What growth methods did these super apps and websites use in their early years?
|
How can we achieve user growth organically and accurately through a series of insights and executions into products, operations , users, and technology applications? Let’s take a look at what those large websites and apps have done in terms of user growth, improving retention, etc. The cases in this article are compiled from "Growth Hacker" (friends who want to learn about growth hackers can read this article: High Energy! Take you to finish reading "Growth Hacker" in 5 minutes>>> ). 1. Facebook 1. Blog widget A blog widget with personal Facebook basic information is provided to users. Users can paste the widget code to their public homepage or blog to display and show off. (Show personality, express attitude) ● Effect: ① Bring billions of impressions, tens of millions of clicks and millions of registrations every month; ②With the surge in user base, more people are willing to post small widgets on their blog sites to gain more friends and interactions. ③Establishing backlinks greatly improves the website PR. ● Application: Sina Weibo also has such a small widget. Many companies/individuals will display the widget on their website, and many people also use it as forum signatures or email signatures. 2. Accurate advertising Acquire a number of address book service providers from third world countries, conduct data mining, and push targeted advertisements to users. 2. Twitter 1. Landing Page Optimization ● Before optimization: ① The page contains a large number of complex elements, such as hot topics, user avatars, search boxes, etc.; ②Registration and login are squeezed in an inconspicuous corner. ● Optimize content: ① Remove hot topics (content) and search boxes; ②Reduce the display area of user avatars; ③ Simplified the copywriting; ④ Focus on the login/registration area and expand it to occupy one-third of the entire page. ● Effect: User registration rate increased by 250% within 24 hours. 2. Recommend new users to follow at least 10 users Whenever a new user signs up, immediately recommend them to follow at least 10 users, so that the new user’s timeline is not empty and they don’t know what to do. ● Effect: When there is always something to watch, user activity and retention rates will naturally increase. 3. SEO Optimization In the first half of 2014, Twitter's product director organized SEO optimization for the website, regularly and proactively submitting more than 50,000 of the most popular tags within a certain period of time to the search engine. ● Effect: The number of visits increased 10 times: from 7.5 million to 75 million. 4. Make the most of email ● Before optimization: Twitter uses manually triggered Python scripts to send internal mass emails. It takes three days to send 10 million emails, and it is sent once a month. ● Optimize content: We advocated to make all of this a mechanism, developed an automatic email sending function, and worked hard to optimize its performance and increase the amount of emails sent per unit time. ● Effect: After the improvement, whenever a user gains a new follower or a Weibo post is forwarded or collected, they will receive an email reminder immediately, inviting them to come back and take a look. With the implementation of all the above measures, Twitter's active users increased from 100 million to 500 million in just two years. 5. Improve retention rate In the early days of its launch, it attracted a group of bloggers and internet celebrities who loved to try new things, and the number of registrations increased sharply. After being online for a period of time, the user retention rate decreased - not everyone has a strong desire to perform, and many people would rather be a listener and pay attention to the daily lives of celebrities and media gossip. ● Before optimization: A considerable number of users register and never come back after three to five days, regrettably quitting before they successfully find what they are interested in. ● Optimize content: ① At the end of the user registration process, recommended objects have been added. Users can follow multiple recommended objects in batches: political and business giants, celebrities, news media, grassroots celebrities... ② Allow users to import their own mobile phone or social network contacts to enrich the follow list, increase the fun of use and extend the life cycle. ● Effect: Through data tracking of the user interface and usage process, it was found that if new users can follow 5 to 10 people at the beginning, they are more likely to use the app for a long time and not leave halfway. It is like completing an investment or making a commitment. It immediately makes the user's timeline have readable content instead of being empty. 3. LinkedIn 1. Optimize the invitation mechanism ● Before optimization: In the initial stage, 50% of users are silent, and the user volume and active growth stagnate. ● Optimize content: "The number of users and the depth of the network directly determine its value" → Increase the number of potential contacts for each user, enhance community stickiness, and increase active growth. 1. Through A/B testing, investigate the number of friends that new users are willing to invite; 2. Repeatedly test and determine that inviting "4" friends can achieve the highest invitation conversion rate : When a new user arrives at the "Invite Friends" page, if the system defaults to suggesting that the user invite less than 4 friends, the user may ignore it. If it is more than 4, it may make the user feel anxious and troubled. 2. Optimize the way to invite friends ● Before optimization: Early invitation method: sending emails to users’ friends, the text was polite, stiff and unattractive. ● After optimization: Copywriter: I saw you while browsing my network. Let's add each other as friends. I will be happy to fulfill your request and provide possible follow-up assistance, which will help us build a stronger network. (Clarify the reason for the invitation, what you hope the other party will do, and especially the potential value it will bring to the other party. 3. Import more contacts ● Before optimization: Among users invited by email, less than 25% will actively add more contacts. After registration, most people only maintain the friendship relationship with their respective inviters and it is difficult to add new contacts. ● Optimize content: Allow users to import contacts from their own email address books (an innovative move in 2004) - at that time, it was difficult to import contacts by entering the account and password of a third-party email service, and not many users took the initiative to import contacts. → LinkedIn has developed a plug-in for Outlook, a local email sending and receiving software, which can help users automatically import locally stored address books. ● Effect: Encourage 7% of new users to upload their address books, and increase the rate of inviting friends to join by 30%. 4. Rebuilding the relationship system ● Before optimization: There are certain limitations to methods such as inviting friends and importing contacts. On average, a new user conversion is generated for every 3.2 invitation emails received. ● Optimize content: 1. When new users register, they are invited to fill in their current company position (90% of people are willing to fill in) 2. After the user fills in the company information, contact recommendations are added here, and a list of related users who also belong to the company is immediately listed. New users can simply check the box to connect with potential colleagues' resumes. 3. During the registration process, invite users to fill in "Enter previous companies and positions" ● After optimization: PV increased by 41%, on-site searches increased by 33%, and information completion on user profile pages increased by 38%. The entire viral transmission design above is called the "double viral loop" within LinkedIn: new users bring more users, and old users come back to handle various requests. In 2008, LinkedIn had 13 million cumulative users. 5. Reputation System ● Before optimization: The two-tier differentiation of activity levels among users is becoming increasingly apparent: People who are good at getting along with everyone in the workplace use it frequently; people who used to work hard and be unknown also use it in a low-key manner and remain unknown. The probability of originally active users clicking on the link is as high as 20%, while less than 5% of inactive users are willing to respond. ● Optimize content: By encouraging users to "tag" each other, it connects active and inactive people. For example, "web front-end development", "business management" and "Internet investment" are displayed on the personal homepage of the person being evaluated, and are arranged in descending order by default based on the number of evaluations. ● Effect: ① With this function, even those who are introverted and not good at self-packaging can show their unknown skills and characteristics under the goodwill endorsement of others and present a more brilliant resume; ②The originally silent and unknown low-key spectators finally have a reason to join the carnival. In the one year since the reputation system was launched, the growth of relevant data has been rapid, and the "labels and comments" on users' homepages have become letters of recommendation for people in the workplace. 4. Pinterest ① New registered users can subscribe to recommended accounts in batches (flower culture, clothing matching, art home, landscape photography) ② Send users reminders of popular artboards of the week. The recommended high-quality content comes from the Pinterest operations team and other high-quality content creators who were invited in the early stages. They know: The quality and atmosphere of the content will have an important impact on the formation of the community atmosphere and the frequency of user interaction, so every collection must be able to reach an inspiring level. 5. Quora ① The main growth technique is to figure out the behavior patterns of active users, summarize them into a set of "standard actions", and then guide other users to perform this set of "standard actions". For example: improve personal information, follow industry leaders of interest, etc. ②Convert traffic from search engines Traffic from search engines accounted for 40% of the website traffic, of which less than 0.2% were converted into registered users. In order to increase the conversion rate, we spent 14 months researching the optimization of landing pages, and eventually optimized it to more than 5.5%. 6. Same Social Unbundling Same deliberately goes against the grain of many apps: ● Not looking at people nearby ● Did not pass the gender screening ● No function to import contacts or social network accounts ● You can’t follow people you’re interested in Same gave up the idea of competing with loudspeaker-style self-media and focused on the group of people who have little influence but are unwilling to be lonely. By unbundling social media, every user becomes an individual on the same level as others. They no longer have to worry about their words and actions being exposed in a fixed place and under the eyes of acquaintances, and can fully exercise their desire to express themselves. Early data: The retention rate on the next day is over 50%, and the retention rate after 5 days is 30% Your APP |
<<: How should the boss spend 10 million? Mainstream promotion channel combination strategy
Recommend
Event review: An invitation event that was forced to go offline!
This article will briefly review the APP invitati...
50 points to teach you the difference between marketing and sales work in hotel operations!
I often encounter some friends asking: Are you in...
What are the functions of the Campus Errands Mini Program? How much does it cost to create an errand running app?
Some time ago, a student came to us and said that ...
It’s the end of the year, and we need to compete with event creativity again? Here is a thinking tool for you
At the end of the year, Christmas , New Year'...
What should I do if GuangDianTong and Moments don’t work well?
There are countless channels for information flow...
Product promotion: How to advertise?
A very important part of advertising is the selec...
APP brushing: How to prevent channel brushing?
As the name suggests, brushing the app's prod...
WeChat mini program name registration, how to choose a mini program name?
1. Mini Program Name Setting 1. The name of the m...
Get App | Operational Strategy Analysis Report
Since its launch in 2016, the Duode APP has devel...
How to make money by writing and selling e-books? If you operate well, you can earn several thousand+ per month
How to make money by writing and selling e-books?...
Using QQ groups to explore user cold start growth
Some people may think that not many people use QQ...
17 classic marketing cases
Marketing Tips Fables Series 1: Two Salesmen This...
Trump wins a big victory! What brand marketing techniques did he use to make the American people collectively behave abnormally?
Just now, according to the latest results from th...
Bidding promotion, how many statuses are there for Baidu bidding promotion units?
Bidding promotion generally includes plans, units...
Practical skills for APP promotion - IOS 100-character keyword coverage!
As a newbie ASO er, I have read the company's...