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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 rate
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 still had one connection.
• BUT... > 90% had one position on profile
12
13
14
15
16
17
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
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
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
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 feel like I’m the last one to try this”
• “Free trial, I’ll give it a shot”
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 directly
don’t remember your
name
top of mind
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
--------------------------------------(+/-)
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
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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