BC GROWTH HACKING

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joshbuckley
@joshbuckley 6 years, 9 months ago 1246 views

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Paid user acquisition is a curse. Later stage consumer startups that depend on it are the walking dead.

• After launch, ROI declines consistently across every advertising channel
• Early metrics are misleading because traffic is front-loaded due to the way ad algos work

Digital ad metrics have decayed every year since the industry was created.
• CPMs on major ad networks are now increasing at ~40%/yr.
• In 1997, CTR on HotWired was 78%. In 2019, Facebook’s average CTR is about 0.9%.
(H/t @andrewchen)

Facebook/Google algorithms are so good at targeting people that paid acquisition traffic tends to be highly front-loaded.

Founders and investors are often shocked when numbers rapidly decay — because the ad population has been saturated.

So, what’s the answer for these startups? I think a few things:
1. Optimize ad spend as the userbase saturates
2. Build a distribution moat to re-target customers later
3. Focus the core business on things that spread organically
4. Explore emerging advertising channels quickly

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A thread!

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Over the last 2 months, Marketing Examples welcomed 31,000 first time visitors. 4,000 of these visitors subscribed to the email list.

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The industry average is 2%. The top 10 percentile average is 5%.

So, screw it, I’ll go there:

“Marketing Examples is one of the best websites in the world at converting passers-by into email subscribers.“

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1 - Being obvious works

I imagine a few of you have read The Alchemist. Pretty good book right? How many of you signed up to Paulo Coelho's email list?

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Even if your page appears fast, 3rd party scripts loading in the background (delaying user interaction) will see you penalised.

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We’ve seen a 40% lift in conversion.

Your product is very important to you. It’s priority #201 for everyone else. (1/3)

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We haven’t had a single person complain about text or email reminders. (2/3)

bottom line: if they spent the time to show interest, that means they want to know more. And like everyone else, they might just have a lot going on and need a reminder every once in a while.

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