Startup/Digital Marketing 2.0: Growth Hacking Thru UX
Contents of this slide are solely based on my personal learning experience and observation. firstname.lastname@example.org @ChiewSA I might be wrong! Let’s talk! When One Shares,…
Contents of this slide are solely based on
my personal learning experience and observation.
I might be wrong!
When One Shares, Everyone Wins
Building a product is only
HALF OF THE BATTLE
When it comes to the business of technology, it’s not
only about product development and research, making
the product available to as many (right) people matters.
PRODUCT + MARKETING = GROWTH
It’s not up to you.
Those who care (usually a lot!) will be more
than happy to steal your customers/business
What if I don’t have to care? I already have
lots of customers/conversions.
Before we move on..
You should know a little about the followings:
• Internet/Digital Marketing
• UX (User Experience)
• Growth Hacking
Fear not, we’ll cover a bit..
Traditional vs Digital Marketing
The marketing 4 Ps still exist..
The ‘exciting’ part
of Digital Marketing
DIGITAL MARKETING is not only about Social Media & Search
I will focus more on Social Media & Search Marketing since most people are familiar with it (unless you don’t use social
networking and search engine).
THE PROBLEM & OPPORTUNITIES
Digital Marketing allows you to track (almost) everything..
“Half the money I spend on
advertising is wasted; the
trouble is I don't know
-- John Wanamaker
If you’re new to UX
Feel free to view this slide that I prepared earlier
A typical UX design process
There are many step-by-step processes proposed by different practitioners,
It typically starts with Research -> Analysis ->Design -> Test -> Iterate
So, what is Growth Hacking?
There are many different definitions out there.
Let’s not spend too much time discussing here.
Growth hacking is a marketing technique developed by
technology startups which uses creativity, analytical thinking, and social
metrics to sell products and gain exposure
Growth hackers focus on low-cost and innovative alternatives to
Startups usually struggle with limited resources (money, time, experience) to achieve growth, so they take innovative
approaches using least resources to achieve massive growth. Non-technical guys need some technical loves too. So,
marketers in the new age are now growth ‘hackers’
‘Hacking’? But, I have no technical skillset..
It’s good to have technical skills, but most importantly is the
willingness to experiment (the entrepreneurial way)
You don’t want to bug your tech guy all the time just
because you wanna tweak some minor changes on your
Don’t be surprised that many great developers know least
about SEO stuff (e.g. 301 redirect, Canonical URL Tag)
SEO = Search Engine Optimization
If you enjoy analytical thinking, you might be a great growth hacker!
Marissa Mayer, CEO of YAHOO!
prev. VP of Search Products & UX, Google
One of my favourite advocates for
‘Growth Hacking thru UX’
• Obsessed with metrics and data
• Obsessed with User Experience
• Make data-driven design decisions
• Empathize users to deliver great experience
• See YAHOO! as largest startup in the world
• Startup shopping queen
Your Daily Habits. One Similarity.
They all have dedicated Data/UX/Growth Team
There are many reasons why you expose to them and still using them..
*usually very large team
Why Growth Hacking Thru UX Matters
The WEB is getting more & more
Opportunities for marketers on target marketing
You might not aware..
But you experience ‘growth hacking’, being experimented or targeted everyday!
It is less likely a coincidence that a H&M Advertisement shown beside while you’re reading Uniqlo email newsletter.
I browsed some items on e-commerce sites, and they’re now e v e r y w h e r e
Facebook:Other websites that I visit later:
I’m not hinting you that you must spend money on advertisement (or re-marketing), these are just examples that you’ve experienced
I’m hunting you!
If you’re not paying for it, you’re not the customer. You’re the product being sold.
Many people gave up on digital marketing
(included me), and blame the platforms
for being ineffective
When you don’t optimize..
But, the 7-11 in
Wrong target, 7-11
While Jeremy Lin is HOT in Taiwan..
There are many Singaporeans and Malaysians that read Chinese too. LUCKILLY they didn’t show ‘pork’ advertisement to Muslim audience.
When you don’t optimize..
Awesome! I wanna join, but... how????
People like the idea of contest, but why stop them from joining..
Hundreds of people did the wrong way by commenting
to ‘submit entries’.
Even the terms and condition on the site did
not clearly state out the details.
Marketing budget spent on contest advertising. Opportunities to gain greater exposure wasted. Hopefully customer relationship is not affected.
When you don’t even care..
I saw another identical
ad(with broken link) gained
more than 50 likes.
Should you use Likes to
1,000,000 likes, so?
The same link with the same problem was there for weeks, without any action taken.
Review: GROWTH HACKING
GROWTH HACKING in my eyes
IT IS A PROCESS..
Process of.. Experimenting, analysing and iterating..
Put it simply.. Three steps:
1. Do something, Test something (Trackable)
2. Analyse test results (Measure)
3. Improve, optimize, do better.. (Iterate)
Your Growth/Conversion Goal can be:
traffic, subscriptions, e-commerce etc.
what is not measured cannot be improved
Most people only track these..
traffic I get?
convert? How much
What if we focus on these questions
Can I get more
people to convert
to be users? Can I increase
Then only you spend money/time on the previous stage!
Wait.. What if.. We track beyond these three metrics?
Why spend money or efforts to push traffic to your site when conversion rate is low?
A A R R R !
Acquisition Activation Retention Referral Revenue
Product Marketing for Pirates: AARRR!
(aka Startup Metrics for Internet Marketing & Product Management) by Dave Mcclure
This explains all..
Everything (that matters) must be measurable
Get People visit your sites
How they find you?
People sign up
Do they have great first onboarding experience?
People be more active
How to ensure they return?
How you make money?
Another Name: Lean Marketing Funnel
People recommend more people
How to get them refer more people to you?
Now.. Improve the ‘loops’
Can I get more
people to convert
to be users?
Can I increase more
Acquisition Activation RevenueRetention
Can I improve
Can I grab more
people to visit my
Opportunities to improve each stage through providing the right user experience!!
Let’s see some good examples..
Oh Wait.. There is no silver bullet
No One-Size-Fit-It-All solutions
EVERY BUSINESS IS DIFFERENT AND UNIQUE.
The examples shown are to poke your thoughts on the potential tactics that you can apply on your own
Hey you! Yeah you! Check this out!
• Contents do not resemble only blog contents, but your
landing page, pictures, infographic, social media posting,
email and more.
• Conduct Content Analysis to determine which one
performs better and align with your business goal.
1000 Clicked on it
1 Paid (USD 70)
20 Clicked on it
1 Paid (USD 90)
You can also include money or time spent to generate content. Content Analysis (or A/B Testing) can be applied in many places.
Eg. How many people received your email, clicked on the link in the email and how many convert on your site.
Follow the trend..
When everyone was discussing about this movie in
We created a recruitment post with the caption
‘Test.Earn.Repeat’ , it had significantly high CTR
compared to other Ads created. Is it good?
Not really, we did not achieve our goal. We got high
CTR but none converted as user (testers).
Some other ads that received lower CTR but brought
You need to know what is your main goal, so that you
can measure and learn what works best for you!
CTR* = Click Through Rate. People that saw it and clicked on it to check it out.
Test. Earn. Repeat
Not only you can track the performance of contents but also the
effectiveness in terms of cost and target placement.
If you’re using advertisement (sponsored posts). You are usually
given options to choose your payment method.
For placement, you may gain insights like which market/demographic love your products (or content), then you can further make adjustment to
You can ‘try’ to see which one is most effective for you (higher conversion or lower cost). Then you
may invest more in a specific option.
Eg. I can choose to pay USD 3.51 per click or USD 2 per 1000 impression (fixed).
Ad that appeared during first day of 2015 Remember Facebook’s ‘Year In Review’ feature?
Sometimes, you don’t have to copy, it’s okay to ‘steal’ creativity.
Find the difference
I randomly selected two ads that appeared on my FB newsfeed.
Provide useful fact and incentive to click.Direct sales statement.
SEO or Adword
(Search Engine Result Page)
SEO or Adword
• SEO: ‘FREE’, but it takes time..
• Adwords: Quick, but it takes money..
Effectiveness is subject to your business objective:
SEO is good for ‘fullfillment’ (people already know what they want, they searched for it.
Adwords can be good for creating ‘demand’. (People searched for children toys, then you
may sell them other children related stuff)
Of course, you don’t even have choose between these two, since there are
more options available out there.
SEO is all about Keywords?
Your Argument is Invalid..
• “BUILD FOR YOUR USERS.. NOT SEO..”
Google is getting smarter and smarter.. Old tricks like
keyword stuffing not longer works (well)..
OH wait, Facebook is getting smarter too.
Tricks that worked might not work soon..
(eg. ‘Like & Share’/ Comment or Share )
• Do not focus on building content for SEO
Changing over time. Google is getting more ‘human’, so should you..
Of course, you can optimize it..
Even Google suggested that, so that they can recognize your content better!
PROVIDE USEFUL CONTENT..
Although Google is getting smarter to eliminate ‘SEO tricks’.
Few things remained constant..
• Keyword (not stuffing)
• Editorial Vote (not number of links but providing Useful Content)
Make sure your Content has good UX too.
Make sure your content optimized with relevant keywords, but do not omit
Bounce rate might not hurt your SEO, but it doesn’t improve SEO either!
High Bounce Rate = People don’t find it useful/helpful.. Or the title is misleading!
If you provide useful content that provides value to users, they spend more time (SEO+1), share it
(SEO+1), thus increase chance of getting your site linked.
Undoubtedly.. URL domain is strong and hard to fight, find your own niche.. Don’t think SEO, think
You’re not alone, there are many people working on SEO too..
Social Media Sharing (SEO)
When crafting your contents (allow them to share easily).
Remember, people are likely to share ‘stuff’ (content) that make them feel great
by sharing it
“I know this cool and useful stuff first among my community!”
You’ve gotta try this out!
• You must ensure there is a smooth
transition between Acquisition and
Search/Impression/Direct -> Landing Page
Different Landing Pages
Direct Search Redirect from Google Ad
First time visitorsRegular visitors
For different users
For different time/occasion
Different Landing Pages
Redirect from Google Ad Redirect from Google Ad
Do Nothing, but sign up and I will give you something
Hassle-free sign up
Get only the details that you need at the specific touch point
Our own mistake
We thought it was kinda cool to
put the ‘play’ button across all the
Visitors thought it was a picture
and didn’t click on it the view the
We did something unccersary to
Don’t waste an 404 error landing page
Opps?! No problem, you can still do so many things here!
Hey you, don’t leave.. Be more active here!
Pinterest makes sure
I notice that more
of my FB friends are now
They emailed me all the time!
Newsletter Subscription (Targeted)
Greater opportunities to for target marketing.
When you log out, we log you in..
Twitter prompt you to download their mobile apps when you logged out from their desktop site.
If your email has low CTR or HIGH UNSUBSCRIBE RATE. You should revise the way you send/write email.
Aren’t you good to intro us to your friend?
Social Sharing (Email)
‘Join the Club’Invitation
This can be the ‘activation’ stage for recipient too
we give you free stuff if you promote us!
You’re just TOO SMART! Don’t cha!
The ‘feel’ good way!
• You get reward
• Your friends get reward
• Dropbox gets more users!
Word of mouth..
People share things that made them they feel
great when sharing with others
Work on this.. For your ‘referral’ plan.
I’m among the first to know about this (blog
content), I’m gonna share it out !
If I share this, I get something and my friend get
Out of stock or Add to Cart?
Our own mistake
Clients were unable to make payment because they missed our payment button!
Conduct user testing using the right way with right tester.
You will be able to see how people use/understand your
product differently from you.
Sometimes, you can use guerrilla test (users in the wild) too,
mainly because they usually have one common trait:
‘they don’t know you and your product’
You may still test with your friends (not encouraged though),
but you must not test with someone who is familiar with what
you’re doing (your team)
Don’t ignore the external force
• Sometimes, external factors (trends, events, seasons) can be the reasons why
your content or your product has low conversion/adoption.
• E.g.. You can’t blame the an Airline website design to have lower conversion
when it experienced air crash accident in recent time
• E.g.. Aiming for higher sales of sun lotion during winter season.
In God We Trust,
all others must bring
--William Edwards Deming
Everything (that matters) must be track-able
• You need data/metrics.
There are many free tools! P.S. You don’t have to track everything.
Twitter, Linkedin, Slideshare now provide free analytics too. More to come!
If you’re new to Google Analytics (or afraid
of the steep learning curve).
Start with paying attention to ‘A.B.C’.
Google Analytics is free and useful, the only problem is they don’t tell you ‘WHY’ things happened in such ways, that’s why
you need to develop hypothesis and experiment it. (E.g. UX Testing, A/B Testing etc)
how (where) people visit to your site
How they behave (navigate) on your site
Do they convert?
A Conversion Goal does not necessarily involve monetary value, but sign
up, subscription or time spent.
Make sure you’re tracking using the
• We’ve seen some startups using ‘campaign
tracking code’ (URL Builder) to track their site
Do not simply judge one/startup if they did something silly/wrong (landing page, social media
You might be just part of the experiment. After all, those who experiment shall be rewarded.
I might be wrong too!
AGAIN.. Its not only about social media
and search, but many many more..
Observe how competitors/similar business/big players achieve growth.
Find your own way. HACK IT OUT!
AIRBNB -> Craiglist Next Slide
DROPBOX -> sharing incentive Slide 68
Lesson? You don’t have to VIE directly, VIA works perfectly fine too!
FIND YOUR OWN UNIQUE WAY
• AirBnB style..
• YOURSTARTUP style..
Utilize the strength
of a bigger player
to grow your
Vie or Via
What’s your EXIT strategy?
Retain your leaving users or even
Convert a leaving customer to potential customers
Uninstalling your software/app
You may apply this trick on your website (using Exit-Intent Technology), email marketing (hey, you’ve not visited us for
months, we need to talk!)
Is it time to say goodbye?
Meeting you was the happiest thing in my
life. I can’t promise giving you the best,
but I will try my best.
Please stay with me, okay?
I’m done, let’s
The girl smiles when you hover over
‘Learn More’ (Understanding a little
Kinda CREEPY! I’m not sure if this works
fine out of Asia.
Please take good care of yourself ok!
Please don’t leave me, I can change!
I would prefer an option to slap her and tell her “Be tough! Girl! You’ll meet a better guy!”.
So, Digital Marketing works only
in the Digital Space?
Offline + Online
We use similar way to track the effectiveness of sponsorship campaign in universities. Although our main objective is not to
gain conversion, it is always good to know ‘what’s going on’.
Offline advertising at train station
Tracking offline campaign performance.
The LEAN way
• MEASURE (Quantitative/Qualitative Data)
Start Your Experiment Today
QUESTION to ASK YOURSELF:
• Do you have a growth hacker?
• What is your growth hacking strategy?
• Does your existing plan or future planning contribute to
So, Growth Hacking sounds great..
How do I start?
HIRE a good growth hacker.. (provided you can afford one,
a real expert can be very expensive) or..
Forget about option 1, what about do it yourself?
• Nurture a guy from your team to be growth hacker, or a
• Your next growth hacker could be your existing SEO guy,
Analytic guy, Marketer, etc..
• Give him/her the authority to conduct experiments..
• LEARN and DO IT YOURSELF..
• 1 Reading (I will attach some useful links..)
• 2 EXPERIMENT is a MUST
Some Learning Resources
If you only have to read THREE:
• Socialmediaexaminer.com (Social Media)
• Moz.com (SEO / Inbound Marketing)
• Quicksprout.com (Internet Marketing)
• Hubspot.com (Inbound Marketing)
• Blog.bufferapp.com (Social Media)
• Hiten.com (B2B/SaaS focused)
• Growthhackers.com (GrowthHack community)
• GoodUi.org (Quick UX Tips , A/B testing)
These few are just my personal favourites. There are plenty out there!
Does reading makes me a better
• NO. Reading is great, I wouldn’t know all these
STUFF if I didn’t start from reading..
• But it didn’t make me a great growth hacker. It is
so different when you have to do it..
• Learn by doing (Experimenting) works fine..
• What you read today, might not be valid tomorrow. This is the
‘BEAUTY’ of the digital space.
• Check the date of the article that you read! There are many great
resources out there for you to learn. Make sure you check whether
they are still relevant or useful.
• Many tend to follow advice from other part of the world (Asia learn
from the West: expert in U.S.). They usually serve as great reference,
but keep in mind that regional or cultural differences matter a lot.
That’s why you need to test it out with the right people.
I used to spend long time to add Google Authorship to blog content, I followed the steps accordingly and spent time
researching on remedies. Later I found out that Google no longer support that. DO NOT REPEAT MY MISTAKE. If you sense
something wrong, do a quick pulse check or ask the expert/experienced. If not, always keep yourself updated with latest
My #GROWTHHACKING Idols
• Dave Mclure -> Attended echelon 2013 by e27, fascinated by his talk,
heavily influenced me to get into startup (& growth hacking)
• Neil Partel -> abt 2 years ago, read about him from
socialmediaexaminer (bible for social media marketing), converted to
his quicksprout blog (bible for internet marketing)
• Mattan Griffel -> Knew this guy when I was exploring RubyOnRails, his
practical growth-hacking tactics are awesome (check out his
• Juan Martitegui -> attended his talk @Mindvalley, his talk challenged
me to un/re-learn what I’ve learned about ‘growth hacking’.
MY FAVOURITE MANAGEMENT
IDOL OF ALL TIME
Founder & President, Fast Retailing (Uniqlo)
• Focused on Service Experience
• Data-Backed (yet Human-Centered)
Decision Making for Fashion
Now, unlearn what’ve you seen so far..
It seems like all these ‘hacking’ stuff sound pretty cool and
You may, however..
DO THINGS THAT DON’T SCALE!
Be Hardworking, you’ll be surprised with the result (user feedback, improved experience etc.)
(the not-so-cool sometimes work just fine)
Digital Marketing / Growth Hacking:
• You’re able to measure your Marketing ROI accurately now.
• It provides incentives for you to experiment with UX and
Data to achieve Growth.
• If you don’t do it, others will (still) do it.
• Focus on both quantitative (analytics) and qualitative (user)
data. You need to get answer for both How & Why.
• It’s not easy to measure or test correctly (both quantitative
• Growth Hacking is an entrepreneurial activity..
It involves risks, but could bring massive
rewards if done in the right way..
Don’t touch it if you don’t believe in
Like UX Design, there is no ONE-SIZE-FITS-IT-
ALL solutions.. You’ve to test it out to find out
the best ways..
Be Startup, Don’t STUCK UP
Growth Hacking Through UX
Make hypothesis, gain insight via experiments.
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