Gustaf alstromer how to get users and grow
•Télécharger en tant que PPTX, PDF•
6 j'aime•617 vues
123job.vn chia sẻ tài liệu phát triển startup. Bạn đã biết 123job.vn website tuyển dụng hàng đầu Việt Nam. Nguồn việc làm phong phú với hàng chục nghìn bài đăng tuyển mỗi năm và luôn được chúng tôi xét duyệt kĩ, cam kết sẽ đem đến cho bạn môi trường tìm việc chất lượng nhất. Chúng tôi luôn luôn thấu hiểu rằng, người tìm việc không chỉ là cần một công việc mà hơn thế nữa còn là cơ hội phát triển, thăng tiến là nơi họ sống hết mình với đam mê, tuổi trẻ. Do đó, 123job luôn nỗ lực để là người bạn đồng hành hoàn hảo nhất của mọi người tìm việc và nhà tuyển dụng trong giấc mơ sự nghiệp
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à Gustaf alstromer how to get users and grow
Similaire à Gustaf alstromer how to get users and grow (20)
Dernier
Dernier (17)
Gustaf alstromer how to get users and grow
- 2. Growth - Startup School 2018 Gustaf Alstromer Partner Y Combinator
- 4. Airbnb Growth team 2015
- 5. Why is growth important?
- 7. Who is this talk really for?
- 8. Disclaimer: This advice doesn’t apply to everyone yet
- 9. Don’t have a growth team if you haven’t found product-market-fit
- 10. 1.5B 1.25B 1.0B 750M 500M 250M 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Translations Mobile Internet.org Facebook’s growth story
- 11. Natural adoption will always slow down over time but...
- 12. You can impact your growth rate.
- 13. 1. Identify the metrics that represent the value my users get from my product 2. Measure the repeat usage of that metrics Product Market Fit
- 14. Measuring product market fit Company Metric that represent value Ideal frequency Airbnb Facebook Gusto Lyft Checkr Stripe Bookings / Stays Annual Active users Daily/Monthly Running employee payroll By-weekly/Monthly Rides Weekly/Monhtly Background checks Daily/Houly Transactions Daily/Hourly
- 15. Now, measure your retention
- 17. Measuring retention. This is a bad product 0% 25% 50% 75% 100%
- 18. This is a great product with product market fit. 0% 25% 50% 75% 100%
- 19. 10% after 1 month. 12% after 12 months.
- 20. Shopify
- 21. 50% after 1 month. 10% after 24 months
- 22. Blue Apron
- 23. 70% after 12 months. 30% after 7 years!
- 24. Netflix
- 25. Raise your hand if you are measuring your retention rate
- 26. There are also other ways to measure product market fit
- 27. Growth channels & tactics
- 28. Three ways to grow at scale 1. Product Growth / Growth Engineering 2. Performance Marketing 3. Brand Marketing
- 30. Product Growth: Conversion rate optimization • You product is a funnel • Every step in the funnel have drop-off
- 31. Conversion rate optimization • Internationalization • Authentication • Onboarding • Purchase conversion
- 32. Behaviour Is this a rare behaviour that people use Google to find a solution? Do existing users already share your product via word-of-mouth? Does having more users improve the experience? Do I already know who each of my future users are? Do my users have high LTV? Ideal frequency Google SEO & SEM Virality & Referrals Virality Sales Paid Acquisition (Facebook, Google etc) Growth channels to explore
- 34. Referrals Word-of-mouth is Airbnb’s largest growth driver Referrals is engineered word-of-mouth
- 36. Referrals Funnel Entry Point Take Rate Users sending invites Reach (Invitees Per Inviter) / Sharing Conversion Rate to New User Weekly active users who saw entry point Conversion Rate to New Guest Conversion Rate to New Host First time nights
- 37. Referrals Funnel Viewreferrals page Users sending invites + Sharing Reach (Invitees Per Inviter) + Sharing Conversion Rate to New User Weekly active users who sawentrypoint Conversion Rate to New Guest / Host First time nights Email Direct Direct Email Import Referral “Hooks” Invitations Sign Up Bookings
- 39. Referrals Invite email Social proof Social proof Exclusivity Urgency Clear value
- 40. Paid Growth
- 41. Paid Growth • Don’t do paid growth if you don’t have revenue • CAC: Customer Acquisition Cost • LTV & Payback time • Attribution • Channels: Facebook, Instagram, Google, Youtube
- 43. What you see
- 44. What Google see
- 45. SEO - Two main levers On-page optimization • Every optimization starts with keyword research. • Which page am I trying to rank for what keyword? • SEO Experimentation Off-page optimization • Who is linking to you?
- 46. Growth Teams Who works on a growth team? How do you organize yourself? How do you decide to work on?
- 47. Making Decisions
- 48. Most of the world will make decisions by either guessing or using their gut. They will either be lucky or wrong. - Mixpanel
- 50. Use experimentation to validate your decisions
- 57. Control Experiment iOS Sharing Sheet Metric: Shares
- 58. Place your bets
- 59. Control Experiment iOS Sharing Sheet Metric: Shares + 40%
- 60. Airbnb Trip Invitation Email Metric: Signups Experiment: “Accept Joe’s Trip Invitation” Control: “Join Joe’s Trip”
- 61. Airbnb Trip Invitation Email Metric: Signups Experiment: “Accept Joe’s Trip Invitation” Control: “Join Joe’s Trip” + 14%
- 62. Sharing Icons Metric: Shares Control Round Buttons Square buttons w. Labels
- 63. Sharing Icons Metric: Shares Control Round Buttons Square buttons w. Labels + 18% + 52%
- 64. Product decisions are hard
- 65. 1. Startup = Growth 2. Measure your retention 3. Choose a north star metric and set a goal 4. Build a culture of experimentation Summary