Source: Levelica Canonical: https://www.levelica.com/en/guides/growth-hacking # 그로스 해킹 (Growth Hacking) ## Summary Raising product growth metrics across the funnel — acquisition to retention — with A/B tests and data. ## Description Growth Hacking combines creative experimentation with data analysis to rapidly improve the core growth metrics of products and services. It spans the entire AAARRR funnel — from forming hypotheses and running A/B tests to designing retention strategies and viral loops. Beyond simple traffic acquisition, it encompasses product-led growth strategies where the product itself drives user acquisition, activation, and expansion revenue. --- ## Level Overview | Level | Proficiency Stage | Hashtags | | ----- | ----------------- | -------------------------------------------------------- | | Lv.1 | Ad Hoc | #GrowthMetrics #AAARRR #FunnelBasics | | Lv.2 | Emerging | #ABTest #ChannelExperiment #DataTracking | | Lv.3 | Emerging+ | #ICEPrioritization #HighTempoTesting #ConversionOptimize | | Lv.4 | Managed | #FullFunnel #RetentionStrategy #CrossChannel | | Lv.5 | Optimized | #GrowthTeamLead #ExperimentCulture #ScalableLoops | | Lv.6 | Transformative | #GrowthEngine #PLGStrategy #ExperimentGovernance | | Lv.7 | Transformative+ | #GrowthFrameworkCreator #CategoryCreation #SeanEllis | > **Integrated Framework:** This guide's 7-level structure is not a mapping of a single growth model but an integration of four independent axes. Speero CRO Maturity Model provides the **experimentation organization maturity axis** (Ad Hoc -> Managed -> Optimized, organizational-level development of experimentation culture and processes). The T-shaped Marketer framework provides the **competency profile axis** (single channel -> T-shaped breadth+depth -> full-stack -> meta competency, growth professional skill portfolio progression). AAARRR funnel framework provides the **growth metrics axis** (single metric -> full funnel -> system optimization -> growth model innovation, scope and sophistication of growth measurement). The Dreyfus model provides the **cognitive development axis** (rule following -> context awareness -> intuitive judgment -> paradigm creation, cognitive maturity of growth decision-making). Each level boundary is determined at the intersection of these four axes. > **Cross-Validation:** The L2↔L3 boundary converges across Speero's "Beginner → Emerging" experimentation maturity transition ≈ T-shaped Framework's "Fundamental → Generalist" skill tier transition ≈ High Tempo Testing's "unsystematic experimentation → ICE-based systematic prioritization" transition. The L4↔L5 boundary converges across Speero's "Managed → Advanced" experimentation maturity transition ≈ AAARRR's "single funnel stage optimization → full funnel integrated management" transition ≈ Hacking Growth's "individual experiment execution → growth team leadership and experimentation culture building" transition. The L5↔L6 boundary converges across Speero's "Advanced → Transformative" experimentation maturity transition ≈ PLG Maturity Assessment's "organizational experimentation → product-led growth engine design" transition ≈ T-shaped Framework's "Generalist → Specialist" expertise transition. --- ## Level 1 #GrowthMetrics #AAARRR #FunnelBasics ### Summary Learning growth metrics and funnel basics, reading existing data. ### Description At this stage, you are newly interested in growth hacking and starting to learn the fundamentals. You can understand what each stage of the AAARRR funnel means and identify key growth metrics. You cannot yet design or run experiments independently, but you can read and interpret existing data at a basic level. ### Checklist - [ ] Can list the 6 stages of the AAARRR funnel and explain the purpose of each stage - [ ] Can identify at least 3 key growth metrics (e.g., DAU, conversion rate, churn rate) for your product - [ ] Can query a specific metric's trend in an analytics tool and describe the change in one sentence - [ ] Can explain at least 2 differences between growth hacking and traditional marketing approaches - [ ] Can create a mapping table showing which metrics to track for each funnel stage - [ ] Can read at least 1 growth case study and summarize the key strategy used > If you've checked off most of this list, you're ready for the Emerging stage, designing simple experiments and running A/B tests yourself. Kolb(1984)'s Experiential Learning theory suggests running real experiments with actual data and reflecting on results to build practical growth intuition faster than theory alone. --- ## Level 2 #ABTest #ChannelExperiment #DataTracking ### Summary Designing single-variable A/B tests, tracking channel data. ### Description You can design A/B tests targeting a single variable and interpret the results. You track and compare performance data across major acquisition channels and set up event tracking to collect user behavior data. You can repeat simple experiments without guidance, but systematic prioritization of experiments is still challenging. ### Checklist - [ ] Can independently design an A/B test that changes a single variable (e.g., CTA copy, button color) - [ ] Can determine statistical significance from A/B test results and decide the winner - [ ] Can compare performance across 3 or more acquisition channels and identify the most cost-effective one - [ ] Can set up custom events in an analytics tool to track specific user behaviors - [ ] Can compile experiment results into a written report for the team - [ ] Can measure conversion rate changes on a landing page and propose improvement points > If you've checked off most of this list, you're ready for the Emerging+ stage, systematically prioritizing experiments and independently performing conversion optimization. Ericsson(1993)'s Deliberate Practice theory suggests structuring A/B testing and data interpretation into repeated sessions with targeted feedback to sharpen your experiment design skills. --- ## Level 3 #ICEPrioritization #HighTempoTesting #ConversionOptimize ### Summary Prioritizing with ICE, optimizing conversion in weekly cycles. ### Description You systematically evaluate and prioritize experiment ideas for independent execution. You manage an experiment backlog using ICE (Impact, Confidence, Ease) scoring and plan, execute, and review experiments on a weekly cadence. You perform conversion rate optimization on specific funnel stages and produce consistent experiment outputs. ### Checklist - [ ] Can apply ICE scoring to prioritize 10 or more experiment ideas - [ ] Can plan, execute, and analyze at least 1 experiment per week - [ ] Can analyze conversion rates at a specific funnel stage and identify bottleneck areas - [ ] Can analyze an onboarding flow and pinpoint drop-off points using data - [ ] Can document experiment results and accumulate learnings in a team repository - [ ] Can perform cohort analysis to compare behavioral differences across user groups - [ ] Can maintain an experiment backlog of 20 or more ideas with continuous updates > If you've checked off most of this list, you're ready for the Managed stage, overseeing the full funnel and designing retention strategies with cross-channel optimization. Vygotsky(1978)'s Zone of Proximal Development suggests taking on conversion optimization challenges just beyond your current ability, with guidance from experienced growth practitioners, to build independent funnel management skill. --- ## Level 4 #FullFunnel #RetentionStrategy #CrossChannel ### Summary Managing the full AAARRR funnel, designing retention and channel mix. ### Description You understand and manage the funnel as an integrated whole rather than individual stages. You analyze retention curves to build long-term retention strategies and connect data across multiple channels to design optimal channel mixes. You make data-driven decisions in complex situations and report experiment impact in terms of revenue and LTV. ### Checklist - [ ] Can build a dashboard covering key metrics across all AAARRR funnel stages and monitor it weekly - [ ] Can analyze a retention curve to explain plateau zones and churn patterns - [ ] Can calculate user lifetime value (LTV) and evaluate profitability against customer acquisition cost (CAC) - [ ] Can design a cross-channel campaign combining 3 or more channels and compare their performance - [ ] Can design a referral program and measure the viral coefficient - [ ] Can translate experiment results into revenue or LTV impact for executive reporting - [ ] Can develop and execute segment-specific retention strategies (email, push, in-app messages) > If you've checked off most of this list, you're ready for the Advanced stage, leading a growth team and spreading experimentation culture across the organization. Bandura(1977)'s Social Learning theory suggests studying how top growth leaders design retention strategies and optimize cross-channel performance, then applying those approaches to your own funnel management. --- ## Level 5 #GrowthTeamLead #ExperimentCulture #ScalableLoops ### Summary Leading a growth team, spreading experiment culture, scaling loops. ### Description You lead the composition, goal-setting, and experimentation processes of a growth team. You collaborate with other departments to establish experiment-based decision-making culture across the organization. Beyond individual experiments, you design scalable growth loops and mentor junior growth practitioners. You build systems that manage both experiment velocity and quality. ### Checklist - [ ] Can mentor 3 or more growth team members on experiment design and analysis methods - [ ] Can design and run weekly growth meetings with at least 4 experiment reviews per month - [ ] Can design and operate at least 1 growth loop (viral loop, paid loop, or content loop) - [ ] Can lead cross-functional growth projects spanning product, marketing, and data teams - [ ] Can establish quarterly growth OKRs and align the experiment portfolio to those objectives - [ ] Can build a dashboard that tracks both experiment velocity (experiments per week) and learning quality - [ ] Can operate a process that extracts structural learnings from failed experiments and accumulates them as organizational knowledge - [ ] Can diagnose the side effects of experimentation culture on the organization (experiment fatigue, short-term metric fixation, long-term investment avoidance), and design operating principles that maintain a healthy balance of experimentation culture > If you've checked off most of this list, you're ready for the Transformative stage, designing the organization's growth engine and establishing standards at the industry level. Schön(1983)'s Reflective Practice theory suggests pausing during growth loop design to examine your own reasoning, turning tacit growth expertise into explicit methods you can teach others. --- ## Level 6 #GrowthEngine #PLGStrategy #ExperimentGovernance ### Summary Building the growth engine, PLG strategy, and experiment governance. ### Description You design the overall growth strategy and experimentation governance for the entire organization. You establish product-led growth strategies where the product itself drives growth, share results at industry conferences, and set benchmarks. You coordinate multiple growth teams and establish organization-wide standards for data infrastructure and experimentation platforms. ### Checklist - [ ] Can establish the organization's growth model (growth equation) and report at the board level - [ ] Can design a PLG strategy that builds self-serve conversion and expansion revenue structures within the product - [ ] Can present growth strategy results at industry conferences or in professional media - [ ] Can design a growth strategy roadmap for new businesses or market entries - [ ] Can diagnose the organization's experimentation maturity and create a phased improvement plan - [ ] Can identify points where short-term growth hacks conflict with long-term brand value, and make the judgment to intentionally moderate growth velocity - [ ] Can detect patterns where growth metrics are intentionally or unintentionally manipulated (vanity metrics, cohort cherry-picking, baseline manipulation) and correct them > If you've checked off most of this list, you're ready for the Transformative+ stage, pioneering new growth methodologies and contributing to the growth paradigm of the broader industry. Lave & Wenger(1991)'s community of practice model suggests mentoring emerging growth leaders from within professional networks, turning shared experience into lasting industry frameworks. --- ## Level 7 #GrowthFrameworkCreator #CategoryCreation #SeanEllis ### Summary Creating new methodologies and redefining the industry's paradigm. ### Description You go beyond existing growth hacking methodologies to propose new frameworks or growth paradigms. Through books, lectures, and open-source tools, you influence the broader industry. You execute growth strategies that create entirely new markets or redefine existing categories. You cultivate the next generation of growth leaders. ### Checklist - [ ] Can create a growth methodology, framework, or model that is widely cited across the industry - [ ] Can contribute to the body of knowledge in growth hacking through books, papers, or public lectures - [ ] Can execute a growth strategy that creates a new market category or redefines an existing one - [ ] Can develop 10 or more growth leaders who independently drive organizational growth - [ ] Can establish and continuously operate a growth hacking community or educational program - [ ] Can verify that a methodology you created has been independently adopted and operated by 3 or more organizations - [ ] Can recognize the saturation point where the marginal utility of experiments decreases in a specific product or market, and judge the transition timing from experiment-based growth to alternative growth paradigms > If you've checked off most of this list, you're at the forefront of growth hacking, shaping how organizations worldwide approach data-driven growth and experimentation. Mezirow(1991)'s Transformative Learning theory suggests questioning the assumptions behind current growth paradigms and developing new frameworks that change how the field thinks about scalable user acquisition and retention. --- ## References - [Speero Experimentation Program Maturity Audit](https://speero.com/experimentation-program-maturity-audit) — Speero (formerly CXL Agency) - [Growth Hacking Skills: T-shaped Framework](https://growwithward.com/growth-hacker-skills/) — Ward van Gasteren (Growth Tribe co-founder) - [The AAARRR Pirate Funnel + How to Apply It](https://growwithward.com/aaarrr-pirate-funnel/) — Dave McClure (500 Startups) - [Growth hacking: A critical review to clarify its meaning and guide its practical application](https://ideas.repec.org/a/eee/tefoso/v200y2024ics0040162523007965.html) — Bargoni et al. (Technological Forecasting and Social Change, 2024) - [Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success](https://www.penguinrandomhouse.com/books/545936/hacking-growth-by-sean-ellis-founder-of-growthhackerscom-and-morgan-brown/) — Sean Ellis & Morgan Brown (Crown Currency, 2017)