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Leveraging User Psychology for Growth: The All-in-One Framework for Keeping Your Customers Engaged & Retained Long-Term

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Darius Contractor
Head of Growth at Airtable
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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Leveraging User Psychology for Growth: The All-in-One Framework for Keeping Your Customers Engaged & Retained Long-Term
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About speaker

Darius Contractor
Head of Growth at Airtable

Darius is a growth leader, angel investor and entrepreneur. He's focused on growing companies and people at Tickle, Bebo, FWD.us, Dropbox, Facebook and now Airtable.Along the way he's focused on going viral, scaling, agile management, rapid iteration, product strategy and all aspects of growing a website.

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About the talk

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From high-impact growth positions at Dropbox and Facebook Messenger to advisory roles at Calm, Goodreads, Eden, Maven Ventures, Knotch, and more, he’s been around the growth psychology block more than a few times. And as you might expect, over the years he discovered that certain strategies and tactics simply work - so well, in fact, he built them right into his signature growth framework. And in this session, he’s going teach you that framework, honed over a long, successful career in growth, so you can start deploying the right user psychology strategies and tactics to keep your users engaged and retained, year after year.

00:05 Introduction

00:50 Leveraging User Psychology for Growth

01:25 Hooked app and being Psyched

04:08 Intent and Excitement

04:48 Psyche Framework

06:17 Adding Excitement

06:45 How to drive user decisions

10:35 How to use psyched points

12:00 Growth Optimization/Experimentation Network

15:00 Opportunity Sizing

16:00 Pipeline view and its benefit

17:25 Comparing results to Opportunity sizing

18:00 Conclusion

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So this is going to be pretty tactical so if you're looking for new ways to drive growth, 00:05 the organization new ways to optimize. 00:10 New frameworks for execution, you came to the right one, 00:12 so my whole car has been growing websites like product growth changing a website so that more people use it. 00:15 Starting out in social and then moving more into beta beast acid dropbox and now at their table. 00:20 So I've always been a growth guy. 00:26

But growth is hard trying to find the next big win trying to maximize conversion rate. 00:30 It's a challenge to figure out what to optimize where to focus your resources and then what changes to make. 00:34 And as you were saying, 00:39 2/3 of growth experiments failed and so you really have to be ready with a great system and process and Optimization. 00:40 To get that one-third right? 00:45 So today. 00:47

Today we're going to talk about leveraging user psychology to grow your website and I'm going to be primarily focused on. 00:47 The optimizing a website doing product growth and iteration, 00:56 but many of these techniques can be applied to. 00:59 A marketing funnel even in-person sales. 01:02 It's a question of what you look at and how you optimize it. 01:04

So we're going to be looking at accelerating users using something I call psych identifying the user decisions that drive your business. 01:07 Finding the gating factors holding users back and then also using my Evelyn System to drive the highest ROI experiments. 01:15 Had a really mature growth process. 01:21 We're going to start with a fun example hooked as a teen fashion app. 01:25 How many people have used the hook. 01:28 Exactly 0 perfect. 01:30

So this will be a novel for all of you. 01:30 In order to do this one, 01:35 though I'm going to need your help. 01:36 There's the concept of a site tank that I use. 01:38 So psych is kind of an amount of user energy. 01:40 It's kind of like how psyched up are you about something. 01:42 And so it goes from zero to 100 if you're zero sites. 01:44 You don't really want to be here. 01:47 Just kind of want to walk out of the walk out of the conference if you're 100 sites. 01:49

You want nothing else, but to actually be right here and you're riveted and you're really excited so from the top of your head to the. 01:53 Maximum extension of your arm how to cycle you right now about this current experience. 01:59

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