Transcript
Page 1: How To Setup Growth Experiments

How To SetupGrowth ExperimentsImprove & Reach Your Target Metrics

Chris Rodriguez | http://chrisrodriguez.co | @Chris_Excel

Page 2: How To Setup Growth Experiments

1. WHAT do I need to get started?

2. WHERE should I start?

3. HOW should I run my experiments?

4. WHAT are my experiment variables?

5. Q&A

Page 3: How To Setup Growth Experiments

Why send emails?Understand Your Current Situation

1. How do I get started?

Traffic: Where does it come from today? Where has it come from in the past?

Customers & Users: Where are you getting paying customers & users from today?

Marketing Campaigns: How have your marketing campaigns performed? Which channels?

Referrals: Does your product have an invite/referral system? How has it performed?

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Why send emails?Understand Industry Benchmarks

1. How do I get started?

Email Marketing: Mailchimp’s Email Marketing Benchmarks (by industry, by company size)http://mailchimp.com/resources/research/email-marketing-benchmarks/

Conversion Rates: Hubspot’s 2013 State of Inbound Marketinghttp://cdn2.hubspot.net/hub/53/file-30889984-pdf/2013_StateofInboundMarketing_FullReport.pdf

Social Media Traffic: Shareaholic’s 2014 Social Media Traffic Reporthttps://blog.shareaholic.com/social-media-traffic-trends-01-2014/

Social Media Ads: Business Insider’s 2013 “Best Guide To Social Media Ads”http://www.businessinsider.com/facebook-ads-still-lag-paid-search-ctr-2013-6

Twitter Clicks: http://mashable.com/2009/07/07/twitter-clickthrough-rate/

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Why send emails?Know Your Tools

1. How do I get started?

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Why send emails?Know Your Tools

1. How do I get started?

OptimizelyWYSIWYG / simple HTML

create variations

easily change:colorcopy

placement

Page 7: How To Setup Growth Experiments

1. WHAT do I need to get started?

2. WHERE should I start?

3. HOW should I run my experiments?

4. WHAT are my experiment variables?

5. Q&A

Page 8: How To Setup Growth Experiments

2. Where should I start?

“Low-Hanging Fruit”What can get done quickly?

Opens

Subject Lines: Email, LinkedIn

Clicks

Copy: Email, LinkedIn, Facebook, TwitterHyperlinks: Your domain vs. Bit.ly / shorteners

Calls-To-Action: Buttons vs. Links

“Color, Copy, Placement”

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2. Where should I start?

“Biggest Impact”What can help growth most?

MarketingHigh-Performing Channels

Viral GrowthUser Referrals

On-Screen ConversionsProduct SEO

Reduce ChurnUser Onboarding

Email Drip Campaign

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2. Where should I start?

User Referrals: Dropbox

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2. Where should I start?

Product SEO: Quora

Page 12: How To Setup Growth Experiments

1. WHAT do I need to get started?

2. WHERE should I start?

3. HOW should I run my experiments?

4. WHAT are my experiment variables?

5. Q&A

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3. How should I run my experiments?

Good Old “Scientific Method”

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3. How should I run my experiments?

Good Old “Scientific Method”● Question: What do you want to find out?

○ Here is where you write a full-sentence, testable question.

● Hypothesis: What is your scientific prediction?

○ Format = If X, then Y, because Z.

● Variables: What is the independent variable (the one you change)? The dependent variable (the

one that responds)? The controlled variable (the constant)?

● Procedure / Materials / Setup: What did you do? What did you use? Be brief but detailed.

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3. How should I run my experiments?

Good Old “Scientific Method”● Data: What did you measure during your experiment?

● Observations / Conclusion: What did you notice during your experiment? What did you learn?

● Next Testable Question: What related experiment would you like to try next?

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1. WHAT do I need to get started?

2. WHERE should I start?

3. HOW should I run my experiments?

4. WHAT are my experiment variables?

5. Q&A

Page 17: How To Setup Growth Experiments

4. What are my expected variables?

Sender NameData <[email protected]>

Subscriber NameData <[email protected]>Thurs, Jan 9, 2014 at 7:12PM

Subject line you wrote

serveryouuse.com

E-MAIL MARKETING

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4. What are my expected variables?

Personal

E-MAIL MARKETINGUrgency

Intrigue

Brand

Personal

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4. What are my expected variables?

Images

FACEBOOK POSTS

Copy

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4. What are my expected variables?

Copy

ON-SCREEN

ColorPlacement

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1. WHAT do I need to get started?

2. WHERE should I start?

3. HOW should I run my experiments?

4. WHAT are my experiment variables?

5. Q&A


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