Test, Win, & Scale Growth Framework: How Databox Improved CTAs Click-Through-Rates by +559% and Signups by 20%
In this issue, I explain how we used this 6-stage Growth framework to increase sign-ups by 20% at Databox in just 3 months.
Welcome to another issue of Grow Better Club! Today’s a big one, I hope you like and enjoy it!
As always, please let me know in the comments (or just reply to this email) what you think and what you’d like me to cover next time!
I joined Databox in May last year (2021). My first project was to outline a strategy to determine how we could increase sign-ups by leveraging our current blog traffic and the steps needed to make it happen.
I did that many times already, but I was still really nervous: new company, new role, new team, etc. Every SaaS and its market is different, so what worked well for another company might not work well for Databox.
Not to mention it was a (great) test to gauge my skills.
Over the last few years, I developed a framework to find, test, and scale growth opportunities like this one.
The funny thing is that I did this without knowing I was doing it.
In other words, over the last year, I noticed a pattern:
Data changes, tools are different; the market and audiences may differ, every company has its own context, but the processes/frameworks to help them grow, stay the same.
It doesn't matter if you’re currently working in an early-stage startup or a hyper-growth scale-up. It just works.
So I kept it simple and stuck to this 6-stage framework:
Test, Win, & Scale Growth Framework
Scaling the Hypothesis
Yes, it’s very similar to other Growth/Marketing frameworks already out there.
The key difference is the last stage: Scaling.
To put an example, let’s say you just found a nice growth opportunity to increase the conversion rate on one specific segment of your website. But that website segment is formed by 100+ website pages.
So, you go ahead, test your hypothesis on, let’s say, 10 pages, you validate it, you find a clear winner, and the results are positive. Great job!
Now, how do you scale that result to the other 90+ pages?
If you don’t want to spend endless time and resources from your team, you have to be thoughtful about building systems and processes to do things at scale.
That’s the main difference between my framework and others you may find elsewhere.
Are you ready?
Let’s get started!
1. Identifying the opportunity
Databox blog was killing it in terms of traffic and signups.
It was also helping us build strong brand authority in the dashboard and reporting software market.
But we knew there was room for improvement. We knew we could test things to increase the conversion rate from our blog content sessions to our product sign-ups.
Until that moment, all we were doing was sending users (through CTAs) directly to our signup page. That was fine. We were generating a reasonably good number of signups from the blog content every month.
But the conversion rate was low.
Of course, as you know, the blog is usually the website segment with the lowest conversion rate. That’s normal; at the end of the day, most of the blog content generates new demand, so most visitors aren’t ready to try/buy a new solution just yet.
We also analyzed how other segments of our website were converting. And we saw that our template gallery and our free dashboard services pages were converting great (higher than the website’s average).
So we started to build our own hypothesis.
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