[TGB] 4 Principles for Making Experimentation Count


Marketing & Growth Resources - Week 13 2017

This Week Resource:

[Article] 4 Principles for Making Experimentation Count

"On the Growth team at Airbnb, we always start with the question, “What do the data say?” If you are not asking that question you are pursuing an incredibly inefficient product optimization strategy. If you have to guess, you’re putting the cart before the horse and should do more work before experimenting." - Lindsay M. Pettingill, Data Scientist at Airbnb 

Reading time: 7 minutes

Marketing Resources:

[Article] What we learned about “Long Tail” by analyzing 1.4 Billion keywords

Reading time: 5 minutes

[Article] The Ultimate Guide to Email Sequences

"Email sequences can move people through a journey of not having ever heard of your company, to becoming a customer and (potentially) an enthusiastic brand advocate. Email sequences can deepen the relationships you have with subscribers over time, solely through the content they share." 

Reading time: 19 minutes

[Video] Go-To-Market And Category Design Fundamentals

"The companies that frame the problem the best will be the companies that win. Because if you frame the problem the best you own the solution, because you're going to frame it in a way where you're the only solution to it. And the companies that do that the best and tell that story and that narrative the best are the ones that are going to win. So this is the fundamental question that I'm asking all of you to think about, is what problem are you solving?" - Jennifer Johnson, CMO at Tenable 

Viewing time: 59 minutes

Growth Resources:

[Article] Growth Benchmarks Are (Mostly) Useless

"Most growth communities, forums, and email lists will inevitably have that thread that goes: “Hey, what are the benchmarks everyone’s seeing for X?” I constantly find people seeking out benchmarks or pointing to benchmarks, and we’ve all been there -- who doesn’t want some normalizing data to understand whether we’re on track or not? The desire is further fueled by many companies releasing “benchmark reports.” I understand why. It makes for sexy content marketing. But there’s one small issue: Growth benchmarks are mostly useless." Brian Balfour, CEO of Reforge 

Reading time: 8 minutes

[Article] Mobile Growth Model

These are the key positive feedback loops: ASO Loop — more installations → higher rankings in app store → higher visibility of your app → more installations. The key task here is to get initial visibility and there are a lot of ways to achieve that (from featuring to PR) Viral Loop — more downloads → more active users → more users who share/recommend the app → more downloads. Key task is to reduce the time it takes user to share/recommend the app, improve the fraction of users who share, and the conversion from share to eventual download (making posts more visible & etc — I’ll cover more later) Paid acquisition loop — more downloads → more active users → more paying users → higher revenue → higher spent on paid acquisition → more paid downloads. The key here is to make this loop start working (basically this is the problem with ANY positive feedback loop). 

Reading time: 7 minutes

[Article] Airbnb UX Analysis: Engaging Users With Frictionless Flows

"From the screens and flows I’ve highlighted in this UX analysis, it’s pretty clear that the Airbnb mobile app already offers a superb user experience. The design and animations are visually appealing, and the content is plentiful but not cluttered. If there’s one way the app can take its UX to the next level, it’s through personalization. By better leveraging browsing habits, Airbnb could deliver more targeted recommendations across the app, increasing conversions — and delighting users — in the process." Stefan Bhagwandin, Leanplum 

Reading time: 6 minutes

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