11. I’m Conrad Wadowski, a Partner
at GrowHack which works with
venture backed companies.
I also run an online school which
brings together leading
practitioners and resources to
teach your team user growth.
Some background
36. Acquisition
source person comes from
Search, Social,WOM,Viral
Activation
getting someone quickly to a
“must have experience” Your happy event
37. Acquisition
source person comes from
Search, Social,WOM,Viral
Activation
getting someone to a “must
have experience”
Your happy event
Retention
Getting someone back to the
experience
Email, push notifs, messaging, user
generating content
40. Free channels
Acquisition
source a person
comes from
Let’s say one of your friends told
you absolutely had to download
SnapChat.
Acquisition Source: Word of
Mouth
41. Free channels
Activation
getting someone to
an “must have experience”
After you downloaded SnapChat you
got to see the stupid video they sent
you.
Activation Event: Watching a
video
42. Free channels
Retention
Getting someone back
to the core experience
You then get a SnapChat push
notification and the cycles continues.
Retention Event: Push
Notification
46. Free channels
Referral
getting one of
your users to refer
another user
After you’ve starting using SnapChat
you then feel comfortable inviting a
friend.
Referral Event: Messaging a
friend
47. Free channels
Revenue
monetizing people
SnapChat currently doesn’t
make money. They’re
optimizing for user growth,
which a monetization step
would slow down. If SnapChat
started sending disappearing
ads, advertisers would pay.
Revenue Event: N/A
57. Choosing a metric you’d
like to move may be the
hardest thing. It’s changes
and is tough to prescribe.
58. ”
Metrics are merely a reflection of the
product strategy that you already have in
place and are limited because they’re based
on what you’ve already built, which is based
on your current audience and how your
current product behaves.
Andrew Chen
“
70. “If you were to recommend [product
name] to a friend, how would you
convince them to use it?”
Great question after
someone’s first tried
your product
72. “I ask existing users of a product how they would
feel if they could no longer use the product. In my
experience, achieving product/market fit requires at
least 40% of users saying they would be “very
disappointed” without your product.” - Sean Ellis
Question to assess
Product/Market Fit
82. Are people doing what
you expect? Who and
why are they behaving
that way?
83. Some characteristics of good
metrics
Answer an important question in your user lifecycle.
Are actionable.
84. How well are we retaining users?
We look into the % of first time users who
login the next day.
If we weren’t retaining users, maybe they think our
product isn’t valuable. Easy and quick to measure.
85. What’s the most efficient use of
marketing resources?
To answer this question, we could look into sources
of traffic, and analyze what % of users from a
particular source ended up converting into being
engaged with our product or paying, and how much
would it cost to acquire this particular user.
Helps you focus your resources on the channel with
the most impact.
86. An easy way to make your
metrics more actionable would
be to try to make it a %.
Divide an important number you have over a period of
time to give you a growth rate, or over an earlier step in
your funnel to give you a conversion rate.
87. What’s not actionable?
Anything topline - like pageviews, revenue or users.We
want to increase your total users, but this number will go
up no matter what you do.
Time on Site - can help measure engagement, but maybe
your users are just confused?
88. Benchmarking isn’t exact but
can be a place to start if you’re
having trouble identifying a
weak metric.
111. Define Properties
Answer more specific questions comparing groups
such as returning vs. new visitors or those acquired
through facebook vs. twitter.
112. You can do the same in the
funnel and revenue reports
120. Targeted messaging
Bill Murray
Kid Rock
Brittany Spears
Brad Pitt
Aaron Arnold
Juliana James
John Johnson
Bobby Boulder
Nick Newman
Sandy Sue
Carly Charleston
Paul Porter
350k
1
78
253k 87
27.2M 93
344
25
576
333
-
988
3
30
24
31
51
44
-
-
0
121. Targeted messaging
Bill Murray
Kid Rock
Brittany Spears
Brad Pitt
Aaron Arnold
Juliana James
John Johnson
Bobby Boulder
Nick Newman
Sandy Sue
Carly Charleston
Paul Porter
350k
1
78
253k 87
27.2M 93
344
25
576
333
-
988
3
30
24
31
51
44
-
-
0
You might want to
say hello
124. OKR Framework
Stands for “Objectives” and “Key Results” and
used by a lot of folks like Google and Zynga.
125. Objective:
Improve Engagement
Key Result:
Get 30% of students to post weekly progress updates by the end of the week.
Experiment(s) this week:
Set up class segments in intercom.io and email students on with link to Lecture.
Create a Facebook group for the class.
OKR Framework