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Biz Growth Hacking 2014 04 DE JUNIO 2014
Pol Valls Soler @polvallssoler
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Less Budget, More Creativity, More Automation -> Maximize Outp
Growth Hacking
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Growth Hacking based on pirate metrics
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MAARRRketing for startups
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ACQUISITION
Users come to the site; you have their attention
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ACTIVATION
User performs some key activity that indicates a good first visit
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RETENTION
User continues to do that key activity indicating they like your product
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REFERRAL
User gets other users to join
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REVENUE
User pays you
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AARRR Funnel: Customer Lifecycle / Conversion Behavior
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AARRR Funnel: Customer Lifecycle / Conversion Behavior
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BLOG EXAMPLE
Acquisition - users come to the site and stay for at least 2 minutes
Activation - user signs up for RSS/newsletter
Retention - user reads at least one post a week or opens the newsletter
Referral - user promotes your blogs contests and drives traffic
Revenue - user buys your ebook
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Different landing pages according to traffic source (Search Engines for SEO –> Footer vs Direct Traffic -> No footer)
Groupon ACQUISITION
Caution! Use at your own risk! This is cloaking!
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Groupon ACTIVATION & RETENTION
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Groupon RETENTION
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Groupon REFERRAL Sharing is in Groupon’s DNA
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Linkedin ACTIVATION
Gamification example:
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Linkedin RETENTION & REFERRAL
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Linkedin REVENUE
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Linkedin ACQUISITION & REFERRAL
This person passed away about a year ago. For the majority of her life, she ran a small hardware shop and she barely understood email, let alone LinkedIn.
From Linkedin’s People You May Know page…
(NOT THE BEST THING TO DO… people can hate you)
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Dropbox ACQUISTION Signup driven homepage:
before after
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Dropbox REFERRAL Sharing simplicity and availability on Multiple Devices & Platforms:
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Dropbox REFERRAL & REVENUE
Get more space
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Dropbox ACQUISTION & REFERRAL Dropbox Great Space Race!
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Dropbox REFERRAL & REVENUE
Dropbox growth hack in numbers…
1. September 2008: 100,000 registered users
2. January 2010 (15 months later): 4,000,000
3. Mostly from word-of-mouth and viral:
•35% of daily signups from referral program
•20% from shared folders, other viral features
•Sustained 15-20%+ month-over-month growth since launch
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Panda 4.0
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Panda 4.0 victim
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Panda 4.0 victim
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It doesn’t need to be online (initially)
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It doesn’t need to be online (initially)
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It doesn’t need to be online (initially)
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It doesn’t need to be online (initially)
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It doesn’t need to be online (initially) - 1 Private domain (forwarded to affiliate link) - made a very easy domain name - $23 - 1,000 copies (cut into 4 = 4,000 flyers) - $40 - 2 custom tshirts - $50 - 2 promo girls ($20/hr each x 4 hrs = 8 hours total) - $160 - 2 accounts on the hook up site (trial) - $10 Total Advertising Cost = $283 Hand out all 4,000 flyers + do some heavy flirting
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It doesn’t need to be online (initially) - 1 Private domain (forwarded to affiliate link) - made a very easy domain name - $23 - 1,000 copies (cut into 4 = 4,000 flyers) - $40 - 2 custom tshirts - $50 - 2 promo girls ($20/hr each x 4 hrs = 8 hours total) - $160 - 2 accounts on the hook up site (trial) - $10 Total Advertising Cost = $283 Hand out all 4,000 flyers + do some heavy flirting Got 118 conversions (2,95% conversion rate) -> 118 x $45 payout = $5,310 Revenue - $283 cost
= $5,027 PROFIT!
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ACQUISITION: SEO hacks
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ACQUISITION
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ACQUISITION hack
Caution! Use at your own risk! This is cloaking!
-> ->
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ACQUISITION hack
Caution! Use at your own risk! This is cloaking!
-> ->
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ACQUISITION hack
Caution! Use at your own risk! This is cloaking!
-> ->
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ACQUISITION
1- Setup domain with a WordPress news theme. 2- Hire writers to rewrite news articles for $2 each. (Avoid copying to ensure “journalistic quality”.) 3- Start with 150 back-dated articles to show that the site has some momentum. 4- Setup a nice logo and real phone number. 5- Double check that the site complies with the Google webmaster guidelines. 6- Submit for approval.
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ACQUISITION & REFERRAL
From advertising here…
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PS: I Love You. Get Your Free Email at Hotmail
ACQUISITION & REFERRAL
To simply writing this footer on each email…
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ACQUISITION & REFERRAL
And here are the results:
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ACQUISITION & REFERRAL (Through viral content)
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ACQUISTION, ACTIVATION, RETENTION & REFERRAL
ACQUISTION, ACTIVATION & RETENTION
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Reverse Engineered App Store’s ranking algorithm (approximation)
AppStore Ranking = H + D + R + E + S H = # of installs weighted for the past few hours D = # of installs weighted for the past few days R = Reviews (star rating + number of reviews) E = Engagement (# of times app opened etc.) S = Sales ($)
Luck? AppStore Bot? Dark pattern?
ACQUISITION, REFERRAL & REVENUE
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ACQUISITION & PROFIT
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REFERRAL
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REFERRAL
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REFERRAL
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REVENUE & PROFIT
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REVENUE & PROFIT
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REVENUE & PROFIT
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REVENUE & PROFIT
Unlock all books is the clear top revenue generator.
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REVENUE & PROFIT
The $144,146,165 Button
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REVENUE & PROFIT
The $144,146,165 Button
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REVENUE & PROFIT The $144,146,165 Button
When cabs were cash only, the average tip was roughly 10%. After the introduction of this system, the tip percentage jumped to 22%. Those
three buttons resulted in $144,146,165 of additional tips per year.
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When Growth Hacking Goes Fail Hacking
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Path Facebook blocked Path’s “Find Friends” access following spam controversy
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Path Path texts your entire phonebook
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Glide Same…
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Tinder Same…
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Rap Genius: No SEO Genius
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Rap Genius: No SEO Genius
Rap Genius fell from around 700,000 uniques a day to around 100,000.
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Rap Genius: No SEO Genius Google recommends a 4-step approach to fixing the problem:
1. Download a list of links to your site from Webmaster Tools.
2. Check this list for any links that violate our guidelines on linking.
3. For any links that violate our guidelines, contact the webmaster
of that site and ask that they either remove the links or prevent them
from passing PageRank, such as by adding a rel="nofollow" attribute.
4. Use the Disavow links tool in Webmaster Tools to disavow any links
you were unable to get removed.
But they had a MASSIVE problem… so they had to write a scraper to
analyze 178k URLs using concurrency on a Heroku cloud. #NOTBAD
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Facebook Fraud
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Facebook Fraud
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Gracias
@polvallssoler
linkedin.com/in/polvallssoler
slideshare.net/polvallssoler
Reddit for spanglish geeks: http://zumogeek.com/ iOS app for discovering people nearby: http://joinerapp.com/
Moneda Catalana (Catalan Cryptocurrency): http://moneda.cat/ Feel Real Estate Barcelona Property: http://feelrealestate.com/
Co-creator of:
Advising entrepreneurs at La Salle Technova Barcelona