using your growth model to drive smarter high tempo testing

Testing with a Growth Model

Using a Growth Model for more Effective High Tempo Testing

Testing Drives Growth

Twitter boosts testing tempo 20X GH boosts testing tempo 10X

High Tempo Testing Process

Analyze

Ideas Prioritize

Test

Analyze Growth Model First

Analyze

Ideas Prioritize

Test

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

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

Build Your Growth Model

?

(Aha Moment) ?

?

(North Star Metric)

?

Acquisition

Activation

Retention

Referral

Revenue ?

*simplified

(Core Benefit)

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)

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

Growth Model for GrowthHackers*

Invites

(invites)

Unique growth insights from

testing

(North Star Metric)

Card hops

SlideShare Acquisition

Activation

Retention

Referral

Revenue

Twitter

Sharing a great idea

(Aha Moment)

*simplified

(Core Benefit)

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

Twitter

(North Star Metric)

Revenue

(Core Benefit)

“Activation” Growth Objective

Deeper Understanding of Problem

No ideas added yet

High Tempo Testing Process

Analyze

Ideas Prioritize

Test

Generate Ideas in Leverage Area

Majority of new ideas should be in leverage area

Activation

Formalize ideas in Experiment Doc

•  Include hypothesis, research, target lever

ICE Score 1 - 10

I - Impact

C - Confidence

E - Ease

High Tempo Testing Process

Analyze

Ideas Prioritize

Test

Team Members Nominate Ideas

Filter to focus area Sort by ICE score

Quick Team Nomination Pitches

High Tempo Testing Process

Analyze

Ideas Prioritize

Test

Launch and Manage Testing

Integrate Your Testing Tools

Analyze Results

Analyze

Ideas Prioritize

Test

Analyze Results

Organize Learning

Repeat Process

Analyze

Ideas Prioritize

Test

Monitor Key Testing Inputs

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

Manage High Tempo Testing

1) Team Ideation 2) Prioritize Testing 3) Capture Learning

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