One month of Webmaker Growth Hacking

This post is an attempt to capture some of the things we’ve learned from a few busy and exciting weeks working on the Webmaker new user funnel.

I will forget some things, there will be other stories to tell, and this will be biased towards my recurring message of “yay metrics”.

How did this happen?

Screen Shot 2014-09-01 at 14.25.29

As Dave pointed out in a recent email to Webmaker Dev list, “That’s a comma, not a decimal.”

What happened to increase new user sign-ups by 1,024% compared the previous month?

Is there one weird trick to…?

No.

Sorry, I know you’d like an easy answer…

This growth is the result of a month of focused work and many many incremental improvements to the first-run experience for visitors arriving on webmaker.org from the promotion we’ve seen on the Firefox snippet. I’ll try to recount some of it here.

While the answer here isn’t easy, the good news is it’s repeatable.

Props

While I get the fun job of talking about data and optimization (at least it’s fun when it’s good news), the work behind these numbers was a cross-team effort.

Aki, Andrea, Hannah and I formed the working group. Brett and Geoffrey oversaw the group, sanity checked our decisions and enabled us to act quickly. And others got roped in along the way.

I think this model worked really well.

Where are these new Webmaker users coming from?

We can attribute ~60k of those new users directly to:

  • Traffic coming from the snippet
  • Who converted into users via our new Webmaker Landing pages

Data-driven iterations

I’ve tried to go back over our meeting notes for the month and capture the variations on the funnel as we’ve iterated through them. This was tricky as things changed so fast.

This image below gives you an idea, but also hides many more detailed experiments within each of these pages.

Testing Iterations

With 8 snippets tested so far, 5 funnel variations and at least 5 content variables within each funnel we’ve iterated through over 200 variations of this new user flow in a month.

We’ve been able to do this and get results quickly because of the volume of traffic coming from the snippet, which is fantastic. And in some cases this volume of traffic meant we were learning new things quicker than we were able to ship our next iteration.

What’s the impact?

If we’d run with our first snippet design, and our first call to action we would have had about 1,000 new webmaker users from the snippet, instead of 60,000 (the remainder are from other channels and activities). Total new user accounts is up by ~1,000% but new users from the snippet specifically increased by around 6 times that.

One not-very-weird trick to growth hacking:

I said there wasn’t one weird trick, but I think the success of this work boils down to one piece of advice:

  • Prioritize time and permission for testing, with a clear shared objective, and get just enough people together who can make the work happen.

It’s not weird, and it sounds obvious, but it’s a story that gets overlooked often because it doesn’t have the simple causation based hooked we humans look for in our answers.

It’s much more appealing when someone tells you something like “Orange buttons increase conversion rate”. We love the stories of simple tweaks that have remarkable impact, but really it’s always about process.

More Growth hacking tips:

  • Learn to kill your darlings, and stay happy while doing it
    • We worked overtime to ship things that got replaced within a week
    • It can be hard to see that happen to your work when you’re invested in the product
      • My personal approach is to invest my emotion in the impact of the thing being made rather than the thing itself
      • But I had to lose a lot of A/B tests to realize that
  • Your current page is your control
    • Test ideas you think will beat it
    • If you beat it, that new page is your new control
    • Rinse and repeat
    • Optimize with small changes (content polishing)
    • Challenge with big changes (disruptive ideas)
  • Focus on areas with the most scope for impact
    • Use data to choose where to use data to make choices
    • Don’t stretch yourself too thin

What happens next?

  • We have some further snippet coverage for the next couple of weeks, but not at the same level we’ve had recently, so we’ll see this growth rate drop off
  • We can start testing the funnel we’ve built for other sources of traffic to see how it performs
  • We have infrastructure for spinning up and testing landing pages for many future asks
  • This work is never done, but with any optimization you see declining returns on investment
    • We need to keep reassessing the most effective place to spend our time
    • We have a solid account sign-up flow now, but there’s a whole user journey to think about after that
    • We need to gather up and share the results of the tests we ran within this process

Testing doesn’t have to be scary, but sometimes you want it to be.

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