using your growth model to drive smarter high tempo testing
TRANSCRIPT
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Testing with a Growth Model
Using a Growth Model for more Effective High Tempo Testing
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Testing Drives Growth
Twitter boosts testing tempo 20X GH boosts testing tempo 10X
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High Tempo Testing Process
Analyze
Ideas Prioritize
Test
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Analyze Growth Model First
Analyze
Ideas Prioritize
Test
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Establish a North Star Metric
• Provides lens for measuring sustainable growth
• Should be correlated with value delivered to customers
• Examples: Airbnb nights booked, Facebook DAUs
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Understand Your Growth Model
Relationship between variables that move your North Star Metric
• Acquisitio - Sources and motivation to try
• Ac - Aha moment
• - “Must have” experience
• - User-get-user loops
Acquisition
Activation
Retention
Referral
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Build Your Growth Model
?
(Aha Moment) ?
?
(North Star Metric)
?
Acquisition
Activation
Retention
Referral
Revenue ?
*simplified
(Core Benefit)
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LinkedIn Example Growth Model*
SEO Int’l expansion Invites
(Aha Moment) Create profile, 4+ connections
Stay connected with work people
(North Star Metric)
Profile connections
Acquisition
Activation
Retention
Referral
Revenue Invites
*simplified
(Core Benefit)
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What’s Your “Aha Moment”?
• Elements of an “aha moment”
– First taste of core benefit
– Achievable on first visit
– Significantly increases likelihood of revisit
• If NO “aha moment” reached on 1st visit, unlikely to ever see prospect again
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Growth Model for GrowthHackers*
Invites
(invites)
Unique growth insights from
testing
(North Star Metric)
Card hops
SlideShare Acquisition
Activation
Retention
Referral
Revenue
Sharing a great idea
(Aha Moment)
*simplified
(Core Benefit)
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Analyze to Find Leverage in Model
(invites)
Unique growth insights from
testing Card hops
Acquisition
Activation
Retention
Referral Sharing a great idea
(Aha Moment)
Invites SlideShare
(North Star Metric)
Revenue
(Core Benefit)
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“Activation” Growth Objective
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Deeper Understanding of Problem
No ideas added yet
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High Tempo Testing Process
Analyze
Ideas Prioritize
Test
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Generate Ideas in Leverage Area
Majority of new ideas should be in leverage area
Activation
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Formalize ideas in Experiment Doc
• Include hypothesis, research, target lever
ICE Score 1 - 10
I - Impact
C - Confidence
E - Ease
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High Tempo Testing Process
Analyze
Ideas Prioritize
Test
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Team Members Nominate Ideas
Filter to focus area Sort by ICE score
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Quick Team Nomination Pitches
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High Tempo Testing Process
Analyze
Ideas Prioritize
Test
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Launch and Manage Testing
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Integrate Your Testing Tools
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Analyze Results
Analyze
Ideas Prioritize
Test
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Analyze Results
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Organize Learning
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Repeat Process
Analyze
Ideas Prioritize
Test
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Monitor Key Testing Inputs
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Weekly Growth Meeting Agenda
15 min: KPI review & update focus area
10 min: Review last week’s testing sprint
15 min: Key lessons learned from analyzed tests
15 min: Select next tests via nominations
5 min: Check growth of idea backlog
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Manage High Tempo Testing
1) Team Ideation 2) Prioritize Testing 3) Capture Learning
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