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3 Growth Hacks: The Secrets to Driving Massive User Growth | Josh Elman, Greylock
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3 Growth Hacks: The Secrets to Driving Massive User Growth | Josh Elman, Greylock

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Josh Elman, Partner, Greylock …

Josh Elman, Partner, Greylock

Hear how the former product guy from Linkedin and Twitter grew their users from 10s of thousands to over 200 million users. He'll share his framework for measuring growth.

Published in: Technology, Business

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  • 1. August 14, 2013 Three Growth “Hacks” Josh Elman @joshelman
  • 2. Josh Elman
  • 3. 3 Three Growth “Hacks” 1. The Double Viral Loop 2. The Learn Flow 3. User accounting
  • 4. The Double Viral Loop
  • 5. 5 Single viral loop
  • 6. 6 LinkedIn invites (2004)
  • 7. 7
  • 8. 8 Single viral k-factor k = 1 new user x % who invite x avg # invites sent x open rate x click-through rate x registration rate
  • 9. 9 Viral but slow • < 25% new users typed at least one email address • Most people had 1 connection
  • 10. 10
  • 11. 11 Viral but still pretty slow • < 10% uploaded their address book • # invites per inviter increased to > 30 • Most people still had one connection. • BUT... > 90% had one position on profile
  • 12. 12
  • 13. 13
  • 14. 14
  • 15. 15
  • 16. 16
  • 17. 17
  • 18. 18 Reconnect increases overall usage • Reconnect stats:87,000 senders (600,000 messages) • Since April 29: 327,000 recipients Page views: +41% Guest invitations: +16% Searches: +33% Profile positions +38%
  • 19. 19 Double viral k-factor k = 1 new user x % who invite x avg # invites sent x open rate + x click-through rate x registration rate 1 new user
  • 20. 20 Find your double loop 1. Choose the simplest way to connect people 2. Enable new users to nudge existing users 3. Push existing users to invite/share upon returning
  • 21. The Learn Flow
  • 22. 22 When someone signs up... • “I’ve read somewhere this cool” • “My friend said she loves it and wants me to try it” • “I feel like I’m the last one to try this” • “Free trial, I’ll give it a shot”
  • 23. 23 YOU HAVE MORE ATTENTION NOW THAN YOU EVER WILL AGAIN
  • 24. 24
  • 25. 25
  • 26. 26
  • 27. 27
  • 28. 28
  • 29. 29
  • 30. 30
  • 31. 31 Slow down, it’s ok to explain
  • 32. 32 But don’t just tell, get users to engage
  • 33. 33 Give context
  • 34. 34 Ask when it’s appropriate, not first
  • 35. 35
  • 36. User accounting
  • 37. 37 Regulars or visitors, how do you know? Visitors Regulars just use once use daily/monthly come via a prompt come directly don’t remember your name top of mind
  • 38. 38 Track who goes inactive
  • 39. 39 How many people are really using your product? really using your product?
  • 40. 40 Step 1: Determine who is “core”
  • 41. 41 Step 2: Understand activations CORE CURIOU S NEW CASUA L COLD 20% 90% 40% 40% 40% 8% 50% 10% 95% 4% 1%
  • 42. 42 Step 3: Figure out why Following more than 30 accounts 1/3 - mutual follows 2/3 - one-way follows
  • 43. 43 Step 4: Track it daily (+) New User Registrations (+) Resurrected Users (-) Deactivations (-) Gone Inactive --------------------------------------(+/-) Net Change (+) 20,000 (+) 1050 (-) 50 (-) 10,000 --------------------------------------(+) 11,000 (4mm MAU/year) --------------------------------------Net Active Users -------------------------------------- 1,011,000 total users Total Active Yesterday -------------------------------------- 1,000,000 total users --------------------------------------
  • 44. 44 What do I do next? Be Creative. Use your data. Build features. Ship. Test. Learn.
  • 45. August 14, 2013 Three Growth “Hacks” Josh Elman @joshelman http://medium.com/@joshelman