Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success

by Sean Ellis

Twice a week we’d look at the results of each new experiment, see what was working and what wasn’t, and use that data to decide what changes to test next.

But growth hacking isn’t just about how to get new customers. It’s about how to engage, activate, and win them over so they keep coming back for more.

five units dedicated to: network growth; SEO/SEM operations; onboarding; international growth; and engagement and resurrection of users.

growth hacking is a team effort, that the greatest successes come from combining programming know-how with expertise in data analytics and strong marketing experience, and very few individuals are proficient in all of these skills.

The process is a continuous cycle comprising four key steps: (1) data analysis and insight gathering; (2) idea generation; (3) experiment prioritization; and (4) running the experiments, and then circles back to the analyze step to review results and decide the next steps.

This Must-Have Survey begins with the question: How disappointed would you be if this product no longer existed tomorrow? a) Very disappointed b) Somewhat disappointed c) Not disappointed (it really isn’t that useful) d) N/A—I no longer use it

What would you likely use as an alternative to [name of product] if it were no longer available? I probably wouldn’t use an alternative I would use: What is the primary benefit that you have received from [name of product]? Have you recommended [name of product] to anyone? No Yes (Please explain how you described it) What type of person do you think would benefit most from [name of product]? How can we improve [name of product] to better meet your needs? Would it be okay if we followed up by email to request a clarification to one or more of your responses?

the North Star. We prefer the latter because it emphasizes that this metric becomes a guiding light to keep the team’s eyes on the ultimate goal of the growth hacking process,

a simple formula to help keep the importance of continuously looking to reduce friction top of mind: DESIRE – FRICTION = CONVERSION RATE

Robert Cialdini presents in his book Influence are also invaluable. We mentioned one earlier, in discussing his insight that once people take an action of whatever kind, they are more inclined to take that action again. Here is the full set: • Reciprocity—whereby people are more likely to do something in return of a favor, regardless of the favor done and the ask now presented to them • Commitment and consistency—people who have taken one action are likely to take another, regardless of the size or difference in action • Social proof—in a state of uncertainty, people look to the actions of others to help them make their own decisions • Authority—people look to those in the position of authority to decide which actions to take • Liking—people will do business more readily with people and companies they like over those they don’t or are indifferent to • Scarcity—people will take action when they are worried that they will miss out on the opportunity in the future

Conversion expert Angie Schottmuller identifies seven core factors that make reviews and testimonials effective, for which she coined the acronym CRAVENS, which stands for Credible, Relevant, Attractive, Visual, Enumerated, Nearby purchase points, and Specific.19