revenue
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The growth hacking cycle:
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What to test?
Assumptions
Prioritization
Define metrics
Test
Analyze
Repeat / Improve
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Acquisition Referral
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Acquisition
Pull
Push
Product
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Push Pull
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Blogging
Podcasts
Ebooks / Guides
Infographics
Webinars
Conference Pres.
SEO
Social Media
Contests
Deal Site
Leverage Others
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Push
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Ads
Promo Swaps
Affiliates
Direct Sales
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Product
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Network invitations
Social sharing
API integration
Backlinks
Incentives
Organic
Viral loops
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How can I use my product for growth?
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6Famous Growth Hacks
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Backlinks: Turning users into promoters
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1996How do you grow a free web mail service?
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Ads?
Billboards?
Radio?
Spam?
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P.S: I love you. Get your free e-mail at Hotmail.
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1 Millions users in 6 months
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Every user is a distributer
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iPhone
Blackberry
Mailbox
Evernote
Slideshare
Youtube
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Onboarding: Designing for LTV
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Got new users but with low retention
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A large audience who signed up for an account, played around for a few days and
then never logged in again
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Viral Loops: The art of referrals
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A viral loop is the end to end experience from the moment you get invited to use a product up, sign
up and successfully invite another user.
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What you want to measure here is the viral coefficient
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How did SpringSled got its 140,000 users?
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Step 1: An efficient landing page with a clear message and a clear promise
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Step 2: Offering 2 incentives for sharing: Cut in line and get Springsled free for 12 months
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Step 3: A quick follow up email using the same messaging as the Thank you page, with a reminder of
their incentives
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Step 4: Follow up emails to track your incentive progress
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Even when you pass the sign-up goal you’re still prompted with future incentives
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Organic: When people simply love your product
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Learn from how your users are using your product
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Burbn was a location based html 5 app that lets you take pictures with 500K
investment
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Incentives: If you do this, i’ll give you that
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Tweet this:I want an invite to @roypovar ’s next #webinar!
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