Growth Hacking - High Tempo Testing

High Tempo Testing
- a system for growth

Last time:
◉ Pirate Metrics are Acquisition, Activation, Retention,
Revenue, Referral (AARRR!!!!)
◉ Each customer segment/channel is different and should
be treated accordingly - aka should have its own, different
AARRR factors
◉ You should find 3 channels:
Best performing (%)
Largest volume (#)
Lowest cost ($)
◉ There is qualitative and quantitative data analysis

Next meetings will focus on:
◉ Pirate Metrics Workshop
◉ Tests and Experiments
◉ B2B
◉ B2C

How to be smart in managing growth?

Testing - this is the key to success!

Growth Hacking - High Tempo Testing

You have to test new solutions
to improve your funnel (AARRR)
quickly and cheaply and scale
what works.

Test to discover vs. test to
optimize

In order to grow - you must
know in which direction, have
the proper framework and
implement tests in an agile way.

Ok, what are the three things
crucial for growth?

Tell me more about the process!

First - set up goals to achieve,
metrics, strategy (for M,Q or Y)

◉Which funnel level are we working
on? (like activation)
◉What are we strong at? (i.e. SEO,
SEM)
◉What budget do we have?
◉What overall company goals to
achieve? (i.e. revenue increase 50%
YoY)
◉What do we measure? What’s
growth for us?

Second - build a repeatable and
scalable machine, that looks like
this

Ideation
Prioritisatio
n
Experiment
s
Analysis

Experiment Doc:
1. What is the test?
2. What was the hypothesis?
3. What was the experiment configuration?
4. What were the texts, graphics
5. Did it succeed or not?
6. Why did it (not) work?
7. What can we improve?
8. What have we learned

◉Watch the competition
◉Read, read, read and again - read a lot
(growthhackers.com , medium.com, Quora etc.)
◉Brainstorm
◉Organize workshops
◉Use external advisors
◉Ask the entire company to participate

Who here wants to grow their
business?

Each idea has to have a hypothesis
and KPIs

So you know if it failed or
succeeded - based on data

Scoring - we suggest the ICE score

Impact (potential impact)
Confidence (how certain are you that it
will work)
Ease (how easy is to introduce it)
On a scale of 1-10
+ working hours, if needed
+ anything that suits an organisation

They all have to focus on how will
they move the One-Metric-That-
Matters (OMTM)

+ Each idea should be linked
to particular level of a
funnel (AARRR)

Each test must have a
hypothesis, which we are
verifying

For example:
We have X traffic from Facebook a
week (no ads) and we want to
improve it. I think we should increase
the number of posts x2 daily and the
traffic will increase by 50%.

Weekly tempo goal (ie. 3 tests
a week) – depending on the
team

Crucial– total focus on the
sprint tasks

How to analyze results and
draw conclusions?

Did it work, did it not work, we don’t
know?

Ok, we know about the process,
now let’s systemize the tests!

Tell me more about the
System!

Each test has to be analyzed
and described, keep learning!

Weekly growth meeting –
Settling on the priorities and
growth coordination

Growth Meeting agenda:
● 15 min: KPI review and update focus arena
● 10 min: Review last week’s testing sprint
● 15 min: Key lessons learned from analyzed
tests
● 15 min: Select tests for this week’s sprint
● 5 min: Check growth of ideas backlog

Ideation
Prioritisation
Experiment
s
Analysis

Ideation
Prioritisatio
n
Experiments
Analysis

Ok, we know the process and the
system, but what about the growth
team?

Let’s go back to definition
of Growth Hacking

SEO PPC Email CRO Product
SEO guy
Dev
Content
Analytics
Ads guy
Dev
Graphic
Analytics
Email guy
Dev
Content
Analytics
Dev
Analytics
UX
Dev
UX
Analytics

‘Growth Master’
Someone who’s making sure, you’re
focusing only on growth
Developer
Front-end / Full Stack /
Full Stack Overflow

‘Growth Master’
Someone who’s making sure, you’re
focusing only on growth
Developer
Front-end / Full Stack /
Full Stack Overflow (joke)

‘Growth Master’ Developer
Analyst

Analyst Graphic designer

Analyst Graphic designer SEO Specialist

Analyst Graphic designer SEO Specialist Content Writer

Analyst
UX/UI designer
Graphic designer SEO Specialist Content Writer

Analyst
UX/UI designer Email Marketer
Graphic designer SEO Specialist Content Writer

Analyst
Graphic designer SEO Specialist
Community Expert
Content Writer

Analyst
Graphic designer SEO Specialist
Community Expert PPC Specialist
Content Writer

Growth Team might therefore
consist of 1 - 2 - 3 - 4 - ∞*

Growth Team might therefore
consist of 1 - 2 - 3 - 4 - ∞*
* but remember you’ll need to manage them, so infinity is not a good idea.
Up to a few people full time (4 - 6) should be enough in most cases

No matter the size, some things
must be jointly shared

3012
110
60
48
39 1.3%
3.6%
2%
1.6%

5412
641
358
12
120
11.8%
6.6%
0.22%
2.2%

7612
4301
3127
1275
134
56.5%
41%
16.7%
1.7%

7612
4301 56,5%
3127 72,7%
1275 40,77%
134 10,5%

5871
763
143
83
53
13%
2.4%
1.4%
0.9%

5871
763 13%
143 19%
83 58%
53 64%

3 step goal:
1. Register your details
2. See download page
3. Download the software

Problem
90% drop-off at the
download step

The team ran dozens of tests focusing
on improving the button’s appeal.
Nothing seemed to reverse the trend.

So they decided to do some qualitative
research to come up with new
hypotheses. It turns out they didn’t have
to ask many people.

There was a clear theme that was killing
their Activation numbers.

People didn’t believe the product was
free. They thought it was too good to be
true.

Based on their new insight, they added a
second button. This button was to
download a free trial of the paid version
of the software.

They hadn’t offered the paid version
during the signup process before
(probably because you’d assume that
would hurt conversion).

How to do it in your business?

1. Goal setting is critical to sustainable growth
2. Focus on high leverage goals
3. Communicate goals widely
4. Follow growth hacking process to achieve
goals

Figure out your:
Best performing (%)
Largest volume (#)
Lowest cost ($)

Maximize your return from
these 3 channels.

Find out where are
the leaks in these
funnels

Or talking to find out where
is the obstacle?

Spare less attention to
the other channels

Most important
sentence of the day!

You won’t know until you
test it!

To sum it up:
◉ Growth is built on proper Process,
People and Systemization
◉ The process should consist of
Ideation, Prioritization,
Experimentation and Analysis
◉ Focus on the areas where you can
have the biggest impact

Next time
Pirate Metrics Workshops

Thanks for coming!
Let’s have a beer together now!

Any questions ?
You can find us at
◉ tomzduda@gmail.com
◉ a.p.wesolowski@gmail.com
◉ michal@webgrowth.com
Thanks!

Growth Hacking - High Tempo Testing

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