A few months ago, I began to focus heavily on driving organic member growth at OpenSky. Since then we’ve seen significant gains to viral coefficient and we’ve only begun to scratch the surface.
Step #1 for anyone should be a hyper-detailed cohort report. Looking at organic growth, I maintain a day-by-day funnel report of how new users come through our system, both the inviters and the invitees. Record numbers at every point where a user can make a choice, because some growth tactics will have a positive impact in one area while damaging another.
Here’s a list of articles and that got me started in this area:
a. Andy Johns, previously from Facebook’s Growth team, explains things on Quora:
- What are some decisions taken by the Growth team at Facebook that helped Facebook reach 500 million users?
- What were some tactics that were deemed too aggressive by the Growth Team at Facebook?
- What are good examples of User-Growth-related job listings?
- What is Facebook’s User Growth team responsible for and what have they launched?
And another good growth page: What are some top strategies for conversion optimization?
b. Andrew Chen on growth
- How to be a growth hacker: an AirBnB / Craigslist case study (I’ve attempted similar tactics in other environments and they didn’t pan out)
- The law of shitty clickthroughs
- Well-summarized on Jason Crawford’s the real first mover advantage blog post
From an OpenSky perspective, ecommerce emails in inboxes seems like “the last war,” so we’re actively looking at alternative channels. Honestly, any marketing email is probably a “last war” – while still valuable, it’s a declining option so you need to look elsewhere.
c. Turntable explained by Quora:
- How did Mint acquire 1.5m+ users without a high viral coefficient, scalable SEO strategy, or paid customer acquisition channel?
- From okdork.com, How Mint beat Wesabe
e. Badoo. I thought their recent NYC subway ads were beautifully designed as a “platform with a voice”, so I looked them up and it turns out they know a thing or 2 about growth:
f. And random answer re address book imports: