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High Tempo Testing - Building a Scalable Growth Process
The document discusses the importance of high-tempo testing in driving scalable growth for companies, emphasizing that rapid experimentation leads to faster learning and growth. It highlights a structured growth process involving ideation, prioritization, testing, and analysis, and showcases how full team participation and disciplined tempo can significantly improve outcomes. Successful examples are provided, demonstrating measurable increases in sign-ups and engagement through optimized testing strategies.
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High Tempo Testing - Building a Scalable Growth Process
- 1. morganbrown.co // @morganb HighTempo Testing Building a scalable growth process
- 2. “The founders acknowledgethey made mistakes along the way. They spent too much time on the product and not enough time on growth and distribution.” —TheVerge.com
- 3. Buzzfeed Content ViewsReportedby Jonah Peretti on Re/Code Decode Aug 2015 Sites & Apps 23% YouTube 14% Google 2% Facebook Traffic 6% Facebook Video 27% Snapchat 21% Facebook Images 4% Pinterest/Twitter 4% *Adds up to more than 100% morganbrown.co // @morganb
- 4. How Do TheyDo It? Punchline: Rapid experimentation is the key to driving fast growth morganbrown.co // @morganb
- 5. Testing Drives Growth SatyaPatel, 2014 Agile Marketing Meetup Twitter Growth 2010 - 2012 Users(MM) 0 50 100 150 200 Q1 '10 Q2 '10 Q3 '10 Q4 '10 Q1 '11 Q2 '11 Q3 '11 Q4 '11 Q1 '12 Q2 '12 Q3 '12 Q4 '12 0.5 tests/week 10 tests/week
- 6. Faster Tempo =More Learning More Learning = More Growth http://collegesportsblog.dallasnews.com/2014/01/baylor-10th-overall-in-espns-way-too-early-top-25-college-football-rankings.html/
- 7. The Growth Team •PM Growth • Analyst • Growth Engineer • Digital marketers • Specialist(s) Zuckerberg poses with some of his deputies at Antonio’s Nut House in Palo Alto, a popular staff hangout: Chamath Palihapitya, vice president for growth, mobile and international; Zuckerberg; Mike Schroepfer, vice president of engineering; Jonathan Heiliger, vice president of technical operations; Chris Cox, vice president of product. morganbrown.co // @morganbhttp://www.sanfranciscosentinel.com/?p=98962
- 8. Growth Process Ideate Prioritize Test Analyze Unbridled Ideation Focus Prioritization Rapid Testingof Promising Ideas Analysis Learning morganbrown.co // @morganb
- 9. Ideas = Fuelfor Growth • Full team participation (engineering, marketing, ops, etc.) • All funnel elements (AARRRR) • Ideas written as hypotheses morganbrown.co // @morganb
- 10. Focus & Prioritization •Growth lead owns focus (North Star, OKR, etc.) • Hypotheses are scored and sized • Growth team nominates experiments for testing morganbrown.co // @morganb
- 11. Disciplined Tempo • Committo weekly testing velocity (start small) • Weekly growth meeting to plan and launch ‘sprints’ • Right-size tests to hit desired tempo morganbrown.co // @morganbhttp://www.engadget.com/2015/05/31/spotify-is-my-new-running-mate/
- 12. Must learn somethingfrom every test. Learning must be accessible.
- 13. Process in Action MovedEmail collector from bottom to top Result: 700% Increase in collected emails It’s hard to predict test quality morganbrown.co // @morganb
- 14. Process in ActionRundouble-down tests +22.1% sign ups +44.5% sign ups morganbrown.co // @morganb
- 15. High Tempo DrivesGrowth Started high tempo testing morganbrown.co // @morganb
- 16.