stacking the odds for authentic growth
TRANSCRIPT
Startup-Marketing.com 1
Stacking the Odds for Authentic Growth
Sean EllisOctober 3rd, 2012Blog: Startup-Marketing.comTwitter: @SeanEllis
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Startup Growth Pyramid
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Authentic (Sustainable) Growth
• Understand must-have experience (MHX)
• Double down on enhancing MHX
• Calibrate hook & promise messaging
• Optimize flows to deliver MHX
• Personalize lifecycle management
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Must-Have experience
Hook, Promise
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Steps for Stacking the Odds
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Indentify Must Have Users
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Narrow Down Must Have Benefit
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Additional question for “Must Have” Users
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Understand Context of MH Benefit
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Convert to Must-Have Experience
Goals • Max % that reach MH experience• Desire – Friction = Conversion Rate• Build desire, reduce friction
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Must-Have
experience
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Understand Initial Intent/Desire
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Uncover Points of Friction
• User testing (live or online)• Example questions to ID conversion issues
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Optimize Conversions
Experiment to Max % to MHX• Combos of hooks & promise• Address conversion issues
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Macro Optimization Improves Odds
Must-Have
experience
Improves…
- Habit - Loyalty- Referrals
- Sales
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Micro Optimization Last
Default on macro, then segment
Micro is lifecycle management (per user)1. Enhance engagement
2. Encourage sharing
3. Drive sales
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Enhance Engagement for Converted
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When Ready Encourage Sharing
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When Ready Drive Sales
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Stack the Odds for Authentic Growth
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