Growth Experiment
Growth experiment is a series of tests that help the marketer find the most optimal way to drive traffic and increase conversions. The four ingredients that help make a growth experiment successful are: audience, channel, message and metrics. Audiences are the users you seek to reach, demographic or persona. Channel is the source used to reach users such as Facebook groups, referral and search engine optimization. Prioritizing which channel to focus on depends on the estimated user reach for each channel and the location of where most of the users interested in the product hang.
Growth Experiment 1:
- A: Users that are currently unemployed
- C: Social and Display Ads
- M: Assistant with online filing
- M: Conversion
Growth Experiment 2:
- A: Users that had a job within the last 18 months
- C: Referral
- M: Get help with unemployment compensation
- M: Conversion
Growth Experiment 1, the audience are users that are currently unemployed and the channel to reach them is social and display ads because most of the unemployed users hang out on social media. The message that will engage these users is ‘assistant with online benefit filing’ because it’s something that can help them with their current financial state. Lastly, the metric used to track this experiment is clicks because it signals the message is appealing. Thus, doubling on this experiment can grow user traction.
Growth Experiment 2, the audience are users that had a job within the last 18 months and the channel to reach them is by referral because it targets the user who might’ve had a job or his friends and family who did. The message that will engage these users is ‘get help with unemployment compensation’. Lastly, the metric used to track this experiment is conversion because users will have to fill out a form with their information to enroll in the program.
Getting users to your website is the first step! But what happens when a user is already on your site? Funnels is a great way to describe your customer journey. From the initial stage of getting the customer to your site to the purchase stage, funnel let’s you influence the user’s decision at a certain stage. There are four steps to a funnel.
- Awareness: The prospect user is aware of the problem and possible solutions.
- Interest: The prospect user shows interest in your service.
- Desire: The prospect user begin to evaluate a certain service
- Action: The prospect user decides whether to purchase the service.
Planning a growth experiment, I learned that acquiring users and increasing conversion depends on careful analysis of various steps. First understanding the user and the problem, then meeting the user and providing solutions while maintaining user interest and desire. Regarding my personal project, I found that most of my users hang out on social media and are interested in benefit programs. So my strategy is to target Facebook groups, follow users of the group and users’ friends. The message I deliver to the users is what they have been looking for, which is assistance with filing, handling issues and submitting documents. My analysis proved that I can increase a positive user action on my site.
