Download - How To Setup Growth Experiments
How To SetupGrowth ExperimentsImprove & Reach Your Target Metrics
Chris Rodriguez | http://chrisrodriguez.co | @Chris_Excel
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
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?
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/
Why send emails?Know Your Tools
1. How do I get started?
Why send emails?Know Your Tools
1. How do I get started?
OptimizelyWYSIWYG / simple HTML
create variations
easily change:colorcopy
placement
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
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”
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
2. Where should I start?
User Referrals: Dropbox
2. Where should I start?
Product SEO: Quora
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
3. How should I run my experiments?
Good Old “Scientific Method”
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.
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?
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
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
4. What are my expected variables?
Personal
E-MAIL MARKETINGUrgency
Intrigue
Brand
Personal
4. What are my expected variables?
Images
FACEBOOK POSTS
Copy
4. What are my expected variables?
Copy
ON-SCREEN
ColorPlacement
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