Raoul de Koning
Growth Hacking used to sound a bit dark and 'in the old days' when this buzz term first started to circulate around blogs back in 2010. Back then Growth hacking might have just been defined as "using unconventional tactics to achieve explosive growth".
Nowadays, when talking about Growth Hacking it has shifted to an umbrella term that mainly describes the action of accelerated experimentation that finds the most efficient ways to grow a business. So, it's more than 'hacking' systems for business benefit, which is why we prefer terms like “Growth Marketing or Conversion Rate Optimisation.” But hey... po-tay-to po-tah-to!
There’s no one answer to growth and it takes a lot of steps, so we decided to bring on board Raoul de Koning and his passion for Growth Hacking to launch the GROWTH Lab Rooms to the next level! The way he sees growth hacking is by making something simple at first and then seeing how unexpectedly things work! Everyone has ideas and hypothesis about how things could be done better, but growth hacking just says: “Hey! If you can prove your idea without wasting time, we will implement it.”
The growth process demands splitting big questions into tiny quests, which is very comforting. Why implement some huge feature, if you don't know whether it is useful or not? Start tiny, see if a button is clicked, before that button works. Or ask your users what they find important. So, it's all about process. Finding stuff that works as simple as possible, as soon as possible. It's a constant loop of testing hypotheses, evaluating and possibly implementation.
Example: "making a user wait works" (sometimes).
In the past, Raoul was in the restaurant-reservation industry and in the flow of making a reservation, developers do everything to make it work as fast as possible without delays. A member of the marketing team came up with the idea: "Make the user wait and giving him the right copy to read, so he is more confident that this reservation will actually take place".
When testing this, it appeared to be true! Not many people expected it, but having the user wait and reading "we are looking up availability at your selected location" had a positive effect on that step the funnel. It went up by 23%.
Who'd have thought that!?
Yes, 'possibly' implementation. Nine out of ten times you will fail. But even if your test failed, it’s not a loss. You will still have learnt something about the user or product. You might have proven that choices in the past were right ones. And that one time something works, really feels like victory. However small it may be.
And everybody should join in!
Marketeers, copywriters, designers, developers... everyone has a different but valuable perspective on things.
And that's what we love. The most valuable ideas come from an unexpected angle. And even when you're failing, you're not losing.