René Bohnsack and Meike Malena Liesner. What The Hack A Growth Hacking Taxonomy and Practical Applications For Firms. 2019

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What the hack? A growth hacking

taxonomy and practical applications for
firms
René Bohnsack*, Meike Malena Liesner
Católica Lisbon School of Business & Economics, Universidade Católica Portuguesa,

Palma de Cima 1649-023, Lisbon, Portugal
KEYWORDS Abstract As companies have become increasingly digital, growth hacking has
Growth hacking; emerged as a new way of scaling businesses. While the term is fashionable in busi-
Digital transformation; ness, many executives remain confused about the concept. Even if firms have an
Lean startup; idea of what growth hacking is, they may still be puzzled as to how to do it, creating
Digital marketing; a strategy-execution gap. Our article assists firms by bridging the growth hacking
Big data strategy-execution gap. First, we provide a growth hacking framework and decon-
struct its building blocks: marketing, data analysis, coding, and the lean startup
philosophy. We then present a taxonomy of 34 growth hacking patterns along the
customer lifecycle of acquisition, activation, revenue, retention, and referral;
categorize them on the two dimensions of resource intensity and time lag; and pro-
vide an example of how to apply the taxonomy in the case of a fitness application.
Finally, we discuss seven opportunities and challenges of growth hacking that firms
should keep in mind.
ª 2019 Kelley School of Business, Indiana University. Published by Elsevier Inc. All
rights reserved.
1. Growth hacking: The origins resulting from product experimentation, market-

ing, and data analysisdthat led to extraordinary
What do PayPal’s $10 referral bonus, Hotmail’s growth of customers for each of the firms. This is
tagline ‘Get Your Free Email at Hotmail’, and noteworthy because what used to be programming
Pinterest’s auto-follow setting have in common? or design department decisions (e.g., how to log in
These are growth hacksddigitally-enabled tactics to a website, how to design a landing page) are
now important strategic decisions that foster
customer and revenue growthdhence, growth
hacking.
* Corresponding author
E-mail addresses: r.bohnsack@ucp.pt (R. Bohnsack), One of the most well-known growth hacks was
l.meike@gmail.com (M.M. Liesner) developed by Airbnb, the matchmaking platform
https://doi.org/10.1016/j.bushor.2019.09.001
0007-6813/ª 2019 Kelley School of Business, Indiana University. Published by Elsevier Inc. All rights reserved.
This document is authorized for use only by Carlos Ramos Mejía (CERAMOSM@PUCP.PE). Copying or posting is an infringement of copyright. Please contact
customerservice@harvardbusiness.org or 800-988-0886 for additional copies.
800 R. Bohnsack, M.M. Liesner
for overnight stays in private homes. Airbnb such as urban architecture, software engineering,
developed a sophisticated program that connected and sustainability (Lüdeke-Freund, Bohnsack,
its website with Craigslist, one of the largest Breuer, & Massa, 2019). Patterns arranged into a
classifieds portals in the world. This allowed users database or taxonomy make a valuable toolbox for
of Airbnb to automatically post ads also on managers that provides a repository, creates a
Craigslist. This is striking because Craigslist actu- common language, and sparks lateral innovation.
ally did not provide an API (i.e., an interface) for Thus, this article has three goals. First, we
external websites. As a direct result, the number explore what growth hacking is by deconstructing
of Airbnb users skyrocketed. This shows growth its constituents. Second, we develop a taxonomy
hacking has become a powerful tool and a central of growth hacking patterns along the customer
competence to scale up ventures. Growth hacking lifecycle to close the strategy-execution gap.
should be on the agenda of any firm engaging in Third, we explain opportunities and challenges
digital business. that growth hacking offers for firms. Before pre-
Growth hacking, first introduced as a term by senting the growth hacking taxonomy, we first look
the entrepreneur and startup advisor Sean Ellis at the building blocks of growth hacking.
(2010), links marketing and information and com-
munications technology (ICT)dparticularly big
data, social media, and artificial intelligence. The 2. Growth hacking: The building blocks
popularity and importance of growth hacking have
been rising as entrepreneurs and startup coaches The term growth hacking was coined in 2010 by
have published blogs and success stories on how to Sean Ellis, who characterized a growth hacker as
hack growth. While the term has become rather “a person whose true north is growth” (Ellis, 2010).
fashionable in business environments, many exec- Growth hacking is described by multiple startup
utives remain confused about the meaning and and marketing experts as a combination of crea-
operationalization of the concept. Growth hacking tive marketing, data analysis and coding with an
is still in its infancy, confined to best practices, absolute focus on growth. It is enabled by digital
case studies, and a few seminal books (e.g., Ellis & transformation and relies upon rapid experimen-
Brown, 2017; Herzberger & Jenny, 2018). Even if tation following the lean startup philosophy (Ellis
firms have an idea of what growth hacking is, they & Brown, 2017; Herzberger & Jenny, 2018;
may still be puzzled as to how to use it, creating a Lennarz, 2017). We illustrate this interplay in
strategy-execution gap. Figure 1 in a growth hacking framework.
To tackle the strategy-execution gap for growth
hacking, we develop a strategic toolbox in the
form of a growth hacking taxonomy that maps 3. How it all started: Digital
growth hacking patterns along the customer life- transformation as a catalyst
cycle. To develop the toolbox, we create high-
level yet practical descriptions of growth hacks, Digital transformation has been an important
distilling the essence of a growth hack. Instead of trigger for growth hacking. The process of digital
creating a list of several examples like PS: I Love transformation is more and more an imperative for
You from Hotmail, a toolbox provides a structured business; and, of course, it raises both opportu-
collection of more general descriptions such as the nities and challenges (Bohnsack, Hanelt, Marz, &
generic call to action pattern for customer Marante, 2018). On the one hand, mobile phones,
activation. social media, and big data enable companies to
Patterns are a popular tool for innovation. Think address millions of customers at lightning speed
of patterns like basic cooking recipes; they provide and at zero marginal cost. Digital technologies
general ingredients and guidance to achieve a allow nearly indefinite replication and enable or-
certain goal and firms just need to contextualize ganizations to scale their business easier, faster,
them to their own situation (Bohnsack, 2018). In a and at lower costs (Iansiti & Lakhani, 2014). On the
way, patterns are better versions of best prac- other hand, digital transformation increases
tices. Yet, unlike best practices, patterns can be competition by lowering entry barriers and by
used across industries and disciplines as they are stimulating fast-changing customer preferences
modular and adaptable. From a scientific and requirements. Accordingly, managers are
perspective, patterns describe a (proven) solution pressured to adapt business to meet changing
to a reoccurring problem. In fact, patterns have customer demands and to keep up with the
been effectively developed for various contexts competition with increasing speed.
What the hack? 801
Figure 1. The growth hacking framework
Growth Hacking Framework
Growth
Hacking
m
~u Digital
Transformation
Data Analysis
& Testing
L-------------
3.1. Ingredient one: Marketing having to ask customersdcan create a competitive

advantage. Thanks to the rise of big data, com-
The first ingredient of growth hacking is market- panies are better able to collect customer infor-
ing. This includes but is not limited to digital mation regarding behavior and preferences and
marketing. Digital marketing, a subfield of mar- directly translate this information into enhanced
keting, involves the study of product and service decision making and, consequently, superior per-
marketing through digital channels (Kannan & Li, formance (McAfee & Brynjolfsson, 2012). For this
2017). Accordingly, digital marketing is focused reason, data analysis constitutes the second
on communication and deals with the first steps of component of growth hacking.
the customer journey, namely generating aware- Where does the customer data come from? A
ness and acquiring potential customers. In large proportion of data worldwide is user-
contrast, growth hacking is involved in all stages of generated content on social media or has been
the customer journey in order to achieve long- generated by Internet of Things devices. These
term sustainable growth (Ellis & Brown, 2017). bulks of data are valuable sources of consumer
Herzberger and Jenny (2018) argued that growth insight. As real-time processing is becoming the
hacking considers any touchpoint along the norm, corporations are able to both measure and
customer journey, which is in line with the tradi- steer activities more precisely than before
tional marketing concept including the famous (McAfee & Brynjolfsson, 2012). Big data can revo-
4Ps: product, price, promotion, and place. Put lutionize traditional businesses across industries
differently, growth hacking is almost a (digital) and offer new opportunities to achieve competi-
return to classical values. tive advantage. Consequently, big data raises
customer data analysis to the next level and allows
frequent testing of applied growth hacks.
3.2. Ingredient two: Data analysis and
testing
3.3. Ingredient three: Coding and
Steve Jobs famously said: “You can’t just ask automation
customers what they want and then try to give that
to them. By the time you get it built, they’ll want Growth hacking further involves creating computer
something new.” Thus, understanding customer programming code. By means of programming, any
behavior and preferencesdpreferably without touchpoint between the customer and the product
is simplified to generate value for the user and recommendations. We consolidated, described,
automated to make the process more efficient. and contextualized all growth hacks, arranging
Continuously tailoring the product based on the them into patterns. We then improved and vali-
results gained from customer data analysis and dated the taxonomy with 12 international growth
being able to adjust according to the effectiveness hacking experts (i.e., consultants, academics, and
are keys to growth hacking (Ellis & Brown, 2017). In growth hackers1) using a modified Delphi card
the near future, artificial intelligence (AI) will sorting method (see Lüdeke-Freund et al., 2018;
automate customer data analysis and subsequent Paul, 2008). The resulting taxonomy consists of
coding. AI systems will interpret customer data, 34 patterns allocated to the five groups of the
learn from it, and use such learnings to reach an customer lifecycle: acquisition, activation, reve-
objective by adapting to specific needs and cir- nue, retention, and referral. Figure 2 presents the
cumstances without being explicitly programmed taxonomy. The codes (P1-P34) in Figure 2 link to a
(Kaplan & Haenlein, 2019). Relying on machine brief description of each pattern, including the
learning mechanisms, AI utilizes external infor- context, problem, solution, data required, and an
mation obtained through big data sources to example provided in the Appendix.
identify underlying structures and patterns. Thus,
with the rise of AI, data analysis and coding will
merge progressively.
4.2. Using the growth hack taxonomy
3.4. The process: Lean startup philosophy
How can business firms use the growth hack tax-
onomy? Generally, a company should select pat-
Growth hacking follows the lean startup philoso-
terns by lifecycle stage. Due to a modular nature,
phy which is about agility, frequent step-by-step
multiple patterns can be combined. In general, the
experimentation, and testing in an iterative pro-
number of combined patterns is not restricted and
cess. Building upon consumer behavior and de-
is obviously dependent on the condition that they
mand, the lean approach facilitates fast and less
suit the company’s context and current situation.
risky venture launches. Even so, according to Ellis
Managers are advised to be selective when
(2010), “startups require a solid product-market-
applying growth hacking patterns to allow for
fit before progressing up the pyramid and scaling
measurement of effectiveness.
the business.” Only then can the lean approach of
Depending on the type of product or service as
frequent testing and experimenting help to ach-
well as the target group, some patterns might be
ieve business growth at low risk.
more sensible to apply than others. Both the
Whereas experimentation is straightforward in
resource intensity and the time lag to effect
theory, it can be challenging in practice. One of
should be considered in the selection decision.
the drawbacks of experimentation is our limited
Resource intensity refers mainly to the efforts
knowledgedor more conceptually, our bounded
involved in implementing and maintaining the
rationalitydof what options are available and
growth hack (e.g., programming, testing,
under which circumstances they work. To over-
measuring). Time lag refers to the time between
come this limited amount of knowledge and close
implementation and the first measurable effects.
the aforementioned strategy-execution gap
For instance, a call-to-action pattern has an im-
without reinventing the wheel, we developed a
mediate effect on growing a venture after it is
taxonomy of existing growth hacks that are valu-
implemented whereas the effect of the loyalty
able for marketers in the growth hacking process
program pattern will most likely be delayed.
to enhance creativity, increase effectiveness, and
To help with the selection, we categorized all
streamline the process.
34 patterns along those two axes: resource in-
tensity and potential time lags of effect (see
4. A growth hack taxonomy as a new Figure 3). It should be noted that the classification
managerial toolbox is inferred from the pattern descriptions and has
yet to be empirically proven. Also, the classifica-
4.1. Building the growth hack taxonomy tion does not give an indication of the overall ef-
fect on venture growth.
To build the taxonomy of growth hacks, we began
by systematically identifying relevant growth 1
This emerged as a new job title. There were more than
hacks using an internet search, cross-references 25,000 growth hackers on LinkedIn at the time of writing this
(i.e., backward and forward search), and expert article.
What the hack? 803
Figure 2. The growth hack taxonomy
Growth Hack Taxonomy
P2: Cross-publishing Call-to-action Engagement loop PS: Directed sharing
P10: Flipping the Exit-intent pop- Pl 7: Automated

P3: Custom audience
funnel sharing
P6: Demotic and P18: Referral

Increasing value
negative keywords page program
"'
z
"' P15: Inbound-and P28: Organic virality:
~
a;
content marketing
Lead nurturing
Network effects
"';;;z Pl 9: Keyword-based P13: Friction
Promo swap
~
emailin eradication
:,::
:,:: P23 : Leverage other
~
0
people's audience
"'"'
P26: Micro-targeting
P31: SEO: P22 : Learn flow

Copywriting onboarding community building
P34: Voice search

marketing
I P30: Re-Targeting
I P32: Single sign -on
To illustrate the application of the taxonomy in a usersdan obvious but often neglected activity.
firm, we take a hypothetical example of a manager One of the potential patterns is lead nurturing
of a mobile phone application for a fitness com- (P21), which helps to build habits that make cus-
munity. After the acquisition of users (i.e., once tomers return. In the case of the fitness applica-
potential customers are on the website that de- tion, the manager can adopt the pattern in a
scribes the application), the manager needs to modified form by recognizing milestone achieve-
activate them. The average conversion rate across ments with congratulatory notifications and indi-
all landing pages on the internet is about 2% vidual incentives. In practice, that could mean
(Austin, 2019). In other words, out of 100 people customers automatically receive emails or push
that visit a site, 98 do not engage with any of the notifications after hitting their first 10K run or
content and leave the website. In order to activate clocking their longest or fastest run.
five or even 10 people out of 100, managers can Last, we assume the manager wants to improve
either engage in a random trial-and-error approach word-of-mouth. Knowing that people like to run
or systematically hack growth using our taxonomy together as well as share and compare their
by selecting suitable patterns. Browsing the growth achievements with others, the manager can utilize
hacking patterns for activating customers, one can the organic virality (P28) pattern and make use of
find several options. An easy choice to improve network effects. With this growth hack, users are
activation in terms of low resource intensity and able to share achievements and, in doing so,
short time lag (see Figure 3) could be the single recommend the service to others. Also, one could
sign-on pattern (P32). When implemented, single encourage users with push notifications within the
sign-on implies that when first-time visitors access app to invite friends to join their workouts (i.e.,
an app or website, they get invited to sign up using P18: referral program).
their account from another social platform that As this short example illustrates, for each of the
they are already using like Facebook or Google. This steps, a generic problem (e.g., retain users on a
reduces the amount of information people must platform) was tackled with a generic solution
provide to create an account, reducing friction and, (e.g., nurture leads), modified to the specifica-
in turn, driving conversion. tions of the product or service. Thus, the pattern
Next, the manager of the fitness community taxonomy operates like a toolbox with solutions
application wants to improve the retention of for different problems.
Figure 3. Growth hack classification according to resource intensity and time lag
Growth Hack Classification: Resource Intensity vs. TI me Lag
,:;; • P16} Increasing value • PB)Engogement loop

en
'i: • Pll) Leadnurruring e P25)Mosspersonolizorion
• PJ1) SEO:Copywriring
• P11) Foeused landing page • Pl) Dynamic pricing
• PJJ)Sociol communirybuilding
• P29) Promo swap • P24) l oyalty program
e P1 3)Friction erodicorion • P14)Gomificorion • P15) Inbound- and content marketing
• P4) Depiction of scarcity e P23JLOPA
• P1 l) Freemium
• Pl l)Auromored shoring • P34) Voice search marketing
i'=
;;; • PS) Directed sharing
z • Pll)Ongoingonboording
~ • PJ)Cusromoudience • Pl6)Micro-rorgeting
~
w
• P6) Demotic and negative ke;words
~
::, e PlB)Referral program
0 • Pl 2) Leom flow onboording • P9) Exit-intent pop-up
VI
w • Pl)Cross-publishing
"'
• P19) Keyword-based emailing
• PJl) Single sign-on
• P30)Re-Targering
• Pl)Colf-ro-oction
• PlO)Leodmognet • P10)F/ipping thefunnel • P28) Network effects
Short TIME LAG TO EFFECT Long
As a next step, managers can measure the ef- communication (Ellis & Brown, 2017). Startups,
fect of a pattern or combination of patterns by by contrast, often adopt a more holistic
comparing the behavior of users before and after approach by combining the different business
implementation (e.g., via split testing, which is areas due to limited resources. Due to the
also referred to as A/B testing). With this method, encompassing nature of growth hacking, firms
one compares two versions of a website to see need to set up a growth hacking team that con-
which one leads to a higher conversion rate. This sists of representatives from the different de-
strategy is being used by companies like Run- partments. This can foster cooperation across
keeper, Booking.com, and Amazon, and helps to departments and, in doing so, enhance organi-
not only accelerate growth dramatically but also zational communication.
to increase value and decrease costs. Furthermore, due to its collaborative nature,
managers can use growth hacking to enhance the
customer experience, as each hack draws upon
5. Seven opportunities and challenges of expertise from various disciplines. Instead of
growth hacking designing or reviewing a product or service solely
from one perspective, growth hacking fosters a
As the application of the taxonomy in the example holistic view focusing on the user and, thus, im-
shows, there are many opportunities that firms can proves the product.
exploit with growth hacking. The implementation As the process of growth hacking is very focused
also poses challenges (see Figure 4). We shed light and based on fast experimentation, it is not very
on the opportunities and challenges next. resource intensive, which reduces development
costs. In practice, this is often realized based on
5.1. Opportunities arising from growth agile product development (i.e., incremental and
hacking iterative work sequences).
With the increasing amount and availability of
Large and medium-sized corporations are typi- customer data, the possibilities of growth hacking
cally organized around departments such as increase. In particular, firms can use growth
marketing, product development, data science, hacking for improved personalized marketing, for
and engineering, with each discipline being better pricing, and for enhanced customer service
separated from the others, resulting in limited by making use of individual data.
What the hack? 805
Figure 4. Seven growth hacking opportunities and challenges
Seven Growth Hacking Opportunities & Challenges
Opportunities Challenges
Improved communication Data quality
➔ Requires collaboration across departments ➔ Setup quality control
Improved products • Availability of personnel

➔ Requires a holistic view on the product with ➔ Provide training and stimulate communities
the customer in focus of practice
Lower development costs Perishability of growth hacks
➔ Informed and fast experimentation reduces ➔ Follow the trends and continued traing
development costs
Happier customers
➔ Personalized marketing, better pricing &
service
5.2. The challenges associated with growth growth hacking practices and patterns. Growth
hacking hacks that may be valuable today could be inef-
fective in the online landscape of tomorrow
There are, of course, challenges. Foremost, (Kaplan & Haenlein, 2010). In order to prevent
growth hacking is dependent on data quality. The these pitfalls, firms need to match growth hacks to
problem is that with the increasing amount of both the current business environment, customer pref-
data sources and data generated, the quality tends erences, and emerging market trends. This
to decrease (Lee, 2017). This can lead to grave stresses the need for cross-functional collabora-
errors, such as congratulating women on their first tion and the promotion of training measures in the
child although they were not pregnant (e.g., fields of data analysis and coding.
Shutterfly). Such an erroneous personalized sales
approach can reflect negatively on a company and
put off potential customers (Herzberger & Jenny, 5.3. The growth hack imperative
2018). Thus, firms are advised to install a quality
control layer to prevent any drawbacks of this Firms should integrate growth hacking as an in-
nature. strument for growth in spite of these challenges.
Another challenge for firms implementing To grow, a company needs to differentiate itself
growth hacking is availability of personnel (Lee, from its competitors. Growth hacking is a great
2017). Ideally, every growth hacking team in- tool for that purpose. While combining marketing,
cludes one growth hacker supplemented by spe- data analysis, and coding is an efficient and
cialists from different disciplines. As a growth effective path to growth today, with increasing
hacker is a “hybrid of a Marketer, Coder and Data- popularity and the rise of AI, growth hacking might
Scientist with given instinct to growth” (Lennarz, become a prerequisite just to stay competitive.
2017, p. 9), skilled growth hackers are rare and Thus, firms are advised to explore growth hacking
hard to find, especially in times when people with sooner rather than later.
programming and data science skills are in short Success is determined by a couple of factors,
supply. Managers could consider promoting starting with the ability of managers and their
training through one of the increasingly popular organizations to identify, correctly interpret, and
offline and online academies (e.g., Growth Tribe) integrate new digital trends early. For this to work,
and fostering communities of practice inside the firms need to create an environment of non-
organization. bureaucratized decision making. Also, if man-
The last challenge for firms is the perishability agers are serious about growth hacking, they
of platforms and trends. Both often disappear as should provide the necessary resource base,
quickly as they appeared. This fast-moving char- particularly to hire or train personnel. Last, sus-
acter of the online landscape also applies to tainably successful growth hacking requires
organizations to foster a culture focused on the Second, the taxonomy provides inspiration;
needs and wants of customers. managers should use it as a source of information
to both modify growth strategies as well as
develop entirely new growth strategies. Being able
6. What the hack?
to choose from a modular set of patterns reduces
the complexity and helps managers focus on
Given the novelty and ambiguity around growth
finding approaches that address specific problems.
hacking, this article set out to clarify the concept
However, not all patterns are suitable for every
by creating a taxonomy and by reflecting on its
situation and business.
opportunities and challenges. But what the hack?
Last, the taxonomy facilitates decision making;
Why do we need a pattern taxonomy for growth
at the very least, it helps to tick the boxes for a
hacks? As this article showed, there are (at least)
growth strategy along the customer lifecycle and
three advantages:
select patterns based on which data are available.
First, the taxonomy provides clarity to firms; it
Eventually, the taxonomy may be used as a basis of
brings together various best practices, concen-
a modular measurement and as a communication
trates them in a standardized way, and classifies
tool that brings together marketers, product
them into actionable groups. The groups follow the
managers, and developers.
customer lifecycle, enabling firms to choose a
growth hacking pattern that fits their specific need.
Appendix. Growth hack taxonomy: Descriptions, required data, and examples
Context Problem Solution Data required Example

G1: ACQUISITION
P2: Cross-publishing
Especially small Both creating and Posting content on Knowledge about Airbnb (a huge
companies often publishing content multiple platforms platforms most online marketplace
lack a sufficiently on numerous that are frequently frequently/ and hospitality
large audience to websites involves used by the target intensively used by service that
promote their huge effort and audience and the target group. competes with
products and costs that most embedding links to traditional hotels)
services. Thus, startups cannot the website or to a technically realized
companies need to afford. landing page. Using a feature that
offer an added value hashtags that fit the automatically
to potential target group’s posted its offerings
customers and make wording. both on Airbnb and
it available for on Craigslist on a
them. high rank including a
backlink to Airbnb’s
website, a move
that greatly
increased Airbnb’s
reach.
P3: Custom audience
Social media Despite unlimited Creating custom Identification of Kickz (a sports
platforms enable range opportunities, audiences on former visitors and outftter mainly
companies to place companies face the Facebook, former customers. focused on
ads with almost challenge of Instagram, and basketball)
unlimited range. exclusively Twitter including differentiates its
Especially for niche addressing the your customers, advertisings into
market products, it specific group the friends, and fans to former visitors,
is not efficient to advertising was intentionally include former customers,
place expensive ads designed for. or exclude them and people who
What the hack? 807
(continued )
and spend a lot only from your paid ads. never visited the
acquiring a few website before.
interested potential
customers.
P6: Demotic and negative keywords
Typically, companies Especially small Searching for Informal relevant Planet Java Diner
buy keywords to players struggle to demotic/ keywords used by (an American
position themselves appear in search nonstandard the target group. restaurant in
in search engine engine results. keywords that the Seattle) largely
rankings. Because target group uses (in improved its traffc
more popular forums, reviews, by buying the
keywords are at high etc.) and that large AdWords "sunshine
cost, differing competitors will not Egg" instead of the
financial bid for on Google highly expensive
circumstances give a AdWords, and then "sunny side up" after
competitive edge to buying these it recognized the
big players and keywords. higher usage within
challenge weaker Identifying keywords its target group.
ones. that never led to a
conversion and
adding them as
negative keywords.
P15: Inbound and content marketing
Especially small Less known Sustainably Knowledge about HubSpot (a
companies often companies need to orienting the topics of huge developer and
lack a sufficiently raise their communication interest for the marketer of
large audience to popularity in order toward the target target group and software products
promote their to attract potential groups’ information relevant related for inbound
products and customers without needs. Looking for content. marketing and sales)
services. Thus, annoying them with relevant topics for posts regular
companies need to an overload of the target group, blogposts and
offer an added value advertising (e.g. analyzing their provides added-
to potential classical advertising questions, and value content in the
customers and make like TV spots tend to providing content form of e-books. Its
it available for annoy people about exactly these most successful
them. because it interrupts topics. Creating strategy was the
their behavior). content in the form provision of a free
of blogs, podcasts, site-rating tool.
e-books,
infographics,
webinars,
conference
presentations, and
videos.
P19: Keyword-based emailing
Social media Despite an unlimited Sending emails with Keywords directly Multiple retailers
platforms enable range of advertisement to related to the need/ use the Gmail
companies to place opportunities, users whose emails problem that the keyword flter for
ads with almost companies face the contain specific product aims to target-oriented
unlimited range. challenge of keywords enabled solve. advertising.
Especially for niche identifying and by Google Display
market products, it addressing their Networks.
is not efficient to specific (niche)
place expensive ads target audience.
and spend a lot only
(continued on next page)
(continued )
acquiring a few
interested potential
customers.
P23: Leverage other people’s audiences
Especially small Due to the lack of a Leveraging other Identification of Buffer (a social
companies often sufficiently large people’s audiences popular content- media management
lack a sufficiently audience, unknown (LOPA) by guest oriented platforms platform) grew its
large audience to companies need to blogging, guest frequently visited by user base from zero
promote their find a way to get in podcasting, or on the target group. to 100,000; largely
products and touch with the marketplaces. through the impact
services. Thus, audience of others. Reaching out to of guest blogs on
companies need to But "if they don’t group leaders in third-party sites
offer an added value love it, they’re not your industry whose written by founder
to potential going to share it" per communities could Leo Widrich.
customers and make Eli Pariser, CEO of use the product and
it available for Upworthy. offer incentives for
them. sharing their
experiencedalso
called other
people’s network
(OPN).
P26: Micro-targeting
Social media Despite an unlimited Placing ads on Accurate target Facebook enables
platforms enable range of Facebook, group definition and SIXT (a European
companies to place opportunities, Instagram, or knowledge about multinational car
ads with almost companies face the Twitter making use common rental company) to
unlimited range. challenge of of their immense characteristics. flter for people who
Especially for niche addressing targeting options to are interested in its
market products, it exclusively their target a specific competitors (Avis,
is not efficient to (niche) target niche market. Budget, and
place expensive ads audience. Filtering according Enterprise) and send
and spend a lot only to employer, job ads specifcally to
acquiring a few category, them.
interested potential geographic location,
customers. or interest in a
competitor.
P31: SEO: Copywriting
Search engine Many companies Improving the Relevant keywords Typing in "hotel" on
optimization (SEO) need to improve technical realization used by the target Google,
enables companies their website of website indexing, group. Booking.com (a
to push their placement in free using links and travel fare
website content to searches because relevant sources. aggregator website
the top of the search their content does Using keywords that and travel
results and thus not show up as a are relevant for and metasearch engine)
strongly influences (top) search result. used by the target turns up at the top.
customer behavior. group. Investigating Booking.com made
the most often used its way to the top
keywords in search using relevant
engines, forums, keywords and an
product reviews, excellent technical
etc. and identifying realization.
long-tail keywords.
What the hack? 809
(continued )
P34: Voice search marketing
The emergence of Until now, Adjusting SEO Relevant keywords The digital assistant
voice-based digital companies were not tactics to voice used by the target Amazon Alexa
assistants holds the yet focusing on voice search and thinking group; frequent executes searches
potential to disrupt search even though about the different phrasings using voice via Bing (a web
online search and, 50% of all searches ways in which search. search engine owned
thus, online are predicted to be keywords may be and operated by
marketing/SEO. In voice searches by searched using Microsoft). Working
contrast to 2020. Not adjusting voice. Investigating toward a highlighted
traditional online SEO to the ranking in typical phrasings/ positioning on Bing
searches, the voice mechanisms of questions asked. might lead to
search with digital digital assistants increasing
assistants only issues might lead to an conversions in the
few, pre-prioritized immense future as Amazon
results. disadvantage in the Alexa is the leading
near future. voice-based digital
assistant at the
moment.
G2: ACTIVATION
P1: Call to action
Successful Hindered by Call-to-action Clarity about Facebook prompts
activation of numerous sources of buttons that clearly desired action to be new users to fll out
potential users potential point out what the taken by the user; their profle and add
requires users to distraction, visitor should do and customers’ benefit a photo and some
sign on, at least companies face the what he/she gets of taking the action. biographical
providing their email challenge of from doing so (what information. In this
address. encouraging people happens after the way, Facebook gets
to take action, click/action). It has helpful information
especially in e- to include two main and creates
commerce things: 1) I would commitment and a
situations. like to WHAT psychological
(specific reason) and reward.
2) because I want
WHY (benefit).
P10: Flipping the funnel
Successful Potential customers Allowing potential Knowledge about HelloBar (a
activation of usually do not know users to start mandatory user data company offering
potential users the offered experimenting with for successful sign conversion rate
requires users to product/offering the joys of the on. optimization or CRO
sign on, at least company in the first product and become services) asked users
providing their email place. Thus, wowed directly to sign up right after
address. companies need to before asking them the user had
convince them of to sign up in order to invested time in
the added value to create trust. creating and
make them sign on. Focusing on the customizing their
customer frst message.
experience early in Activation increased
the cycle, people by 52%.
are brought closer to
discovering the aha/
wow moment and
the core value while
creating
commitment.
(continued )
P11: Focused landing page
The huge number of Based on the huge Establishing landing Knowledge about Shopify (a Canadian
sites people bump risk of distraction, pages that include the origin/website e-commerce
into and the companies need to specific information that the user visited company) highly
provided design an appealing tailored to a before. customizes the
information and compelling first customer’s needs by landing page (e.g.,
overload lead to a experience for any considering the depending on the
lot of distraction. users. website the user website the visitor
Landing pages are comes from, the came from).
the easiest and advertising the user
quickest way to clicked on to get to
activate potential the landing page,
users. etc. It must
communicate
relevance (page
matches intent and
desire of visitor),
show the value of
the product ("What
is in it for me?")
clearly and
concisely, and
provide a clear call
to action
(compelling next
step).
P12: Freemium
Consumers perceive To overcome the Starting a freemium Knowledge about Spotify (a music
a large difference perceived gap business offering both necessary streaming platform)
between a product between a free and basic features for features to make is free to use for
being free and a paid product or free while always product valuable for those who do not
paying even a small service, companies visualizing the users and extra mind listening to
amount for it need to visualize its advantages of features which ads. Thus Spotify is
because they have desirability and premium features noticeably raise the a market leader in
become used to persuade the user of and adding calls to product’s value. terms of traffc
getting products for the huge value action to upgrade. while also receiving
free (often for added by it. This way, companies an ad revenue
online software or can build trust, stream in addition
apps). Thus, convince users of to cash from
companies struggle the product’s value, subscriptions.
to charge users for and create Spotify shows
their products commitment. premium features to
without running trial users and
them off. added calls to action
to unlock premium
features.
P13: Friction eradication
There are various Companies often Mapping the route to Knowledge about Qualaroo (a
causes that prevent lack the the aha moment by points of friction company offering
visitors from understanding identifying each between the first customer decision
becoming active regarding when and point in the visit to the website analyses) deeply
after reaching a why there are customer journey and a purchase. analyzed user data,
website or landing sticking points in the using technical looked for
page. user experience. tools. Creating a differences in
What the hack? 811
(continued )
funnel conversion experiences of
report and run people who did buy
surveys to identify and did not buy the
possible exit points product, and ran a
which might hinder survey whose results
the customer from led to a dramatic
becoming active. increase in customer
Narrowing the focus activation.
and simplifying.
P14: Gamifcation
People like to feel There has to be a Adding a pleasant Incentive that is Adobe (a
challenged without good balance of element of both relevant for the multinational
being overstrained. friction to attract challenge and fun customers and computer software
Challenging people potential users including three main related to the core company) launched
just the right way without annoying or aspects: offering product. LevelUp for its
leads to enormous disturbing them. meaningful rewards, product Photoshop
satisfaction of users creating surprise turning boring
being in the brain and delight by tutorials into
state known as flow. varying, and missions for trial
providing some users to complete.
element of instant Added incentives for
gratification. completing levels
and the unlocking of
new levels added a
pleasant challenge
leading to an
immense increase in
purchases.
P20: Lead magnet
Successful Potential customers Offer a free reward Knowledge about "Wirtschaftswoche"
activation of usually do not know or incentive in the problem of the (a German business-
potential users the offered exchange for an target group to offer related online
requires users to product/offering action (giving away a suitable incentive. newspaper) offers
sign on, at least company in the first contact details like the beginning of its
providing their email place. Thus, the email address or articles for free
address. companies need to social media after which it asks
offer them an account). This way, readers to sign up in
instant gratification users get an added order to continue
to make them sign value at low risk. To reading.
on. offer the suitable
incentive, the
problem of the
target group needs
to be known.
P22: Learn fow onboarding
The huge number of Based on the huge Taking advantage of Identification of Twitter showed
sites people bump risk of distraction, customers’ potential lacks of users how the
into and the companies need to attention and clarity. Benefit and timeline worked,
resulting put the product’s patience in the first value of the product suggested categories
information value across to the visit by a purposeful and its features. to follow, prompted
overload lead to a potential users and focused people to follow
lot of distraction. without annoying education of new notable accounts,
him/her with users about the and then complete
lengthy or complex product, its benefits their profle. At the
(continued )
explanations. and value, and how end of this learn
to use it in the fow, the user is
process by means of signed up for the
a learn flow. service, the profle
is customized, and
there is a
personalized feed.
P30: Retargeting
The huge number of Companies lose Retargeting these Tag/pixel from Adidas sends email
sites people bump potential customers former visitors who Facebook installed to website visitors
into and the by not going after did not make a on website. saying "thanks for
resulting interested visitors purchase yet, install stopping by" adding
information who left before a tag/pixel from recommendations
overload lead to a conversion. Facebook and/or for products and
lot of distraction. Google on your offering help fnding
Thus, visitors website. From then the right size and
occasionally get on, visiting the product.
distracted and leave website sets a
even though they cookie. Thereafter,
are interested. a Facebook/Google
campaign can be
inserted just for
those previous
visitors. This
procedure is very
focused and
efficient without
scattering loss.
P32: Single sign-on
Successful Potential users often Reducing the Integration of Kissmetric (a data
activation of lose their interest amount of Facebook/Twitter/ analytics company)
potential users during the sign-on information people LinkedIn/Google added a call to
requires users to procedure based on must provide to sign account sign on. action "sign up with
sign on, at least a too complex or on reduces friction. your Google
providing their email lengthy process. Offering the account" on its
address. This trend is possibility to sign on website.
reinforced by a with existing Consequently, sign-
decreasing attention accounts (e.g., ups increased by
ratio of customers. Facebook, Twitter, 59%.
LinkedIn, Google).
G3: REVENUE
P4: Depiction of scarcity
Raising revenues Especially for high- Triggering the fear Real-time tracking Ryanair (an Irish
requires customers involvement of missing out of user activities low-cost airline)
to be convinced products, visitors (FOMO) of website (e.g., number of uses notifcations
enough to spend often hesitate to visitors. visitors, number of like "only 2 tickets
money on the make a purchase Demonstrating the purchases). left for this price" or
product or service. based on shortage and "13 people watching
uncertainty and exclusivity of the right now" to show
postpone their offer and depicting scarcity and make
decision. Companies scarcity. visitors rush their
need to eliminate or (Works for every purchase.
overcome this product that is
uncertainty. limited in time or
What the hack? 813
(continued )
number).
P7: Dynamic pricing
Different customers Companies face the Offering the product Knowledge about Many cinemas like
have differing price challenge of setting for different prices price sensitivity of Cineplex (a German
sensitivities. Thus, the right price while by segmenting each customer group cinema chain) sell
setting a high price confronting differing customers based on (based on personas). movie tickets at
leads to fewer price sensitivities. their price different prices
purchases while a sensitivity to differentiating
low price leads to increase the number between rows 1-4,
lost margin. of customers and middle, last row, as
revenue. Thus, well as standard and
customers who premium seats. In
search for the best general, ideas for
price/performance price scaling are
ratio can choose the quantity, quality,
best-suited offer. perceived quality,
service, duration,
experience,
personalization,
point of time, and
exclusiveness.
G4: RETENTION
P8: Engagement loop
Whenever a In order to persuade Introducing an Permission to send Amazon Prime
customer wants to customers to return, engagement loop out triggers to program is the
buy a product or use companies need to (Hook Model by Nir customers. quintessential case
a service, they turn build habits so that Edal). External Knowledge about of powerful habit
to a specific provider they return triggers (e.g., relevant reward. forming. Prime
or follow a certain implicitly and on mobile notifications, Knowledge about offers two essential
pattern of how to their own. emails in-app the average rewards every single
find the right prompts) serve as purchase frequency time subscribers
provider. Companies the prompts to of the product to set purchase an item:
need to convince action that kick off the suitable trigger meaningful savings
the customers of the those loops and lead frequency. in the form of free
ongoing rewards to habit formation. shipping and instant
they will get from For their action, gratifcation with
returning in order to people get valuable next day delivery. It
turn to them rather rewards based on changed people’s
than a competitor. the product’s core mentality, so they
value. would not shop
anywhere else. This
Once people receive engagement loop is
enough rewards, clear and continues
they do not need to reinforce itself
these external with repeated use.
triggers anymore
due to arising
internal,
subconscious
triggers.
The engagement
loop involves trigger,
action, reward,
(continued )
investment (start
again).
P9: Exit intent popup
Over time, some Companies need to Running short exit Real-time tracking Audible (Amazon’s
customers cancel find a way to learn interviews asking for of the mouse cursor own audio book
the product/service from customers with the reason for movements on the provider) transfers
or become inactive exit intent and leaving or "the worst website. leaving customers to
for a long time. understand their thing about the an intermediate
Leaving (and reasons for not product/service." page, showing them
dissatisfied) choosing their Making it morally that it understand
customers are the product again. difficult to leave and the exit intent while
ones companies can Additionally, they visualizing the offering
learn from the most should try to hinder disadvantages of this alternatives (e.g.,
because they have them from leaving. decision. Offering discounts, pausing
nothing to lose and alternatives. the account instead
are honest. Showing the of canceling).
customer that a
company is willing to
change might even
change his/her mind
regarding leaving/
canceling the
service.
P16: Increasing value
Whenever a In order to make Constantly Identification of Netfix (an American
customer wants to customers return, optimizing the potential lacks of video streaming
buy a product or use companies need to product by clarity related to platform) uses the
a service, they turn stay ahead of the subtracting and new features; tactic in spacing out
to a specific provider value curve. adding new features benefit and value of the release of new
or follow a certain and making the the product and its seasons of its
pattern of how to customer aware of features. original series.
find the right these improvements
provider. Companies and their added
need to convince value. These
the customers of the features can also be
ongoing rewards announced in
they will get from advance to make
returning so that customers await
they turn to them anxiously. The
rather than a waiting period
competitor. should not be too
long to avoid
irritation and
frustration.
P21: Lead nurturing
Whenever a In order to build Recognizing Tracking of the Runkeeper (a GPS
customer wants to habits that make milestone purchase behavior of ftness-tracking app)
buy a product or use customers return, achievements with every customer sends emails when a
a service, they turn companies need to congratulatory (e.g., number of customer has hit
to a specific provider remain embedded in notifications and visits, number of his/her frst 10-
or follow a certain people’s memories. individual incentives purchases, types of miler or clocked his/
pattern of how to or sending an alert purchases, taste her longest or
find the right about the actions of preferences). fastest trip.
provider. Companies other users that
need to convince essentially
What the hack? 815
(continued )
the customers of the constitute an
ongoing rewards achievement for the
they will get from user. It is important
returning so that to provide the right
they turn to them info at the right
rather than a time.
competitor.
P24: Loyalty program
Whenever a In order to build Establishing a Tracking the The Elite Squad
customer wants to habits that make loyalty program to purchase behavior of program of Yelp (a
buy a product or use customers return, reward customers customers including local search service)
a service, they turn companies need to for additional categorizations into offers special
to a specific provider offer motivating purchases with "high-value" and recognition to those
or follow a certain incentives. exclusive offers "occasional" who are frst to
pattern of how to designating customers. review a business.
find the right members as high- Knowledge about Social benefts that
provider. Companies status users. Thus, highly relevant incentivized writing
need to convince conferring social rewards to give more reviews were
the customers of the recognition and a away to high-value used. The "Elite
ongoing rewards series of perks. customers. Status" was
they will get from conferred as a
returning so that reward for the most
they turn to them engaged users.
rather than a
competitor.
P25: Mass personalization
With the ever- Companies need to Mass personalization Tracking the Amazon pioneered
ballooning transform from a through customized purchase behavior of mass
databases of traditional one-to- triggers sent out to every customer personalization
customer many marketing known/former (e.g., number of based not only on
information and mindset to one of customers (e.g., visits, number of information
powerful tools for delivering fully email purchases, types of customers have
analyzing available customized one-to- communications, purchases, taste provided or on their
data, a company’s one experiences to alerts, notifications, preferences). activity on the
possibilities to serve make customers home page) in order company’s website
customer needs and return and continue to build a perfect but also on data
desires increase. favoring their match at all times. It about their wider
Simultaneously, offering. is powered by behavior on the
people increasingly machine learning web.
expect to be algorithms.
handled with
customized
messages and
offerings.
P27: Ongoing onboarding
Products often Companies need to Continuing to Identification of Google Analytics (a
change with regard avoid irritating and educate the potential lacks of freemium web
to their features. dissatisfying customers about the clarity related to analytics service
Changing features customers based on value they can new features; offered by Google)
can lead to irritation changing features. derive from the benefit and value of uses a series of
and dissatisfaction product by leading the product and its progressive
of customers. them on a features. notifcations to
continuous journey drive the user
of discovery and deeper into the
moving them along a product experience.
learning curve. New
(continued )
features have to be
brought to
customers’
attention gradually
by means of
progressive
notifications and
explanations. In this
way, customers get
into a learn flow
which speeds the
aha moment and
creates
commitment.
P33: Social community building
Whenever a In order to build Making people feel FAQs to be answered Apple Siri,
customer wants to habits that make like being part of by a chatbot. Microsoft Cortana,
buy a product or use customers return, something by and Google
a service, they turn companies need to building Assistant are virtual
to a specific provider turn the return into communities and, assistants which
or follow a certain a great experience. thus, boosting show what is
pattern of how to customer loyalty. possible using
find the right Building up reliable artifcial
provider. Companies customer support intelligence and
need to convince (e.g., using machine learning.
the customers of the chatbots) and/or
ongoing rewards adding social
they will get from features that enable
returning so that customers to
they turn to them interact with each
rather than a other and be
competitor. engaged around a
product.
G5: REFERRAL
P5: Directed sharing
Especially small Due to the lack of a Seeding the wow Influential people Many clothing stores
companies often sufficiently large factor by linking who are popular link popular
lack a sufficiently audience, unknown people with a broad, with the target infuencers on their
large audience to companies need relevant audience group including their articles and make
promote their others to share and (e.g., relevant URL and contact them share the
products and recommend their influencer, blogger, details. content (e.g.,
services. Thus, content. But "if they celebrities) or URLs Kapten & Son, a
companies need to don’t love it, in your content and startup selling
offer an added value they’re not going to pointing the owner’s watches, and
to potential share it" per Eli attention to it. Joliejanine, a
customers and make Pariser, CEO of Making them share famous infuencer
it available for Upworthy. your content on on Instagram).
them. their own initiative
based on their
involvement (in
contrast to
influencer
marketing, which
involves actively
paying or rewarding
influencers to share
something).
What the hack? 817
(continued )
P17: Automated sharing
Social media If there is no Making sharing an Users’ permission to In Farmville (a
platforms allow inherent incentive integrated part in access Facebook farming simulation
content to go viral to share a product, the user experience contacts. social network
within a short time. companies need to by embedding social game) all friends of
For a product or make sharing an sharing. In this way, the users will be
service to integrated part of the product or informed about the
successfully go viral, the product or service will be game progress of
people need to service. shared without the friends on Facebook
share it. necessity to ask the (as long as the
user to take an settings are not
action. changed) and will be
encouraged to play
as well using a call
to action.
P18: Referral program
Social media If there is no Offering double- Incentive that is The referral
platforms allow inherent incentive sided (increasing) both relevant for the program of Dropbox
content to go viral to share a product, incentives for customers and (a web-based fle
within a short time. companies need to referrals that are related to the core hosting service)
For a product or generate incentives relevant to the core product. made it fun and easy
service to to make people value of the to both invite
successfully go viral, share their product product. Be careful friends and accept
people need to or service. offering cash an invitation. This
share it. because it is easy to viral loop was so
calculate its value in effective that
relation to what people felt good
they are asked to about the
do. experience and
raved about it to
whoever was
listening.
P28: Organic virality: Network effects
Social media Making people share Creating or Clarity about added Facebook grew
platforms allow a product or promoting network value for customers largely through
content to go viral experience requires effects so that with growing user word of mouth
within a short time. a benefit that is helping to sign up numbers. because the more
For a product or offered by the more users improves people signed up,
service to company or sharing the user’s own the larger anyone’s
successfully go viral, itself. But "if they experience. Building network and
people need to don’t love it, a feature into the Facebook’s value. In
share it. they’re not going to product that general, it is
share it" per Eli provides a common for social
Pariser, CEO of mechanism for users networks (e.g.,
Upworthy. to hook in more Facebook, LinkedIn)
users and, thus, and big
making the marketplaces (e.g.,
experience of eBay, Etsy). A less
sharing the product obvious example is
a must-have (at Dropbox (share).
least user friendly
and delightful).
(continued )
P29: Promo swap
Social media Especially recent Joining engagement Relationship to a Users of Amex (a
platforms allow startups can struggle groups using a company with a global fnancial
content to go viral to make people promo swap with similar target group services
within a short time. share their product other companies without being a corporation) in the
For a product or and may need which have a similar competitor. U.K., U.S., and
service to external help to target group without Australia use their
successfully go viral, boost their being a competitor. cards to book hotels
people need to popularity. Exercising cross- seamlessly via
share it. promotion and TripAdvisor (an
promoting/ American travel and
recommending each restaurant review
other. company) while also
leaving reviews.
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Copyright 2019 by Kelley School of Business, Indiana University. For reprints, call HBS Publishing at (800) 545-7685.

Business Horizons (2019) 62, 799e818

Available online at www.sciencedirect.com

What the hack? A growth hacking

Católica Lisbon School of Business & Economics, Universidade Católica Portuguesa,

1. Growth hacking: The origins resulting from product experimentation, market-

Figure 1. The growth hacking framework

Growth Hacking Framework

3.1. Ingredient one: Marketing having to ask customersdcan create a competitive

Figure 2. The growth hack taxonomy

Growth Hack Taxonomy

P2: Cross-publishing Call-to-action Engagement loop PS: Directed sharing

P10: Flipping the Exit-intent pop- Pl 7: Automated

P6: Demotic and P18: Referral

P31: SEO: P22 : Learn flow

P34: Voice search

I P32: Single sign -on

Growth Hack Classification: Resource Intensity vs. TI me Lag

,:;; • P16} Increasing value • PB)Engogement loop

• PJl) Single sign-on

Short TIME LAG TO EFFECT Long

Figure 4. Seven growth hacking opportunities and challenges

Seven Growth Hacking Opportunities & Challenges

Improved products • Availability of personnel

Appendix. Growth hack taxonomy: Descriptions, required data, and examples

Context Problem Solution Data required Example

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