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GROWTH!
HACKING !
Anirudh Narayan
GROWTH HACKING
1. Product Analysis!
• Conversion Analysis!
• Heat Maps & Live Interaction!
• Landing Page!
• A/B Testing!
2. Website Behavior!
3. Individual Behavior!
4. Product Management Tools!
5. Project Management Tools!
6. Social Tracking (Bitly, ClickToTweet)!
7. Customer Development Tools
#growthhackingLATAM
GROWTH HACKING
8. Acquisition Tools!
• Paid Marketing!
• SEM!
• Display!
• Redirecting!
• Content!
• SEO!
• Social!
• Exit Intent!
9. Sales Tracking!
10. Retention!
11. Growth Hack Examples!
12. Case Study
#growthhackingLATAM
GROWTH HACKING
1. Product Analysis!
• Conversion Analysis !
• Heat Maps & Live Interaction!
• Landing Page!
• A/B Testing!
2. Website Behavior!
3. Individual Behavior!
4. Product Management Tools!
5. Project Management Tools!
6. Social Tracking (Bitly, ClickToTweet)!
7. Customer Development Tools
#growthhackingLATAM
PRODUCT ANALYSIS: CONVERSION ANALYSIS
#growthhackingLATAM
CONVERSION ANALYSIS: MIXPANEL
Features!
Conversion Analysis!
Individual Customer Analysis!
Retention Analysis!
Notifications!
Surveys!
A/B Testing
#growthhackingLATAM
CONVERSION ANALYSIS: MIXPANEL
#growthhackingLATAM
MIXPANEL: FUNNEL CREATION
#growthhackingLATAM
#growthhackingLATAM
MIXPANEL: FUNNEL CREATION
#growthhackingLATAM
MIXPANEL: FUNNEL CREATION
MIXPANEL: FUNNEL ANALYSIS
#growthhackingLATAM
#growthhackingLATAM
MIXPANEL: FUNNEL ANALYSIS
MIXPANEL: INDIVIDUAL CUSTOMER ANALYSIS
#growthhackingLATAM
#growthhackingLATAM
MIXPANEL: INDIVIDUAL CUSTOMER ANALYSIS
MIXPANEL: RETENTION ANALYSIS
#growthhackingLATAM
MIXPANEL: NOTIFICATIONS
#growthhackingLATAM
MIXPANEL: SURVEYS
#growthhackingLATAM
#growthhackingLATAM
MIXPANEL: SURVEYS
MIXPANEL: A/B TESTING
#growthhackingLATAM
CONVERSION ANALYSIS: MIXPANEL PRICING
#growthhackingLATAM
CONVERSION ANALYSIS: MIXPANEL PRICING
#growthhackingLATAM
CONVERSION ANALYSIS: APSALAR
Features!
Cohort Analysis/ Funnel Analysis!
Redirecting Measurement!
Strong Support!
Integration with other platforms
#growthhackingLATAM
APSALAR
#growthhackingLATAM
APSALAR: FEATURES
#growthhackingLATAM
APSALAR: PRICING
#growthhackingLATAM
Plan Pricing
Basic FREE
Business $999/month
Professional $1999/month
Enterprise CONTACT
GROWTH HACKING
1. Product Analysis!
• Conversion Analysis!
• Heat Maps & Live Interaction!
• Landing Page!
• A/B Testing!
2. Website Behavior!
3. Individual Behavior!
4. Product Management Tools!
5. Project Management Tools!
6. Social Tracking (Bitly, ClickToTweet)!
7. Customer Development Tools
#growthhackingLATAM
INSPECTLET: HEAT MAPS
#growthhackingLATAM
Eye Tracking heat maps
Mouse Click heat maps
INSPECTLET: HEAT MAPS
#growthhackingLATAM
INSPECTLET: LIVE INTERACTION
#growthhackingLATAM
INSPECTLET: PRICING
#growthhackingLATAM
CRAZY EGG: HEAT MAPS
#growthhackingLATAM
CRAZY EGG: HEAT MAPS
#growthhackingLATAM
HEATMAPS.IO
#growthhackingLATAM
HEATMAPS.IO
#growthhackingLATAM
GROWTH HACKING
1. Product Analysis!
• Conversion Analysis!
• Heat Maps & Live Interaction!
• Landing Page!
• A/B Testing!
2. Website Behavior!
3. Individual Behavior!
4. Product Management Tools!
5. Project Management Tools!
6. Social Tracking (Bitly, ClickToTweet)!
7. Customer Development Tools
#growthhackingLATAM
TOOLS
HIGH CONVERTING LANDING PAGE
#growthhackingLATAM
INSTAPAGE
#growthhackingLATAM
INSTAPAGE: PRICING
#growthhackingLATAM
UNBOUNCE
#growthhackingLATAM
UNBOUNCE: PRICING
#growthhackingLATAM
LEAD PAGES
#growthhackingLATAM
LEAD PAGES PRICING
GROWTH HACKING
1. Product Analysis!
• Conversion Analysis!
• Heat Maps & Live Interaction!
• Landing Page!
• A/B Testing!
2. Website Behavior!
3. Individual Behavior!
4. Product Management Tools!
5. Project Management Tools!
6. Social Tracking (Bitly, ClickToTweet)!
7. Customer Development Tools
#growthhackingLATAM
A/B TESTING
#growthhackingLATAM
A/B TESTING
#growthhackingLATAM
A/B TESTING
Optimizely!
• Testing!
• Personalization!
• Analytics!
• Targeting!
• Platform
A/B TESTING
#growthhackingLATAM
A/B TESTING
#growthhackingLATAM
A/B TESTING: GOOGLE CONTENT EXPERIMENTS
#growthhackingLATAM
A/B TESTING: GOOGLE CONTENT EXPERIMENTS
A/B TESTING: GOOGLE CONTENT EXPERIMENTS
#growthhackingLATAM
1. Choose Objective!
2. Identify Original & Variation of pages!
3. Add Experiment Code to Original Page!
4. Review & Launch Experiment
GROWTH HACKING
1. Product Analysis!
• Conversion Analysis!
• Heat Maps & Live Interaction!
• Landing Page!
• A/B Testing!
2. Website Behavior!
3. Individual Behavior!
4. Product Management Tools!
5. Project Management Tools!
6. Social Tracking (Bitly, ClickToTweet)!
7. Customer Development Tools
#growthhackingLATAM
WEBSITE BEHAVIOR: GOOGLE ANALYTICS
#growthhackingLATAM
WEBSITE BEHAVIOR: GOOGLE ANALYTICS
#growthhackingLATAM
Tracking:!
Funnel Analysis | Page Depth Analysis!
Bounce Rate, Time Spent, Exit Rates!
Demographic Information!
E-commerce Conversion Rates!
Source, Medium & Channel Analysis
GROWTH HACKING
1. Product Analysis!
• Conversion Analysis!
• Heat Maps & Live Interaction!
• Landing Page!
• A/B Testing!
2. Website Behavior!
3. Individual Behavior!
4. Product Management Tools!
5. Project Management Tools!
6. Social Tracking (Bitly, ClickToTweet)!
7. Customer Development Tools
#growthhackingLATAM
#growthhackingLATAM
INDIVIDUAL BEHAVIOR: KISSMETRICS
#growthhackingLATAM
INDIVIDUAL BEHAVIOR: KISSMETRICS
#growthhackingLATAM
INDIVIDUAL BEHAVIOR: KISSMETRICS
INDIVIDUAL BEHAVIOR: KISSMETRICS
#growthhackingLATAM
GROWTH HACKING
1. Product Analysis!
• Conversion Analysis!
• Heat Maps & Live Interaction!
• Landing Page!
• A/B Testing!
2. Website Behavior!
3. Individual Behavior!
4. Product Management Tools!
5. Project Management Tools!
6. Social Tracking (Bitly, ClickToTweet)!
7. Customer Development Tools
#growthhackingLATAM
PRODUCT MANAGEMENT
PIVOTAL TRACKER
PRODUCT MANAGEMENT
Impact versus Technical Ease
GROWTH HACKING
1. Product Analysis!
• Conversion Analysis!
• Heat Maps & Live Interaction!
• Landing Page!
• A/B Testing!
2. Website Behavior!
3. Individual Behavior!
4. Product Management Tools!
5. Project Management Tools!
6. Social Tracking (Bitly, ClickToTweet)!
7. Customer Development Tools
#growthhackingLATAM
PROJECT MANAGEMENT
#growthhackingLATAM
PROJECT MANAGEMENT
GROWTH HACKING
1. Product Analysis!
• Conversion Analysis!
• Heat Maps & Live Interaction!
• Landing Page!
• A/B Testing!
2. Website Behavior!
3. Individual Behavior!
4. Product Management Tools!
5. Project Management Tools!
6. Social Tracking (Bitly, ClickToTweet)!
7. Customer Development Tools
#growthhackingLATAM
SOCIAL TRACKING
#growthhackingLATAM
GROWTH HACKING
1. Product Analysis!
• Conversion Analysis!
• Heat Maps & Live Interaction!
• Landing Page!
• A/B Testing!
2. Website Behavior!
3. Individual Behavior!
4. Product Management Tools!
5. Project Management Tools!
6. Social Tracking (Bitly, ClickToTweet)!
7. Customer Development Tools
#growthhackingLATAM
CUSTOMER DEVELOPMENT TOOLS
CUSTOMER PERSONAS
CUSTOMER PERSONAS
#growthhackingLATAM
GROWTH HACKING
8. Acquisition Tools!
SEM/SEO !
Redirecting Platform!
Content Marketing!
Social!
Exit Intent!
9. Sales Tracking!
10. Retention Tools!
11. Growth Hack Examples!
12. Case Study
#growthhackingLATAM
TRACKING TOOLS: PAID MARKETING
!
!
Search Engine Marketing
!
!
Search Engine Optimization:
GROWTH HACKING
8. Acquisition Tools!
SEM/SEO !
Redirecting Platform!
Content Marketing!
Social!
Exit Intent!
9. Sales Tracking!
10. Retention Tools!
11. Growth Hack Examples!
12. Case Study
#growthhackingLATAM
ACQUISITION: REDIRECTING PLATFORM
HANDY PLATED
GROWTH HACKING
8. Acquisition Tools!
SEM/SEO !
Redirecting Platform!
Content Marketing!
Social!
Exit Intent!
9. Sales Tracking!
10. Retention Tools!
11. Growth Hack Examples
#growthhackingLATAM
ACQUISITION TOOLS: CONTENT
#growthhackingLATAM
GROWTH HACKING
8. Acquisition Tools!
SEM/SEO !
Redirecting Platform!
Content Marketing!
Social!
Exit Intent!
9. Sales Tracking!
10. Retention Tools!
11. Growth Hack Examples!
12. Case Study
#growthhackingLATAM
TRACKING TOOLS: SOCIAL
SOCIAL ANALYTICS
GROWTH HACKING
8. Acquisition Tools!
SEM/SEO !
Redirecting Platform!
Content Marketing!
Social!
Exit Intent!
9. Sales Tracking!
10. Retention Tools!
11. Growth Hack Examples !
12. Case Study
#growthhackingLATAM
TOOLS!
ACQUISITION: EXIT INTENT
GROWTH HACKING
8. Acquisition Tools!
SEM/SEO !
Redirecting Platform!
Content Marketing!
Social!
Exit Intent!
9. Sales Tracking!
10. Retention Tools!
11. Growth Hack Examples!
12. Case Study
#growthhackingLATAM
SALES TRACKING TOOLS
#growthhackingLATAM
GROWTH HACKING
8. Acquisition Tools!
SEM/SEO !
Redirecting Platform!
Content Marketing!
Social!
Exit Intent!
9. Sales Tracking!
10. Retention Tools!
11. Growth Hack Examples !
12. Case Study
#growthhackingLATAM
RETENTION
#growthhackingLATAM
GROWTH HACKING
8. Acquisition Tools!
SEM/SEO !
Redirecting Platform!
Content Marketing!
Social!
Exit Intent!
9. Sales Tracking!
10. Retention Tools!
11. Growth Hack Examples!
12. Case Study
#growthhackingLATAM
Examples of Growth Hacks
EXAMPLE OF GROWTH HACKS: ROCKET INTERNET
VALIDATING DEMAND
EXAMPLE OF GROWTH HACKS: ROCKET INTERNET
VALIDATING DEMAND
EXAMPLE OF GROWTH HACKS: ROCKET INTERNET
EMAILS AT FRIDAY, 2 PM
!
CASH ON DELIVERY!
!
EXAMPLE OF GROWTH HACKS: ROCKET INTERNET
250 WORKSHOPS. 120 CITIES. 50,000 ENTREPRENEURS.
EXAMPLE OF GROWTH HACKS: LEAN STARTUP
MACHINE
Unlock Cities: Validating Demand!
EXAMPLE OF GROWTH HACKS: LEAN STARTUP
MACHINE
Growing with Media Partners
EXAMPLE OF GROWTH HACKS: LEAN STARTUP
MACHINE
!
Building Organizer Personas!
!
EXAMPLE OF GROWTH HACKS: LEAN STARTUP
MACHINE
!
Building Organizer Personas!
!
EXAMPLE OF GROWTH HACKS: LEAN STARTUP
MACHINE
!
Creating exclusivity!
!
EXAMPLE OF GROWTH HACKS: LEAN STARTUP
MACHINE
!
Creating pressure!
!
EXAMPLE OF GROWTH HACKS: LEAN STARTUP
MACHINE
!
Drip Campaigns!
!
• Create great content
• Educate crowd
• Explain what to expect
EXAMPLE OF GROWTH HACKS: LEAN STARTUP
MACHINE
EXAMPLE OF GROWTH HACKS: LEAN STARTUP
MACHINE
!
Create sharing opportunities!
!
!
Create sharing opportunities!
!
EXAMPLE OF GROWTH HACKS: LEAN STARTUP
MACHINE
6% Increase in Sales
ACQUISITION: EXIT INTENT
QuickMVP
ACQUISITION: EXIT INTENT
Skillfeed
Create sharing opportunities!
EXAMPLE OF GROWTH HACKS: LEAN STARTUP
MACHINE
A/B Test: Overlay Messaging
Bounce Exchange: Home Page (Exit Intent)
+13% conversion for 65,000 Tutorials
2X conversions with Type A
Type A Type B
A/B TESTING: New v/s Old Design
+ 9% conversion with Type B (Left Rail)
A/B TESTING: Rails versus Old Rails
Type A Type B
Pick Up Marketing Skills > Become a skilled marketer
A/B TESTING: Twitter Ads
Be an Entrepreneur > Learn Entrepreneurship
A/B TESTING: Facebook Ads
A/B TESTING
Bounce Exchange: Home Page (Exit Intent)
+13% conversion for 65,000 Tutorials
2X conversions with Type A
A/B TESTING
Type A Type B
GROWTH HACKING
8. Acquisition Tools!
SEM/SEO !
Redirecting Platform!
Content Marketing!
Social!
Exit Intent!
9. Sales Tracking!
10. Retention Tools!
11. Growth Hack Examples!
12. Case Study
#growthhackingLATAM
CASE STUDY
#growthhackingLATAM
CASE STUDY: EXAMPLE
• What is Skillfeed?
• Competitor Analysis
• Defined Business Model, OKR’s & Metrics
• Defined Funnel
• User Personas
• Tools Used
• Analyzed Data
1. Top 25 countries conversion rates
2. Exit Reasons
3. Video Viewing Data
4. Demographic & Interest
5. Marketing Channel Data
6. Content consumed within platform
7. Churn, LTV, Net Adds, Annual v/s Monthly
8. Email Open Rates & Conversions
!
• Experiments Run
#growthhackingLATAM
CASE STUDY: EXAMPLE
• How can we differentiate ourselves from our competitors?
!
• What kind of customers would you concentrate on?
!
• Build the funnel, what metric would you concentrate on?
!
• How can we reduce churn? (See Exit Reasons)
!
• How would you reach your revenue goal ?
!
• How would you improve retention and then life time value?
!
• What kind of tests would you run?
!
• How can we improve our referrals?
#growthhackingLATAM
CASE STUDY: SKILLFEED
#growthhackingLATAM
CASE STUDY: COMPETITORS
#growthhackingLATAM
SKILLFEED: FUNNEL ANALYSIS
ACQUISITION (Email Address)
ACTIVATION (Free Trials)
RETENTION (Retained Paid Users)
REFERRAL (# of people
being referred)
REVENUE !
(Monthly/Annual)
#growthhackingLATAM
CASE STUDY: CUSTOMER PERSONAS
CASE STUDY: CUSTOMER PERSONAS
#growthhackingLATAM
CASE STUDY: DEFINED METRICS
Annual Revenue (SAAS) = Function {}
!
• Browse Accounts (Give email but not credit card)
• Free Trials (Credit card)
• Existing Paying Customers (Ec)
• New Paying Customers (Nc)
• Net Adds
• Churn (C)
• Life Time Value
#growthhackingLATAM
CASE STUDY: TOOLS USED
#growthhackingLATAM
CASE STUDY: ANALYZED DATA
Analyzed Data: !
!
1. Top 25 countries conversion rates
2. Exit Reasons
3. Video Viewing Data
4. Demographic & Interest
5. Marketing Channel Data
6. Content consumed within platform
7. Churn, LTV, Net Adds, Annual v/s Monthly
8. Email Open Rates & Conversions
#growthhackingLATAM
A/B TESTING
Bounce Exchange: Home Page (Exit Intent)
+13% conversion for 65,000 Tutorials
2X conversions with Type A
A/B TESTING
Type A Type B
CASE STUDY: EXPERIMENTS RUN
• Churn: Extending Free Trial (7 days v/s 30 days v/s 60 days)!
!
• Activation: Activating browse account users!
!
• Acquisition: New Marketing Channels (Content, Twitter, FB)!
!
• Acquisition: Exit Intent (A/B Testing)!
!
• Acquisition: Old Design v/s New Design!
!
• Acquisition: Cross Promotion With Other Products
#growthhackingLATAM
CASE STUDY: EXPERIMENTS RUN
• Retention (Better User Ex): Creating New Taxonomy!
!
• Retention: Making Product More Goal Oriented (Emails)!
!
• Retention: Improving Curation of Videos!
!
• Acquisition: Selling Through Instructors!
!
• Acquisition: $1 for 60 days Free Trial
#growthhackingLATAM
STEP 1: ANALYZE CURRENT DATA
STEP 2: IDENTIFY AREAS OF IMPROVEMENT
STEP 3: DECIDE METRIC
STEP 4: SETUP AND RUN EXPERIMENT!
STEP 5: Analyze ResultsSTEP 5: ANALYZE RESULTS!
STEP 6: Pivot or Persevere
THANKS
• Twitter: @anistartup
!
!
• Email: narayan.anirudh@gmail.com
#growthhackingLATAM

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