the growth hacking skill no one's talking about
TRANSCRIPT
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#GHgoals
Behind every great growth hack is a goal
GOAL User retention
GOAL
GOAL
GOAL
User invites
Link distribution
User sharing
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Why goals are so crazy-effective
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Three Reasons Why Growth Hackers Use Goals
Hack your brainFocusLearn
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#GHgoals
Learn
Hypothesis
If [Variable], then [Result], because [Rationale].
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#GHgoals
RJMetrics story
Leads
Opportunities
Customers
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#GHgoals
Focus
Goals align individuals and
focus attention
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#GHgoals
Growth Hackers story
+
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#GHgoals
Goal-setting theory
90% of laboratory and field studies involving specific
and challenging goals led to higher performance
than did easy or no goals.
- Edwin A. Locke, 1981
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Hack your brain
The closer you get to a goal, the more dopamine you get.
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#GHgoals
Email Conversion Rate
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6 Reasons Goals Go Wrong
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#GHgoals
1. Setting fuzzy, undefined goals
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#GHgoals
2. Goal-driven-to-the-extreme approach
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#GHgoals
3. Not adjusting based on new information
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#GHgoals
False Hope Syndrome =
The hope that setting a goal will generate motivation
4. Setting too many goals
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#GHgoals
5. Setting goals that are impossible
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#GHgoals
6. Measuring success with vanity metrics
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How to Use Goals Like a Growth Hacker
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#GHgoals
Goal-Setting Framework
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#GHgoals
Find the “golden motion”
Know the metric you’re trying to improve
Analyze data to find influencing behaviors (logins, downloads, adding a user)
Replicate the behavior
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#GHgoals
Execute
1. Prioritize tests2. Build a healthy backlog3. Keep track of winners & losers4. Establish cadence of moving
tests from ideas to backlog
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#GHgoals
Track progress
Hack your brain. Every day you’re tracking progress and getting that dopamine boost
Focus. Every day you’re reminded of what is the most important thing for you to be working on
Learn. Every day you’re checking what’s working, learning, and adjusting
How short feedback loops increase goal effectiveness:
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#GHgoals
How to do this
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#GHgoals
Ideas
- Slack channel, HipChat room- Weekly emails- Internal dashboards- Confluence- Large displays in the office- Lunch and learns- Office hours- Gongs and cowbells
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#GHgoals
Socialize/Iterate
of marketers don't share testing or growth wins with their team.
35%
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Thank you for joining us!