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Learn how to identify and track your North Star Metric. A key guide to driving sustainable business growth through strategic focus.
GROWS. is a method of Growth Hacking divided into iterations used to carry out growth experiments through 5 steps:
Once these 5 steps have been completed, analyze the data from your experiments and decide what steps to follow for the next iteration.
You should use this experience cycle to get to know your customers better, your market, and improve your product.
You can start looking for better channels to really grow. Not before!
As we have seen, the GROWS method consists of 5 steps:
There are numerous alternatives to the GROWS method, such as the” Growth Machine ” by Brian Balfour or the” Growth Steps ” by Neil Patel - but in practice - they all boil down to the same thing and are only nuances.
Let's take a look at the steps of the Growth Hacking GROWS method. :
Once this barrier has been identified, we will start by drawing up a list of experiments to find possible solutions.
There are no good or bad ideas for experimentation at this stage. Do not hesitate to brainstorm several times to add a large number of tests. This list of ideas will be called your “backlog.”
By now, you should have lots of ideas for your experiments.
Not having the possibility of carrying out all of them, we must rank in order of priority.
The ideal experiment is one that has the more likely to succeed and, proportionally, who requires the least effort.
You can choose from several different models depending on what stage you are in in the Pirate Funnel:
B.R.A.S.S, if you want to carry out experiments on Awareness :
Score BRASS = (Blink x Relevance x Availability x Scalability)
ICE or P.I.E methods are commonly used to perform experiments on The rest of The Pirate Funnel : they are simple, which makes them more accessible.
However, they are subjective, especially when ideas are submitted by the whole team.
For example, some people may constantly overestimate the potential or the difficulty of implementing their ideas, while others underestimate them.
PIE score = (Probability x Impact x Ease)
ICE score = (Impact x Confidence x Ease)
The above frameworks strike a compromise between the following parameters:
Depending on your situation, you may want to give one of these parameters a bit more importance than the other.
For example, if you have a lot of financial resources and manpower, the weighting between these factors will not be the same: You are free to adapt it if necessary.
The growth experiment idea that gets the highest score Is the one you should achieve first.
If this experiment is unsuccessful, you can then move on to the next experience - that is, the one with the second highest score.
As Growth Hackers, you need to be fast and efficient.
Define the parameters and what your experiments will look like in advance.
READ MORE: List of Growth Hacks updated daily
Let's see together what an experiment map looks like
Here is an example of an experiment map.
If you want your Growth Hacking experiments give significant results, it is important that they are not Not too short, not too long.
It is important to estimate in advance the traffic you will need (number of visitors/users), and therefore how long you will need to have convincing results:
Example: 1000 visitors vs 10 visitors will give you a more accurate and clear conversion rate trend
A duration that is too long could mislead you: the expiration time of cookies in your browser is often 30 days (or 48 hours on Safari). This does not allow you to properly analyze the data and determine who your new users really are.
Do you have the right Growth Hacking tools or the right skills in your team to set up and configure them?
Take the time to assess the difficulty of implementation and the feasibility of your idea according to the members of your team in place but also the constraints of the tools.
Sometimes he goesIt is better to pay a little more for a tool to save many weeks of implementation. The important thing in experimentation is to be able to implement your strategy very quickly to validate hypotheses.
READ MORE: Selection of essential tools for Growth Hacking
You will probably need to let the teams know marketing and saless, so that they can take into account possible additional traffic or changes made to your website.
The teams of the IT department should be informed if possible in order to:
Should you involve a web developer? A Social Media Advertising Specialist? A UX Designer? etcetera.
It is interesting to have profiles (ideally Growth Hackers T-Shaped) complementary to carry out the experiments as quickly as possible independently.
To give you an idea, here is the composition of the various multidisciplinary Growth Hacking teams:
Nothing is as horrible as discovering “after the fact” that you wasted your time on a useless or flawed experiment, simply because you didn't measure the right data correctly.
Take the time to discover your OMTM and to monitor the data well with the right tools.
READ MORE: List of Tools to Analyze Your Marketing or Sales Data
You must determine in advance the data required to validate your hypothesis.
Do it before carrying out your experiments Will give you a view more objective results obtained.
It's easier to come up with ideas when you have a clear, clear goal.
By specific goals, I mean goals that are small and achievable.
Let's say Company X is looking to increase profits. This objective is too broad and will require some simplification.
In contrast, increasing the number of monthly active users (MAU) is relatively easier to target and reach. Such a goal is clear and easy for everyone to follow.
The more experienced Growth Hacker you become, the easier it will be for you to estimate expected results and success metrics: start with clear and achievable goals from the start.
Or rather, how can you ensure that it takes as little time as possible?
Personally, I recommend Do not spend more than 2 days setting up the experiment.
If you think that you need more than 2 days to set up the experiment, you are probably already thinking too big and you may be wasting time and effort.
READ MORE: List of Growth Hacks updated daily
It is a fairly clear step. A few more tips:
Try to get together with your entire team while setting up the experiment
You will then be able to progress more quickly and communication will be much more effective.
Have a daily meeting with your team to manage the progress of tasks, the sticking points and promote communication within the team.
Each week, talk to your teams about information from the previous week as well as the week ahead. You will want to cover the following topics...
Create a backlog with the following columns where the tasks of the current iteration appear:
This way you will have a clear overview of what still needs to be done and who is working on what.
It's the most important step of all!
Check if you have collected enough data to be able to draw conclusions.
Translate this data into concrete information that other employees in the company can use in their daily activities.
It is useful to Formulate ideas in visual form (examples, graphics, or video) rather than as percentages. Other people may be less good at data than you think.
As far as the management of the company is concerned, it is very useful to communicate in terms of benefits or financial potential.
If you have new ideas to test based on your results, you can add them to your to-do list for future iterations.
Below you will find a template for analyzing your experiments to download.
Well-maintained, easily accessible, and easily searchable archives are important for several reasons...
La dissemination of your knowledge is just as important as conservation.
There are several reasons why you should share your learnings across the company...
This growth process can work for any type of business and any marketing function, as long as you are determined and diligent. And, of course, as long as you're ready to get rid of that addiction to the growth hack.
Here you go
If there was a formula for success, everyone would use it but contrary to what many might think:
A failure is a success because it makes it possible to invalidate bad options and therefore to approach other channels that would be much more efficient.
Some teams even organize “Fails Parties” to celebrate these “failures”!
