" grow a hacker " the book of the strategy of low cost fast growth

One is without the enterprise of competition ability, how to create an user year the miracle that grows 500% ? A company that just founds, how be inside course of study fast base oneself upon? All these all is in " growth hacker " in.

" grow a hacker "

Be like En Elise, grow the presenter of hacker concept, grow the author of GrowthHackers.com of hacker network community.

The author of this book is like En Elise, the help after the Ceng Xian between one's early years does not have what competition ability 4 times in course of study of one's own profession, and the company that capital is in short supply obtains flying growth. This also was offerred to do poineering work after him endorse very well. The experience that this book is author him general 10 years is summed up and get, fit all and on-the-job business person.

One, how building a whole growth hacker system is, this includes what essential factor in individual department.

2, how does the means that grows a hacker turn a stranger into faithful user. Zai

" grow a hacker " content is brief

Before beginning to unscramble, we hear the case of this respect first. A website calls Airbnb, this website is done share a house now already very famous, but very big bottleneck once had been encountered on growth when they just did poineering work, of guest room book a quantity to go up not to go all the time. Do an analysis with the method that grows a hacker later, does discovery have a lot of what to where run want to the user that books a room is? Be in namely when seeing the picture that that landlord takes. Original house has been held out actually, but landlord takes the picture too poorly, after the person that books a room saw a picture, read aloud with respect to it doesn't matter thought. Then, the author of Airbnb hired a professional equipment to help landlord from door to door take a picture in new York personally, new York guest room sees again later book an amount, brush went up. Hey, this move is good with, duplicate immediately promotion. Employed 20 professional cameraman at the beginning, later is 2000, in Paris, London, Wengehua these cities offer free building to take a picture service. so a simple solution, the integral outstanding achievement of Airbnb increased 2.5 times.

What Airbnb uses here is the way that grows a hacker. They did not feel accordingly, go arousing for example more people share the house come out, perhaps make ad on search engine, say with respect to clew when somebody searchs which tourist attraction around have a few houses you can consider to fall, these advertisement spend again much money won't from go up at all solve a problem, sheet still won't fall after because order the person of the room,seeing a picture. Growing a hacker is a kind of essence is accurate substantially, low cost, efficient sale way. The hacker here, those who say is not the network hacker on traditional sense, the word of network hacker is Hacker, and the English word of here hacker is Hacking, means creativity implements the technology of growth. So, the issue came, it why grow a hacker is OK to why grow a hacker essence of life finds problem place definitely, next does creativity ground promote growth? This today's book will reveal this secret for you.

This book that is like En Elise for your introduction next revealed the what technology inside story of growth hacker circle.

We tell the first part first, build a whole growth hacker system to need to include what essential factor. Be like En Elise to think, of a whole growth hacker system form need to include 4 essential factor, it is growth group, enough respectively the good product, experiment that grows the strategy and fast rhythm. Want to understand these 4 element, you might as well the picture that depicts world of an Archimedes prize in brains, what does the earth that prize grows need to have? Get somebody to be opposite above all, must have fulcrum next, have lever, go up besides these 3 bright faces besides, you still must learn how to send force, master magic art of heart of an exercise to benefit the internal organs namely.

1. person: Grow a group

The first element that grows hacker system is a person, namely group member.

Before the notion that grows a hacker puts forward, internet company also can do the work that increases a respect. Inchoate Internet company can press project organization, attend a meeting temporarily namely even, look for a few people to think way in the light of a certain specific issue together from relevant section, the post duty that who does not have is special responsible to increasing this job.

This can let grow this thing to lack persistent follow-up, basic it is to attend a meeting everybody goes back fulfil, the effect saw inside short time people with respect to everyone is happy, go rapidly next busy other job. Actually growth has very strong professional, not be to pull an individual anyhow able good. Say none exaggeratively, it is a science that collects data, analysis data to be a foundation with abundantly. Accordingly, the group dispute that a full-time is in charge of growing often is necessary.

So, what part does the growth group of a full-time need? Get the curator that has a growth above all, this person should be in charge of finding helper to form group of a growth, guide growth group to upgrade together even dozen strange, collect neat fulcrum, lever and law of heart of exercise to benefit the internal organs additionally 3 element. Can say, he is " avenger is allied " in American header that part.

Additional, grow this thing to contain the gene that crosses function branch inherently, so he must can report to the tall canal layer of the company directly, had better be the CEO to the company. In Facebook, the old that grows a group is reported directly to Zakebaige, accordingly he has very tall limits of authority, can win necessary support from departmental door. Besides growth controller, this group has the part of product manager even, cannot nobody knows a product, have software engineer, can raise a few opinion to rock-bottom technology deep, and personnel of data analyst, sale is waited a moment. These are a commonner parts in growing a group. Of course, if be a poineering company, hand is finite, can take out those who will make growth with respect to 9 people, that holds several duty concurrently with respect to need somebody body, but the thing of these a few parts basically is little not. And for big to company, for instance Facebook, for instance Google, their growth group strength can reach about a hundred person.

2. fulcrum: Good product

The 2nd element that grows hacker system is to should have a fulcrum. Archimedes says, give me a fulcrum, I am OK prize earth. This meaning is apparent, besides the person, fulcrum discharges the 2nd. The fulcrum of growth is to should have enough good product.

How is judgement product enough good? This book says the key sees a product can let an user experience " aha always " . Aha it is English in one represents amazed mood word, aha always representing a product to be able to let a person be being used using abrupt unfeignedly to give out a kind to gasp in admiration.

For example, why to take a taxi after software appears, does the user like very quickly to use? Drop drop the allowance of these companies is only on one hand, more important is, it is a product that can let a person feel a surprise. The person of a lot of places adjusts at that time the taxi is dissatisfactory, or is hit do not wear car, or driver often refus carries, and when you use taxi software for the first time, you discover this thing can send a car minute minutes to wait for you downstairs to you really, receive you again on. After-thought leaves that feeling of first time, you flush from the heart " a place of strategic importance, still have this kind of operation " , this is taxi software aha always.

For example, the masses comments on aha always, it is you from above discover a few good cafeteria that you do not know so ceaselessly; Those who clean out treasure aha always, it is to become you to need what thing, yourself feels this should not somebody sells, the result cleans out discovery of on treasure one search to have early off-the-peg. So, stand in the angle of the user, see a product can let an user be given out in the heart gasp in admiration, if can, this ability is enough good product.

3. lever: Polaris index

After having fulcrum, a very natural reaction is to still need a lever. This lever is called in the term that increases a field " exclusive and main index " , also be called first index.

Why should decide so an exclusive and main first index? Because the be born of growth is to follow index union to rise certainly, and following the index related a product is too much really. When so much index is placed before at the same time, a lot of people can be immersed in an analysis to break down, posse random hemp, do not know from which index proceed with.

The growth group of Facebook once had been immersed in such analysis to break down, still plunge into Kebaige later personally clappers, say other leave alone, had caught active user to count this one index, you forward this direction exert oneself to do sth went. Come down surely this principle, the situation that Facebook rises one opened. Accordingly, active user counts the first index that is Facebook. Call it first index, because it gives all growth working establish,be direction of a strategy. This practice of Zakebaige made a when grow a hacker important standard later.

About Polaris index, we need to understand 3 aspects.

The first is every product should find the first index that belongs to his. Facebook present first index is day of active user number, abbreviation day is vivid, but this day may not be the index with other the mainest product alive. For example small letter, the user uses the purpose with small the mainest letter is to send free message to someone else at any time and place, this is small letter bring an user aha always, accordingly, the first index of small letter is the message number that the user sends, sent message is more, cannot leave it more on behalf of the user. That why is day alive? Because possible day is vivid very tall, but a message is sent to come to an end after having the line on many user, this to small letter be not acceptability, so, message number is exacter than day work.

The 3rd, of first index have sth in mind is overall situation, need undertakes is down decomposing to it, form formula of a basic growth. Is basic growth formula what kind of? The left of equal-sign is first index, right is index of core of × of 2 of index of core of × of core index 1 3 wait a moment etc. That is to say, to promote first index, want with a view to above all so a few index that concern with it, it think when you method becomes these a few target respectively is good to think when you method becomes these a few targets becomes these a few targets respectively when growing, nature can pass basic growth formula to conduct first index to go up.

4. sends force: The experiment of fast rhythm

Person, fulcrum, lever had, we say prize grows how to send the issue of force again. The way of heart of exercise to benefit the internal organs that grows a hacker to send force calls fast rhythm ground the experiment.

Said before us, growth is a science that is a foundation with collecting data, analysis data, what to collect data, analysis data to work? Use namely do a test. Growth group at ordinary times majority time is in namely keep doing a test, prize growth is final be to should rely on an experiment to finish. The result of the experiment has so a few kinds: Quite one part experiment won't have any effect, one fraction has effect, but action is limited, still a few look the result is right, but analyse carefully, interference element is too much, do not have a law large-scale promotion is duplicate, this also does not have what meaning, only very little so a few meetings bring enormous result. So, growth group does a test this thing follows pan same, the great majority that encounter is sand, have small Jin Li now and then, just meet when luck is particularly good meet unexpectedly the bullion of big drop.

Accordingly, growing a group to become the heart law with the most important test is fast rhythm. It is to want above all fast, only fast, the quantitative talent save money of the experiment goes up. Do not place the hope in one night cruel rich on, the little scope that should drive an again and again however through many experiment grows. Improve little every time, also can change into overwhelming advantage finally.

It is to should have rhythm next. Do an experiment to include 4 measure.

A whole growth hacker system was being said above is what kind of, somebody, good product does fulcrum, first index does lever, regard a heart as the law with the experiment of fast rhythm again. A problem has been mentioned before us, after when this system movement rises, is it according to what to cover a road to lead a potential user step by step those who become the faithful user of the product?

Growth hacker follows model of a funnel to the management of the user, this model has 4 link, it is to obtain respectively guest, activation, keep and change now. The meeting such as our can introduce these 4 link to whats do, before this, we should understand above all a bit, that is namely in these 4 link, the user can have particular prediction of a person's luck in a given year, that is to say obtains the user of customer segment to be able to not activation certainly, the user of activation is differ choose a site for the capital can keep, the user of keep can not change certainly now, accordingly, the appearance of this model is one goes up thick next fine funnel, a few users are met from inside funnel " escape " go out, but still a few users can be changed to next segment by successful ground. And what growth hacker should do is spent skill in various types of combat change more users downward, this is the big logic that makes growth. Made clear this big logic, our retell talks the way of these 4 link.

1. wins a customer

The first link wins a customer, of attention is how to acquire more new users. We say Internet period growth, mention normally most is user number. Because win the starting point that the guest is growth, cannot pass to win a customer this closes other have no way is mentioned.

The phase that win a customer has an important experiment method to call A/B the test. A/B test can promote the efficiency that wins a customer greatly. E.g. , ad saying is the traditional way that gets new user, but it use which advertisement language is better to use which advertisement language, which ad saying can is opposite more on the appetite of the user, traditional method is basic rely on to guess, feel accordingly, most finally circumstance is boss individual likes which with which, and the dominant position that increases a hacker to do this thing depends on, it can check this scientific method with A/B, undertake examining to the effect winning a customer of ad saying, which good which bad be to use data to talk.

This book mentioned the case of website of a media. This media website calls Upworthy, its practice is to be opposite each to be about to go up the article of the line does A/B test to single out ad saying, namely the caption of this article. Is it so of the operation?

The equipment that the editor of the article needs to draft 25 above chooses title, single out 2 through in-house sieve. Attention, arrive till here or rely on experience, but next the method is different, before they are releasing a text formally, meet what generate 2 to differ with these 2 caption first be linked temporarily, this 2 are linked temporarily send two groups of users respectively. Time arrives, which caption brings read measure and share several more, the text that releases formally uses which title. So do assured sheet not only piece the effect of the article, and insist to step down so when every article when coming, they know what character and phrase are more welcome after all, make article headline then more and more reach the designated position. Upworthy had become one of the United States' biggest media websites now, their controller inspects A/B test their successful recipe.

Besides A/B test, obtaining a guest to still have a concept is get an user as far as possible through the user, namely the virus type that we often say travels. Be like that company Dropbox that En Elise once served is a cloud dish kind service, every user is in the cloud dish on the space of memory has upper limit, because this is being used,using the problem that faces a space make not quite with respect to meeting. Use the user expectation to large space psychology, was like En Elise to design a virus to spread a mechanism for Dropbox, tell an user to if give someone else Introduction Dropbox,say, so introductory person and the person that are introduced meet those who obtain storage space to give. Attention, this is a 3 winning designs, old user and new user obtained storage space, and the user number of Dropbox is in this virus transmission flying growth. Discover, when the user is transmitting this kind of virus, he is particularly active should do this business, this is the situation that growth hacker design comes out of course.

2. activations

The next segment after winning a customer is called activation, how to make new user true use your product. Have quite the new user of one part App 80% above won't be activationed, that is to say, think all method to pull the user to the doorway when you, but a lot of users did not go into door face about, you say this work is much regrettablly.

The core of activation user still follows aha hour is relative, that lets new user experience quickly namely aha always. Cannot come in vain, you must let them feel this product is indispensable as soon as possible, such they won't go of course. For this, the most important is to reduce an user experiencing aha the obstacle that may encounter before hour, perhaps be called attrition.

About attrition, cite the case that an everybody knows. With what order a train ticket too that 12306? Have period of time, 12306 installed code of picture test and verify, must want to single out true picture, ability issues sheet smoothly. Test and verify of 12306 settings picture is piled up, it is to prevent robot of a few networks to violate actually compasses snatch a bill, this everybody can understand, but the difficulty that they increase picture test and verify to pile up blindly, give pose many true user. Original of 12306 aha always be to make mobile phone of big housekeeping money relaxed buy a train ticket, but this is good, a lot of people are done to get the tune by code of a test and verify very accurate, run to the net to spit groove. This does not have necessary attrition completely namely. Arrive at the beginning of 2018 when, 12306 changed eventually, buy a ticket to did not need reelection test and verify to pile up. But it is a bit clearer that we must think, 12306 still have so much user, because everybody dare say me,be not from the train ticket is bought here, because it is in,train ticket domain is the most authoritative. If your product does not have the life of 12306, that does not make similar disease, do bad to do not have even the opportunity of the chamfer that be spat by Pass.

To reduce attrition as far as possible, you can reach the user aha the land of all operation All matters that need makes before hour the row comes out, form a piece to lead to aha the route chart of hour. The purpose of scale route chart, it is the data when using research user to become each operation, the time that most, which operation spends the which person that handles is the longest, beautiful so long reasonable. Put aside the example of 12306 to go up, if the user needs break on average before passing test and verify 45 times, this affirms even if chafe. So, come a route chart, do good data analysis, eliminate the appears possibly attrition in the course in turn next, let an user experience as far as possible aha if the process of hour is arranged like silk slippery, is not to give him the setting ninety-nine thousand seven hundred and ninety-one go hard test he.

3. keep

Still need to prevent an accident after activation user, that may activation namely 10 new users while, have 5 even more old users left, next we talk about the problem of old user keep.

You can say the possibility, walk along a dot to take a place, what want comer to be compared only anyway is much, on that or good in way, but the problem is, the value that an old user can contribute wants far a over new user, that is to say, old user should compare new user costly much. A research makes clear, leave old user more 5% , report can raise 25% ～ to profit the degree of 95% . So, must get a keep to had been done.

The keep of old user can be divided mix for metaphase long-term two angle. Do good metaphase keep, the key is the use habit that wants nurturance user. Yamaxun is in this respect is an example, its Prime member system is old user technically to design namely. Want you to pay on a few U.S. dollors to become Prime member of Yamaxun only, what can enjoy Yamaxun is a chain of the service that is aimed at a member only, include to deserve freely to send, the channel discount of the fast service inside two days and commodity.

The logic among this is, the service of overflow lets old user become a member very happily, and want old user to become a member only, they continue to shop with respect to regular meeting, otherwise membership fee was handed in in vain, after buying a thing, can receive ceaselessly again to incentive, include managing deserve to send the cost, discount that took commodity and blame member user to be not enjoyed quickly, all these lets them feel to be consumed in Yamaxun is really too overflow, then more cannot leave Yamaxun, originally may the habit buys have a few merchandise to the supermarket, also meet later increasing move arrives on Yamaxun. In home, beijing east becoming a member also is to be based on same consideration, the purpose is to let old user stays and become more and more faithful.

Long-term user keep needs to notice at 2 o'clock.

4. changes now

Obtain guest, activation, keep, new user also was pulled, old user also is considered, growth hacker pays close attention to an ultimate goal even, that gets income from user body namely, this link is called change now.

Change showing cause is the biggest the profit that turns the ground to promote every user to be able to be brought, for this, need an user cent to be a lot of different groups, use the strategy of divide and rule to the user of different group next, press for instance buy a frequency to differentiate user group.

This book mentioned a kind of appearance that regular meeting of classics of electric business website exists: Some users are bought 1 times inside 90 days after register, still a few is buy 2 times, at first sight, much also 1 just, two groups do not have too big distinction, but magnify time span when you, the user group that buys 2 times can consume 500 dollars above entirely almost, and the group that buys 1 times consumes 500 dollars above only the half is controlled. What to understand this have to use? This is an opportunity! The user that wants you to guide those to plan to be consumed 1 times only inside 90 days originally only is bought on 1 times more, extend to him for instance a channel discount or coupon, guided him to be bought the 2nd times, this user becomes a lot of costlier at a draught. Let all users can be bought 2 times inside 90 days when you when, this can bring a tremendous growth.

Develop the strategy of this kind of divide and rule to acme, that comes to those who do individuation to every user to recommend with algorithm namely. Do individuation to recommend commonly have so a few kinds of circumstances, because the user has browsed the webpage of this product,some are recommended is but did not buy, recommended maybe this to be bought; Because the user once had bought similar product,some are, the basis consumes the rule, be used almost now likely, want to see him have new need; Because be belonged to with him,still be a little same a someone else of the group, have bought such thing not less, that also can recommend the past to ask him otherwise wants to buy a bit.

This kind of individuation is recommended do more and more finely, be used so that passed a bit by some Internet company now. It is to kill above all ripe, compare understanding to old client, mastered him buy a habit, pay ability these information, judging him to affirm finally should be bought, measure a body to him then custom-built mark compares high price. Still have, individuation is recommended have the suspicion that violates client privacy generally, this also is big data develops a of present global problem.

Sum up the main content of this book. A whole growth system should have 4 essential factor, it is the growth group of a full-time respectively, lay the foundation of good product, define the strategy of growth, master the heart magic art that fast rhythm experiments. When a such systems run, can drive that to win a customer first ceaselessly, hind activation, again keep, final change showing free wheel. The Internet company that this is a success can come true erupt the secret that type grows, their problem sale is complete translate into the problem of a data.

To our traditional business, if want to find a few words that draw lessons from from inside this book, actually methodology basically is OK of go off with of a complete set of, but the greatest difficulty depends on data bad to collect, because your business is not based on Internet, that finds the channel that so much data collects very hard. This also is why we say manufacturing industry is met certainly toward industry the way of 4 develops, because if do not have large area ground,popularize sensor, without industrial Internet, do not have enough data, you discover even if to grow the hacker's so good method to be placed before, you have more than is needed. So, must plaint, this is a technology is the times of king really.