Through surveying and cohort analysis, they may have identified two very different types of customers using the service: a group that only wants the basic ability to watch shows and movies when they want, without ads, and another group, which wants a much more robust entertainment experience. As discussed earlier, the growth team comes up with prot

To begin, they looked at their data to identify markets where bookings were lagging and, to their surprise, discovered that New York City was underachieving. Clearly, New York is a major tourist destination, so they dug in, with early investor Paul Graham of Y Combinator, to analyze why bookings weren’t stronger. Reviewing the apartment listings fo

The key to habit formation is convincing customers of the ongoing rewards they will receive from returning to your product or service. In Hooked, customer behavior researcher Nir Eyal explains how the most engaging products do this, which is through a process he describes in his Hook Model (depicted below), or what’s referred to in growth hacking a

The first step in determining your growth strategy and figuring out where to focus is to understand which metrics matter most for your product’s growth. The best way to do this is to craft what Johns dubbed a company’s fundamental growth equation. This is a simple formula that represents all of the key factors that will combine to drive your growth

To get the most useful responses, while at the same time assuring a survey is not a turn-off to customers, it should be very brief, and should be delivered to users under two main conditions: (1) when their activity indicates confusion, such as lingering on one page for too long, or leaving the screen or page on the app or site; or (2) right after

Take the case of Airbnb. Its founders struggled so much to attract customers that they launched the site three times before growth started to take off.

What was the secret? I worked with the engineers to utilize technology for what was, to them, an unconventional purpose: to craft novel methods for finding, reaching, and learning from customers in order to hone our targeting, grow our customer base, and get more value from our marketing dollars.

In preparation for that meeting, the growth lead writes a summary of the findings so far, in which she highlights several interesting shared characteristics of the regular shoppers versus those who have never shopped or have only made a purchase or two.

After narrowing the reporting to what really matters, the next step is to present information in a way that is actionable. For one, metrics should be presented as ratios rather than static numbers. For example, reporting on the total number of users acquired is static and tells you little, but new users acquired per day or week is much better, beca