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Airbnb Growth Tech Talk 4/5/2016

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Airbnb Growth Tech Talk 4/5/2016

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Airbnb Growth Tech Talk 4/5/2016

  1. 1. T H E T E A M
  2. 2. Driving User Growth A I R B N B P R O D U C T G R O W T H
  3. 3. Identify opportunity We started with a hunch. After backing up our hunch, we invested in the data infrastructure necessary to experiment on this. Run lightweight test Launched a bold, but not fully refined experiment to help us validate the impact of an early signup prompt. Define Success We refined our vision, set our goals, and crafted a definition of success that would guide us down a path of experimentation. Keep experimenting We kept experimenting. With each version we sought to improve the quality of the experience and business impact. 1 2 3 4
  4. 4. The Opportunity
  5. 5. By the time we get a chance to help the user find what they’re looking for, it’s too late. P R O B L E M
  6. 6. Earlier sign up will help us enable better personalization, cross-platform continuity (start on mobile, finish on desktop), better education and on boarding. H Y P O T H E S I S
  7. 7. E X I S T I N G E X P E R I E N C E Awesome Bright & Modern Home Entire home/apt • • 32 reviews 235$ Perfect 4 Executives/Professionals Entire home/apt • • 107 reviews 235$ More Filters 1000+ Rentals • Austin $1000+$10 Price Range Shared RoomPrivate RoomEntire PlaceRoom Type 1 GuestCheck OutCheck InDates $125 $220 $128 $330 $120 $150 Sign Up Log InHelpWhere are you going? Become a Host $225
  8. 8. L I G H T W E I G H T T E S T Awesome Bright & Modern Home Entire home/apt • • 32 reviews 235$ Perfect 4 Executives/Professionals Entire home/apt • • 107 reviews 235$ More Filters 1000+ Rentals • Austin $1000+$10 Price Range Shared RoomPrivate RoomEntire PlaceRoom Type 1 GuestCheck OutCheck InDates $125 $220 $128 $330 $120 $150 Sign Up Log InHelpWhere are you going? Become a Host $225 Log in That’s why, you’ll need to sign in to keep exploring. Airbnb is a trusted community of milions of local hosts and guests. Sign Up
  9. 9. L I G H T W E I G H T T E S T (6) Austin, TX United States Awesome Bright & Modern Home 1 Guests mm/dd/yyyy Check In mm/dd/yyyy Check Out $235 Per Night Sign Up Log InHelpWhere are you going? Become a Host or or Sign up with Facebook Sign up with Google Sign up with Email By signing up, I agree to Airbnb’s Terms of Service, Privacy Policy, Guest Refund Policy, and Host Guarantee Terms. Already an Airbnb member? Log In
  10. 10. T H E E F F E C T
  11. 11. Signups skyrocketed T H E E F F E C T at the cost of bookings and user experience.
  12. 12. Zoom out before you zoom in.
  13. 13. The Vision
  14. 14. Empathy driven, evidence fueled. Nimble and sure- footed Be a host to every house guest. Launch, learn, repeat.
  15. 15. V I S I O N Arriving at Airbnb, I feel welcome. The tone/messaging is welcoming, the product is clear, the community is a place I see myself belonging. When I am prompted to sign up, I understand the value to joining this community of fellow travelers and hosts.
  16. 16. Quality Experience G O A L 1 No Negative Effect G O A L 2 40% Lift in New Users G O A L 3 G O A L S
  17. 17. Frequency Optimization E X P E R I M E N T 1
  18. 18. F R E Q U E N C Y O P T I M I Z A T I O N Awesome Bright & Modern Home Entire home/apt • • 32 reviews 235$ Perfect 4 Executives/Professionals Entire home/apt • • 107 reviews 235$ More Filters 1000+ Rentals • Austin $1000+$10 Price Range Shared RoomPrivate RoomEntire PlaceRoom Type 1 GuestCheck OutCheck InDates $125 $220 $128 $330 $120 $150 Sign Up Log InHelpWhere are you going? Become a Host $225 Log in That’s why, you’ll need to sign in to keep exploring. Airbnb is a trusted community of milions of local hosts and guests. Sign Up
  19. 19. F R E Q U E N C Y O P T I M I Z A T I O N (6) Austin, TX United States Awesome Bright & Modern Home 1 Guests mm/dd/yyyy Check In mm/dd/yyyy Check Out $235 Per Night Sign Up Log InHelpWhere are you going? Become a Host or or Sign up with Facebook Sign up with Google Sign up with Email By signing up, I agree to Airbnb’s Terms of Service, Privacy Policy, Guest Refund Policy, and Host Guarantee Terms. Already an Airbnb member? Log In
  20. 20. (6) Austin, TX United States Awesome Bright & Modern Home 1 Guests mm/dd/yyyy Check In mm/dd/yyyy Check Out $235 Per Night Sign Up Log InHelpWhere are you going? Become a Host F R E Q U E N C Y O P T I M I Z A T I O N -4% Signups
  21. 21. F R E Q U E N C Y O P T I M Z A T I O N E F F E C T Quality Experience G O A L 1 No Negative Effect G O A L 2 40% Lift in New Users G O A L 3
  22. 22. Listen to the user.
  23. 23. Rethinking Context E X P E R I M E N T 2
  24. 24. R E T H I N K I N G C O N T E X T
  25. 25. (6) Austin, TX United States Awesome Bright & Modern Home 1 Guests mm/dd/yyyy Check In mm/dd/yyyy Check Out $235 Per Night Sign Up Log InHelpWhere are you going? Become a Host Already an Airbnb member? Log in By signing up, I agree to Airbnb’s Terms of Service, Privacy Policy, Guest Refund Policy, and Host Guarantee Terms. Sign up with Email or Sign up with Google Sign up with Facebook Sign up to join Airbnb’s trusted community of millions and have your own unique experience. R E T H I N K I N G C O N T E X T +9% Signups
  26. 26. R E T H I N K I N G C O N T E X T E F F E C T Quality Experience G O A L 1 No Negative Effect G O A L 2 40% Lift in New Users G O A L 3
  27. 27. Make context relevant.
  28. 28. Improved Clarity E X P E R I M E N T 3
  29. 29. I M P R O V E D C L A R I T Y Awesome Bright & Modern Home Entire home/apt • • 32 reviews 235$ Perfect 4 Executives/Professionals Entire home/apt • • 107 reviews 235$ More Filters 1000+ Rentals • Austin $1000+$10 Price Range Shared RoomPrivate RoomEntire PlaceRoom Type 1 GuestCheck OutCheck InDates $125 $220 $128 $330 $120 $150 Sign Up Log InHelpWhere are you going? Become a Host $225 Join the millions of hosts and guests in Airbnb’s trusted community. Log In
  30. 30. Awesome Bright & Modern Home Entire home/apt • • 32 reviews 235$ Perfect 4 Executives/Professionals Entire home/apt • • 107 reviews 235$ More Filters 1000+ Rentals • Austin $1000+$10 Price Range Shared RoomPrivate RoomEntire PlaceRoom Type 1 GuestCheck OutCheck InDates $125 $220 $128 $330 $120 $150 Sign Up Log InHelpWhere are you going? Become a Host $225 Join the millions of hosts and guests in Airbnb’s trusted community. Log In I M P R O V E D C L A R I T Y
  31. 31. (6) Austin, TX United States Awesome Bright & Modern Home 1 Guests mm/dd/yyyy Check In mm/dd/yyyy Check Out $235 Per Night Sign Up Log InHelpWhere are you going? Become a Host Already an Airbnb member? Log In By signing up, I agree to Airbnb’s Terms of Service, Privacy Policy, Guest Refund Policy, and Host Guarantee Terms. Sign up with Email or Continue with Google Continue with Facebook I M P R O V E D C L A R I T Y +15% Signups
  32. 32. I M P R O V E D C L A R I T Y C O M P A R I S O N or Sign up with Facebook Sign up with Google Sign up with Email By signing up, I agree to Airbnb’s Terms of Service, Privacy Policy, Guest Refund Policy, and Host Guarantee Terms. Already an Airbnb member? Log In Old Already an Airbnb member? Log In By signing up, I agree to Airbnb’s Terms of Service, Privacy Policy, Guest Refund Policy, and Host Guarantee Terms. Sign up with Email or Continue with Google Continue with Facebook New
  33. 33. I M P R O V E D C L A R I T Y E F F E C T Quality Experience G O A L 1 No Negative Effect G O A L 2 40% Lift in New Users G O A L 3
  34. 34. Design can drive metrics.
  35. 35. Some Big Takeaways
  36. 36. Listen to the user Make context relevant Design can drive metrics Zoom out before you zoom in Test often, be bold
  37. 37. Identify opportunity We started with a hunch. After backing up our hunch, we invested in the data infrastructure necessary to experiment on this. Run lightweight test Launched a bold, but not fully refined experiment to help us validate the impact of an early signup prompt. Define Success We refined our vision, set our goals, and crafted a definition of success that would guide us down a path of experimentation. Keep experimenting We kept experimenting. With each version we sought to improve the quality of the experience and business impact. 1 2 3 4
  38. 38. T H E T E A M
  39. 39. Q&A

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