Distribution Hacking 101 - How to Achieve Growth

  • Published on
    28-Jul-2015

  • View
    134

  • Download
    2

Transcript

1. Distribution Hacking mberman84@gmail.com 2. Distribution Hacking is Data-driven paid advertising 3. Paid Advertising WORKS(When done methodically) 4. Paid advertising is the easiest way to acquire new users 5. Many startups dont do paid advertising 6. Lets fix that 7. Distribution Hacking Framework 8. A methodology for measuring, experimenting, and optimizing user acquisition The distribution hacking framework is 9. CPACost Per Acquisition Key Metrics LTVLifetime Value 10. CPACost Per Acquisition Our Goal LTVLifetime Value < 11. CPACost Per Acquisition Our Goal LTVLifetime Value < + Scale 12. $8 CPA Example $20 LTV = $12 RPU Revenue Per User - 13. $8 CPA Example $20 LTV = $12 RPU Revenue Per User - + Scale 14. in 15. Six Steps 16. Step 1: Implement analytics & testing tools 17. Example Three step conversion funnel Signup Add to Cart Checkout (Conversion Goal) 18. Example Track each step of the funnel 19. B 20% A 30% Example And split test 20. When you have data 21. You can optimize! 22. Analytics Split Testing 23. Step 2: Define target customer 24. Pre vs. PostProduct Market Fit 25. Pre-PMF Customer Discovery 26. Post-PMF Customer Scaling 27. Pre vs. PostProduct Market Fit 28. Who is your customer? 29. Age Gender Geography Income Demographic factors Marital Status Education Occupation Interests 30. Critical Question: What is your customers persona when they are using your product? 31. People have multiple personas 32. Personal vs. Business 33. Step 3: Define conversion goal & funnel 34. Conversion goal is a single event such that when a user completes it, they are considered a customer. 35. Sign up Lead Opt in newsletter Sale Subscription Examples 36. Conversion funnel is the path your customers take to complete the conversion goal. 37. Example Signup Add to Cart Checkout (Conversion Goal) 10,000 users 40% 20% 5% 500 customer s 38. Step 4: Hypothesize acquisition channel 39. Think about demographic + persona 40. Where do customers hang out online? 41. Step 5: Setup ads & execute experiment 42. Learn each ad platform that you want to use 43. Your budget should be enough to accumulate statistically significant data 44. Simple images Clear value proposition Single call-to-action General tips 45. Step 6: Optimize 46. Potential for success? YES NOOptimize Step 4 47. CTR, Cost Conversion Rate What to optimizeAdvertiseme nt Landing Page 48. Copy Call to Action Image Ad optimization 49. Landing page optimization Design Call to Action Value Prop Fields 50. Step 1: Implement analytics & testing tools Step 2: Define target customer Step 3: Define conversion goal & funnel -------------------------------------------- Step 4: Hypothesize acquisition channel Step 5: Setup ads + execute experiment Step 6: Optimize or return to Step 4 Recap 51. THANK YOU mberman84@gmail.com