1. Dominic Coryell
500 Startups
dom@500.co //+ @DistroDom

2. @DistroDom
WHO IS THIS GUY DOMINIC?
● Co-Founded GarmentValet
● Co-Founded Curebit / Talkable
Now I’m @DistroDom @500
Startups investing time and $ in
promising startups #500STRONG

3. Power Funnels...
& How to

4. WE DON’T
WANT A
LEAKY
FUNNEL

5. Don’t Ever Forget….

6. GROWTH FOR PIRATES… AARRR
@DistroDom
Acquisition • Attracting the right people
Activation • People signup and start
using your product
Retention • People keep using your
product.
Referral • People get their friends to
start using your product
Revenue • Buying more
Credit: Dave McClure (@davemcclure)

7. What Should I Optimize??
… AND, How???

8. RULE 1: Optimization ≠ Testing

9. A/B Tests Don’t Matter If Too Small
< 250 Conversions (Per Variation) Means A/B Test Isn’t Valid and leads to false confidence.
~ Peep Laja @WMD 500 Startups 2015

10. RULE 2: Optimize Shit That Matters

11. Look Familiar?

12. YAAASSS!

14. RULE 3: Define What A Win Is

15. Make sure your
optimizations are tied to
real business goals
● sales
● signups
● profit

16. RULE 4: It’s Not Magic - It’s Process

17. You Don’t Need to be
MAGIC

18. Slide credit to Peep Laja: http://conversionxl.com/blog

19. RULE 5: Always Measure
● Conversions are directly related to
optimizations
● Full Weeks (every day is different)
● Long enough periods of time

20. Now - the “WHAT” Part:
FOCUS ON PRINCIPLES
@ EACH STAGE
not tactics from others

21. ● Visual Heirarchy
● Keeping everything simple
● State value in the your customer’s language
● Pay attention to FOGG (Behavioral Model)
Great Principles

23. Acquisition
● look at conversion from signups (not just signups)
● look at CTR related to conversions, are your ads just getting a lot
of clicks from the wrong people
● Expand your audience in a segmented way
● Onboarding flow (too many questions, not enough)
● Clear calls to action
● Is the value stated clearly in the words of the user

24. Activation
● Immediate welcome emails
● Content nurturing with valuable news
● Starting a conversation
● Incentives to activate

25. Retention
● try to find when people normally leave/drop out and then lengthen
the curve prevent it
● figure out the main reasons for leaving and optimize around that

26. Referral
● figure out if people like your product
● put sharing call to actions in more places
● make it easy for the friend to use the offer

27. Revenue
● what products are selling best
● what products are profitable / loss leaders
● what # of your revenue is coming from customers who buy
● what else can you sell, is there a different way to package it, is
there a promotion that makes people spend more

28. What’s Next?

29. You’ve just been
experimented on for
HIPSLIDES.com

31. Get your own at
HIPSLIDES.com