June 22, 2015

Growth Hacking Talk @ Recurly

SF Design Week is Awesome!

A while ago, I attended a few more events that were really interesting. The first was a Growth Hacking talk from Recurly, which actually wasn’t a part of the SFDesignWeek events but still really interesting, and the second was a talk about Data Visualization from Salesforce.

Driving Company Growth Through Testing

I learned a lot at this talk, even though I probably wasn’t the target audience. I think it was probably more for the management type, but it was still really relevant to my interests. It was all about best practices when using testing to drive growth. Sean Ellis, current CEO of GrowthHackers.com and marketing leader of breakout companies including Dropbox and LogMeIn (IPO), was the main speaker for the talk. He did a presentation, and then it was followed by an interview from a Recurly exec, and then Q&A with the audience.

The Process Cycle

Prior to developing a process, you need to identify your “must need” users — users that think your product is a must-have for the long-term. These are users that answer “very disappointed” when you ask them “How disappointed would you be if you could no longer use this product?” These are users that would convert to a premium model. Sean described a pretty clean process cycle for businesses to follow when testing:

  1. Unbridled Ideation
    • This is the stage where you spit out as many ideas as possible, viable or not. Sean suggested not relying on one person’s ideas,  ideating across all areas (like acquisition vs. revenue), and thanking contributors personally and providing incentive.
    • Work through a constructive critique, and be transparent about why an idea may or may not work (takes too much time, etc)
  2. Prioritize Backlog
    • This is where you formalize the ideas created in step 1 in an “Experiment Doc,” and include preliminary research, a hypothesis (every test should have one), and a target lever.
    • The goal for every test is the highest impact with the least effort.
  3. High Tempo Testing
    • Sean asserted that “tempo is everything” and suggests having weekly meetings and a test launch target. These weekly meetings should never include conversations that include “wouldn’t it cool if…?” because that just takes forever and nothing gets done. I loved this, actionable items are the goal at this stage.
    • Constantly assess the process and try and fix bottlenecks that are preventing test tempo.
  4. Build Knowledge Base
    • Every test leads to learning, and this needs to be documented. This ensures transparent access and sharing.

Interesting Tidbits

There were a few things that Sean mentioned that stood out as pretty interesting to me.

This was a super interesting event and I learned a lot that will be really useful in the future! Stay tuned for a recap of the Data Viz event at Saleforce.