1. Rockaway Academy – Workshop #4
Growth Hacking
Radko Sekerka

2. Agenda
1. Key personas, how to define them and why we should map
customer flows
2. How to setup key metrics; define goals and KPIs
3. Calibrate data – start measuring actuals and reforecast
4. Optimize Free Trial Signup
5. Improve monetization campaign, redo pricing, apply discounts

3. Map business story

4. Defining persona
User A (Sonia,35)
 She is socially inert.
 She spends her leisure time watching TV.
 She loves cooking.
 She googles up recipes and watches cookery shows on TV.
 Her major medium of communication is phone call.
 She is not very active in technology usage. However would love to explore its use and existence.
User B (Priya,32)
 She is socially very active.
 She is an active blogger.
 She has a part-time job.
 She loves experimenting with food and sharing the new recipes with others.She has an active friend
circle which meets during regular gatherings.
 She is a tech-saavy personality.
Source: https://team5dblog.wordpress.com/

5. Flowmap
Source: http://smashinghub.com/9-easy-steps-towards-designing-an-iphone-app.htm
Prototype
https://marvelapp.com/4590d7

6. Define key metrics, KPIs, dashboard
• Web & Product metrics
• Cohorts - User Retention
• Monitor customer journey
• Overlaid Cohorts - Revenue Retention
• A/B test

7. Web/product metrics
Page1 Page2 Page3
Demo
page 1
Demo
page 2 SignUp
Welcome
page
Welcome
Email
Opened
Welcome
email
clicked
Product
page1
Product
page 2
Product
page 3 Added users
1 product
defined
1-3 products
defined
more than 3
products
defined Comments Pricing page
Opened buy
now email
Clicked buy
now email Order Renewal
user_id_1 10 5 10 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
user_id_2 5 45 3 54 45 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
user_id_3 33 5 15 3 3 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
user_id_4 45 7 88 6 5 1 1 1 1 3 3 2 0 0 0 0 0 0 0 0 0 0
user_id_5 3 44 3 7 8 1 1 1 1 7 5 8 3 2 3 0 0 0 0 0 0 0
user_id_6 4 5 6 7 8 1 1 1 1 5 6 4 4 4 1 2 1 3 1 1 0 0
user_id_7 5 6 9 7 8 1 1 1 1 3 7 0 5 6 1 4 2 6 2 2 0 0
user_id_8 6 12 12 7 8 1 1 1 1 1 8 4 6 8 3 6 3 9 3 3 1 0
user_id_9 7 6 15 7 8 1 1 1 1 1 9 0 7 10 5 8 4 12 4 4 1 1
Visitor Explorer Light User Heavy user Customer
KPI1 KPI2 KPI3
KPI4 = % conversion rate
KPI5 = revenue per visitor

8. High Level Dashboard
Source: http://techcrunch.com/2015/02/26/branch-metrics-raises-15-million-for-its-smarter-mobile-deep-linking-technology/
Focus on Key metrics
 Visits and Source of traffic
 Installs in trended view
 Conversion funnel

9. Cohort analysis – product fit
Source: http://blog.usercycle.com/dau-driven-product-management/
Retention profiles
The charts below show three real products, and how many users from each daily cohort show up for the 11 days after sign up.
Product #1 is in trouble. Just about all users are
gone by Day 2.
Product #2 is doing a little better. Users stick
around to Day 6, but still zeros out. No
product/market fit yet.
Product #3 has clear traction. A steady % of
signups are still around 11 days in, and
things level out from there (with a very slow
decline from there. Some products like
Evernote manage to reach zero slope, but
it's rare.)

10. Monitor customer journey
Customer success is proactively leading and monitoring your customers’ journey with your product
Know when and why to reach out to a customer. Keep track of every user. Deliver the results they expect. Make them happy.
Make opportunities happen
Source: http://www.totango.com/

11. Revenue Retention
Knowing your customer's LTV is critical to projecting growth (and, importantly, raising money)
Measure and analyze true LTV for each cohort and how this changes over time
Source: https://usercycle.com/recipes/overlaid-cohorts-revenue-retention

12. A/B test
Source: http://www.wplama.cz/wordpress-pluginy-na-ab-testovani/
! Make sure the test is running long enough to achieve significant statistical significance
! Watch data in trended view to eliminate seasonal anomalies

13. Optimizing the Free Trial Signup
Learn from: http://conversionxl.com/optimizing-the-free-trial-signup/

14. 5.3% Refund
46.2 % Renew
17.1% unsubscribe
from Annual billing
56% start in
Annual billing
Total Expiring
Licenses
1.2M licenses
538K start outside
of AB
137K renewed
(25.5%)
674K start in AB
559K remain in
AB
62.5% AB
Authorizations
28K refunded
(7.1%)
63K manually
renewed (11.2%)
116K unsubscribe
11k renewed
(9.6%)
54%
13.9%
24.4% 66.2% 10.3% 13.2%
7.9% 1.4%1.4% 1.4%
H2 2014
46.4%
5.7%
33%
8.2%
25.6% 67.0% 16.2% 14.0%
5.8% 1.5%1.5% 1.5%
H2 2013
51.5%
5.0%
Retention – transaction flow

15. A
B
C
D
Installer First day First 15 days
[Geo][Acq.Camp] [Product data][license data] [Product data][Campaign data][License data]
Smarter targeting – event/lifecycle based

16. Smarter targeting – event/lifecycle based
Installer First day First 15 days
Trial Offer
Trial Offer
Trial Offer
[Geo][Acq.Camp] [Product data][LS data] [Product data][Campaign data][LS data]

17. Smarter targeting – event/lifecycle based
First day First 15 days
PCT Offer
Toolbar Offer
Mobile Offer
PCT Offer
Mobile Offer
PCT Offer
Mobile Offer
Mobile Offer
Installer
[Geo][Acq.Camp] [Product data][LS data] [Product data][Campaign data][LS data]

18. Smarter targeting – event/lifecycle based
First 15 daysInstaller First day
Upgrade Campaign
OTAP campaigns
Email Campaigns
Upgrade Campaign
OTAP campaigns
Email Campaigns
Upgrade Campaign
Email Campaigns
Email Campaigns
Toolbar re-offer
[Geo][Acq.Camp] [Product data][LS data] [Product data][Campaign data][LS data]