gdd webinar inboundlabs & hubspot
TRANSCRIPT
MAKE INBOUND WORK A SIMPLE APROACH TO ENGINEERING GROWTH
OVERVIEW • Habits of highly successful companies
• What it is GDD and how it works
• Three actions you can take today
FROM +50 CUSTOMERS Ambitious. High cost of ownership. Harder to drive then you think.
How to win a race?
WE WANT TO HELP
HOW? • Share.
• Collaborate.
PLAY BLINDFOLD
FIREMAN
FULL ATTACK
DATA PARALYSIS
LUCKY SHOT
DATA ADICT
THE AB GUY
THE HACKER
NO BUDGET
SIT AND WATCH
HABITS OF SUCCESSFUL COMPANIES
DEVELOP HABITS, ENGINEER PROCESSES AND PROMOTE A CULTURE FOR GROWTH.
Aristotle, 384 BCE – 322 BCE.
FROM A BUSINESS PERSPECTIVE
1. Build an investment hypothesis 2. Invest 3. Measure return 4. Learn & repeat
BECOME A SMARTER INVESTOR
GROWTH DRIVEN DESIGN
Traditional Web Design Im
pact
Time
1.5 - 2 Years
1.5 - 2 Years
H
H
1
2
3 Month Redesign
Site
Launch new site
3 Month Redesign
Launch new site
#GrowthDrivenDesign @SavvyLuke
Traditional Web Design vs. Growth-Driven Design Im
pact
Time
1.5 - 2 Years
1.5 - 2 Years
H
H
1
2
3 Month Redesign
Site
Launch new site
3 Month Redesign
Launch new site
#GrowthDrivenDesign @SavvyLuke
Traditional Web Design vs. Growth-Driven Design Im
pact
Time
1.5 - 2 Years
1.5 - 2 Years
H
H
1
2
3 Month Redesign
Site
Launch new site
3 Month Redesign
Launch new site
#GrowthDrivenDesign @SavvyLuke
#GrowthDrivenDesign @SavvyLuke
We already have a site launched
flickr.com/photos/nasamarshall/12678324214
#GrowthDrivenDesign @SavvyLuke flickr.com/photos/juhansonin/3703735824
#GrowthDrivenDesign @SavvyLuke flickr.com/photos/lash9420/7004634470
GDD WEBSITE HIERARCHY
WHAT IS IT?
A framework you can use as a path to build a
peak performing site.
#GrowthDrivenDesign @SavvyLuke
• Provide Focus
• Clear Expectations and Goals
GDD WEBSITE HIERARCHY
#GrowthDrivenDesign @SavvyLuke
Goal - Discover (and validate) what “machine” to build.
Goal - Build a optimized and predictable “machine”
GDD WEBSITE HIERARCHY
#GrowthDrivenDesign @SavvyLuke
Goal - Drive as many unique, qualified people into the “machine” as possible.
GDD WEBSITE HIERARCHY
#GrowthDrivenDesign @SavvyLuke
(but this doesn’t end)
(this is key. take a note.)
Goal - Build a optimized and predictable “machine”
GDD WEBSITE HIERARCHY
#GrowthDrivenDesign @SavvyLuke
GDD WEBSITE HIERARCHY
#GrowthDrivenDesign @SavvyLuke
VALUE: • Usefulness - Utility
• Ease of Use - Usability
• Funnel Flow - CRO
• Stickiness - Return Visits
• Personalization - Tailor top 4 for each persona
GOAL METRIC TO MOVE LEADING
INDICATORS (EXAMPLES)
USEFULNESS (utility)
Every part of the site solves some user point of pain NPS - “How useful is this ______?”
- % Users Returning - Bounce Rate - Engagement
EASE OF USE (usability)
Users find exactly what they are looking for and leave happy Task Completion
- Bounce Rate - Time on Page - NPS
FUNNEL FLOW (conversion rate optimization)
Reduce friction to zero in conversion funnels
End Goal Conversion Rate - Conversion rates earlier in the funnel
STICKINESS (nurturing)
Users become addicted and come back
% of users returning in a defined period
- Subscribers - Following social - NPS
PERSONALIZATION (top 4 by persona)
Completely customized user experience Revisit above four metrics for a specific persona
VALUE #GrowthDrivenDesign @SavvyLuke
GOAL METRIC TO MOVE LEADING
INDICATORS (EXAMPLES)
USEFULNESS (utility)
Every part of the site solves some user point of pain NPS - “How useful is this ______?”
- % Users Returning - Bounce Rate - Engagement
EASE OF USE (usability)
Users find exactly what they are looking for and leave happy Task Completion
- Bounce Rate - Time on Page - NPS
FUNNEL FLOW (conversion rate optimization)
Reduce friction to zero in conversion funnels End Goal Conversion Rate - Conversion rates earlier in the
funnel
STICKINESS (nurturing)
Users become addicted and come back
% of users returning in a defined period
- Subscribers - Following social - NPS
PERSONALIZATION (top 4 by persona)
Completely customized user experience Revisit above four metrics for a specific persona
VALUE #GrowthDrivenDesign @SavvyLuke
GOAL METRIC TO MOVE LEADING
INDICATORS (EXAMPLES)
USEFULNESS (utility)
Every part of the site solves some user point of pain NPS - “How useful is this ______?”
- % Users Returning - Bounce Rate - Engagement
EASE OF USE (usability)
Users find exactly what they are looking for and leave happy Task Completion
- Bounce Rate - Time on Page - NPS
FUNNEL FLOW (conversion rate optimization)
Reduce friction to zero in conversion funnels End Goal Conversion Rate - Conversion rates earlier in the
funnel
STICKINESS (nurturing)
Users become addicted and come back
% of users returning in a defined period
- Subscribers - Following social - NPS
PERSONALIZATION (top 4 by persona)
Completely customized user experience Revisit above four metrics for a specific persona
VALUE #GrowthDrivenDesign @SavvyLuke
GOAL METRIC TO MOVE LEADING
INDICATORS (EXAMPLES)
USEFULNESS (utility)
Every part of the site solves some user point of pain NPS - “How useful is this ______?”
- % Users Returning - Bounce Rate - Engagement
EASE OF USE (usability)
Users find exactly what they are looking for and leave happy Task Completion
- Bounce Rate - Time on Page - NPS
FUNNEL FLOW (conversion rate optimization)
Reduce friction to zero in conversion funnels End Goal Conversion Rate - Conversion rates earlier in the
funnel
STICKINESS (nurturing)
Users become addicted and come back
% of users returning in a defined period
- Subscribers - Following social - NPS
PERSONALIZATION (top 4 by persona)
Completely customized user experience Revisit above four metrics for a specific persona
VALUE #GrowthDrivenDesign @SavvyLuke
#GrowthDrivenDesign @SavvyLuke
THE PROCESS.
Transfer
Learn
Develop
#GrowthDrivenDesign @SavvyLuke
Growth-Driven Design
Plan
Growth-Driven Design
GDD Website Hierarchy
Metric to Move
#GrowthDrivenDesign @SavvyLuke
Task Completion Homepage -> Product
Growth-Driven Design
GDD Website Hierarchy
Metric to Move
Research
#GrowthDrivenDesign @SavvyLuke
#GrowthDrivenDesign @SavvyLuke
ACTION ITEM 2
ACTION ITEM 3
ACTION ITEM 4
ACTION ITEM 5
…
ACTION ITEM 1
Growth-Driven Design
GDD Website Hierarchy
Metric to Move
Research
Brainstorm
#GrowthDrivenDesign @SavvyLuke
ACTION ITEM 2
ACTION ITEM 3
ACTION ITEM 4
ACTION ITEM 5
…
ACTION ITEM 1
Growth-Driven Design
HIGH IMPACT
MEDIUM IMPACT
LOW IMPACT
For [Marketing Mary] visiting the [Pricing Page], we believe changing
[Enterprise Pricing] into a [“Request a Quote”] will
[boost MQL conversion from this page by 10%]
Expected Impact + Effort Required + Experiment Design
HIGH IMPACT - ACTION ITEM 1
We believe this to be true because [research or previously validated assumption]
Hypothesis Statement
Develop
#GrowthDrivenDesign @SavvyLuke
Growth-Driven Design
ACTION ITEM 2
ACTION ITEM 1
HIGH IMPACT
Plan
Transfer
Learn
Develop
#GrowthDrivenDesign @SavvyLuke
Growth-Driven Design
ACTION ITEM 2
ACTION ITEM 1
HIGH IMPACT
Plan
GDD Website Hierarchy
Metric to Move (and/or leading indicators)
22% CTR Increase HubSpot.com to Product Pages 4,600 -> 5,600
40,000 Session Sample Size
Transfer
Learn
Develop
#GrowthDrivenDesign @SavvyLuke
Growth-Driven Design
ACTION ITEM 2
ACTION ITEM 1
HIGH IMPACT
Plan
GDD Website Hierarchy
Metric to Move (and/or leading indicators)
Appendix
@GDrivenDesign @SavvyLuke
Growth-Driven Design Evangelist
#GrowthDrivenDesign
#GrowthDrivenDesign @SavvyLuke
ACTION ITEM 2
ACTION ITEM 3
ACTION ITEM 4
ACTION ITEM 5
…
ACTION ITEM 1
Growth-Driven Design
GDD Website Hierarchy
Metric to Move
Research
Brainstorm
EXAMPLE
Ease of Use - MTM=Task Completion
- Live Chat popup - Explainer video
- Abandonment single ? Survey - Contact those who abandon
WHERE AND HOW TO START
MAKE BETTER INVESTMENTS
BUILD
GREAT HYPOTHESIS
FOCUS YOUR RESOURCES
AND MEASURE
GREAT HYPOTHESIS Experience
Best practices Data based
Guess
FOCUS EFFORT
Required resources Expected Effort
Expected Impact
MEASURE Its not about amount “data” Its about
– Covering all angles – Compare and detect trends – Interpret user behavior
YOU NEED ABILITY TO MEASURE IN ORDER TO: BUILD BETTER HYPOTHESIS FOCUS EFFORT VERIFY IMPACT
THE DATA CHALLENGE
INCOMPLETE How many visitors?
(Home, Blog, LPs,…)
What are your Visitors doing? (Heatmaps, Visitor Playback, Funnels,…)
Why they do it (Feedback Polls, Surveys, Recruit,…).
TOOLS How many visitors
Who are the visitors
What are visitors doing
Why they do it
User behavior
Business Metrics
Google Analy9cs
Extensive Extensive Visits / Ac9ons None None Conversions only
Hubspot Analy9cs
Simplified Limited Limited None Marke9ng centric Comprehensive
HotJar Analy9cs
Limited Limited Heatmaps, recording Surveys, tes9ng Limited None
Kissmetric/MixPanel
Limited Limited Limited Limited Comprehensive Limited
TO MUCH DATA Installing tracking codes is not enough
Configure goals, funnels, …
NOT FOCUSED ON ACTION
ADDITIONAL TOOLS Chat (intercom.io, livechat) Inbound call tracking
SUMMARY 1. Take better, data driven decisions
2. Focus your resources on the best Hypothesis
3. Measure the impact.
4. Repeat, repeat, repeat. And learn.
Ac9vity
Just like in always SALES your success is driven by
Process Skills
NEXT STEPS 1. Finish setup
2. Schedule 2 x 60min meetings
3. Repeat 3 times