A Thought Leader excerpt from Rupert Brenninkmeijer of Medium:
How To Run A Growth Experiment
Using the G.R.O.W.S method
In order to get the most out of your growth strategies, having a clear cut process in running growth experiments is paramount. As long as you approach this with some scientific methods — allowing any test to be analysed from a quantitative perspective — then you are on a good path.
A simple scientific experiment outlined below can be found in any secondary school textbook.
We will use the same concept in a more scalable way.
The key here is to have an unbiased decision making process when focusing your time, effort and money into finding your core growth channels. Putting your trust into a scientific growth experiment allows you to follow the data rather than your gut (don’t get me wrong, your gut is very intuitive, but it won’t be able to consistently tell you whether your multivariate-tests-of-the-future will work). It will ultimately help you make the most informed decisions you can in un-earthing the growth for your business.
There are a few ways (or anagrams) you can follow for your experiments, however, one that has worked for me is the G.R.O.W.S process, coined by the Growth Tribe out of Amsterdam.
The G.R.O.W.S process follows this order:
- G — Gather Ideas
- R — Rank Ideas
- O — Outline Experiments
- W — Work
- S — Study Data
Let’s dive in to each stage.
G — GATHER IDEAS
Creating a company-wide spreadsheet for ideas that popup anytime is great way to start. How I organised our growth backlog is by using the conversion funnel (or pirate metrics) as a guide, going from awareness, acquisition, activation, retention, revenue and referral.
You can take things further by setting up formal brainstorming sessions with the whole company or multiple teams depending on size of co. To get the most out of these sessions, it’s best to...
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