Ken Rudin is the head of user growth at Google and runs their central growth team. Enough said.
Simply building a great product isn’t enough to guarantee success — 80% of new products fail. Google uses the scientific method to ensure that their new products succeed, do you?
HOW TO: Use Google’s secret scientific formula to spur product & user growth
1. Observe: Identify the single “north star” metric that best measures user growth
To know if your efforts are actually working, you need to have ONE metric that tracks how well you’re growing. For example, YouTube’s north star metric is Total Watch Time (the total time spent watching videos).
Your north star needs to deliver value to your users, not just to you. Analyze user behavior to understand what core value you provide. EventNotes recommends →
2. Hypothesize: Pinpoint the key growth levers that drive users to your product
Growth levers are the components driving user growth — when you pull them, they move your north star metric. Identify the acquisition, onboarding, engagement and retention levers that have the highest impact on your north star metric.
Adapt Google’s growth model to your company. For example, if your north star metric is Daily Active Users, then you might break it down into growth levers like this →
Compile all your user data in one place to find your key growth levers. EventNotes recommends →
3. Experiment: Choose a growth lever you want to move, then run multiple split test experiments to determine the best ways to move that lever and drive growth.
The two primary ways to move your growth levers are sales & marketing tactics, as well as by optimizing the product itself. Say you have a landing page that drives users to your platform — first split test 3 different CTAs, then test 3 headlines, then 3 graphics…test, test, and keep testing until you find the combination that yields the most growth.
Optimize your winning growth strategies through rigorous A/B testing and AI assistance. EventNotes recommends →
4. Encourage users to act on a growth lever by displaying it as a multi-step process and giving them an end goal to hit
Whether it’s buying, onboarding, or mastering the product, make it a step-by-step process and show users where they are in the journey. The closer people get to a goal, the more motivated they are to reach it.
Google increased the number of advertisers running 3+ ads by more than 20% with this simple visual display →
Monitor visitors in real time to track their progress and see where you need to boost motivation. EventNotes recommends →
5. Drive user action by appealing to their emotions, not their logic
Users make decisions based on emotion, then justify them with logic afterwards. To boost growth and retention, find ways to appeal to users’ hearts, not just their heads..
Google split tested an offer to recapture lost Ads users. An appeal to the positive emotion associated with business growth generated 80% more spending than offering them a $100 ad credit →
Find more examples of how to appeal to emotion and win back users in emails. EventNotes recommends →
Tools with an asterisk are recommended, not sponsored or affiliated, by the EventNotes author. Tools without an asterisk were suggested by the speaker.
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