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5 Growth Hacks You Didn’t Know About

By Alaister Low on June 10th, 2013

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Growth hacking is a mix between computer science and marketing. It is data driven marketing mixed with continual tests. At Growth Giant we are strong believers of growth hacking as an effective way to grow which is why we are always analysing different strategics that people are using. You’ve all read and heard about the Airbnb and Craiglist hack, as well as the Hotmail email signature hack and even Spotify with their frictionless Facebook sharing. All of these growth hacks have been for aggressive customer acquisition for consumer products/services, however growth hacking is a lot broader and diverse than this. It can be used for customer retention, increased engagement and can be used for all sorts of businesses including B2B or even offline businesses. Here are 5 awesome growth hacks that you probably haven’t heard of.


#1 Candy Crush referral system


Candy Crush is an iPhone game similar to Bejewelled that has take the world by storm. They have over 45.6 million average monthly users. They gained this traction and huge user-base by implementing a clever referral system disguised as part of the game. You are only allowed to play each level a certain amount of times which is fine if you can complete the level. If you aren’t able to, you have to ask your friends for extra lives or wait 30 minutes. You ask people for lives via Facebook but what you’re really doing is asking people to sign up and growing the Candy Crush user numbers. This is a very powerful viral referral system.


no-more-lives-candy-crush
 


#2 The Clean Plumber


This is a great example of growth hacking for a fundamentally offline business, plumbing. Firstly I’d like to point out the great positioning this plumber has used, “The Clean Plumber”. He has identified a pain point that people experience which is plumbers coming into your house with dirty shoes and messing up your bathroom. He has used this pain point and addressed it in his name by calling himself “The Clean Plumber” and has also addressed it in one of his benefits:

  • Wear our special protective CleanBoots inside you home.
    So your floors are protected from outside dirt and grime.

The Clean Plumber understands the two things needed to grow a large sustainable business. They are solving a problem/providing for a need and access to a lot of people who experience this problem or have this need. As a plumber he definitely solves a problem and addresses a need however due to the nature of  the plumbing work it is difficult for him to access a lot of people experiencing the problem. The Clean Plumber solves this by creating seperate websites and landing pages that a city specific and optimizes them for local searches. An additional hack to this would be to identify the visitor’s location, via IP and then display the “Plumbers {City}” link that is near the visitor’s location.

plumber growth hack


#3 Clarity.fm - Behavioural email to convert


Dan Martell, founder and CEO of Clarity.fm is a growth hacking genius and we can see him at work again here. Clarity.fm allows people to connect with experts in different fields. They essentially request a call back and pay $x/minute to speak with this expert. Clarifty.fm tracks visits and identifies what experts you have viewed. As soon as you show any interest in potentially requesting a call back or connecting with one of the experts Clarity.fm will take note of that and send you an email the next day telling you more about that particular expert with a strong CTA (Call To Action) to request a call from them. This email is very targeted and timely which makes it perfect for increasing engagement.

This is an example of a growth hack aimed at customer retention and increasing customer engagement rather than customer acquisition.

Here is the email below:

clarity.fm email growth hack


#4 About.me – Profile Distribution


About.me is a website builder that allows anyone to build and create their own personal “online business card”. They have worked on a growth hack that distributes about.me all across the internet using Twitter as their distribution channel. They don’t get users to tweet or share their about.me profile but instead try to steal borrow real estate on their user’s Twitter profiles.

Users are able to use about.me “apps” to add richer functionality to their profiles. There is a Twitter app that connects About.me to their Twitter account and displays a Twitter icon on their about.me profile, linking to your twitter page. Once this is done about.me then strategically shows CTA boxes, on your about.me page as an action prompt and on your dashboard as an alert. The CTA reads “Add about.me to your Twitter profile”. This one click instantly replaces the URL you added to your Twitter profile with your about.me personalized page. This is done very seamlessly and doesn’t even take you away from about.me to Twitter to see what you have done.


about.me growth hack


#5 Yogurberry - Increase order value


Yoguberry is a hugely popular frozen yoghurt chain that sells froyo by weight. You choose your froyo flavour and add toppings including fruit, nuts and sweets. A simple growth hack they did which I imagine would have resulted in an increase in average order value and therefore revenue as a whole is to offer a single large size as opposed to three different size options. Previously there was a small, medium and large cup which allowed customers to select which size they thought would be suitable. Then they would fill the cup with their chosen froyo and toppings and pay for it all based on weight. Yogurberry moved to only offer one large size cup for all customers. This psychologically encourages customers to fill this large cup with more froyo and toppings, resulting in a larger overall purchase.

This is a great example of an offline growth hack. Unfortunately I don’t have any data or figures to support this or to show the difference in revenue however I imagine it would be a significant increase.

yogurberry
As you can see growth hacking can be applied to a lot of different businesses in a lot of different ways and is much more than than just acquiring new users. We like to think about growth hacking as improving all stages of the funnel starting from the very top all the way to the end. With Growth Giant you are able to create tests at all stages of the funnel in order to find variations and ideas that work best in maximising your goals.


About the Author


Alaister Low is a co-founder of Growth Giant which is a tool that uses the Multi-Armed Bandit Algorithm to continuously test landing pages. It automatically directs traffic to your better performing pages to ensure you get the maximum conversion rate. Google+


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