Hasan Tahir (International Growth Marketing Trainer at Growth Tribe) spoke at App Promotion Summit London WFH 2020 about growth hacking for apps and where you should start from.
Create a Minimum Viable Experiment for your prioritized growth ideas: least amount of resources but still making sure that you have tested the right thing and with enough statistical significance.
The faster you can go through the experiment process, the more experiments you run, the more you will learn → the more chances of success you will have.
Self-reliance + Experimentation = Growth. Don't be let down if some of your experiments are inconclusive or even fail. You're building compounded growth that is organic and you will hit some golden nuggets (huge wins).
You have time for 21.5 sprints in a year. If you do 10 experiments in a sprint with a 30% success rate, you will have 65 small and big experiments that will add compounded growth to your business.
Focus on what your core is but at the same time keep an eye out on all the things you can learn a little about (with minimum effort: book, blog, etc.) to improve your skills and your "T-shaped" profile.
Don't complicate things. Think of resources you can create and share them on LinkedIn (if it's the channel you're working on) then do experiments on posts to see what gives you the best results in terms of tactics.
Create a persona for people who use your app and then use the psychological traits from a tool like Crystal to add any kind of features/messaging/communication so you connect with your users on a deeper level.
A tool like Outgrow allows you to do tool-based marketing and create interactive calculators and quizzes that can drive traffic and engagement to your website.
DataSine (Pomegranate feature/product) is a tool that gives you the likelihood each ad creative will be converting. Instead of pushing all the ads live on your UA channel, you can put more budget behind the ad(s) most likely to win.
Put people through 5-10 seconds test with a tool like Usabilityhub to see if they understand what your website has to offer. Iterate based on people's responses.
You can try to apply a "WOW flip" where instead of having the activation after the acquisition you put it before the activation.
Create a Minimum Viable Experiment for your prioritized growth ideas: least amount of resources but still making sure that you have tested the right thing and with enough statistical significance.
The faster you can go through the experiment process, the more experiments you run, the more you will learn → the more chances of success you will have.
Self-reliance + Experimentation = Growth. Don't be let down if some of your experiments are inconclusive or even fail. You're building compounded growth that is organic and you will hit some golden nuggets (huge wins).
You have time for 21.5 sprints in a year. If you do 10 experiments in a sprint with a 30% success rate, you will have 65 small and big experiments that will add compounded growth to your business.
Focus on what your core is but at the same time keep an eye out on all the things you can learn a little about (with minimum effort: book, blog, etc.) to improve your skills and your "T-shaped" profile.
Don't complicate things. Think of resources you can create and share them on LinkedIn (if it's the channel you're working on) then do experiments on posts to see what gives you the best results in terms of tactics.
Create a persona for people who use your app and then use the psychological traits from a tool like Crystal to add any kind of features/messaging/communication so you connect with your users on a deeper level.
A tool like Outgrow allows you to do tool-based marketing and create interactive calculators and quizzes that can drive traffic and engagement to your website.
DataSine (Pomegranate feature/product) is a tool that gives you the likelihood each ad creative will be converting. Instead of pushing all the ads live on your UA channel, you can put more budget behind the ad(s) most likely to win.
Put people through 5-10 seconds test with a tool like Usabilityhub to see if they understand what your website has to offer. Iterate based on people's responses.
You can try to apply a "WOW flip" where instead of having the activation after the acquisition you put it before the activation.
Create a Minimum Viable Experiment for your prioritized growth ideas: least amount of resources but still making sure that you have tested the right thing and with enough statistical significance.
The faster you can go through the experiment process, the more experiments you run, the more you will learn → the more chances of success you will have.
Self-reliance + Experimentation = Growth. Don't be let down if some of your experiments are inconclusive or even fail. You're building compounded growth that is organic and you will hit some golden nuggets (huge wins).
You have time for 21.5 sprints in a year. If you do 10 experiments in a sprint with a 30% success rate, you will have 65 small and big experiments that will add compounded growth to your business.
Focus on what your core is but at the same time keep an eye out on all the things you can learn a little about (with minimum effort: book, blog, etc.) to improve your skills and your "T-shaped" profile.
Don't complicate things. Think of resources you can create and share them on LinkedIn (if it's the channel you're working on) then do experiments on posts to see what gives you the best results in terms of tactics.
Create a persona for people who use your app and then use the psychological traits from a tool like Crystal to add any kind of features/messaging/communication so you connect with your users on a deeper level.
A tool like Outgrow allows you to do tool-based marketing and create interactive calculators and quizzes that can drive traffic and engagement to your website.
DataSine (Pomegranate feature/product) is a tool that gives you the likelihood each ad creative will be converting. Instead of pushing all the ads live on your UA channel, you can put more budget behind the ad(s) most likely to win.
Put people through 5-10 seconds test with a tool like Usabilityhub to see if they understand what your website has to offer. Iterate based on people's responses.
You can try to apply a "WOW flip" where instead of having the activation after the acquisition you put it before the activation.
Notes for this resource are currently being transferred and will be available soon.
1. Mindset 2. Process 3. People 4. Tactics
The fastest companies seem to be winning
Takeru Kobayashi is used to illustrate the growth mindset. He crushed a hot dog eating contest after a series of experiments when training: temperature, eating with cabbage, separating the sausage from the bun and dipping the bun in the water (the most successful one), etc.
[💎@10:42] The faster you can go through the process, the more experiments you run, the more you will learn → the more chances of success you will have.
Growth tribe has a "fail board". After a number of fails they do a fail party.
Mister green example
Electric car leasing company, where the user experience was too slow. First 5 experiments were a fail
If fully done, the idea for experiment 6 above would take too much time and money. So he created the Minimum Viable Experiment below
This was the landing page for the experiment, with only one thing you can do: fill the form and click the button.
It took 1 day to get a hard sale, which was what was needed to get buy-in from the company to actually code the thing.
It led to an 800% increase in leads as well as an additional business model "Mister Green direct".
[💎@16:55] Self-reliance + Experimentation = Growth. Don't be let down if some of your experiments are inconclusive or even fail. But you're building compounded growth that is organic and you will hit some golden nuggets (huge wins).
Some inspiration: you have time for 21.5 sprints in a year
[💎@18:10] You have time for 21.5 sprints in a year. If you do 10 experiments in a sprint with a success rate of 30%, you will have 65 small and big experiments that will add compounded growth to your business.
Growth marketing teams look for opportunities in the entire marketing funnel. This means you can't have just a specialist profile only: you should know a little about a lot.
[💎@20:20] Focus on what your core is but at the same time keep an eye out on all the things you can learn a little about (with minimum effort: book, blog, etc.) to improve your skills and your "T-shaped" profile.
The team at TomTom went through this T-shaping approach. Being able to think about ideas in multiple areas led to redesigning the landing page with 50% increase in sales with 6 experiments per sprint.
Best practices, tooling, strategy, implementation. Examples (at different stage of the funnel)
Tinder realized that a match is crucial to the experience and need people to start swiping. Suspicion that they are actually using bots to make sure that people can experience the first match. Tinder also send a notification about how the chances of match are 3x higher.
Examples:
1. Mindset 2. Process 3. People 4. Tactics
The fastest companies seem to be winning
Takeru Kobayashi is used to illustrate the growth mindset. He crushed a hot dog eating contest after a series of experiments when training: temperature, eating with cabbage, separating the sausage from the bun and dipping the bun in the water (the most successful one), etc.
[💎@10:42] The faster you can go through the process, the more experiments you run, the more you will learn → the more chances of success you will have.
Growth tribe has a "fail board". After a number of fails they do a fail party.
Mister green example
Electric car leasing company, where the user experience was too slow. First 5 experiments were a fail
If fully done, the idea for experiment 6 above would take too much time and money. So he created the Minimum Viable Experiment below
This was the landing page for the experiment, with only one thing you can do: fill the form and click the button.
It took 1 day to get a hard sale, which was what was needed to get buy-in from the company to actually code the thing.
It led to an 800% increase in leads as well as an additional business model "Mister Green direct".
[💎@16:55] Self-reliance + Experimentation = Growth. Don't be let down if some of your experiments are inconclusive or even fail. But you're building compounded growth that is organic and you will hit some golden nuggets (huge wins).
Some inspiration: you have time for 21.5 sprints in a year
[💎@18:10] You have time for 21.5 sprints in a year. If you do 10 experiments in a sprint with a success rate of 30%, you will have 65 small and big experiments that will add compounded growth to your business.
Growth marketing teams look for opportunities in the entire marketing funnel. This means you can't have just a specialist profile only: you should know a little about a lot.
[💎@20:20] Focus on what your core is but at the same time keep an eye out on all the things you can learn a little about (with minimum effort: book, blog, etc.) to improve your skills and your "T-shaped" profile.
The team at TomTom went through this T-shaping approach. Being able to think about ideas in multiple areas led to redesigning the landing page with 50% increase in sales with 6 experiments per sprint.
Best practices, tooling, strategy, implementation. Examples (at different stage of the funnel)
Tinder realized that a match is crucial to the experience and need people to start swiping. Suspicion that they are actually using bots to make sure that people can experience the first match. Tinder also send a notification about how the chances of match are 3x higher.
Examples:
1. Mindset 2. Process 3. People 4. Tactics
The fastest companies seem to be winning
Takeru Kobayashi is used to illustrate the growth mindset. He crushed a hot dog eating contest after a series of experiments when training: temperature, eating with cabbage, separating the sausage from the bun and dipping the bun in the water (the most successful one), etc.
[💎@10:42] The faster you can go through the process, the more experiments you run, the more you will learn → the more chances of success you will have.
Growth tribe has a "fail board". After a number of fails they do a fail party.
Mister green example
Electric car leasing company, where the user experience was too slow. First 5 experiments were a fail
If fully done, the idea for experiment 6 above would take too much time and money. So he created the Minimum Viable Experiment below
This was the landing page for the experiment, with only one thing you can do: fill the form and click the button.
It took 1 day to get a hard sale, which was what was needed to get buy-in from the company to actually code the thing.
It led to an 800% increase in leads as well as an additional business model "Mister Green direct".
[💎@16:55] Self-reliance + Experimentation = Growth. Don't be let down if some of your experiments are inconclusive or even fail. But you're building compounded growth that is organic and you will hit some golden nuggets (huge wins).
Some inspiration: you have time for 21.5 sprints in a year
[💎@18:10] You have time for 21.5 sprints in a year. If you do 10 experiments in a sprint with a success rate of 30%, you will have 65 small and big experiments that will add compounded growth to your business.
Growth marketing teams look for opportunities in the entire marketing funnel. This means you can't have just a specialist profile only: you should know a little about a lot.
[💎@20:20] Focus on what your core is but at the same time keep an eye out on all the things you can learn a little about (with minimum effort: book, blog, etc.) to improve your skills and your "T-shaped" profile.
The team at TomTom went through this T-shaping approach. Being able to think about ideas in multiple areas led to redesigning the landing page with 50% increase in sales with 6 experiments per sprint.
Best practices, tooling, strategy, implementation. Examples (at different stage of the funnel)
Tinder realized that a match is crucial to the experience and need people to start swiping. Suspicion that they are actually using bots to make sure that people can experience the first match. Tinder also send a notification about how the chances of match are 3x higher.
Examples:
