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

by Sean Ellis

So, for example, an in-depth analysis of customer churn (meaning identifying those who recently abandoned the product) might reveal that the people who are defecting haven’t made use of a particular feature of the product that is popular with avid users. That discovery might lead the team to experiment with ways to get more people to try that specific feature out. Or take another example from the work of our growth team at GrowthHackers.com. In looking at our user data, we found that content submitted by the community that included rich media (such as presentation decks from conferences and videos from YouTube) sparked greater engagement and led to more repeat visits from viewers than posts that simply link to stories elsewhere on the Web. So growth team members came up with a series of ideas for adding more rich media items, such as podcasts and videos, to the site.