Acquire New Users with Better Activation
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Growth hacking techniques startups are using to onboard and activate new users. Learn more at learn.growhack.com
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Acquire New Users with Better Activation
- 1. Growth Hacking acquire new users with better activation
- 2. What’s one of the biggest bottleneck’s startups face?
- 3. OH: The internet is so complicated #OMG ” “
- 4. Remember first signing up for Twitter?
- 6. We dug in and tried to learn what the “aha” moment was for a new user and then rebuilt our entire new user experience to engineer that more quickly. Josh Elman, Partner at GreyLock and Early Product Lead at Twitter “ ”
- 7. While Josh was there, Twitter’s active user base grew 10X
- 8. It’s now one of the most influential products today..
- 9. Activation, isn’t just for social products.
- 10. Uber, Square and DropBox work hard to educate their first time user.
- 11. So what exactly is activation?
- 12. I’m Conrad Wadowski, a Partner at GrowHack which works with venture backed companies. I also run an online school which brings together leading practitioners and resources to teach your team user growth. Some background..
- 13. Activation is the process of getting a new user
- 14. to a must have experience. Activation is the process of getting a new user
- 15. it’s a set of best practices to get them active.
- 16. it’s a set of best practices to get them active. ..and it’s that really common bottleneck.
- 17. Activation is similar to “onboarding” although onboarding suggests a process.
- 18. The best activation won’t involve too much process.
- 19. Instead it mixes selling, educating and using your product.
- 21. When you get it right, what happens is the boundary between trying out a product and using it disappears. Ben Chow, Product Designer “ ”
- 22. Good activation also helps protect current users from things like fake accounts and spam.
- 23. Why does it work?
- 24. Gets new users to understand your product’s value now, instead of later.
- 25. Isolates variables to help you understand what motivates or prevents someone from becoming active.
- 26. In an ideal world you already know which user to focus on, which is hard.
- 27. So how can we learn to do it well?
- 28. We actually have the tool chest available to us at all times..
- 29. The best way to learn is from other products.
- 30. So we went through and documented the best in the industry..over 70 activation flows from homepage to the “must-have”
- 31. Here are some tactics pulled out from the best..
- 32. Word of Caution Mileage will vary by audience, product, stage and resources.
- 33. Your most powerful lever, will likely be motivation.
- 34. The right motivation leads us to do crazy things.
- 35. Focus on testing these ideas out and actually talking to your end users.
- 36. But this will be a happy place to start.
- 37. you ready?
- 38. Front load your user experience
- 39. Minimalism
- 40. Simple, clear value proposition
- 41. A subheading for more detail
- 42. Visuals
- 43. Social Sign in, with an option for email Quora
- 44. Say you won’t post on their wall
- 45. Embedded form on homepage
- 46. Prefilled forms
- 48. Pop up navigation, but just because it’s easy to create.
- 49. Stick to simple, clear language
- 50. Relevant Faces (if not distracting) Celeb Customer Friend Smiling Attractive Female
- 51. William Shatner
- 52. ..Or just an interesting waiting screen
- 53. At least tell them to expect a wait
- 54. Import contact address books, early on. Facebook
- 55. You’ll reach a lot more people that way, so test it out. Step 1 Step 2 Step 3 Step 4 100% 20% 5% 1% Homepage Import Select Category Rate Books UsersStep
- 56. ..the main ones are gmail, yahoo, hotmail
- 57. Import phone contacts Step 2Step 1
- 58. “skip this step”
- 60. Link to confirm email
- 61. Use a progress bar LinkedIn Groupon
- 62. Big, clear calls to action
- 63. And again scrolling down...
- 64. Large, relevant images (They’re easier to design too)
- 65. Say “it’s free”
- 66. Consistent calls to action
- 67. 768 - 800 Pixels Consistent calls to action, above the fold
- 73. Arrow pointing to your call to action
- 74. Include nav links in the footer
- 75. No footer below the fold for direct URL Nothing here
- 78. Call-to-action button in the same spot
- 79. Call-to-action button in the same spot
- 80. Call-to-action button in the same spot
- 81. CEO Email
- 82. Relevant Email
- 83. How about some worst practices?
- 85. They introduce too many variables so you can’t figure out what’s working.
- 86. IF they can get to it in time, people just click the first image anyway..
- 87. “Carousels are effective at being able to tell people in Marketing/ Senior Management that their latest idea is on the Home Page.” -Lee Duddell
- 88. Unnecessary form fields. Do you really need all this?
- 89. To many, conflicting, calls to action
- 91. As soon as we get on a computer, we all start acting like we have a major case of A.D.D.
- 92. Each additional link takes focus away from your most important call to action.
- 93. At a certain point this makes your site pretty much unusable.
- 94. Just think deep when you’d like to “cross-sell” a feature or product.
- 95. If you really need to add a link, why not include it in the footer?
- 96. And split each into its own page.
- 97. When you use weak calls to action..
- 98. ..like “Submit” you lose an opportunity to teach users what happens when they click. ?
- 99. Who really wants to “submit” anything anyway?
- 100. Do as Unbounce.com says and..
- 101. Side note ..anyone wanna do a flower startup? :)
- 102. Too Strong on Design
- 103. Take 3 seconds to figure out what this page is about. ..
- 104. While it’s beautifully designed, there just isn’t much being accomplished here.
- 105. Spending too much time on form over function can cripple your iteration speed.
- 106. Explainer video for new product categories
- 107. Helps define the problem to a user
- 108. DropBox new users didn’t realize they had a problem.
- 109. Consider longer form copy for this or for high priced products where it’s difficult to immediately get trust
- 110. Let’s talk mobile for a bit
- 112. This is what happens if someone says no
- 114. Preface permissions
- 115. If someone doesn’t FB Connect Poker Friends
- 116. Make what you want someone to do really obvious SnapChat
- 117. Initial Screen and Description Tinder
- 121. Tuck away advanced features SnapChat
- 122. click here to learn more about our online school Thanks! or find me @conradwa