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**This is a community driven document. If you have a great tip on growth hacking,
send a pull request.**
Are you surprised that your "killer" product did not get any users besides your
friends and family? Then this guide is for you. Read on.
## Preface
Many talented founders get demoralized too soon when they don’t see enough interest
in their product a few weeks after they announce it. The good old myth that "if you
build it, they will come" still exists.
It's surprising how people are still surprised that their "killer" product did not
get any traffic besides their friends and family. Well, one thing I always tell
them is "Don't be. It’s OK and completely normal. That’s how it is supposed to be."
Many successful companies you see today became “overnight successes” after years of
work in building and tuning their product to what you see and use today.
After recovering from the above, most founders then make the next fundamental
mistake: They either decide to shut down or “add more features”. Their belief is
that if they keep adding more and more features, one of it will suddenly work and
magic will happen. Again, it never works.
Growth is a feature. Startups and founders have to work towards it. My advice is to
spend 80% time in optimizing existing features and only 20% time on building new
ones, once the MVP is built.
Fortunately, with so many startups coming in everyday, this has become more science
than art and many off-the-shelf techniques and strategies are now well written
about and well documented.
The trick is to pick a high level growth rate and try to achieve it. Growth needs
to be treated like development. If you are working in a team, delegate one metric
for everyone to watch and own.
Your users go through a virtual funnel which can be summarized in a simple acronym:
AARRR (Acquisition > Activation > Retention > Referral > Revenue)
The entire "game" of growth hacking is about careful measurement and funnel
optimization as your users progress in their journey.
The secret mantra of any successful Internet business is to keep your customer
acquisition cost (CAC) lower than the lifetime value (LTV) of the customer. If you
are able to measure and successfully maintain this, you literally have a money
generating machine on your fingertips.
Focus on both areas: Lowering your CAC and increasing your LTV by thinking of
strategies on both sides. The wider the gap, the better off you are.
Use tools to be able to visualize funnels and identify bottlenecks.
This section is about the users at the top of the conversion funnel - Those who
have just discovered you for the first time.
What can you do to widen your reach? How can you spread the word about your brand
or product as wide as possible?
Understanding where your users are looking when they and ensuring that you get
found during their research is a key strategy which can be implemented using a
variety of techniques.
* Structure your product so that it becomes more useful when used with other people
* Allow users to invite friends using contacts list on some social network
website / import phone contacts
* Allow users to "remind" their friends that they have invited them
* Allow easy sharing on FB, Twitter etc.
* Limit the number of invites per user to create an "exclusive" feel around it.
* Each user should bring in more users without going out of their way - The act of
inviting other people should be naturally directed towards making the experience
more relevant for you (ex. Facebook) or incentivize you in a certain way (Ex.
Amazon's referral program)
** There will be churn. Old users will stop using your product/service everyday.
Your growth should comfortably exceed your churn.
* A VIP area of your service only available to exclusive users who either pay the
most or get the most referrals.
Concept: One person brings another and gets credited with some points.
* Make it easy for people to share your URL on Whatsapp, Facebook etc., especially
on mobile phones where opening the URL and posting a link is not as convenient as
on laptops.
* Only ask them to refer after they have a happy user experience of their own.
### Misc.
* Find a list of dead competitor products and then find links to blogs and websites
which are linking back to that dead competitor. Offer a relevant link (i.e. yours)
to replace that link.
* Become known as an "alternative to" your closest competitor. People are usually
Googling for "alternatives to <Brand X>"
* Send your branded freebies (t-shirts, mugs, hand written notes etc.) to
influential people. They would usually post about the gesture on Facebook etc. *
You can even discretely pay some influencers to let them post or tweet about your
product.
* See an image going viral on the web? Add your brand's logo to it and share it
with your friends. Ride someone else's horse.
## Stage 2: Activation
Users in the middle of the funnel: Need nurturing because they are still not sure
about their choice.
Secret mantra: Increase Desire, reduce friction. When activation happens right, the
thin boundary between trying a product and using it blurs out.
* A/B test multiple home page layouts, messages and designs. A/B test multiple
landing pages using tools like VWO etc.
* Results are not permanent. Be ready to A/B test again after a few months.
### Direct the user's path instead of leaving it to him to "figure it out"
* Clear signup CTA
* Have arrows pointing to the CTA to make it even clearer
* If there are multiple steps you would like the user to do, keep the CTA at the
same place.
* Never use "Submit" as your CTA because that keeps the user guessing on what will
happen next.
### Onboarding
* Step by step hand-holding during signup
* Auto follow influential people to avoid cold-start problem
* Gamify the onboarding process (Your profile is 51% complete etc.)
* Useronboard.com shows great examples on how other sites do this.
### Misc.
* If possible, allow users to start using the product first and then signup to
"save" their work. E-commerce websites are a great example for this.
* If you are offering a monthly subscription, always allow users to "freeze" the
subscription if they don't need your stuff for sometime.
* Price intelligently: One packet - $5. Ten packets - $15. By inflating the price
of the cheaper item, you made more users buy the expensive option.
* If you are a UGC or marketplace site, seed enough content to become relevant to
new users.
* Exit intent popups are somewhat irritating but sometimes work.
Users will slip away if they don't use your product constantly. By staying useful
and relevant to them and/or staying engaged with them, you can reduce your churn
and effectively reduce your average CAC.
* Immediate - Mail from the founder with an option to "reply" back to him, not a
noreply address. This can be a truly "personal" as well, atleast to first 1000
users.
* One day later - Tell them the benefits of the product
* Five days later - Remind them of a feature they might not have used (In ideal
scenario, the system should check and personalize this)
Trigger emails when they are likely to read it (Say, on a weekday at 10am when
their other emails would have been read by then). Send emails as per the user's
timezone.
* Later - Top posts digest, A year in review etc., Newsletter with product updates
etc.
* Use tools like Intercom to poke users for abandoned carts
* Reactivate dormant users by sending them an exclusive deal/promo code only for
their account.
### Notifications
* Keep prompting users with email/sms updates and notifications for anything that's
relevant to them. Example: New comment, new friend request etc.
* Mobile apps notifications are best for this purpose
## Stage 4: Revenue
### Cross-selling
* People who have successfully purchased service X can be sold service Y with a
lower resistance barrier and possibly at a discount. They already trust your brand
and you already have their contact information and usage stats.
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based out of Gurgaon, India.
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