Bronson Taylor writes about the process vs tactics approach to growth hacking. In reality, the difference is whether you have the time and sample to go scientific, or you don’t, and apply best practices.
“Question – Why do visitors leave our registration flow after the first page?
Hypothesis – They might be leaving because page two has too many form fields present and this scares them away.
Prediction – If we have more registration pages, but less form fields on each page, then our completed registrations will increase in statistically significant ways that could not be the product of chance.
Testing – For the first 2 weeks of September we will run an A/B test, showing 50% of new visitors our current registration flow, and showing the other 50% our new registration flow which increases the number pages but decreases the fields per page.
Analysis – The results show that our new registration flow had 27% more completions than our current registration flow, and this is statistically significant enough to conclude that we should implement our new registration flow.“
Right about the time I was checking my KPIs for August I came across this very interesting article by Bernard Marr. The author not only explains the advantages of using KPIs as a performance measurement tool (not that you don’t know them yet), but he also lists quite a few KPIs for different management areas.
“To gauge your market and marketing efforts:
27. Market Growth Rate
28. Market Share
29. Brand Equity
30. Cost per Lead
31. Conversion Rate
32. Search Engine Rankings (by keyword) and click-through rate
33. Page Views and Bounce Rate
34. Customer Online Engagement Level
35. Online Share of Voice (OSOV)
36. Social Networking Footprint
37. Klout Score“
Electronic music duo Daft Punk stayed more than all night up to get lucky. In fact, not only did they spent years creating their incredibly successful latest album, it wasn’t luck! Behind the scenes of a retro marketing campaign that adapted perfectly to today’s social media landscape.
Read more about this carefully planned teasing campaign which included CIA-style visits to music executives, to show the new song in total secrecy.
Looks like AirBnB is climbing the ladder and showing a few tricks of their own. My favorite one? “Adam Jackson discovered that one of his guests had stolen a pizzacutter from his kitchen, so he tweeted about it and Airbnb overnighted a new one to him with this cute apology note.”
Nice story by Jeff Bezos on the importance of your human side
“So by all means, encourage your people to embrace technology, get great at business analytics, and otherwise ramp up the efficiency of everything they do. But just make sure all their efficiency doesn’t come at the expense of their humanity. Small gestures can send big signals about who we are, what we care about, and why people should want to affiliate with us. It’s harder (and more important) to be kind than clever.”