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growthGrowth Experiments:
Lessons from a failed attempt
about meVassilena
Valchanova
• 10 years of marketing experience
• Check out valchanova.me
• Digital Strategist @ Enhancv
growthAbout
Enhancv
• B2C SaaS startup
• Smart resume building platform
• 3 years old
• 300,000 users
our storyOur Growth Team Story
WHY?

Speed up and learn more
HOW?

Company-wide growth
experiment process
our storyThe Death of Experiments
• 10 experiment meetings
• 6 experiments carried out
• Participation from
different team...
our storyTime to Reset
RESET
The Growth
ProcessPROCESS
GROWTH
Analyze
1.
Set
Objective
2.
Ideate
3.
Prioritize
4.
Test
5.
growthBuild 

YOUR TEAM
setupBuild Your Team
GROWTH LEAD
• Sets the process
• Leads the meetings
• Clears obstacles
MARKETER
• Acquisition
• Copy
...
our storyAlways Use The Same Team
• Ownership
• Helps them prepare
• Teams require time to
form
growthEstablish 

CLEAR RULES
setupClear Rules
• Is the experiment clear and
specific?
• Is the experiment related to the
objective?
• Can it be execute...
setupDictatorship is good in meetings
growthStart with a 

SPECIFIC PROBLEM
analyzeSpecific
Problem
• Work with data
• Growth lead and management
decide
• Concrete objective
analyzeWhat’s Concrete?
Our current blog new visitors is 4,000 per month.
We need to increase it by 15% without losing the...
growthRespect everyone’s

TIME
ideateICE scores are
cool
1-10 average of three scores:
IMPACT

If successful, how big is the difference?
CONFIDENCE

How ...
ideateRespect everyone’s time
• Team members write down
ideas before the meeting.
• Each scores their idea.
• Only doubtfu...
growthEnsure there is 

TEST CADENCE
testTest Cadence
• Two week experiment
cycles
• 5 experiments per cycle
• 30% success rate
• 32 successful experiments
per...
growthSetup experiments 

THE RIGHT WAY
testExperiment Types
A/B Tests
Testing 2 versions
simultaneously,
only 1 difference per
version.
Multivariate Tests
Testin...
testGet to Know
Statistics
• VWO’s Significance Calculator
• Optimizely’s Sample Size Calculator
• Google Optimize
growthSettle on a working 

TOOLSET
testTools to Try
growthThank you! Any Questions?
The slides: valchanova.me/slides
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Growth Experiments: Lessons from a failed attempt

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We began our experiments journey to speed up execution and learn more about the customer acquisition process quicker. We learned a lot along the way - here are those lessons.

Read the full story on my blog: http://valchanova.me/growth-experiments-process/

Publicada em: Marketing
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Growth Experiments: Lessons from a failed attempt

  1. 1. growthGrowth Experiments: Lessons from a failed attempt
  2. 2. about meVassilena Valchanova • 10 years of marketing experience • Check out valchanova.me • Digital Strategist @ Enhancv
  3. 3. growthAbout Enhancv • B2C SaaS startup • Smart resume building platform • 3 years old • 300,000 users
  4. 4. our storyOur Growth Team Story WHY?
 Speed up and learn more HOW?
 Company-wide growth experiment process
  5. 5. our storyThe Death of Experiments • 10 experiment meetings • 6 experiments carried out • Participation from different team members
  6. 6. our storyTime to Reset RESET
  7. 7. The Growth ProcessPROCESS GROWTH Analyze 1. Set Objective 2. Ideate 3. Prioritize 4. Test 5.
  8. 8. growthBuild 
 YOUR TEAM
  9. 9. setupBuild Your Team GROWTH LEAD • Sets the process • Leads the meetings • Clears obstacles MARKETER • Acquisition • Copy • Driving traffic PRODUCT/DEV • Technical
 implementation • Automation DESIGNER • Mockups • Wireframes • Marketing visuals DATA ANALYST • Initial data • Experiment setup • Analysis CUSTOMER SUCCESS • Customer feedback • Critical questions • Early results
  10. 10. our storyAlways Use The Same Team • Ownership • Helps them prepare • Teams require time to form
  11. 11. growthEstablish 
 CLEAR RULES
  12. 12. setupClear Rules • Is the experiment clear and specific? • Is the experiment related to the objective? • Can it be executed and analyzed in 2 weeks?
  13. 13. setupDictatorship is good in meetings
  14. 14. growthStart with a 
 SPECIFIC PROBLEM
  15. 15. analyzeSpecific Problem • Work with data • Growth lead and management decide • Concrete objective
  16. 16. analyzeWhat’s Concrete? Our current blog new visitors is 4,000 per month. We need to increase it by 15% without losing the quality of the audience. Let’s focus on acquiring new users
  17. 17. growthRespect everyone’s
 TIME
  18. 18. ideateICE scores are cool 1-10 average of three scores: IMPACT
 If successful, how big is the difference? CONFIDENCE
 How sure are we it will work? EASE
 How easy is it to implement?
 (time/people/money)
  19. 19. ideateRespect everyone’s time • Team members write down ideas before the meeting. • Each scores their idea. • Only doubtful scores are discussed. • Scores are not the last word.
  20. 20. growthEnsure there is 
 TEST CADENCE
  21. 21. testTest Cadence • Two week experiment cycles • 5 experiments per cycle • 30% success rate • 32 successful experiments per year
  22. 22. growthSetup experiments 
 THE RIGHT WAY
  23. 23. testExperiment Types A/B Tests Testing 2 versions simultaneously, only 1 difference per version. Multivariate Tests Testing many versions at the same time, lots of differen- ces per version. Sequential Tests Testing many versions one after the other. Smoke Tests Landing page collecting leads to gauge interest. Trigger Tests Measuring click rate of ads to see interest in a value proposition. Wizard of Oz Deliver value by hand, if a feature requires lots of dev. High Hurdle People pay with time (surveys, long forms) to see how engaged they are with a proposition. Design your Own There are other options…
  24. 24. testGet to Know Statistics • VWO’s Significance Calculator • Optimizely’s Sample Size Calculator • Google Optimize
  25. 25. growthSettle on a working 
 TOOLSET
  26. 26. testTools to Try
  27. 27. growthThank you! Any Questions? The slides: valchanova.me/slides

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