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morganbrown.co // @morganb
High Tempo TestingBuilding a scalable growth process
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“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
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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
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How Do They Do It?
Punchline:
Rapid experimentation is the key to driving fast growth
morganbrown.co // @morganb
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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
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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/
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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
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Growth ProcessIdeate
Prioritize
Test
Analyze
Unbridled Ideation
Focus Prioritization
Rapid Testing of Promising Ideas
Analysis Learning
morganbrown.co // @morganb
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Ideas = Fuel for Growth
• Full team participation (engineering, marketing, ops, etc.)
• All funnel elements (AARRRR)
• Ideas written as hypotheses
morganbrown.co // @morganb
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Focus & Prioritization
• Growth lead owns focus (North Star, OKR, etc.)
• Hypotheses are scored and sized
• Growth team nominates experiments for testing
morganbrown.co // @morganb
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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/
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Must learn something from every test.
Learning must be accessible.
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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
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Process in ActionRun double-down tests
+22.1% sign ups +44.5% sign ups
morganbrown.co // @morganb
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High Tempo Drives Growth
Started high tempo testing
morganbrown.co // @morganb
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@morganb morganbrown.co
canvas.growthhackers.com
Thank you.
morganbrown.co // @morganb