the rise of the user - david darmanin

@DavidDarmanin@DavidDarmanin

The Rise of the User

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1. Why your Users have now become your biggest Weapon of Mass Growth.

2. The 4 Drivers of GrowthStrategy and why they matter.

3. How to measure your XEmpathy maturity.

The Rise of the User

@DavidDarmanin

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David Darmanin

CEO & FounderHotjar is used on 235,105 sites.Grew to €3 Million in ARR in just 1 year.

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Entrepreneur and Consultant. Passionate about UX and Marketing – specialized in CRO.

Launched hundreds of tests across dozens of industries over 11 yrs.Generated hundreds of millions of dollars in new revenue.

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10x increase between 2005 and 2013

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Consumers are 71% more likely to make a purchase based on social media referrals (Hubspot)

90% Of Customers Say Buying Decisions Are Influenced By Online Reviews (Dimensional Research)

15,100,000 consumers go to social media channels before making purchase decisions (Knowledge Networks)

49% of consumers use Facebook to search for restaurants (Mashable)

77% of consumers are more likely to buy a new product when learning about it from friends or family. (Nielsen)

44% of automotive consumers conduct research on forums (Mashable)

49% of U.S. consumers say friends and family are their top sources of brand awareness, up from 43% in 2009. (Jack Morton)

91% of B2B buyers are influenced by word-of-mouth when making their buying decision. [USM]

Some stats...

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What’s

next?

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The Age of the ‘Connected’ User

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Social connections are influencing decisions...

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How to win in this new ‘connected’ age...

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“The only way to win in the long term is to

#PrioritizeYourUsers”

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“The only way to win in the long term is to

#PrioritizeYourUsers”@DavidDarmanin

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Strategy is clearly

prioritized around the

user

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Investment in qualitative research

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Change to team

structure based on user

needs.

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#PrioritizeYourUsers and...

Have a long term plan!

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Strategy

“A plan of action designed to achieve a long term or overall aim.”

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We have to think of Growth as a Journey...

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Perception

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Reality

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Why #GrowthStrategy?

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No Strategy‘Wing it’

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Purpose and Vision

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Power of Growth

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Iterative Growth

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The 4 Drivers of user-focused#GrowthStrategy.

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Monetization Usage Word of MouthConversion

What do we want to achieve?

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Monetization Usage Word of MouthConversion

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Usage Word of MouthConversion

The 4 Drivers of user-focusedGrowthStrategy.

1. DEMAND

Monetization

2. VALUE 3. EXPERIENCE 4. WOW

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How are we different?

1. DEMAND

How are we different?

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1. DEMAND

Made.com

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1. DEMAND

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2. VALUE

What is real value to our users?

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2. VALUE

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3. EXPERIENCE

Is it ‘fun’ to use our site?

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3. EXPERIENCE

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4. WOW

How can we delight?

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4. WOW

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RESULT DRIVER WHY MONITOR

1. Conversion DemandGenerate Demand for your brand by positioning yourself and converting

a large % of a large market.Google Trends

2. Monetization ValueFocus on creating value for your users. The more you do the more you can monetize. Beware quick wins that can harm other drivers.

Relative Value

Survey

3. Usage ExperienceCreate an experience that your

users truly enjoy. Anticipate their needs and simplify the ‘interface’.

Addiction

4. Word of Mouth Wow!Create moments of delight and wow. This is the key to word-of-

mouth growth.NPS Survey

The 4 Levers of User-focused #GrowthStrategy

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1. DEMAND 2. VALUE 3. EXPERIENCE 4. WOW

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To maximize all 4 drivers you needXEmpathy

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XEmpathyis the ability to truly empathize with

– and react to – your users’ complete experience.

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1. We are now in the ‘Connected User Era’ – we must adapt or die.2. Become a true champion for your users.3. Work with your team to create a clear purpose and vision.4. Build an action / test plan around the ‘4 levers of #GrowthStrategy’.5. Review your XEmpathy maturity and focus on improving each area.6. Listen to your users and become a user / customer yourself.7. #GiveAShit – act on the feedback and insights you collect.

7 Key Takeaways

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