growth hacking - andré jordão

Startup GrowthStartup Braga

André Jordão

Growth

This is a not a Growth Curve

Actionable Growth Hacking Tactics by @yongfook

This is a Growth Curve

Periods of strategic, sustainable growth

Rapid, unsustainable* tactical growth

*perhaps a temporary paid partnership, exploiting some growth vector that shuts itself off after a while, or a landing page optimization that inexplicably and suddenly stops working magic

Actionable Growth Hacking Tactics by @yongfook

Brand Growth Hacking

Growth Hacking? Product, Marketing, Data.

Growth Hacking? A skillset and a mindset.

Hard data vs Soft data

Product and Business metrics

Customer Journeys and Customer feedback

Endless A/B testing Lean experiments

Very diverse and creative

Models

What’s a model?

Improves decision making, focus and prioritisation

Streamlines the customer journey

Models our business, costs and revenues

“For each 1000€ invested in user acquisition we’ll get 1500€ of profit.”

Key metrics

CPA = Cost Per Acquisition

Retention

Lifetime value

Basket Size

ExampleSimplified model

Important points

Identify assumptions

Determine plausible rationale for each assumption

Fixed costs vs Variable costs vs Expansion costs

Have at least some hints that can back it up

To question

Revenue vs Recurring Revenue

‘What if’ all the time

In the end, it's all about organic

Inbound Marketing

Conversion Funnel

Retention

Priority #1 - Emails

Objections, Value, Goals

Retention is king

Holy Grail Model Personal Behavior

Anticipation

Data Science

Machine Learning

Brand

The Brand Framework

It builds trust, emotional connections and propensity

Equal to better conversions, lower CPA and higher retention

Brand

Pain Points

Value

USP / Differentiation

Brand Story

Archetypes, Personality and Believes, Tone & Voice

VRBO vs Airbnb

Wrapping up

Decisions based on a model

A great product is a must

A great product is not enough

Sistematize everything, including your brand

Métricas de Produto

Product Metrics

Types of Metrics

Business

Interaction

Engagement

Mixpanel Segmentation

Mixpanel Funnels

Mixpanel Funnels

Mixpanel Retention

Mixpanel Retention

Mixpanel Revenue

Mixpanel Sessions

Mixpanel Sessions

Mixpanel Notifications

Mixpanel Notifications

Mixpanel iOS A/B Testing

Product Dashboard

Collect and aggregate all metrics in one place

Visualisation for the team: geckoboard.com

One person in charge to optimize time

Metrics-driven Development

Goal by Goal, weekly

Roadmap prioritisation & UX

UX = Conversion

Bet where you have the biggest growth potential

Focused development

What metrics missNot everything can be measured…

Trust, Feelings, Emotions, Hints

UX!

Customer Development for qualitative feedback

Sum of a lot of details = activation + retention

Mobile Conversion

Examples from Wunder:

Payment methods

Phone number verification

Acquisition

For all cases

Email Marketing

Paid ads: Google, Facebook

Delivering a great product - word of mouth!

For some cases

Referral Programs

SEO

Social Media - organic Facebook, Twitter, Instagram

Affiliates

To test

Content Marketing (blog, webinars, courses, books, podcasts)

Paid posts

Directory submission

PR & Media

Partnerships

Email Marketing

Why Email marketing?

Free (almost)

Powerful and efficient

Low investment of time

Myths: “spammer” and “doesn’t work”

Implementation

Mailchimp: the simple tool - validation metrics and development time saved

When it’s well tested: automate on your server but be aware of costs

First: doc with subjects, CTAs, key ideas, timings

Mailchimp: Templates

Copywriting: time consuming (Resource: copyblogger.com)

Shortcut for templates: ThemeForest.net

Adress values and objections, one by one

Be organized, it can tend to chaos

Mailchimp: Automation

Automate funnels in a basic way

Powerful alternatives: Active Campaign or Infusion Soft

Methodology

Open rate, Click rate, Conversion

Subject vs Body

Segment per level of interest

Test frequency flexibility

Start broad, then niches

Subject & Body

Simple techniques:

- Links spread all around - Very secondary unsubscribe link - Intriguing subjects with “you” or “yours” - No sales talk - Information gap (read more, know more, see it)

Rule #1: deliver value

Important notes

Follow ups in many steps of the funnel

Plain text vs Template

Assisted conversions

Test big ideas, then details

Use email lists? Yes, to start

Retention

Concepts

Simple processes can have a big impact

CPA is much higher than the cost of retention

The most important variable of the model

Retention is easier and with higher potential

Attack or Defence?

This doesn’t mean investing nothing in the beginning!

Focus on acquisition or retention?

Start by attacking as much as possible

On the long run start to focus more and more on retention

Retention types

Purchase

Engagement

How to measure

Minimum 50%

Very hard to have reliable metrics

Pro tip: Mixpanel only for retention

Typical metric: month-on-month retention

Articles

25 Ways to Thank Your Customers

16 Startup Metrics

Epic List of 100 Growth Hacks

21 User Retention Tactics You Need to Know

If you want something you never had you have to do something

you’ve never done.

Add me on Linkedin or send an email to andrejord@gmail.com