After reading the book "Growth Hacker", I feel that I have benefited a lot from several classic cases about growth mentioned in the book. Therefore, I will share it with you to discuss some issues about growth and give my own insights and analysis.
After experiencing a two-year entrepreneurial project that was not very successful, I went back to review my entrepreneurial experience, product design concepts, and operation concepts, and found that growth has always been a swordsman of Damocles that lies in my head and many entrepreneurs.
For start-up teams, growth is the most critical place. The early ofo and Didi also had various problems, but they were covered by rapid growth.
Rapid growth will bring joy to the team and growth, which is a great positive feedback. Without rapid exponential growth, many Internet people will be worn out with valuable morale, and starting a business will also boil frogs in warm water and gradually return to peace.
is of course a simple, crude and effective way to acquire customers. So for teams that don’t have that much budget, how to acquire customers?
"Growth Hacker" provides us with a lot of idea for reference. After reading it, I benefited a lot. I wrote down my own thoughts, paid tribute to the author's colleagues, and shared with more peers.
idea 1: Clever external link small pendant
Hotmail mailbox product was launched in the early days, smart investor Timothy Draper came up with a wonderful idea and added a postscript at the end of each email sent by Hotmail: "I love you, come to hotmail to apply for your free email."
Because emails are born to be sent out, 100 emails are sent out. Then there will be at least 100 recipients, and there will be a possibility of adding 100 potential users. This idea is very good.
This idea personally feels very suitable for products that naturally require two people and multiple people to interact. For example, a small program that was popular in 2018, handing over a business card is also a similar concept. Whenever a person uses a business card to send his own business card to others, it means that many people in the WeChat individual or WeChat group being sent have come into contact with this tool, which is a great idea.
Facebook experience:
They provide users with blog small pendants with basic personal Facebook information. Users can paste the code of the pendants to their public homepage or blog to show off to the public.
As a result, this seemingly inconspicuous little pendant brings Facebook billions of impressions, millions of clicks and millions of registrations every month. Moreover, as the user base surges, more people are willing to post small pendants on their blog websites to win more friends and interactions.
Secondly, Facebook acquired a group of contact book service providers from third world countries. The original business of these providers mainly revolves around collecting user contact information through API and OAuth authorization. Through these acquisitions, Facebook has gained access to its key technologies. Therefore, the E-mail address of potential users can be obtained faster and accurately push them based on data mining.
idea 2: Twitter simplifies the registration page and provides followers
In 2010 Andy Jones left Facebook and joined Twitter to help Twitter grow its user. The early landing pages of
were very complicated, with hot topics, user avatars, search boxes, etc., and the registration and login button was not obvious. After Andy simplified it, registering and logging in took up one-third of the entire page, and all other unrelated parts were removed. User registration rate within 24 hours is said to have increased by 250%.
The simplified Twitter registration login page focuses on
Another major attempt is: when a new user successfully registers, he will immediately recommend 10 more active users to follow, so that users can have content to read, thereby significantly improving activity and retention.
Many community products now retain this function, such as: Weibo , statement APP, rightmost, instant APP, etc. Twitter is the first to create the function of
and has influenced it to this day.
idea 3: Use A/B test
in "Hacking Growth" to give an example:
"Register" button to change the copy, whether it is better to put "immediate" or "free" on the prefix. If there is no a/b test, it is really the man who speaks well and the mother who speaks well. However, after the a/b test test, it was found that the word "free" is more touching, and the button click rate can exceed "immediate" 30%. In the process of hacker growth, qualitative analysis is the first initial step, but more importantly, observing data, tracking data, and making good use of A/B tests to continuously verify your growth ideas.
The author once communicated with a top 10 domestic show live CEO. This senior has a show revenue of about 1.5 billion yuan and a net profit of several hundred million yuan. He still highly praised the methodology of a/b test.
He believes that Toutiao 13 has started this practice in 2014. It is really foresighted.
He told us late-born younger generations that more than a dozen APP studio teams in Huaqiangbei earn hundreds of millions of dollars a year is also the same way of playing - using a/b test to hit the same group of people. There are many APP products with the same function, and they are quickly developed and put into the market quickly, allowing the market to choose rather than the speculation of the product manager.
idea 4: PMF, MVP, explore the perfect combination of products and markets,
Good products can speak - with the same promotion strength, growth means, and good products that meet user needs will of course be more smooth and will start very quickly. If
opens and closes as soon as it comes, and finally finds that the product has not been polished well and cannot match market expectations, it will start to be launched on a large scale, which may lead to a disaster. A bad example of
is: the Dingdong Community APP has a very good name and has also caught up with the hottest O2O era in 2014 and 2105. The team is also very luxurious. When I came up, I got an angel investment of nearly 100 million. In order to seize the market, the team only took three months from planning to launch the APP, and then it started to spend nearly 10 million yuan in promotion budgets to promote in all major subway stations in Shanghai.
does not conform to the methodology of lean entrepreneurship, and there is no cold start of the product at all. Looking for mvp and pmf, the final result is a flash in the pan - the users who brought it to find that the APP experience is very poor and very lagging, and the demand is finally proven to be a pseudo demand, and the founding team will die if they are addicted.
It’s a pity that a great attempt was that they could have walked more steadily and done better. When I didn't find PMF, I started to promote it vigorously, just like forcing a worn-out second-hand bicycle to run on a highway with crowded traffic. The final result must be unoptimistic.
As an entrepreneur, how do you seek a pmf product?
Combining your own experience and the experience in the book, first of all, we should look at whether the demand is true or false or false, and judge: Is the demand a basic need? Is the demand market big enough? Is the market fat enough? And, the monetization ability of demand?
idea 5: Use social dividends cleverly and explore treasures that should be hidden under the development platform
Every national application platform is a very large period of traffic dividends and opportunity dividends. Whether it is an individual or a company, it will make great profits once it is seized.
Moreover, this bonus period has a clear time window, and once it is missed, it will be difficult for latecomers to catch up.
For example:
- The foreign Facebook open platform, and the foreign game company Zynga has achieved remarkable achievements with its in-depth binding with Facebook.
- Kaixin Farm contributed more than 6 million registered users in April 2008, relying on the social exchange volume of Kaixin.com, and social games such as "friends to buy and sell", "grab parking spaces", and "steal vegetables".
- is different from traditional page games. Zygna and Kaixin.com's series of social games are not focused on the economy of winning or losing, but focus on "interpersonal interaction" and "relational transmission". The purpose at the beginning is very clear, which is to let users share fission and attract more users from social platforms as much as possible.
also, for example:
Papa uses social networks to spread fission. At the beginning, Papa did not have an independent account system, only Sina Weibo and QQ account login design.
The original intention of Xu Chaojun's design is:
a. Users can quickly enter the product without registering
b. Users cannot remember so many account passwords
c. While reducing development costs, logging in with a social account can make every behavior of the user more easily in the social network platform, causing backflow.
At the end of 2012, Papa cooperated with QQ Internet, connected to QQ login, and shared interesting content with one click to QQ space and Weibo. Within one month of cooperation, Papa brought 2.6 million content outputs and interactions to Tencent Weibo, QQ Space; each time Papa shared on Weibo, it brought 20 views, and the download conversion rate increased by 3.8 times.
Similarly, Changba and Meipai have also enjoyed many bonuses through third-party account systems and used social networks.
idea 6: Content marketing, creating a communication engine for continuous output
Eyeball economy era, one of the ways to compete for users' limited attention is: continuously output content, rely on content to penetrate and maintain, so as to gain recognition and attention from potential users.
content marketing is mainly divided into three aspects: attracting traffic, cultivating potential users, and persuading conversion.
attracts traffic:
spreads links through content marketing in exchange for clicks to reflow and increase search engine rankings.
Cultivate potential users:
A classic cognitive model for consumer behavior is AIDMA - from contacting information to final purchase, consumers will go through five stages: Attention (attracting attention), Intrest (attracting interest), Desire (atrousing desire), Memory (leaving memory), and Action (purchasing behavior).
research shows that consumers need to go through seven repeated reminders from contacting new products to final purchase and downloading.
's main reason is that people are cautious and wait-and-see in unfamiliar things, while they are more likely to have good feelings and trust in familiar things they come into contact with repeatedly. Content marketing continuously outputs content to create a sense of presence and builds a sense of trust for users.
Persuasion conversion:
Persuasion conversion mainly guides users to do something in the content, and also includes guidance for reflow, such as: you must log in and register to see the complete original text.
idea 7: Make good use of ASO to optimize
"Auntie" through subtitles keywords.
Because the App Store is not very reasonable for Chinese titles, the proprietary brand names entered in Chinese will be split into independent characters and indexed by search engines.
So, you can take advantage of the traffic of super application. "Auntie?" When a certain version was updated, the text piled up in the subtitle of the application was: "Dysmenorrhea is pregnant and not pretending to be pregnant. Yan Xiuxiu's love PPS face-reducing photos of Taoyibao's due date. Fat and hot q picture must have to carry cute mother fox help Dongq Baiteng Weile I'm fresh and fresh all-year calendar frequently heard Youxundu Lei private emotions Chengshi food community Liku connotation spectrum fashion q wallpaper".
only guides users who are severe and satisfied with the APP, such as users who use the APP continuously to evaluate the APP. At this time, there is a high probability that a positive evaluation will be left. On the contrary, if the user clicks negative in any link, the user will be invited to submit feedback and tell the team about the confusion in use. The same is true for Baidu's APP. Only when the user clicks and must like it will be directed to jump to the APP market share.
Baidu APP "must like" to jump to the application score
application market usually gives high weight for a period of time to newly launched or newly updated applications. The more downloads are downloaded during this period, the faster the ranking is.
Dianping held a "update run fast" event. All users of the upgraded version can see their updated full network rankings. The higher the ranking, the more likely they are to win prizes. Users updated the first time, which promoted the ranking to rise.
APP multi-vas strategy, increasing application coverage, rewinding the main application, and packaging many APPs with different names and keywords.
For example:
- Youyuan.com APP, according to the industry, there are more than a dozen dating apps with different names and styles in the Android APP market, forming a comprehensive layout.
- Meilishu in the early days, in addition to the Meilishu APP, it also launched seven independent sub-apps with different styles, such as European and American style, Xinwei Ruili style, Hello Kitty Mengmuzhi, etc.
The population positioning and product value of these applications are very clear. They have been widely praised after launch and have also brought hundreds of thousands of users in the short term.
In fact, in addition to the appearance of each application, it needs to be packaged closer to the theme style, the content is completely customized from the main site background, which is not expensive and is easy to mass production.
idea 8: Make good use of relationship links to activate users
linkedin went online in 2003. In the early days, 50% of registered users were silent users, and the number of website users and activity stopped moving forward. Red Hoffman, founder of
, knows that the number of users and the depth of the relationship network directly determine the size of the value.
After A/B test, I found that the number of friends new users are willing to invite is about the magic number "4".
- When a newly registered user arrives on the "Invite Friends" page, if the system defaults to invite less than 4 friends, they may easily ignore this step; if more than 4 people, the user may be anxious and troublesome. If it is not biased, just 4 people can achieve the maximum invitation conversion rate. There should be a mechanism for importing address books in
products. This mechanism was first innovatively used by LinkedIn in 2004. The reputation system used in
products is: inviting friends to evaluate themselves and label them in areas of expertise, such as "web front-end development", "enterprise management", "internet investment", etc. These tags are displayed on the individual homepage of the rated person by default and are sorted by default by the number of judges. Now the domestic social giant Maimai has also learned this step, which is very effective.
LinkedIn reputation mechanism
idea 9: Cash subsidies are also skillful
to spread coins. Giving money to attract new money is the simplest and most brutal way, which is often very effective, but it will also bring the point of "subsidies, users have, subsidies are stopped, users have", and users have stopped".
For example, the Didi Taxi subsidy in 2014 that everyone remembers. At that time, Chengwei said in an interview with Tencent Technology: "The way of subsidies is more subsidies, and the subsidies is less, and the number of users is less. It is not the wisest way."
In late 2014, Didi Taxi creatively designed a new subsidy method - taxi red envelopes. Unlike the previous direct subsidies to users, taxi red envelopes must be snatched by WeChat Moments or WeChat groups, and the other party can only use them.
car grab red envelopes compared to direct cash red envelopes, they can be further spread significantly through the relationship chain, and it is an altruistic behavior. Altruistic behavior is more conducive to social dissemination than selfish behavior. The takeaway red envelopes later in
are exactly the same. The various interest rate coupons and coupons in WeChat wallets can be given to friends while not using them.
idea 10: Starbucks membership card system
Starbucks membership system is designed very well.
will first have a manual for high-end coated paper, and the membership card is also designed with a very stylish design.
When applying for a membership card for the first time, it is a "silver star" and you can enjoy three buy one and get one free coupons, one breakfast coupon and one free cup promotion invitation coupon; if you spend five times, you will be upgraded to "jade star", which corresponds to a birthday invitation coupon and three coffee invitation coupons; the highest level is "golden star", which requires 25 purchases to obtain. Not only can you get an exclusive gold card, but you can also add anniversary invitation coupons and repeated purchase rewards on the basis of silver star.
membership system and points growth system are a necessary condition for many APPs to improve their level. If designed well, the role it can play is great.
idea 11: Robot - Script automation operation
Robot or script automation operation has always been a way to acquire customers that is not so glorious but sometimes very effective.
When I started my business in 2017, I communicated with some entrepreneurial friends. It is said that in the two years when WeChat first came out in 2013, WeChat had many loopholes and did not strictly control robots. At the same time, one person can apply for a lot of telecom SIM cards to register various WeChat accounts.
It is said that a renter app in Beijing is a young lady. He has gained millions of users through a nearby robot that adds people with one-click nearby.What's even more crazy is that Henan is a small studio that directly runs the number segment. It is said that they have added nearly 100 million WeChat friends, but they can't find a suitable monetization method for a long time, and they were finally banned by WeChat.
The current large-scale APP technology is generally very strong, and it is difficult to have such early grass-roots dividends. However, some suitable bbs are still very suitable for robot operation. Within a few months after the mini program was first developed, I sent private messages to BBS of Beijing Post BBS, Tsinghua University, Peking University and major universities in Beijing, and obtained a certain number of users.
"Growth Hacker" also lists a very well-known example:
In the second half of 2013, Wandoujia developed a "Titouba Divine Beast", which is equivalent to an automatic chatbot. As long as @Wandoujia Bar is posted on Baidu Tieba, it will be automatically summoned out, build a building under the post, and interact with netizens.
In just one and a half months, 150,000 related posts were generated in Tieba, and 50,000 members in Wandoujia Tieba.
In 2010, the "Take-out library" project started by several Tsinghua University graduates was born. Although this project did not achieve the same result as Ele.me, it still designed a very interesting way to acquire and retain customers during the operation.
takeaway library also used script robots in the sns community in the early days to acquire customers.
For example: They made a script robot monitoring program on Baidu Zhi and Weibo, and gradually expanded the keyword list; check whether there are any keywords such as "Lunch is so bad, please recommend" and "I beg for xxx takeaway phone in the snow" every day. And determine whether the user is from Beijing (the takeaway library is an O2O project, which can only serve users in Beijing in the early stage), and then send the information to them in the name of the "Feed People's Service Team" and guide the attention to the takeaway library's products.
idea 12: Guide users to quickly get started with
Zhang Xiaolong and Ma Huateng As the top product manager in China, what they are best at is empathy and considering the problem from the user's perspective.
It is said that the top product manager Jobs can become an "idiot" in 1 second, Ma Huateng 5 seconds, and Zhang Xiaolong 10 seconds. How long does it take for you to do it?
You should know that not all of your users are Internet and technology practitioners, and many of them are from other industries, and they are all novice users for Internet products. Therefore, once users find it too complicated, at a loss, or have no guidance when using it, then too much traffic will be wasted, which is a huge waste.
Twitter was launched early on, and it attracted many registered users, but not everyone has a strong desire to perform. Many people would rather be an audience. After
Twitter was launched, it was found that the user retention rate had been decreasing. After registering, the user stopped playing for three or five days. Later, the reason was analyzed because the user regretfully quit before successfully discovering something he is interested in.
Twitter adjusted its product strategy for this purpose. When new registered users come up, they will be more likely to use it for a long time instead of leaving halfway, and the user's timeline also has more continuous content.
Twitter's innovative approach has basically become the standard for many community-based and content-based products.
idea 13: Design the wake-up mechanism
When the user leaves for a while, the stupidest way is to stay indifferent and do nothing. When the user of
leaves, we should try to keep her and try to keep her. Commonly used wake-up mechanisms in
include: email wake-up, message push wake-up, mobile web wake-up applications, etc.
idea 14: The two core indicators for measuring viral transmission using viral transmission are K factor (k factor) and virial cycle time.
bad news spreads to the thousands of miles of bug marketing. There is an old saying that "good news doesn't go out, bad news spreads thousands of miles away." For example, once there is any negative news or "door incident" news spreads very quickly, and many of the screens in the WeChat public account are also the most likely to attract attention when encountering unfair treatment, or when encountering any brand that harms the interests of consumers.
For example: On the evening of June 21, 2013, a widely circulated news appeared in major forums, Weibo, and QQ groups: "In addition to bugs, the payment price of Baidu Cloud disk payment system has become one thousandth of the original. You can buy a membership for 1 cent for a year, and the 100G package only costs 50 cents. Go and grab the benefits quickly."
Later proved that this seemingly bug-induced online carnival may be a hype, and even if it is a bug, the problem will not happen at 6 a.m. With a craze all day, it still failed to repair after dozens of hours. A few days later, on the 26th, Baidu announced that Baidu Cloud users had 70 million pictures, and it was growing at a rate of 200,000 every day. The core is to take advantage of the mentality of netizens' greed for small gains, and it has gained a lot of attention and transformations during a period of time.
takes advantage of marketing, and I often post on Weibo, and I have a feeling that if an IP word with obvious hot spots or traffic on a Weibo, the number of readings on this Weibo will be significantly higher.
For example: a Weibo post containing Wang Sicong is much higher than a Weibo post telling the story of a passerby. People are born to like to follow or join in the fun.
In January 2013, Cheetah Browser took advantage of the opportunity to market, which was a classic. On December 23, 2011, , the Ministry of Railways finally fulfilled its promise to cover all trains by the end of the year. All tickets can basically be bought on 12306.
Since then, online ticket grabbing has become a hot topic. At the beginning, a programmer uploaded the ticket grabbing plug-in on github. Cheetah discovered this opportunity and gathered the ticket grabbing function to their browser. In January 2013, it launched the "Spring Festival Ticket Grabing Version" with the computer automatically swiping tickets. With the help of the two big IPs of the Spring Festival and 12306, it became the popular chicken of the year.
The author was still studying for a postgraduate degree in 2013. I remember that at that time, there were programmers selling so-called ticket-grabbing software that was more powerful than the Cheetah browser, which was even more unfavorable.
product in vitro virus transmission mainly refers to planning some small games or small ideas outside the main product to reverse the main product.
The early beauty said that women's communities such as Mogujie and Duicang all brought massive new users to the community by developing small Weibo tests. The core tests of in vitro virus transmission include: creative source, startup traffic word, life cycle, and product fit.
During Singles' Day in 2018, in order to rewind the main product Bixin Singles mini program, I designed a rewind small program, focusing on the concept of Singles' auction time, and using the new product channels of the mini program.
8 was promoted in the seed user group, with 2,000 UVs on that day. On the
html No. 19, the applet was embedded in the main program, and other partner mini programs were promoted, and nearly 1,000 partner WeChat groups were promoted, with nearly 20,000 Uvs on that day. It was completely exploded when html No. 110. It accumulated nearly 200,000 UV that day. Many girls met with friends. Then some boys competed with each other. Regardless of the increase in the auction price, we added the function that can be commented after bidding.Unfortunately, at 14:00 p.m. on November 11, the mini program was banned by WeChat on the grounds of inducing sharing, stopping at 400,000 UV and 1 million PV, bringing nearly 30,000 new users to the main product "Bixin Single", which can barely be called a successful viral transmission.
Later reviewed this event, the biggest experience was: it must be innovative and not be conservative.
The Internet is about innovation, creativity, and even small innovations cannot be achieved. In fact, there are many such activities in the H5 era, but our good point is that we have added the concept of auction and have more interactions; secondly, we need to find a good start-up traffic word, our seed user group, the 1,000 WeChat groups we place, and the two mini programs affiliated with are basically mainly young people who love to play and share; lastly, this kind of fission activity on a large platform must consider platform ban, and do more vest backups, so as not to be as passive as we were in the past, and to be vicious to others.
This article was originally published by @Andy on Everyone is a product manager. Reproduction is prohibited without permission.
question picture comes from Unsplash, based on CC0 protocol
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