Growth OKR Examples

This post will showcase great OKR examples for growth and the people working in growth areas in general.

OKR Examples for Growth

  • Objective: Ramp up profitable marketing acquisition

    Key results:

    1. Increase ad spend to $100.000 while maintaining ROAS of 3
    2. Increase avg. quality score across Facebook Ads from 6 to 8
    How to achieve this
  • Objective: Increase our following across social channels

    Key results:

    1. Add net 10000 new followers to TikTok account
    2. Add net 3000 new followers to Instagram account
    How to achieve this
  • Objective: Acquire capital and knowledge for extraordinary 2022 growth

    Key results:

    1. Raise at least $500.000 at $6 mil. valuation
    2. Add a minimum of 3 senior industry people to advisory board
    How to achieve this
  • Objective: Accelerate paid acquisition post product/market-fit

    Key results:

    1. Generate 30 qualified product demos within marketing budget
    2. Generate 200 qualified downloads of new e-book within marketing budget
    How to achieve this
  • Objective: Grow the subscriber base significantly

    Key results:

    1. Increase email list subscribers by 5000 with CPL < $2
    2. Reduce unsubscribe rate from 3% to 1.5%
    How to achieve this
  • Objective: Improve our email open rates

    Key results:

    1. Increase email automation open rates from 25% to 35%
    How to achieve this
  • Objective: Improve signup flow for hosts

    Key results:

    1. Increase signup completion rate from 20% to 25%
    How to achieve this

Growth comes in many forms and it lives in many different teams inside companies. In this post, 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.

OKR Examples For Growth But First: What Is Growth?

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 than can empower teams to experiment with core aspects of the business.

A Great 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

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.

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.

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.

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.

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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