high tempo testing - building a scalable growth process

morganbrown.co // @morganb

High Tempo TestingBuilding a scalable growth process

“The founders acknowledge they made mistakes along the way. They spent too much time on the product and not enough time on growth and distribution.”

—TheVerge.com

Buzzfeed Content ViewsReported by Jonah Peretti on Re/Code Decode Aug 2015

Sites & Apps 23% YouTube 14% Google 2% Facebook Traffic 6% Facebook Video 27% Snapchat 21% Facebook Images 4% Pinterest/Twitter 4%

*Adds up to more than 100%

morganbrown.co // @morganb

How Do They Do It?

Punchline:

Rapid experimentation is the key to driving fast growth

morganbrown.co // @morganb

Testing Drives GrowthSatya Patel, 2014 Agile Marketing Meetup

Twitter Growth 2010 - 2012U

sers

(MM

)

0

50

100

150

200

Q1 '10 Q2 '10 Q3 '10 Q4 '10 Q1 '11 Q2 '11 Q3 '11 Q4 '11 Q1 '12 Q2 '12 Q3 '12 Q4 '12

0.5 tests/week 10 tests/week

Faster Tempo = More LearningMore Learning = More Growth

http://collegesportsblog.dallasnews.com/2014/01/baylor-10th-overall-in-espns-way-too-early-top-25-college-football-rankings.html/

The Growth Team• PM Growth

• Analyst

• Growth Engineer

• Digital marketers

• Specialist(s)

1

Zuckerberg poses with some of his deputies at Antonio’s Nut House in Palo Alto, a popular staff hangout: Chamath Palihapitya, vice president for growth, mobile and international; Zuckerberg; Mike Schroepfer, vice president of engineering; Jonathan Heiliger, vice president of technical operations; Chris Cox, vice president of product.

morganbrown.co // @morganbhttp://www.sanfranciscosentinel.com/?p=98962

Growth ProcessIdeate

Prioritize

Test

Analyze

Unbridled Ideation

Focus Prioritization

Rapid Testing of Promising Ideas

Analysis Learning

morganbrown.co // @morganb

Ideas = Fuel for Growth

• Full team participation (engineering, marketing, ops, etc.)

• All funnel elements (AARRRR)

• Ideas written as hypotheses

morganbrown.co // @morganb

Focus & Prioritization

• Growth lead owns focus (North Star, OKR, etc.)

• Hypotheses are scored and sized

• Growth team nominates experiments for testing

morganbrown.co // @morganb

Disciplined Tempo

• Commit to weekly testing velocity (start small)

• Weekly growth meeting to plan and launch ‘sprints’

• Right-size tests to hit desired tempo

morganbrown.co // @morganbhttp://www.engadget.com/2015/05/31/spotify-is-my-new-running-mate/

Must learn something from every test.

Learning must be accessible.

Process in Action

Moved Email collector from bottom to top

Result: 700% Increase in collected emails

It’s hard to predict test quality

morganbrown.co // @morganb

Process in ActionRun double-down tests

+22.1% sign ups +44.5% sign ups

morganbrown.co // @morganb

High Tempo Drives Growth

Started high tempo testing

morganbrown.co // @morganb

@morganb morganbrown.co

canvas.growthhackers.com

Thank you.

morganbrown.co // @morganb