Newsletter
W3 18

Podcasts. I was not a fan of them but I have to say, I became one. You can listen to it wherever you are. And even if I still carry around a physical book, sometimes podcast just do a better job.

Here is a few podcasts that I listened to and liked:

YC Podcast - Growth Office Hours with Anu Hariharan and Gustaf Alstromer

Seeking Wisdom - Silicon Valley's Mad Scientist (AKA The G)

Indie Hackers - How to Grow Your Business with Julian Shapiro of Bell Curve

Inside Intercom - Lessons in marketing: Des Traynor, Kristina Halvorson, Sujan Patel, Joanna Weibe and more

Growth Marketing Podcast - Erik Harbison: Chief Marketing Officer at AWeber on Managing a Growth Team

And for the french speaking subscribers 🇫🇷

Growth Makers - Multiplier par 6 son taux conversion grâce à la data avec Romain Dardour VP Product chez Hull.io

On to the newsletter 👇

A small gift for you this week. The content I found was so good that I put 4 articles into the Growth Resources section 🎁

Enjoy :)

- Maxime Salomon, Founder/CEO at Croissant

[Article] The Network Effects Manual: 13 Different Network Effects (and counting)

"PayPal. Microsoft. Facebook. Uber. Twitter. Salesforce.

These are some of the most impactful and significant companies in the world. Each one is very different in a lot of ways, but there’s a single property that defines them all and lies behind their success. That property is network effects. As we’ve said, nfx are the #1 way to create defensibility in the digital world. Companies with the strongest types of nfx built into their core business model tend to win, and win big.

Network effects are one of the four remaining defensibilities in the digital age, including brand, embedding, and scale. Of the four, network effects are by far the strongest. To date, we’ve identified 13 distinct types of nfx that fall under five broader categories."

- James Currier, Managing Partner at NFX

Reading time: 25 minutes


Growth Resources

[Article] The Product Designer’s Guide to Growth

"So if you’re growth-curious, but still find Growth Design to be a little mysterious, like I did, (and no worries if you do — it is a “growing” profession, after all), here are 7 things I learned that maybe could be helpful.

1. Figure out what the **** “designing for growth” actually means. 2. Think in experiments, and be agile. 3. Think like a psychologist (or a pseudo one) 4. Expect the unexpected 5. Learn how to read numbers 6. Move metrics…But don’t be an asshole 7. Do awesome things"

- May Wang, Product Designer at Evermote

Viewing time: 8 minutes

[Article] Launching Platforms: Growth Hacking & Network Effects

"What’s the role of growth in Platforms — in the way we understand them — and why does it matter?

Those who follow our work with Platform Design Toolkit know that our understanding of “platforms” rotates around the following aspects:

- a platform is a strategy to mobilize and empower an ecosystem, not merely a technology (e.g.: a website, app, etc…);

- a platform strategy is always based on two pillars: a transaction engine (a peer to peer marketplace among entities) and a learning/improvement engine (made of services and contexts provided by the platform owners to the ecosystem, for continuous improvement);

- platform design is applicable in any domain: substantially everything can be designed “as a platform” (not only wannabe world conquering digital marketplaces)."

- Simone Cicero, Creator of Platform design Toolkit

Reading time: 15 minutes

[Article] Don't Let Your North Star Metric Deceive You

"A single north star metric only captures one dimension of your business.

Going back to the scoreboard analogy, optimizing against at a single north star metric is like looking exclusively at the score to get insight into how to win the game. Let’s say you’re a professional baseball coach - you’d also want to know the inning, numbers of balls, strikes, and outs, and the hits, errors, and pitch counts.

If you only watch the score, you won’t know if you’re playing to win. You need to see how your team is performing across multiple dimensions of the game. Similarly, because a single north star metric gives you insight into only one part of your business, you need multiple metrics to get the full picture."

- Brian Balfour, Shaun Clowes, & Casey Winters

Reading time: 8 minutes

[Article] All the Advice You’ve Read on Push Permission Prompts is Wrong

"For those who aren’t familiar with the problem, you only get one shot when you pop up the system permission dialog for the push notification permission on iOS. If the user declines to give you the push permission, you cannot send them a re-prompt ever again. The theory behind pre-prompts is that you use pre-prompts to hold off showing the system permission dialog until the user is primed to accept. While this all makes complete sense in theory, it falls apart in practice.

For the past 4 years, I’ve worked on the Emails and Notifications team at Pinterest. During that time, we’ve tried more than a half-dozen different attempts at using pre-prompts to improve our opt-ins on push notifications. We’ve not only experimented on iOS but have also experimented on the permission prompts for browser notifications as well (Chrome, Firefox, Safari, etc.) The attempts have ranged from very simple pre-prompts with multiple re-prompts to complex flows to try and prompt users at a time where they could understand contextually why they should turn on push notifications. At my previous company, Shopkick, we even tried more “growth hacky” type approaches like putting a pulsar underneath the “allow” button to not so subtly suggest which button they should click. Even though all these experiments took different approaches, different framing, and different designs, none of them were successful.

Every single one of these experiments showed a drop in engagement metrics across the board when compared to just popping up the system prompt."

- John Egan, Growth Engineer at Pinterest

Reading time: 2 minutes


Marketing Resources

[Article] Google Play update reveals keyword installs to developers

"The new feature allows (1) splitting organic play store data into search and browse, and, ever more exiting, provides (2) data around installs per keyword!

Now, installs of those coming in by first searching for a keyword in the store are shown separately from those that come organically via browsing the play store. The Play Store (organic) search is defined as “Unique users who found your app via Play Store Search”. Play Store (organic) browse, is defined as “Unique users who found your app via browsing the Play Store” and thus includes those that installed the app after for instance finding it in a category, featuring, as well as from the store listing view of a similar app. The browse data is unfortunately not split-up further meaning that category browsing, related apps, featuring and others being combined."

- Pablo Penny, Mobile Growth Consultant at Phiture

Reading time: 4 minutes

[Article] 5 Expert-Proven SEO Strategies to Boost SaaS Revenue in 2018

"We invested tons of effort into content creation and promotion. Then we would finger cross, hoping it would pay off. It occasionally worked. Sometimes not.

We realized we were missing something in our content creation process. SEO was not a hot topic in our team… I discovered the best way to actually learn something is to test it out yourself, and see how it works for you. Theory + Testing = Actual Learning I started to run some SEO experiments.

After a month, I achieved promising data. 67.5 percent growth in organic traffic, from 551 to 990. So, I set a goal to hit 10K relevant, monthly organic visits by the end of this year. After just four months, we already hit my goal. 1,010 percent+ growth — from 990 to 10K+ monthly visits, averaging 76.4 percent growth — every 30 days.

- Sam Hurley, Managing Director at Optim-eyez

Reading time: 14 minutes

[Article] How HubSpot Ranked a Competitive Product Page in 3 Months (for a Product That Didn’t Exist Yet)

"Good SEO is rarely the result of sporadic hacks and luck, rather, at scale and for acquisition, it’s the result of a solid process and playbook (just like any other aspect of growth marketing). This playbook should have multiple components, ranging from content strategy and architecture to differentiated and compelling content creation and all the way to promotion and link building.

All the pieces matter, some more than others depending on your specific situation. For instance, a smaller authority site may have to put a lot more effort into content creation and link building that a large site like HubSpot or Shopify. It all depends on where your competitive advantage lies. However, with a bit of strategy and content architecture, no matter the size or scale of your company, you can get product pages to rank and actually acquire users from SEO, not just top-of-funnel vanity traffic.

- Alex Birkett, Growth Marketing Manager at HubSpot

Reading time: 8 minutes

Croissant Newsletter

A weekly email of interesting Marketing & Growth resources for startups