August 14, 2013

Three Growth “Hacks”Josh Elman @joshelman

Josh Elman

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Three Growth “Hacks”

1. The Double Viral Loop

2. The Learn Flow

3. User accounting

The Double Viral Loop

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Single viral loop

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LinkedIn invites (2004)

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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

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Viral but slow

• < 25% new users typed at least one email address

• Most people had 1 connection

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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

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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%

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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 ...

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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

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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”

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YOU HAVE MORE ATTENTION NOW THAN YOU EVER WILL AGAIN

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Slow down, it’s ok to explain

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But don’t just tell, get users to engage

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Give context

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Ask when it’s appropriate, not first

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User accounting

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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

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Track who goes inactive

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How many people are really using your product?

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Step 1: Determine who is “core”

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Step 2: Understand activations

CORE

CURIOUS

NEW CASUAL

COLD

20%

90%

40%

40%

40%

8%

50%

10%

95%

4%1%

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Step 3: Figure out why

Following more than 30 accounts 1/3 - mutual follows2/3 - one-way follows

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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--------------------------------------

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What do I do next?

Be Creative. Use your data. Build features.

Ship. Test. Learn.

August 14, 2013

Three Growth “Hacks”Josh Elman @joshelmanhttp://medium.com/@joshelman