Wifi: TheFamily
Password: lamifasisi
#GHParis
COMING NEXT
What the Fuck is Growth Hacking?

Côme Courteault, Growth hacker at TheFamily @c2prods
7 behaviors you can tra...
youtube.com/startupfood
THANKS & LOVE
#GHPARIS
WHAT THE F*** IS GROWTH HACKING?
CÔME COURTEAULT
GROWTH HACKER AT THEFAMILY
@C2PRODS
THE ELEPHANT IN

THE ROOM
Growth Hacking ≠ acquisition
Growth Hacking ≠ free
GROWTH HACKING
ISN’T WHERE YOU START
Before growth, do things manually. Do
your users love you? Do they share?
Talk to the...
GROWTH IS AN
INVESTMENT
Validate your product / market fit first!
Then (and only then) invest in growth.
You can either inve...
START WITH SPENDING
SOME TIME
Be a killer at retention. Build viral loops
and referral mechanisms.
And don’t forget: every...
AND THEN WORK YOUR
MAGIC (AND PAY)
“Free” acquisition: SEO, BizDev, smart
hacks, etc.
Paying acquisition: SEM, TV, display...
BEFORE YOU 

SPEND SOME $$$
What is your customer lifetime value (CLV)?
average revenue per user
churn rate
x gross margin
THE RULE
Acquisition cost < CLV
So, as long as your acquisition cost is
inferior to your lifetime value, it’s OK.
DON’T KID YOURSELF
Don’t try to artificially elongate your
customer lifetime value.
Oh and btw, you’re not an accountant!
S...
IT’S ALL ABOUT
EXPERIMENTS
A growth hacker is someone who always
try new things. There are no limits.
A growth curve is no...
KEEP IMPROVING THE AARRR
#1 Start here
(this one is special - business-specific)
#3 And here
#2 Then work here
#4 Finally t...
ALWAYS HAVE A DASHBOARD
SO, GROWTH HACKING
= MARKETING?
Same goals. Different tools. It’s about
finding clever ways to generate revenue.
Don’t be a...
LET’S TALK!
6 Visitor’s Behaviors
To Personalize User
Experience
Web Personalization
Why	
  ?	
  
What	
  ?	
  
How	
  ?	
  
What	
  behavioral	
  data	
  can	
  you	
  use	
  to	
  segme...
Why Create a Personalized Experience ?
• First	
  impression	
  :	
  «	
  OK,	
  
that’s	
  exactly	
  what	
  i	
  
need	...
Why Create a Personalized Experience ?
“People	
  tell	
  you	
  who	
  
they	
  are,	
  but	
  we	
  ignore	
  it	
  
bec...
How to Personalize ?
• A/B	
  testing	
  tools

like	
  Beampulse…	
  
• Hubspot…	
  
• Cookies

What to Personalize ?
• Copy	
  !

fivesecondtest.com	
  


• Images	
  
• Menus	
  
• Modules	
  
• Forms	
  
What to Personalize ?
• Copy	
  	
  
• Images

• Menus	
  
• Modules	
  
• Forms	
  
So what do you know about visitors ?
We	
  want	
  to	
  know	
  :	
  
• Who	
  they	
  are	
  
• What	
  they	
  look	
  ...
1) Landing page tell you things
	
  
Side	
  note	
  about	
  
Landing	
  Pages	
  :	
  
• Target	
  a	
  specific	
  
set...
1) Landing page tell you things
	
  
B2B
B2C
2) Keyword used to find you tell you
things
	
  
3) Utm parameters tell you things
No	
  keyword	
  available	
  ?	
  
Use	
  existing	
  utm	
  params	
  
To	
  personali...
3) Utm parameters tell you things
www.example.com/landingpage	
  
?utm_campaign=health16t1	
  
&utm_medium=facebook	
  
&u...
4) Visitor’s source tell you things
• When	
  Facebook	
  is	
  
1	
  tab	
  away…

• Partners	
  sending	
  
traffic
⇒ Be...
5) Geolocation tell you things
Make	
  marketing	
  messages	
  more	
  local-­‐friendly	
  
	
  
6) Forms tell you things
Use	
  existing	
  forms	
  or…	
  

Ask visitors !	
  
• Store	
  values	
  with	
  Cookies

git...
David	
  Hahn,	
  LinkedIn
“Thanks !”

 Adrien	
  Lafond	
  
Pixelmarketing.net	
  
hi, I’m Joel!
FAKE IT ‘TILL YOU MAKE IT
LANDING PAGE
unsplash.com
AN UNIQUE VALUE PROPOSITION
A CALL TO ACTION
WHY IS STRONGER THAN WHAT
TESTIMONIALS
GET YOUR METRICS
LET’S SPREAD IT
SELL BEFORE YOU BUILD
PROTOTYPE YOUR APP
STEP 1 : THE STORY
PROTOTYPE YOUR APP
STEP 2 : THE FEATURES
STEP 1 : THE STORY
PROTOTYPE YOUR APP
STEP 3 : THE VIEWS
STEP 2 : THE FEATURES
STEP 1 : THE STORY
PROTOTYPE YOUR APP
PROTOTYPE YOUR APP
sketchapp.com
sketchappsources.com
GREAT IOS MOCKUPS
PROTOTYPE YOUR APP
marvelapp.com
KEYNOTE DOES THE TRICK!
KEEP IT SIMPLE
STOP TALKING
JUST TEST IT.
QUESTIONS?
75
MERCI ;)
growth.koudetat.co
Growth Hacking Paris #21
Growth Hacking Paris #21
Growth Hacking Paris #21
Growth Hacking Paris #21
Growth Hacking Paris #21
Growth Hacking Paris #21
Growth Hacking Paris #21
Growth Hacking Paris #21
Growth Hacking Paris #21
Growth Hacking Paris #21
Growth Hacking Paris #21
Growth Hacking Paris #21
Growth Hacking Paris #21
Growth Hacking Paris #21
Growth Hacking Paris #21
Growth Hacking Paris #21
Growth Hacking Paris #21
Growth Hacking Paris #21
Growth Hacking Paris #21
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Growth Hacking Paris #21

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First Growth Hacking meetup of 2016!
It's cold and rainy outside, the best time to focus on your product and growing your user base. Let's GO ;)

On this edition, we have:

-Côme Courteault, growth hacker at TheFamily, explains WTF is growth hacking!!

-Adrien Lafond believes in badass marketing to build dreams from the ground up. He Started 3 business. He now works freelance to help websites get more conversions. He tells us 5 Behaviors You Can Watch (Track) To Personalize User Experience.

-Franck Dupont, Web developer at TheFamily, tells how you to fake it till you make it!

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Growth Hacking Paris #21

  1. 1. Wifi: TheFamily Password: lamifasisi #GHParis
  2. 2. COMING NEXT What the Fuck is Growth Hacking?
 Côme Courteault, Growth hacker at TheFamily @c2prods 7 behaviors you can track to personalize user experience
 Adrien Lafond, Growth Hacker @ ouipunk Fake it till you make it
 Franck Dupont, Web developper at TheFamily@
  3. 3. youtube.com/startupfood
  4. 4. THANKS & LOVE
  5. 5. #GHPARIS WHAT THE F*** IS GROWTH HACKING? CÔME COURTEAULT GROWTH HACKER AT THEFAMILY @C2PRODS
  6. 6. THE ELEPHANT IN
 THE ROOM Growth Hacking ≠ acquisition Growth Hacking ≠ free
  7. 7. GROWTH HACKING ISN’T WHERE YOU START Before growth, do things manually. Do your users love you? Do they share? Talk to them, learn from them and make sure you got an addictive product.
  8. 8. GROWTH IS AN INVESTMENT Validate your product / market fit first! Then (and only then) invest in growth. You can either invest time or money. Do the right thing at the right time ;-)
  9. 9. START WITH SPENDING SOME TIME Be a killer at retention. Build viral loops and referral mechanisms. And don’t forget: everything starts with activation. Onboarding is key!
  10. 10. AND THEN WORK YOUR MAGIC (AND PAY) “Free” acquisition: SEO, BizDev, smart hacks, etc. Paying acquisition: SEM, TV, display, affiliation, etc.Or is it?
  11. 11. BEFORE YOU 
 SPEND SOME $$$ What is your customer lifetime value (CLV)? average revenue per user churn rate x gross margin
  12. 12. THE RULE Acquisition cost < CLV So, as long as your acquisition cost is inferior to your lifetime value, it’s OK.
  13. 13. DON’T KID YOURSELF Don’t try to artificially elongate your customer lifetime value. Oh and btw, you’re not an accountant! Spend time on growth, not on numbers.
  14. 14. IT’S ALL ABOUT EXPERIMENTS A growth hacker is someone who always try new things. There are no limits. A growth curve is not totally flat. It’s a game of hide-and-seek to find new hacks.
  15. 15. KEEP IMPROVING THE AARRR #1 Start here (this one is special - business-specific) #3 And here #2 Then work here #4 Finally there
  16. 16. ALWAYS HAVE A DASHBOARD
  17. 17. SO, GROWTH HACKING = MARKETING? Same goals. Different tools. It’s about finding clever ways to generate revenue. Don’t be afraid to spend money: hack the paying channels too!
  18. 18. LET’S TALK!
  19. 19. 6 Visitor’s Behaviors To Personalize User Experience
  20. 20. Web Personalization Why  ?   What  ?   How  ?   What  behavioral  data  can  you  use  to  segment  ?
  21. 21. Why Create a Personalized Experience ? • First  impression  :  «  OK,   that’s  exactly  what  i   need  »   • Relevant  content   • Desire            More Conversions !
  22. 22. Why Create a Personalized Experience ? “People  tell  you  who   they  are,  but  we  ignore  it   because  we  want  them   to  be  who  we  want  them   to  be.”   
 Don  Draper  
  23. 23. How to Personalize ? • A/B  testing  tools
 like  Beampulse…   • Hubspot…   • Cookies

  24. 24. What to Personalize ? • Copy  !
 fivesecondtest.com   
 • Images   • Menus   • Modules   • Forms  
  25. 25. What to Personalize ? • Copy     • Images
 • Menus   • Modules   • Forms  
  26. 26. So what do you know about visitors ? We  want  to  know  :   • Who  they  are   • What  they  look  for     ⇒To  create  relevant   segments  
  27. 27. 1) Landing page tell you things   Side  note  about   Landing  Pages  :   • Target  a  specific   set  of  Keywords
 • Rank  for  Known   Keywords
  28. 28. 1) Landing page tell you things   B2B B2C
  29. 29. 2) Keyword used to find you tell you things  
  30. 30. 3) Utm parameters tell you things No  keyword  available  ?   Use  existing  utm  params   To  personalize  Landing   Pages,  and  more. www.example.com/landingpage   ?utm_campaign=newyear   &utm_medium=facebook   &utm_source=cpc   &utm_content=message3 ⇒ Google  URL  Builder  
  31. 31. 3) Utm parameters tell you things www.example.com/landingpage   ?utm_campaign=health16t1   &utm_medium=facebook   &utm_source=cpc   &utm_content=asthma
  32. 32. 4) Visitor’s source tell you things • When  Facebook  is   1  tab  away…
 • Partners  sending   traffic ⇒ Beampulse  
  33. 33. 5) Geolocation tell you things Make  marketing  messages  more  local-­‐friendly    
  34. 34. 6) Forms tell you things Use  existing  forms  or…  
 Ask visitors !   • Store  values  with  Cookies
 github.com/js-­‐cookie/js-­‐cookie  
  35. 35. David  Hahn,  LinkedIn
  36. 36. “Thanks !” 
 Adrien  Lafond   Pixelmarketing.net  
  37. 37. hi, I’m Joel!
  38. 38. FAKE IT ‘TILL YOU MAKE IT
  39. 39. LANDING PAGE unsplash.com
  40. 40. AN UNIQUE VALUE PROPOSITION A CALL TO ACTION
  41. 41. WHY IS STRONGER THAN WHAT
  42. 42. TESTIMONIALS
  43. 43. GET YOUR METRICS
  44. 44. LET’S SPREAD IT
  45. 45. SELL BEFORE YOU BUILD
  46. 46. PROTOTYPE YOUR APP
  47. 47. STEP 1 : THE STORY PROTOTYPE YOUR APP
  48. 48. STEP 2 : THE FEATURES STEP 1 : THE STORY PROTOTYPE YOUR APP
  49. 49. STEP 3 : THE VIEWS STEP 2 : THE FEATURES STEP 1 : THE STORY PROTOTYPE YOUR APP
  50. 50. PROTOTYPE YOUR APP sketchapp.com sketchappsources.com
  51. 51. GREAT IOS MOCKUPS
  52. 52. PROTOTYPE YOUR APP marvelapp.com
  53. 53. KEYNOTE DOES THE TRICK!
  54. 54. KEEP IT SIMPLE
  55. 55. STOP TALKING JUST TEST IT. QUESTIONS?
  56. 56. 75 MERCI ;) growth.koudetat.co

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