"People who are thinking about things other than making the best product, never make the best product." — Phil Libin
This addresses a real concern. #OfficeLife
(Plus, people love to be credited as being the person to find the coolest new thing.)
Psst. I just made you look here.
UX Designer working on Jetpack
@Automattic
Focus on:
What growth marketing is:
What traditional marketing is:
Experiment-driven. Research & development style
Low cost
Targeting the right people. it's contextual.
Making a product people want: Heavy influence on product
Story time — Midnight Shift Photography
What is it:
Why its important:
Success stories:
Education: Informing people of what you're offering and becoming known.
Top of the funnel. People can't become customers if they don't know who you are or what you offer.
Hotmail's email footer plug & ambassador programs
What is it:
Why its important:
Success stories:
Getting people emotionally invested in what you have to offer.
If you don't intrigue people or offer a solution to a problem, why would anyone care about your product?
Exclusivity + Virality: Facebook & Mailbox app in the beginning
What is it:
Why its important:
Success stories:
The moment someone enters their info and clicks "sign up."
It's the official conversion of a potential customer to a customer. Free or otherwise.
Jetpack connection in /wp-admin/
What is it:
Why its important:
Success stories:
Keeping happy customers, longer.
Acquisition rate needs to be more than churn rate. Otherwise you're losing.
Facebook, twitter, & Instagram: @mentions + #Hashtags
What is it:
Why its important:
Success stories:
Utilizing your customer-base to help drive awareness, acquisition, and activation of your product.
When you can leverage customers to help perpetuate your product and drive more adoption, you win.
Dropbox & Groupon
What is it:
Why its important:
Success stories:
How do you make more revenue?
“We don’t make movies to make money, we make money to make more movies.” — Walt Disney
Smile.amazon.com
What is it:
Empirical investigation — numbers
It's quantifiable.
Tools:
How it can inform your work:
Great for primary investigative work — baselines.
Monitoring behavior — what people are or are not doing.
Google Analytics & Jetpack stats
Heatmapping software like Hotjar or Full Story
Be care of:
"Vanity Metrics" — total pageviews,
follower counts, etc. They're not
as important as conversions and
retention.
What is it:
Personalized customer research.
Digging in and learning about nuances.
Tools:
How it can inform your work:
Deep diving into problems. "Why doesn't this feature work for you?"
"What do we do that's good?" "What could we be better at?" etc.
Surveys
Interviews: You + open ended questions.
Be care of:
Not interviewing a large portion
of people. Small sample sizes
may not give enough "trends."
Incessant "personal" emails to potential customers or customers.
Invision did a good job at this and now it's been killed.
Acquisition pop-ups immediately upon page load. Knock it off — it's not the right time, you haven't earned this yet.
DesignTactician.com
Twitter: @jeffgolenski
Instagram: @jeffgolenski
A few writings by me