So you don't believe in SaaS virality? Better start! Andrew Chen was god damn right in his article, that’s hardly possible to make a SaaS product go viral. However, I wouldn’t completely cross off virality as a customer acquisition strategy. According to the SaaS Conversion Survey almost 18% of SaaS starups founders voted “referral” as the most important customer acquisition channel. And Virality is without a doubt the best way of boosting your referral rate.
If you ask SaaS startup founders who already benefit from virality you’ll hear something like: “we acquire around 10% users via viral channels and it doesn’t seem to be a big effort” - that’s exactly my point. 10% of new users for free sounds like a great deal to me. How could you give up on such an opportunity for faster growth? Stay with me, because you can do better than 10%.
As I said before, viral features help you enhance your best user acquisition channel – referrals. Sharing & collaboration are top sources of virality – you must include those mechanisms in your product to reach remarkable growth results. It means that you have to optimize sharing & collaboration features of your product, or even design them from scratch. If your products is not about sharing your content with unlimited friends (like Dropbox) or a collaboration tool (like Hackpad), it doesn’t mean there’s no hope. Believe me, there’s always something for users to share.
If you want to learn more about virality check my article on KISSmetrics blog: http://blog.kissmetrics.com/recipe-of-viral-features/