Earlier, we discussed how to develop strong hypotheses in growth marketing and select the most important for testing. Now, let’s discuss how to test these hypotheses quickly, what tools to use, and what to do after the tests are completed.
Do everything quickly. For this, always keep in mind minimum viable products (MVP) — make some minimum that will allow you to understand if the growth hypothesis works. Try to avoid developing everything at once: from the start to the end. Growth hacking canvas will help you keep the step-by-step approach.
The MVP approach will save your resources on projects that aren’t in demand.
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Our growth marketing team wants to implement chatbot scenario templates on our Dashly service website. This will help attract users. To check if this is true we don’t develop scenarios, we don’t spend time on copywriters, designers, or developers — it’s long and expensive.
Instead, we create a few creatives and offers and test them on Facebook advertising from a fake account. By the clickability of the ads, we can understand whether such templates excite users. Get more growth hacking Facebook ideas if you’re active on this social media.
For example, Dmitrii CEO of website builder company, used Dashly to determine whether to implement a new feature. Instead of immediately spending time and money on development, design, and management, he created an MVP version of the feature, created pop-ups and emails in Dashly, explained its value, and tracked users’ interest in it.
Even at the testing stage, Dimitri earned $1,221 on the MVP feature and decided to scale up his idea.
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The quality is not particularly important for hacking growth. One time, Polina came up with an offer to attract online schools. She wrote the idea for the video, but not a script.
Our growth master offered help. She came up with a script, and hastily recorded a video explaining her idea. The team leader fell in love with this video and decided to post it as it was.
As a result, this video is still in the top 10 of the most successful growth marketing hypotheses. After a while, we re-recorded it in a better quality and got the same metrics.
If you need inspo for your experiments, check out our growth marketing playbook with over 40 hypothesis ideas from Dashly and our customers.
To quickly identify problems, hold daily team meetings in the morning and discuss:
You can record the stages of growth marketing hypotheses and add the necessary data for them in Favro. This way, anyone interested can see the required information about a specific experiment. And this systematic approach helps develop your marketing growth strategy.
If you need no more than 6 hours to launch each hypothesis, the testing itself can last much longer until statistically significant data is collected. For example, testing offers or creatives in Facebook advertising takes 3-4 days. There is a large audience, so the necessary data is collected quickly.
But if you are testing a landing page with little traffic, everything can take 1-2 months. It’s just one of many growth hacking examples.
When testing is over, see what results you have achieved for the target growth marketing metrics, the ones you described when answering the questions while forming the hypothesis. Use an analytics system for this. We analyze all the basic metric information through a cross-channel analytics system. Pay attention to analytical instruments while choosing growth hacking tools.
In a platform we used, you can see the big picture:
Such analytics helps understand the benefits the growth team brings to the company, how effective their work is, and how much the investment in the team and paid channels pays off. Analytics is essential for B2B growth marketing.
This will help you understand why the growth marketing hypothesis was successful or unsuccessful. Analytics also helps know whether the hypothesis needs to be tested again. Data-driven decisions are essential for both B2C and B2B growth hacking strategies.
We share the results of all hypotheses with the marketing team. And we tell the whole company about the most interesting ones once a month.
Read our article on growth marketing tips for more!
Special services and tools can help you with this. We’ve collected them in our article: 50 useful tools for growth hackers that make testing hypotheses easier.