Growth hacker study notes

1 What is a growth hacker?

Growth hackers are a group of people who use data to drive marketing, market to guide products, and implement growth goals through technical means. They usually understand the technology and understand the user psychology. They are good at creating creativity, bypassing restrictions, and solving the problem of early growth of start-up products through low-cost means.

2 Conversion funnel model

1. acquisition
2. activation
3. retention improves retention
4. revenue increase
5. referral

3 Characteristics of growth hackers

1. Data is king
2. Focus on the goal
3. Pay attention to details
4. Creative
5. Information transparency

4 How to create the right product?

• Create the right product MVP to verify PMF
• Demand is the first driving force for the production of products. The authenticity of the demand, whether it is just demand, whether it is large enough to realize the demand
• Mvp based on WeChat applet or official account (low development cost, no adaptation, convenient distribution, convenient for mobile phone feedback, and data accumulation)
• Three necessary modules for MVP: feedback channels, official announcements, automatic upgrades
• User research, actions speak louder than words

5 How to promote?

1 Cold start problem, seed users (small quantity, early entry into the product, gestating hope. Product locusts (not the real target users, tourists, comments on each value may mislead the product's countermeasures)
2 From stupid Start at the place where # is the minimum viable product, and early product optimization tests.
3 Social bonus (attached to large social networking sites for better development) mobile application sharing and return,
4 crawlers
5 content marketing to attract traffic, Cultivate potential customers and induce conversion. Matters needing attention: Determine the audience, create a continuous output content engine,
ensure the length of the article, encourage the audience to participate in interaction, choose the appropriate publishing channel
6 Search engine optimization SEO, the higher the ranking, the easier it is to click , App store optimization ASO
7 Bundled downloads
8 Hunger marketing
9 Use product logo pendants to promote
10 Advertising, industry opinion leaders’ copywriting promotion (familiar with the product, brainstorming, planning the layout of the article (brief calcium plastic. Topic events, core features, Main functions, team interviews, future plans, promotion activities, conversion guidance)
11 offline promotion
12 overseas expansion

7 How to stimulate activity?

1 Social activity stimulates activity, invites new people, imports contacts, recommends users, reputation system
2 AB test to decide the choice. Empiricism is not reliable. (There is only one difference between the two options, and there is an indicator to compare the price.)
3 Mobile application AB test
4 Another way to get users’ favorite
5 Subsidies
6
Gamification The four main characteristics of the game: goals, rules, feedback, resources to participate in
gamification commonly used Strategy: Points Ranking, Achievement.
But the value of the game is not to send carbon in the snow, but only icing on the cake.
7 Script operation

8 How to increase user stickiness?

1 Loss must exist. What we are pursuing is the ratio of loss and the trend of change, which can explain the ability and competitiveness of the product to satisfy users.
2 A bird in hand is better than a bird in the forest. Registered users are more important. Reasons for low user retention:

• There may be program loopholes, performance bottlenecks
• Users are frequently harassed
• The popularity of topical products fades
• There are better alternatives
• Other factors: game clearance, equipment loss, demand no longer exists, end of product life cycle.
  3 Measurement of retention rate: next-day retention rate, 7-day retention rate, 30-day retention rate
  4 Optimize product performance. I would rather trouble myself, or feel that it would not drag the user, with such awareness and sincerity to take the product, I believe that the user will definitely feel
  5 destructive services: Deliberately output services that have some loss in quality, in exchange for other aspects Optimization (speed, stability, probability of successful execution). When problems occur, priority is given to ensuring the operation of core functions. The less sacrifice, the better.
  6 Guide new users to get started and let them play. It is very possible that the interesting users will leave without being discovered.
  7 Social maintenance and social bundling.
  8 Design a wake-up mechanism email, SMS, push (provide rewards, inform progress, personalized recommendations, user social interaction prompts)

9 Increasing income-only profit can develop healthily

In the free Internet world, the core services of a large number of enterprises will never be charged, and it is free because the marginal cost of the Internet is extremely low, even compressed to zero.
1 So how to make money for free?
1) Basic functions are free, advanced functions are charged
2) Cross subsidies
3) Monetization of traffic in the three-party market When you use free, you are a commodity
4) The profitability of open source code may
5) The company is listed or acquired

2 End free
3 Redirect advertising
4 Never blame users, provide reasonable compensation, and provide conversion convenience
5 Establish a business intelligence system

10 Virus transmission

1 The core is the product, and a good product can speak. (Focus on K factor, viral cycle)
2 BUG marketing
3 Take advantage of marketing
4 Viral marketing outside the product circle of friends game (three tests: creative source, life cycle, product fit)
5 Product built-in marketing factors (inducing sharing)
6 Use user psychology

1. favorite
2. Chasing profit
3. Reciprocity
4. Ask for help
5. show off
6. Scarce
7. Fear of losing or missing out
8. lazy