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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
IdeasPrioritize
Test
Analyze Growth Model First
Analyze
IdeasPrioritize
Test
Establish a North Star Metric
•  Provides lens for measuring sustainable growth
•  Should be correlated with value deliver...
Understand Your Growth Model
Relationship between variables that move your
North Star Metric
•  Acquisitio - Sources and m...
Build Your Growth Model
?
(Aha Moment)
?
?
(North Star
Metric)
?
Acquisition
Activation
Retention
Referral
Revenue
?
*simp...
LinkedIn Example Growth Model*
SEO Int’l expansion Invites
(Aha Moment)
Create profile,
4+ connections
Stay connected
with ...
What’s Your “Aha Moment”?
•  Elements of an “aha moment”
–  First taste of core benefit
–  Achievable on first visit
–  Sign...
Growth Model for GrowthHackers*
Invites
(invites)
Unique growth
insights from
testing
(North Star
Metric)
Card hops
SlideS...
Analyze to Find Leverage in Model
(invites)
Unique growth
insights from
testing Card hops
Acquisition
Activation
Retention...
“Activation” Growth Objective
Deeper Understanding of Problem
No ideas added yet
High Tempo Testing Process
Analyze
IdeasPrioritize
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
...
High Tempo Testing Process
Analyze
IdeasPrioritize
Test
Team Members Nominate Ideas
Filter to focus area Sort by ICE score
Quick Team Nomination Pitches
High Tempo Testing Process
Analyze
IdeasPrioritize
Test
Launch and Manage Testing
Integrate Your Testing Tools
Analyze Results
Analyze
IdeasPrioritize
Test
Analyze Results
Organize Learning
Repeat Process
Analyze
IdeasPrioritize
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 ...
Manage High Tempo Testing
1) Team Ideation 2) Prioritize Testing 3) Capture Learning
Try GrowthHackers Projects Free
Proje...
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Using Your Growth Model to Drive Smarter High Tempo Testing Slide 1 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 2 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 3 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 4 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 5 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 6 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 7 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 8 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 9 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 10 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 11 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 12 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 13 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 14 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 15 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 16 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 17 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 18 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 19 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 20 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 21 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 22 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 23 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 24 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 25 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 26 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 27 Using Your Growth Model to Drive Smarter High Tempo Testing Slide 28

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In this presentation, Sean Ellis highlights how to use a growth model to inform your high tempo testing efforts. It goes through the key steps for building your growth model including establishing a north star metric, and identifying your "aha moment" and the core benefit that drives retention. Finally he shows how the GrowthHackers team has used a growth model to plan our growth roadmap.

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Using Your Growth Model to Drive Smarter High Tempo Testing

  1. 1. Testing with a Growth Model Using a Growth Model for more Effective High Tempo Testing
  2. 2. Testing Drives Growth Twitter boosts testing tempo 20X GH boosts testing tempo 10X
  3. 3. High Tempo Testing Process Analyze IdeasPrioritize Test
  4. 4. Analyze Growth Model First Analyze IdeasPrioritize Test
  5. 5. 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
  6. 6. 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
  7. 7. Build Your Growth Model ? (Aha Moment) ? ? (North Star Metric) ? Acquisition Activation Retention Referral Revenue ? *simplified (Core Benefit)
  8. 8. 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)
  9. 9. 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
  10. 10. Growth Model for GrowthHackers* Invites (invites) Unique growth insights from testing (North Star Metric) Card hops SlideShareAcquisition Activation Retention Referral Revenue Twitter Sharing a great idea (Aha Moment) *simplified (Core Benefit)
  11. 11. Analyze to Find Leverage in Model (invites) Unique growth insights from testing Card hops Acquisition Activation Retention ReferralSharing a great idea (Aha Moment) InvitesSlideShare Twitter (North Star Metric) Revenue (Core Benefit)
  12. 12. “Activation” Growth Objective
  13. 13. Deeper Understanding of Problem No ideas added yet
  14. 14. High Tempo Testing Process Analyze IdeasPrioritize Test
  15. 15. Generate Ideas in Leverage Area Majority of new ideas should be in leverage area Activation
  16. 16. Formalize ideas in Experiment Doc •  Include hypothesis, research, target lever ICE Score 1 - 10 I - Impact C - Confidence E - Ease
  17. 17. High Tempo Testing Process Analyze IdeasPrioritize Test
  18. 18. Team Members Nominate Ideas Filter to focus area Sort by ICE score
  19. 19. Quick Team Nomination Pitches
  20. 20. High Tempo Testing Process Analyze IdeasPrioritize Test
  21. 21. Launch and Manage Testing
  22. 22. Integrate Your Testing Tools
  23. 23. Analyze Results Analyze IdeasPrioritize Test
  24. 24. Analyze Results
  25. 25. Organize Learning
  26. 26. Repeat Process Analyze IdeasPrioritize Test
  27. 27. Monitor Key Testing Inputs
  28. 28. 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
  29. 29. Manage High Tempo Testing 1) Team Ideation 2) Prioritize Testing 3) Capture Learning Try GrowthHackers Projects Free Projects.GrowthHackers.com GrowthHackers Projects
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In this presentation, Sean Ellis highlights how to use a growth model to inform your high tempo testing efforts. It goes through the key steps for building your growth model including establishing a north star metric, and identifying your "aha moment" and the core benefit that drives retention. Finally he shows how the GrowthHackers team has used a growth model to plan our growth roadmap.

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