There are many misconceptions about what “Growth Hacking” is about – there are job postings using the title Growth Hacker where they just want an SEO specialist or someone to manage a CPC campaign. In reality, it’s about deeply understanding your customers and orienting your site’s marketing around communicating the key value proposition to the target market. A/B testing, SEO, SEM, etc are all a means to an end, but the most important thing is to create a way to understand your customers, come up with a hypothesis for improvement, and a way to measure whether the change you made was actually an improvement.
David Cancel put together a great presentation that I think captures this well. Check it out here.