takeaways from growth hackers conference 2013
Post on 18-Nov-2014
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DESCRIPTIONThese slides are a summary from the Growth Hackers Conference 2013 held in San Francisco in May 2013. They contain tips and tricks for building growth hacking teams from all the speakers in the conference, including growth hackers from Twitter, LinkedIn, Facebook, eBay, YouTube.
- 1. Growth Hacking Anil Narasipuram Growth Hacker, Silicon Valley Blurring the lines between marketing, product and engineering
2. User Thought Cycle 3. User Life Cycle 4. Look familiar? 5. Sustainable value only comes from real user engagement 6. 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? 7. 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 8. 1. Set Growth Goal 2. Understand Drivers 3. Optimize 9. Growth Goal must be measurable Not only measurable but measurable quickly 10. Make it a single number 11. Facebook : 10 Friends in 13 days 12. To understand growth drivers work backwards from your goal 13. 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 14. Complexity is biggest barrier to adoption, not price 15. 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 16. Build the right User State Model 17. Ideal User Define Ideal User o retains month-over-month o generates high value actions o generates revenue Find YOUR definition - logins/month, actions/day, revenue/month User state model - optimize for ideal user 18. Align yourself around the user 19. Choosing the right metric matters. A lot. 20. Transition away from short-term, local changes to long- term, sustainable changes 21. Company growth culture Everyone should be on the growth team Culture change starts with great questions Growth is about: o Retention o Failure o Patience