The methodology for 10x user growth is all here (10,000 words of dry goods)

• How to solve the user churn problem using growth hacking methods?
• Where should we start to build a growth engine?
• What are the 7 characteristics of growth talent?

Growing is not an easy job because you face so many changes every day. You often feel like you are pushing a stone up a mountain, which is very challenging.

From a broad perspective, there are only a few large-scale platforms in the United States that can acquire customers, namely social platforms such as Google Search or Facebook.

In China, it means WeChat , as well as the newly emerging large social platforms, or search engines . They are very centralized and you don't have a lot of channels to use.

Because they are concentrated, there are many competitors and these channels can easily become saturated. As soon as you discover a good channel, the cost quickly goes up because other people have discovered it too.

Platform concentration, channel saturation, and intensified competition

Tools help, users are tired

There are many third-party tools now, such as data analysis tools and AB testing tools, which make technical things less technical. Many companies and many people can do it, which makes it more difficult.

Every user's time is limited. When there are so many competitors, sometimes not even your direct competitors, but brands from other categories competing for user attention, users will become more and more tired.

So, for those who are working on growth, they face this sense of urgency.

Why learn about growth hacking?

Yahoo is a long-established Internet company that conducted an internal experiment by setting up a small growth team.

This team has only one product manager and several engineers, and they are responsible for one thing: increasing the click-through rate and open rate of emails.

They conducted 122 tests, some of which were more complex and some were simpler. The end result was that in just ten weeks, email metrics increased by 1,000%. This growth hacking approach to growth does have real effects.

Some of the top and cutting-edge Internet companies, both in China and the United States, have begun to set up growth teams and use the team model to promote growth.

1. Basic Concepts of Growth Hacking

1. Growth hacking focuses on the entire user life cycle

Have you ever heard of the pirate model? How is growth marketing different from traditional marketing?

I think the biggest difference is that traditional marketing focuses on marketing, attracting new customers, or product exposure and popularity, while growth hacking expands to the entire life cycle of users.

Because it’s not only about acquiring customers, but also about activation and retention .

Growth hacking focuses on the entire user lifecycle

Activation means allowing users to experience the value of your product for the first time, completing key conversions , and then retaining them. Users not only experience the value of your product for the first time, but also continue to use your product repeatedly over the long term.

On this basis, these old users will recommend your products to new users and help you bring new users. Ultimately, the entire system supports your profit model. This is recommendation and monetization .

This is the thinking of growth hackers. The biggest difference from traditional marketing is that it focuses on the entire life cycle : from acquisition, to activation, to retention, to recommendation, and then to monetization .

For me, the usefulness of this way of thinking lies in that it can incorporate many complicated methods and theories.

If you are someone who works in growth, operations , or marketing, there are many things you can do and many channels.

Some of them involve making improvements within the product, and some of them involve doing things through external channels. How do you decide what to do first?

This model can put the details in there by giving you a big framework to think about the problem.

2. Growth Hacking is Driven by Experimentation and Data

Let me give you an example. An APP application company I invested in in the United States requires users to bind their bank cards during the registration process so that they can transfer money and invest.

We found that many users were lost during the bank card binding process.

How to solve this problem using growth hacking methods?

When we see the data, we will make some assumptions. It may be because people have security concerns about binding their bank cards, or they may not be able to remember their bank card passwords, or they may think it is too troublesome.

These are three hypotheses, and we can design three experiments.

If it is a security concern, we will add some security-related copy and logo on the page to address the user's concerns. Then we conduct development experiments and measure its results to see what the differences are between the versions with and without the addition.

You can tell from the data whether the new version is better.

If the new version is better, it means the hypothesis is correct, it proves my hypothesis and can be applied to the product. If there is no better result, it means that the hypothesis is not particularly accurate and you can look for other reasons.

A simple learning loop with feedback can let you know whether your idea is right or wrong through AB testing.

3. Growth hacking is done by cross-functional teams

When the term growth hacker was mentioned before, everyone thought of the image of a lone ranger who can program, do data analysis, and be a product manager, and can do everything.

But in reality, there are very few such people. Another point is that if your company needs to drive growth and provide corresponding resources, it is unlikely that one person can produce growth effects.

Therefore, in the company, growth hackers are composed of a cross-functional team, which includes growth product managers, engineers, designers, analysts, and possibly market channel experts, and use this model to promote the work.

4. Growth hacking is a system and method, not a single technique

Sometimes when people hear this word, they think it is some classic case or some good method that can solve all problems.

No, what everyone sees is just the surface. There needs to be such a system behind it to support you in continuously having good ideas.

2. Three Stages of Applying Growth Hacking System

The dilemma faced by people who work in growth is this: when you discover a very effective method, once you use it, it will be seen by many people, and others will use the same method, and the effectiveness of this method will decrease.

Therefore, you need a thinking system that can continuously support you in discovering some good methods and applications at the phenomenon level.

How to apply the three stages of growth hacking? There are three steps :

First, establish a foundation for growth;

Second, find growth opportunities;

Third, create a growth engine.

3. Establish the foundation for growth and lay a solid foundation for growth

Building a foundation for growth, I summarize it as follows:

Finding “what to do” is more important than “how to do it”.

If it is 2A3R ( user growth model: acquisition, activation, retention, monetization, and recommendation), there are five things you can do here, and there are countless small things you can do under each thing.

If you are concerned about customer acquisition , there are many channels to try.

People who work in growth are prone to this kind of anxiety: I feel like there are 100 things I can do at the same time, what should I do?

You need to take the time to think this problem through, decide what to do, and find out which of these 100 things is the most important. This is actually much more effective than rushing to do 50 things right away.

I firmly believe in the principle that 20% of all things can produce 80% of the results. So taking the time to find that 20% is more important than doing a lot of things.

Ways to build a foundation for growth:

North Star Indicator: Find a very macro growth direction.

Growth model: The growth model can help you find a roadmap for improving your North Star goals.

Growth Experimentation: A positive cycle of Develop > Measure > Learn.

1. North Star Metric: The Most Important Step to Growth

Before Facebook, there was another company in the United States called Myspace.

In 2005, its monthly active users were twice that of Facebook, and it was acquired by Murdoch's company for US$580 million. It can be said that it has strong financial resources, a good foundation, and a long history.

Why was Myspace eventually surpassed by Facebook , a company founded by several students?

We all saw that Facebook had a very good turning point curve in 2008 and 2009. In 2011, its monthly active users surpassed Myspace, and Myspace was sold at a low price of more than 30 million US dollars.

In Myspace, their North Star Metric is the number of registered users; while Facebook's is the number of monthly active users.

Now it seems to be natural to us, but in 2005, when the thinking about data-driven system was not very in-depth, Zuckerberg proposed to use active users as an indicator.

Every decision within Facebook is based on active users, and when reporting to investors , active users must also be reported.

Registered users is a vanity metric.

If there are 1 million registered users, in which year did they register and will they come back this year? Will they do anything meaningful after they come back? Do they only come once a year?

None of these questions were answered.

Indicators are more than just indicators. They can determine how each grassroots staff member makes specific decisions.

For example, if I am a member of the marketing or operations department of Myspace, my boss told me that the total number of registered users of the company is our indicator. So when attracting new users, I don’t have to worry about the quality of these users, because no matter who comes in and how active they are, they can help grow the North Star indicator.

Everyone thinks this matter is relatively simple, but in my actual work, I still find that many companies and even many small departments have not found good indicators and have started to act before thinking clearly about the matter.

Many of the things you do at this time are useless and may even harm your growth potential.

Another interesting point is that when Facebook reached the turning point in 2008 and 2009, it already felt the pressure of growth internally.

It established the first growth team in Silicon Valley in 2008, so its growth curve has a very beautiful curve, which is also related to this incident.

Let me give you some examples of North Star indicators. For example, NetEase Cloud Music is a music listening app. I think its North Star indicator should be the listening time; Zhihu’s North Star indicator is the number of questions answered; and Taobao’s North Star indicator is sales volume.

These aren’t super complicated, but do you have a clear North Star Metric within your company?

I suggest that you stop and think about this matter, think it through, and communicate it very clearly to everyone in the company. This is the company's North Star indicator goal, which is very important for everyone's work.

It is very important for everyone to work together.

2. What is a growth model?

This is also a concept that has been very helpful to my own thinking during the growth process.

Any business can be described using a simple data model.

I'm giving an abstract example, but it can be applied to any application or website as long as it involves users.

Total active users = new active users + existing active users.

“Any business can be described by a simple mathematical model”

The number of newly added active users can be broken down into new visitors and the activation rate of new visitors.

Existing active users refer to how many retained users are still using the product.

Airbnb’s growth model can be applied using the framework just mentioned. Its growth model focuses on booking days, which is its North Star metric.

Airbnb’s Growth Model

Total booking days = booking days for new users + booking days for existing users.

Number of days for new user bookings = new user flow What is the proportion of first-time bookings and how many days each booking takes on average.

Airbnb’s Growth Model

Many people find it very abstract, with so many formulas and models to discuss. But in fact, growth hacking has been very helpful to me. It simplifies very complicated things.

When you do this, you can eliminate a lot of the details, allowing you to see clearly where the opportunities are.

In this example, Airbnb found that the percentage of first-time bookings by new users was only 10%, which means that out of 100 people, only 10 completed their bookings. This conversion rate is a bit low.

If we can make some optimized experiences and increase it to 20%, the number of days for new users’ first bookings will instantly double.

So, it can help you find cost-effective test points, this is the first point.

Secondly, the growth model can help you break down KPIs and indicators into different segmented teams.

In this example, Airbnb has a new user growth team that is specifically responsible for new users. There is also a team of existing users who is responsible for the existing user part.

3. Benefits of Growth Experiments

Let me do a little survey for you.

Guess what, these three companies are the ones that have achieved relatively good growth in Silicon Valley: Dropbox, Airbnb, and Facebook.

How many experiments can Dropbox run per month? How many experiments can Airbnb run per week? How many experiments are running at Facebook at any given moment?

The result is that Dropbox has 80 experiments, Airbnb has 700 experiments, and Facebook has 10,000 experiments running at all times. Coincidentally, the number of its experiments and its valuation are positively correlated. Of course, the reason behind this is actually the increasing number of users.

When the number of users is large, even a small change can be of great help to the final profit and business.

I once heard of an example where a backend engineer at Fecabook found a small bug in the background and earned Facebook an extra $10 million a day.

When it reaches that order of magnitude, even a small change can be of great help.

But on the other hand, these three companies are companies that have done very well in growth. They operate in a systematic way and drive growth through testing.

4. Types of A B Testing

• Copywriting test
• Functional MVP
• Design Test
• Path Testing

Don’t underestimate copy testing. A small change in the copy may bring about a very big improvement in the results.

Copywriting testing often tests user psychology, influencing the user's decision-making process through different copywriting;

Functional MVP is to test the performance of a new function in the form of MVP before it is fully developed;

Design testing is a visual, image test;

Path testing is about comparing the impact of different steps and paths on user completion and metrics.

5. Benefits of AB testing:

As I was speaking, I also heard some concerns that AB testing is a waste of time and resources. It is true that AB testing has this problem, but sometimes there are great risks if you don’t do testing.

Not everything needs to be tested, but some things are risky not to test.

A famous growth expert in Silicon Valley said:

Not doing AB testing is equivalent to testing on 100% of your users, and you still don’t have that much to learn. Because you don’t have a control group and don’t know the effects when they occur, there is a great risk.

A B testing has some benefits:

First, it can quantify the results and help you see whether the results are good or bad.

Since you are tightly controlling the variables, you can determine whether the results are good or bad simply because of the changes you made. Oftentimes, if we don’t do AB testing and before-and-after comparisons, there will be variables that we cannot control, causing the results to change.

Second, testing new products and features on a small scale can reduce risks.

Third, accumulate knowledge. In fact, testing is a very good learning process. In addition to learning from books, the most direct way is to learn directly from products and users.

Fourth, form a growth culture that encourages everyone to put forward ideas and participate, and avoids subjective and arbitrary decision-making by the highest decision maker alone.

After laying the foundation, the second step in applying growth hacking is to look for growth opportunities.

4. User Activation: The Key Conversion Point for Growth

Let’s first talk about how to find opportunities in user activation.

User activation refers to the step from attracting new users to user retention .

Why do I talk about user activation first? Because user activation is a bit neglected in many companies, and there are a lot of opportunities in this area.

The marketing department is responsible for attracting new customers , and most of the time they focus on attracting new customers and recruiting these people.

The product department is like building a house , building new functions and developing new products.

New users are in a very delicate situation. After they are pulled in, the marketing department feels that their task is accomplished and the users have entered the product; while the product department feels that the house is ready and you can come in and take a look around.

But we think that in reality there are sales ladies who will take you to see the properties anywhere, but now you are leaving the users there. At this time he has a lot of confusion and is likely to lose track.

AARRR Pirate Growth Framework:

This mental model can improve user activation.

The first step is to find the Aha moment.

This is the moment when new users first realize the value of your product.

For example, there are many beauty cameras and software now, and people who know nothing about beauty cameras downloaded this app. This action itself does not mean that she has become your user, she just downloaded it.

When did she know the value of this product?

She turned on the beauty camera, took a photo of herself, and found that she had become more beautiful. At this time she felt surprised, she knew what this product was like.

Every product has these moments, but we just don’t think about it carefully enough.

The second step is to build an activation funnel.

Once you find the AHA moment, or activation, the next thing you can do is build an activation funnel.

Take an application as an example.

After downloading the app, you need to open the app and complete the first and second steps of registration to complete the entire registration. You also need to complete the activation moment, which is the so-called AHA moment standard.

After making this funnel, you can quantify the number of people who proceed to the next step from each step. For example, 100 people downloaded the app, 80% of them opened the app, and among those who opened it, 83% completed the first step.

When the data is listed, it is obvious that the part with the lowest conversion efficiency is found. This is also where your opportunity lies. It can break down a very complex and large problem into smaller parts, allowing you to accurately find the point where you should focus your efforts now.

After you find this point, how do you improve it?

The third step is to apply the four principles.

1. Increase Motivation

For example, when we humans do something, even if it is very difficult, we will finish it if we have enough motivation.

For example, when we choose courses in college, we must choose the courses we want.

Or in the past, it was very difficult to buy train tickets, so I would get up early and queue up. Even if this thing was difficult, I would complete it when I was motivated enough.

So one idea is to find ways to increase the motivation of these users, perhaps through copywriting, exquisite design, or even some subsidies.

2. Remove obstacles

In the process of activating new users, it must be made very simple. Do not ask for information that is not necessary or can be asked, and try to leave it until after activation.

Because the attention span of new users at that time is very limited, if you make the process very long and difficult, they will leave. We would rather put things off and let him do it later.

3. Timely boost

Many times we need a push. This person forgot about it halfway through and just left. You can send him an email or push him a message through external channels to help him accomplish these things.

4.Private customization

If the user registration process is personalized and targeted at personal interests, then I can complete it independently. If I find that the things you recommend are of no interest to me at all, I will easily lose interest.

Once you have found the points of loss and the points of effort, you should apply these principles to constantly experiment and improve, discover problems, analyze data , generate hypotheses, design experiments, measure results, and repeat this cycle over and over again.

Step 4: Continuous Experimentation and Improvement

Until this point, which was originally the lowest point in the entire funnel, is raised to the point where there is not much potential for improvement, then find the next point to focus your efforts.

Next, let’s talk about how to find growth opportunities from user retention.

5. User Retention: A Solid Foundation for Growth

Retention is actually hard work, but retention is a particularly important thing.

Retention is almost a verification of the entire business model and product quality.

You can spend money to buy new users, but you can’t buy retention. There is also no business model that allows you to keep giving users money and keep them using your products. Therefore, retention is particularly important, and retention is largely determined by the product.

To be honest, many products are very well designed and indeed solve users' pain points, so their retention rate is better. But there are also many things the growth team can do to improve user retention.

How to measure and understand user retention?

1. Retention curve

First, find the key behavior, which is consistent with the A HA moment .

Because every product has a key user behavior , which is a very valuable user behavior.

For example, exercise software wants users to complete a workout, investment software wants users to invest, and music apps want users to listen to music.

Second, after finding the key behaviors, discover the user’s natural usage cycle.

Because not all products require users to log in every day.

For example, for some games , I hope he will log in every day, but for fitness software, it is good enough to log in a few times a week.

You can't change user behavior, you can only adapt your product to his behavior. Therefore, we need to discover the natural usage cycle. Once we have key behaviors and the natural usage cycle, we can draw the retention curve.

For example, how many users completed key behaviors in January of this year.

For example, fitness.

Among the new users, how many completed fitness in January and whether they continued fitness in February and March. It's just this curve that can help you see several things.

For example , is the retention rate of this product steadily increasing?

Because in the first few months, there will definitely be some users who cannot be retained, and some people will leave after trying it once or twice. But you hope that this curve will become flatter later, that is, some people will form good usage habits and use your product regularly at this frequency.

When it reaches this level, it is in a better state.

2. Case Study: How Meditation App Calm 3Xed Retention Rate

Through data analysis, it looks at the user behaviors of the product to see which behaviors have a very strong positive correlation with user retention, and runs a lot of data analysis.

It has a very small function that sends you a meditation reminder every day. You can set the reminder to be sent at 9 o'clock, indicating that it is time to meditate, and then send you a push notification.

There are very few users who use this feature, but the retention curve of all users who use this feature is much better than that of other users.

Through this incident, it generated an insight that this feature can help retain users.

This function is actually buried very deep, and you have to go into the settings and turn it on before you can do this. It was found that since the correlation rate was so high, in order to encourage more people to use this function, it put this function in a very prominent position.

Through AB testing, we found that when more people used this feature, their retention rate improved. A small change helped them increase their retention rate by 3 times.

3. Four different stages of retention

Retention has different stages. AHA moments and activation of new users are the first step in retention.

Without this step, there is no retention. Users have no idea what your product is useful for, and there is no question of them coming back to use it again.

The second step is a process of value discovery and habit formation.

For example, when I interviewed the growth team of Instagram, a US social platform, they looked at new user activation and retention by looking at the 90-day life cycle of new users.

They first ensure that the user reaches the A HA moment, completing a key behavior for the first time.

They also have to make sure to do this at least once a week for the next 90 days until the user forms this habit after 90 days. So this is very important, and sometimes we tend to overlook it.

The third step is that in the long run, you need to continue to provide value to users to prevent them from leaving.

The fourth step is that if any users eventually churn away, you want to bring them back. Of course, this recall step is more difficult and costly, so it is recommended that you do the previous things first.

4. Eight weapons to improve user retention

There are many different ways to improve user retention, and each method is applicable at different times. This involves all aspects of the company, including products, channels, promotions, and customer service.

Why is user retention so important?

It is the ultimate test of the business model and something that the entire company needs to do. It doesn’t sound as sexy as acquiring new customers, but it’s the most critical part of growth.

6. User Acquisition: The Source of Growth

I talk about it last because it is easy to find opportunities for activation, retention is very important, and acquisition is closely related to the market, products, and users, and is also the point of greatest change.

Let me briefly talk about the common methods of attracting new customers and the methods of attracting new customers through referrals.

1. The timeless formula for user acquisition

The eternal formula for user acquisition. People who are in the business of attracting new users know that if there is no budget limit, any number of users can be purchased.

However, when you are attracting new users, you need to measure the lifetime value of your users. In other words, how much money you can make from him is not something you can earn right away, but at least you can set a time.

For example, if I expect to earn 10 yuan from this user within three years, I am willing to spend less than 10 yuan to bring him in, so this is an eternal formula.

But in actual operation, we tend to forget this issue and just go for the crazy attempt to attract new customers, which is not advisable.

This is not absolute, because many times, under competitive pressure and various considerations, you may decide to acquire some higher-cost users because this is an essential part of achieving your ultimate goal.

So it is not absolute, but people who are doing growth should be aware of this and consider the user's lifetime value.

How to find channels to attract new users?

2. Five steps to screen user acquisition channels

First, understand the user group. Whether your users are young people, middle-aged people, men or women, only after you understand them can you know what channels they appear on.

Second, understand the product features. Whether your product is TO C or TO B, there will be different channels.

Third, list alternative channels. Based on the first and second understandings, list the channels.

Fourth, screen the initial channels. It is recommended to find large-scale channels, such as Google and Facebook in the United States. These channels also have another feature: they are all online and can be started and stopped at any time, making it easy for you to do AB testing. These are all advantages.

If you start with TV advertising right away, a lot of budget will be spent and you can never get it back. So the initial suggestion is to find some large-scale but flexible channels.

Fifth, continue to operate these channels, optimize their performance by testing advertisements and creativity, and continue to try new channels.

The ideal scenario is to find users with low acquisition costs and good retention.

3. Six major types recommended by users:

Domestic user recommendations based on WeChat fission are very good. Here are some simple examples to broaden your thinking.

① Word of mouth

In fact, it is user word of mouth. When Apple came out, everyone thought it was very good, and they couldn't help but tell their friends and help spread it.

② Display legend

For example, WeChat’s shake function has an action that everyone finds very interesting. When you do this action, others see it and ask what it means? I will be curious to do this.

③ Subsidy recommendation. For example, the red envelopes in China.

④Recommendation from social network users. Based on existing social networks, build a user communication chain.

⑤Virus transmission . I just talked about the various posters and mini-programs that have gone viral on WeChat Moments .

⑥ Product communication mechanism

For example, in an American game, when you can't pass a level, you have two options: one is to spend money to buy coins, and the other is to post on Facebook to let your friends know. It incorporates gamification mechanisms into products, which is also a classic communication mechanism.

6. Build a growth engine

The third step in applying growth hacking is to build a growth engine. The best brands are turning "growth" into an engine .

The growth is very broad and the changes are very fast.

If you want to continuously come up with new and good ideas and new methods, there must be an engine running at the bottom, otherwise it will be difficult to achieve this effect.

1. Growth process: big picture + focus

First, there must be a good growth process. You must have a broad perspective, and the broad perspective is the North Star indicator.

Second, defocus. When you find the levers for your focus area, brainstorm , quickly launch experiments, and go into a cycle to learn, iterate, and improve your metrics.

From a personnel perspective, you also need a dedicated growth team to drive this.

2. Example: Pinterest Growth Team Composition

The person in charge of PINTEREST (photo sharing website) is the president of product, who is in charge of five sub-teams, including traffic , conversion, activation, retention, and recommendation. You can see that it is very similar to the A AR RR model, and under each team is a small cross-functional team.

Its growth team and product team are two parallel teams. There are some functional divisions between the two teams. For example, the growth team focuses more on the process of activating new users and is responsible for various email push notifications. The product team is responsible for building core products and some core parts.

In our work, we don’t have the resources to have such a large growth team and segmentation team.

If you want to try it, you can form a minimum viable MVP team.

I also suggest finding some members internally because there are some people with cross-border attributes in your company.

For example, a product manager with very strong analytical skills, a programmer with a strong product mindset, or an analyst who really wants to get started. Analysts generally have a lot of insights, but they cannot change anything. Some analysts may not only want to analyze, but also want to do something.

Find such talents and form a cross-functional team including engineers, designers, analysts, and product managers. If a certain channel is very important, you can find an expert in this channel.

Then, through data-driven experiments, we can find opportunities in the 2A3R life cycle.

The key to success is to find the low hanging fruit and start experimenting as soon as possible.

What is low hanging fruit?

For example, new user activation has not received as much attention because it traditionally falls between the two functions of product and marketing. However, it is very important, so it is easy to produce results.

2. Seven characteristics of growth talent:

Many companies are recruiting growth people, but it is not easy to find people with growth experience in the market. At this time, don't hire his skills, but hire his potential. What potentials are there?

First, don’t be afraid of failure and have a growth mindset. Because of experimental growth, this is a difficult thing, and 60% of AB tests may fail. You need to have a strong heart to face these failures.

Second, I am naturally curious and like to try new things and pay attention to new things.

Third, you must be able to learn quickly and have very strong analytical skills. Analytical skills are the most important hard skills when looking for people to join a growth team. As you can see, this system is very much based on analysis and logic.

Fourth, focus on results and impact. When I was looking for engineers and designers, I found that some of them were not suitable for growth.

For example, some designers are very subjective. They think my design is the best and you cannot sacrifice my artistry or user experience . In this case, he is not suitable. Because you need to learn to look at data. If the data shows that the design is beautiful but the result is not good, we should not use it.

Fifth, strong execution ability.

Sixth, be good at communication and preaching. You need to coordinate and be able to convince them well, so communication skills are very important at this time.

Seventh, T-shaped skill set: fast learning ability.

I think Zhou Botong has great potential to become a talented person. Although he was unable to practice martial arts alone, he developed the ability to fight with both hands. He is very good at learning, very original, and very determined. However, his communication skills are a bit poor.

That’s all for today, thank you everyone.

This article's useful information list

1. Three stages of applying the growth hacking system:

First, establish a foundation for growth;

Second, find growth opportunities;

Third, create a growth engine.

2. Types of AB testing:

Copywriting testing, functional MVP, design testing, and path testing.

3. Five steps to screen user acquisition channels:

First, understand the user group.

Second, understand the product features.

Third, list alternative channels.

Fourth, screen the initial channels.

4. Six major types recommended by users:

① Word of mouth; ② Display and spread; ③ Subsidized recommendation; ④ Recommendation by social network users; ⑤ Viral spread; ⑥ In-product spread mechanism.

5. Seven characteristics of growth talent:

First, don’t be afraid of failure and have a growth mindset;

Second, they are naturally curious and are eager to try and pay attention to new things;

Third, you must be able to learn quickly and have very strong analytical skills;

Fourth, focus on results and impact;

Fifth, strong execution ability;

Sixth, be good at communication and preaching;

Seventh, T-shaped skill set: fast learning ability.

Author: Zanxiang Xiaoxia, authorized to publish by Qinggua Media .

Source: Notesman (ID: Notesman )