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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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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

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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So this is going to be pretty tactical. So if you're looking for new ways to drive growth of organization, new ways to optimize new framework for execution, you came to the right. One been growing websites like product growth changing a website, so that more people use it, starting out in Social and then moving more into a B2B Sasa Dropbox, and now, at their table. So I've always been a guy, But growth is hard trying to find the next big win trying to maximize conversion rate. It's a challenge to figure out like what to optimize where to focus our resources

and what changes to make. I'm in the Zumba saying two-thirds of growth experiment failed as a really to be ready with a great system and process and optimization to get that one third, right? So today, today we're going to talk about leveraging, use a psychology to grow your website and I'm going to be primarily focused on actually optimizing a website doing product growth in adoration, but many of these techniques can be applied to a marketing funnel, even in-person sales. It's a question of what you look at and how you optimize it, they're going to be looking at accelerating user is using

something I call psych identifying the user decisions that drive your business, finding the gating factors holding his back. And then also using my Evelyn system to drive the high with Ry experiments and a really mature growth process. We're going to find a store with a fine example hook to the teen fashion app. How many people use to hook? Exactly zero perfect for all of you. In order to do this one though I am I going to need your help. There is the concept of a site tank that I use. So psyche is kind of an amount of user energy is kind of like how psyched up for you about something

and so it goes from 0 to 100. If you're 0 sites, your don't really want to be here. It just kind of want to walk out of the walk walk out of the conference. If you're a hundred side you want nothing else. But text me be right here and you're riveted and you're really excited. So from the top of your head, to the maximum extension of your arm, looks like they are you right now about this current experience like zero, 250, okay. Okay, I'm

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