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October 11, 2013
Three Growth “Hacks”
Josh Elman @joshelman
Josh Elman
Three Growth “Hacks”
1. The Double Viral Loop
2. The Learn Flow
3. User accounting
3
The Double Viral Loop
Single viral loop
5
Single viral loop
5
LinkedIn invites (2004)
6
7
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
8
Viral but slow
• < 25% new users typed at least one email address
• Most people had 1 connection
9
10
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
11
12
13
14
15
16
17
Reconnect increases overall usage
18
Reconnect Increases Overall Usage
Reconnect stats: 87,000 senders (600,000 reconnect messages)
(since April 29): 327,000 recipients
Guest Invitations: +16%
0
50000
100000
150000
200000
250000
February-05 March-05 April-05 May-05
0
20000
40000
60000
80000
100000
120000
February-05 March-05 April-05 May-05
Profile Positions: +28%
0
2000000
4000000
6000000
8000000
10000000
12000000
February-05 March-05 April-05 May-05
Page Views: +41%
0
100000
200000
300000
400000
500000
600000
700000
800000
900000
2/5/01 3/5/01 4/5/01 5/5/01
Searches: +33%
*All % are May improvements over April
Reconnect Increases Overall Usage
Reconnect stats: 87,000 senders (600,000 reconnect messages)
(since April 29): 327,000 recipients
Guest Invitations: +16%
0
50000
100000
150000
200000
250000
February-05 March-05 April-05 May-05
0
20000
40000
60000
80000
100000
120000
February-05 March-05 April-05 May-05
Profile Positions: +28%
ary-05 March-05 April-05 May-05
age Views: +41%
1 3/5/01 4/5/01 5/5/01
earches: +33%
*All % are May improvements over April
Reconnect Increases Overall Usage
Reconnect stats: 87,000 senders (600,000 reconnect messages)
(since April 29): 327,000 recipients
Guest Invitations: +16%
0
50000
100000
150000
200000
250000
February-05 March-05 April-05 May-05
0
20000
40000
60000
80000
100000
120000
February-05 March-05 April-05 May-05
Profile Positions: +28%
0
2000000
4000000
6000000
8000000
10000000
12000000
February-05 March-05 April-05 May-05
Page Views: +41%
0
100000
200000
300000
400000
500000
600000
700000
800000
900000
2/5/01 3/5/01 4/5/01 5/5/01
Searches: +33%
*All % are May improvements over April
Reconnect Increases Overall Usage
Reconnect stats: 87,000 senders (600,000 reconnect messages)
(since April 29): 327,000 recipients
Guest Invitations: +16%
0
50000
100000
150000
200000
250000
February-05 March-05 April-05 May-05
0
20000
40000
60000
80000
100000
120000
February-05 March-05 April-05 May-05
Profile Positions: +28%
0
00000
00000
00000
00000
00000
00000
February-05 March-05 April-05 May-05
Page Views: +41%
0
000
000
000
000
000
000
000
000
000
2/5/01 3/5/01 4/5/01 5/5/01
Searches: +33%
*All % are May improvements over April
• 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%
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
x % add old users
x avg # adds sent
x acceptance rate
x old users who reinvite
x avg # invites sent
x ... 19
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
20
The Learn Flow
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”
22
YOU HAVE MORE ATTENTION NOW
THAN YOU EVER WILL AGAIN
23
24
25
26
27
0
Twit·Vid
n. a simple video sharing
option for your tweets.
Home
@stoptest7
Direct Messages
Favorites
Retweets
Search
Lists
Trending: Worldwide
Following
RSS feed
© 2010 Twitter About Us Contact Blog Status Goodies API Business Help Jobs Terms Privacy
Home Profile Find People Settings Help Sign out
What’s happening? 140
TweetTweet
What to do now:
1. Tell us what you’re doing in the box above
2. Find some friends and follow what they’re doing
3. Turn on your mobile phone to update your friends on the go
Home
stoptest7
0 tweets
0
following
0
followers
0
listed
28
29
30
Slow down, it’s ok to explain
31
But don’t just tell, get users to engage
32
Give context and framing
33
Ask when it’s appropriate, not first
34
35
User accounting
Regulars or visitors, how do you know?
37
Visitors Regulars
just use once use daily/monthly
come via a prompt come directly
don’t remember your
name
top of mind
Track who goes inactive
38
How many people are
really using your product?
39
Step 1: Determine who is “core”
40
0%#
10%#
20%#
30%#
40%#
50%#
60%#
70%#
80%#
90%#
100%#
1# 2# 3# 4# 5# 6# 7# 8# 9# 10# 11# 12# 13# 14# 15# 16# 17# 18# 19# 20# 21# 22# 23# 24# 25# 26# 27# 28# 29# 30# 31# 32#
Reten%on'Rate'based'on'#'%mes'used'in'month'1'
Step 2: Understand activations
41
CORE
CURIOUS NEW CASUAL
COLD
20%
90%
40%
40%
40%
8%
50%
10%
95%
4%
1%
Step 3: Figure out why
42
Following more than 30 accounts 1/3 - mutual follows
2/3 - one-way follows
Step 4: Track it daily
43
(+) 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
--------------------------------------
What do I do next?
44
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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Three Growth "Hacks"

  • 1. October 11, 2013 Three Growth “Hacks” Josh Elman @joshelman
  • 3. Three Growth “Hacks” 1. The Double Viral Loop 2. The Learn Flow 3. User accounting 3
  • 8. 7
  • 9. 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 8
  • 10. Viral but slow • < 25% new users typed at least one email address • Most people had 1 connection 9
  • 11. 10
  • 12. 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 11
  • 13. 12
  • 14. 13
  • 15. 14
  • 16. 15
  • 17. 16
  • 18. 17
  • 19. Reconnect increases overall usage 18 Reconnect Increases Overall Usage Reconnect stats: 87,000 senders (600,000 reconnect messages) (since April 29): 327,000 recipients Guest Invitations: +16% 0 50000 100000 150000 200000 250000 February-05 March-05 April-05 May-05 0 20000 40000 60000 80000 100000 120000 February-05 March-05 April-05 May-05 Profile Positions: +28% 0 2000000 4000000 6000000 8000000 10000000 12000000 February-05 March-05 April-05 May-05 Page Views: +41% 0 100000 200000 300000 400000 500000 600000 700000 800000 900000 2/5/01 3/5/01 4/5/01 5/5/01 Searches: +33% *All % are May improvements over April Reconnect Increases Overall Usage Reconnect stats: 87,000 senders (600,000 reconnect messages) (since April 29): 327,000 recipients Guest Invitations: +16% 0 50000 100000 150000 200000 250000 February-05 March-05 April-05 May-05 0 20000 40000 60000 80000 100000 120000 February-05 March-05 April-05 May-05 Profile Positions: +28% ary-05 March-05 April-05 May-05 age Views: +41% 1 3/5/01 4/5/01 5/5/01 earches: +33% *All % are May improvements over April Reconnect Increases Overall Usage Reconnect stats: 87,000 senders (600,000 reconnect messages) (since April 29): 327,000 recipients Guest Invitations: +16% 0 50000 100000 150000 200000 250000 February-05 March-05 April-05 May-05 0 20000 40000 60000 80000 100000 120000 February-05 March-05 April-05 May-05 Profile Positions: +28% 0 2000000 4000000 6000000 8000000 10000000 12000000 February-05 March-05 April-05 May-05 Page Views: +41% 0 100000 200000 300000 400000 500000 600000 700000 800000 900000 2/5/01 3/5/01 4/5/01 5/5/01 Searches: +33% *All % are May improvements over April Reconnect Increases Overall Usage Reconnect stats: 87,000 senders (600,000 reconnect messages) (since April 29): 327,000 recipients Guest Invitations: +16% 0 50000 100000 150000 200000 250000 February-05 March-05 April-05 May-05 0 20000 40000 60000 80000 100000 120000 February-05 March-05 April-05 May-05 Profile Positions: +28% 0 00000 00000 00000 00000 00000 00000 February-05 March-05 April-05 May-05 Page Views: +41% 0 000 000 000 000 000 000 000 000 000 2/5/01 3/5/01 4/5/01 5/5/01 Searches: +33% *All % are May improvements over April • 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%
  • 20. 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 x % add old users x avg # adds sent x acceptance rate x old users who reinvite x avg # invites sent x ... 19
  • 21. 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 20
  • 23. 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” 22
  • 24. YOU HAVE MORE ATTENTION NOW THAN YOU EVER WILL AGAIN 23
  • 25. 24
  • 26. 25
  • 27. 26
  • 28. 27 0 Twit·Vid n. a simple video sharing option for your tweets. Home @stoptest7 Direct Messages Favorites Retweets Search Lists Trending: Worldwide Following RSS feed © 2010 Twitter About Us Contact Blog Status Goodies API Business Help Jobs Terms Privacy Home Profile Find People Settings Help Sign out What’s happening? 140 TweetTweet What to do now: 1. Tell us what you’re doing in the box above 2. Find some friends and follow what they’re doing 3. Turn on your mobile phone to update your friends on the go Home stoptest7 0 tweets 0 following 0 followers 0 listed
  • 29. 28
  • 30. 29
  • 31. 30
  • 32. Slow down, it’s ok to explain 31
  • 33. But don’t just tell, get users to engage 32
  • 34. Give context and framing 33
  • 35. Ask when it’s appropriate, not first 34
  • 36. 35
  • 38. Regulars or visitors, how do you know? 37 Visitors Regulars just use once use daily/monthly come via a prompt come directly don’t remember your name top of mind
  • 39. Track who goes inactive 38
  • 40. How many people are really using your product? 39
  • 41. Step 1: Determine who is “core” 40 0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%# 1# 2# 3# 4# 5# 6# 7# 8# 9# 10# 11# 12# 13# 14# 15# 16# 17# 18# 19# 20# 21# 22# 23# 24# 25# 26# 27# 28# 29# 30# 31# 32# Reten%on'Rate'based'on'#'%mes'used'in'month'1'
  • 42. Step 2: Understand activations 41 CORE CURIOUS NEW CASUAL COLD 20% 90% 40% 40% 40% 8% 50% 10% 95% 4% 1%
  • 43. Step 3: Figure out why 42 Following more than 30 accounts 1/3 - mutual follows 2/3 - one-way follows
  • 44. Step 4: Track it daily 43 (+) 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 --------------------------------------
  • 45. What do I do next? 44 Be Creative. Use your data. Build features. Ship. Test. Learn.
  • 46. August 14, 2013 Three Growth “Hacks” Josh Elman @joshelman http://medium.com/@joshelman