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
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
(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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