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

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

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

  1. 1. August 14, 2013 Three Growth “Hacks” Josh Elman @joshelman
  2. 2. Josh Elman
  3. 3. 3 Three Growth “Hacks” 1. The Double Viral Loop 2. The Learn Flow 3. User accounting
  4. 4. The Double Viral Loop
  5. 5. 5 Single viral loop
  6. 6. 6 LinkedIn invites (2004)
  7. 7. 7
  8. 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. 9 Viral but slow • < 25% new users typed at least one email address • Most people had 1 connection
  10. 10. 10
  11. 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. 12
  13. 13. 13
  14. 14. 14
  15. 15. 15
  16. 16. 16
  17. 17. 17
  18. 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. 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. 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. 21. The Learn Flow
  22. 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. 23 YOU HAVE MORE ATTENTION NOW THAN YOU EVER WILL AGAIN
  24. 24. 24
  25. 25. 25
  26. 26. 26
  27. 27. 27
  28. 28. 28
  29. 29. 29
  30. 30. 30
  31. 31. 31 Slow down, it’s ok to explain
  32. 32. 32 But don’t just tell, get users to engage
  33. 33. 33 Give context
  34. 34. 34 Ask when it’s appropriate, not first
  35. 35. 35
  36. 36. User accounting
  37. 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. 38 Track who goes inactive
  39. 39. 39 How many people are really using your product? really using your product?
  40. 40. 40 Step 1: Determine who is “core”
  41. 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. 42 Step 3: Figure out why Following more than 30 accounts 1/3 - mutual follows 2/3 - one-way follows
  43. 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. 44 What do I do next? Be Creative. Use your data. Build features. Ship. Test. Learn.
  45. 45. August 14, 2013 Three Growth “Hacks” Josh Elman @joshelman http://medium.com/@joshelman
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