Growth OKR Examples

Learn how growth teams and the members of it use OKRs to drive predictable and sustainable growth for their business.

Improve the value that users are getting from Facebook Live

Key results:

  • Increase avg. time spent watching Facebook Live from 80 seconds to 160 seconds

Make our user onboarding a delightful experience

Key results:

  • Improve onboarding conversion rate from 20% to 40%

Get customers to buy more per order

Key results:

  • Increase avg basket size by 5%

Catch customers likely to churn

Key results:

  • Decrease % of "likely to churn" customers who churn from 50% to 25%

Optimize our ad creatives for more engagement

Key results:

  • Increase the avg. click-through rate on social ads by 50%
  • Maintain ROAS of 3x across social ads throughout cycle

Optimize our lead magnet opt-ins

Key results:

  • Increase the avg. conversion rate on lead magnets from 2% to 4%
  • Maintain the current conversion rate on leads from lead magnet of 5%

Optimize the traffic volume from automated emails

Key results:

  • Increase the avg. open rate on automated emails from 30% to 40%
  • Increase the avg. click-through rate on automated emails from 2% to 4%

Optimize the signup process

Key results:

  • Increase the signup conversion rate by 15%

Ramp up profitable marketing acquisition

Key results:

  • Increase ad spend to $100.000 while maintaining ROAS of 3
  • Increase avg. quality score across Facebook Ads from 6 to 8

Increase our following across social channels

Key results:

  • Add net 10000 new followers to TikTok account
  • Add net 3000 new followers to Instagram account

Accelerate paid acquisition post product/market-fit

Key results:

  • Generate 30 qualified product demos within marketing budget
  • Generate 200 qualified downloads of new e-book within marketing budget

Grow the subscriber base significantly

Key results:

  • Increase email list subscribers by 5000 with CPL < $2
  • Reduce unsubscribe rate from 3% to 1.5%

Create first successful demand generation

Key results:

  • Spend $10k on ads with above 3% engagement

Improve signup flow for hosts

Key results:

  • Increase signup completion rate from 20% to 25%

Improve overall search presence significantly

Key results:

  • Increase referring DR50+ domains from 10 to 30
  • Increase freelancer staff writing 3 articles/month from 1 to 3

Acquire capital and knowledge for future growth

Key results:

  • Raise at least $500.000 at $6 mil. valuation
  • Add a minimum of 3 senior industry people to advisory board

Improve website loading experience

Key results:

  • Increase avg. Lighthouse score from 50 to 100 across product pages

Optimize new user activation

Key results:

  • Increase percentage of new users who are considered "activated" from 30% to 45%

Growth OKRs - what is the goal of this team?

A growth team is a cross-functional team responsible for finding and implementing strategies to increase the growth of a company.

Growth includes, but is never limited to, the development of new products or features, optimizing marketing and sales efforts, and improving the user experience.

The goal of a growth team is to drive sustainable and scalable growth for the company. They may use data analysis, A/B testing, and other techniques to identify opportunities for growth and determine the effectiveness of their efforts.

A growth team works closely with other teams within the company, such as product management and marketing, to ensure that growth strategies are aligned with the overall goals of the organization.

Growth comes in many forms and it lives in many different teams inside companies. On this page, we’ll look at different growth OKR examples and divide them into different company types and team functions.

First, let’s define what growth is all about. This post will focus on growth in digital areas of businesses. The world of commerce and software has moved us online so we will focus our goals on these areas.

The backstory of the term "growth team"

The term “growth” has many definitions. It seems to originate from the term “growth hacking”. A term used years back about when companies like Dropbox, Uber & Airbnb really started experimenting with how they could “hack” the acquisition of new users.

From there, lots of people have misused the term or understood it incorrectly and suggested it’s about A/B testing button colors on landing pages. In reality, it’s a lot more sophisticated than that.

Growth teams often perform a wide variety of experiments that compare the performance of two or more variants of a thing. That thing can fx. be:

  • The experience you’re having when signing up for a service

  • The onboarding emails you’re sent when you haven’t started using the service or when you’ve left your cart in an ecommerce store

  • The personalized content you’re shown when opening an app

If you have previously worked in any of these areas, you know that running experiments like this is not an easy task. It requires substantial investments in technology that can empower teams to experiment with core aspects of the business.

Growth OKR Example

Let’s have a look at one of the better OKR examples for growth and discuss why it’s great:

  • Objective: Improve signup flow for hosts

  • Key Result: Increase signup completion rate from 20% to 25%

Now, let’s discuss the elements of this example that make it great.

The Key Elements To Growth OKR Examples

Overall, a great growth OKR should follow the SMART guidelines of being:

  • Specific

  • Measurable

  • Achievable

  • Results-oriented

  • Time-bound

1st Growth OKR Criteria: Specific

Your OKR should be specific enough so that when other people within the organization, that aren’t necessarily on your team, know what you’re working on. No one ever got punished for having an OKR that was a bit too long. Instead, writing fuzzy or unclear OKRs is a definite no-go.

2nd Growth OKR Criteria: Measurable

Because OKRs are usually working with specific metrics, it’s a lot easier to check the box that the OKR is measurable. We measure things that are relevant to progress within growth.

3rd Growth OKR Criteria: Achievable

It’s important to have achievable OKRs. They should always be ambitious, but nothing is more demotivating than unachievable goals. A rule of thumb is that the chance of achieving a Key Result should be around 50% from the start. If you reach 70% and above, it’s considered a success.

4th Growth OKR Criteria: Results-oriented

Being focused on results is a very important aspect of OKR. It’s so important, that we’ve dedicated an entire section to describing why you should focus on outcomes over outputs below.

5th Growth OKR Criteria: Time-bound

A key part of defining a goal is also defining when you’re expecting it to be met. For OKR, your goals are usually divided into different cycles and your goals should of course be reached within the end of the cycle.

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