grow hack athens pt.1: growth hacking for web apps
DESCRIPTION
This is the first part of the Grow Hack Athens presentation by GrowthRocks, entitled GrowHackAthens: Growth Hacking For Web Apps.TRANSCRIPT
GROW HACK ATHENS
Organised with by
GrowthRocks
Hosted with at
Part 1: Growth Hacking For Web Apps
Savvas Zortikis Growth Hacker
Part 2: Growth Hacking For Mobile Apps
Theodore Moulos COO at Pinnatta
Part 1: Growth Hacking For Web Apps
Savvas Zortikis Growth Hacker !Email: [email protected] Skype: savvas.z Twitter: @SavvasZortikis
For Questions…
1. Tell us to shut up and listen to you
no instructions for that… sorry
For Questions…
2. Ask us at the event’s landing page
- Go to growthrocks.com/athens - Scroll down and leave a Facebook comment - Tag your team mates to read the answer
For Questions…
3. Ask us at Twitter- Mention @growthrocks - Put the #GrowHackAth hashtag - Mention your team mates to read the answer
Psssttt…
Saaaaavvaas, give people their HACKNOTES!
What I’m Going To Show You…
• A Quick Introduction
• What Is Growth Hacking?
• What Is A Growth Hacker
• Where Does Growth Hacking Fit?
• Everything Leads To A Funnel
• Distribution Is Everything
• Growth Hacking Tools
A Quick Introduction
Common Scenario In Many Tech Accelerators
The original idea gets no traction. Pivot.
New product dev. Launch to same list and channels.
No signups. No paid customers. No traction. Again.
And again… and again…
Common Scenario In Many Tech Accelerators
They learn about Growth Hacking and start using it.
Hallelujah!
Common Scenario In Many Tech Accelerators
After that point, they see that their original idea is “sticky” but their activation and distribution process sucks as well as they haven’t built even a single viral loop.
What Is Growth Hacking?
What Is Growth Hacking?
Let me show you how I advertised GrowthRocks in TechCrunch. For Free.
What Is Growth Hacking?
We ran Sniply for 1 week and increased our blog traffic by 6% as well as gathered more than 15 emails in a day.
What Is Growth Hacking?
Growth Hacking is the mindset behind finding clever, original or inventive ways in order to plant growth in a product or service, through the use of data, technology and sometimes a system’s weakness exploitation.
What Is A Growth Hacker?
What Is A Growth Hacker?
What Is A Growth Hacker?
MarketingAnalytics, A/B Testing, Conversion Optimization, SEO, Copywriting, Email Marketing, Social Media
Data AnalysisSpreadsheets, Statistics, SQL, NoSQL, Pandas
CodingHTML, CSS, JS, jQuery, APIs, Scripting Languages
Where Does Growth Hacking Fit?
Growth Hacking At All Stages
The Startup Pyramid
Growth Hacking
Growth Hacking
Growth Hacking
Product/Market Fit Is The Only Thing That Matters.
Even For Product / Market Fit…
•Measure everything from the very beginning
•Build your new features using A/B Testing and
keep only those that impact the lowest level of
your funnel
•Prefer open design versus closed design
•Test like crazy your distribution channels
Facebook is a king of open design
Even For Product / Market Fit…
Everything Leads To A Funnel
The Growth Funnel (aka AARRR)
ACQUISITION
ACTIVATION
RETENTION
REVENUE
REFERRALS
Common Funnel
SIGN UP
USE PRODUCT
EVALUATE
INVITE
Reverse Funnel
SIGN UP
USE PRODUCT
EVALUATE
INVITE
“The goal is to shorten the time to your WOW moment”
Reverse Funnel
Reverse Invitation Funnel
INVITE
SIGN UP
USE PRODUCT
EVALUATE
Reverse Invitation Funnel
It’s Like A Puzzle Game
INVITE
SIGN UP
USE PRODUCT
EVALUATE
PAY
…
Distribution Is Everything
Distribution is everything.
• Find which channels worked for your competitors
and which not.
• Don’t fall in the product dev trap.
• Test as fast as possible all the worthwhile channels.
• Find one that really works.
• After the growth curve of a channel flattens, move
on.
Viral Product Marketing
•Build your viral loops early on •Plant them into your product •Continuously track and optimize: •The number of invitations each user sends •The conversion rate •How long it takes a user to start inviting others •How long it takes a user to convert from an invitation
•At which point you ask the user to send an invitation
Viral Product Marketing
The referrals program encourages inviting friends by giving both the sender and recipient $25 of travel credit at Airbnb when the invited user completes their first trip.
Viral Product Marketing
In the beginning it wasn’t performing so good, but they decided to optimise it…
Hooray, A/B Testing :)
Viral Product Marketing
They also launched it on all of their platforms - Not so many do it by the way…
These guys know about personalization! WOW!
Viral Product Marketing
Airbnb increased overall bookings by 25% in some markets, and signups and bookings from the program itself by 300%.
Paid Acquisition
If you go for Google Adwords…
• Search first what your competition uses for the Title & Meta-Description
• Target keywords for conferences or events related to your target customers (they will be cheaper)
• Create dedicated landing pages and make sure that your ad’s title is the same with the pages headline.
If you go for Facebook…
• Do not boost your post! Targeting is limited.
• Use the Power Editor and test multiple variations of your ad.
• Leverage retargeting. Facebook retargeting have most of the times lower CPC than normal retargeting.
Content Hacking
• Promoting your content is everything. • Do not post your best content. Instead let other bigger blogs to post it. • Start targeting small blogs in your niche and find those that
contributing to the big players. • Spend no more than 4 hours for each post. • Copy your competition. • Write longer copy (1,500 - 2,000 words). • Don’t be afraid to share everything that worked for you. • Put a calendar and stick to it. • Niche blogging will decrease your traffic, but increase monetisation. • And yes Infographics, do still outperform.
Give Value For Free
Content Hacking + Paid FB =
1. Create a high value piece of content
2. Promote it on FB using the Power Editor
3. Put the FB retargeting pixel in your site and let people in
4. Run a new campaign to those that visited your site
5. Send them to a conversion optimised landing page
Content Hacking + Paid FB =
This is how we increased the signups by 21% through the webinar channel for one of our SaaS clients.
Growth Hacking Tools
Analytics
Google Analytics KISSmetrics
Mixpanel Geckoboard
Qualitative Analytics
crazyegg (Heatmaps) APPSUMO (Heatmaps)
Qualaroo (VOC)
A/B Testing
Google Analytics Optimizely
Visual Website Optimizer
Landing Pages
unbounce Lead Pages
Instapage WordPress
Onboarding and Customer Engagement
intercom.iocustomer.io
Live Chat
Olark Chat
Email Marketing
Mailchimp
Mandrill SendGrid
AWeber
Content Hacking
Buzzsumo
YOU
APPSUMO (Headlines)
Copywriting Skills for Pitching
Bloggers via Email
Sniply
Social Hacking
Twitter Analytics Flutter App
Follower Frenzy buffer
The #1 most important tool is your creativity.
DO NOT BELIEVE ANYTHING OF WHAT I JUST TOLD YOU. GO TEST IT.
Thanks guys, you rock! \m/