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Virality workshop

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Virality workshop

  1. 1. Thinking Like an Optimizer<br />Jennifer Ruffner<br />
  2. 2. What is Virality?<br />1 person gets > 1 person to take a viral action<br />If I register for a site, I get more than 1 person to register <br />If I share a link, I get more than 1 person to reshare<br />
  3. 3. How do you measure virality?<br />X: percentage of users who invite (via invitation, feed, & notification)<br />Y: average number of invites sent<br />Z: average acceptance rate<br />If X * Y * Z > 1<br />you have a Positive Viral Loop (Snowball Effect)<br />Examples<br />Inviting someone to join the site e.g.: 4.8% * 18.83 *15% = 0.13 (low viral factor)<br />Mafia Wars app: 40% * 15 *22% = 1.32 (super high viral factor)<br />Courtesy of 6waves<br />
  4. 4. Viral Growth<br />Cumulative Installs<br /><ul><li>Week 1: 20,000
  5. 5. Week 2: 270,000
  6. 6. Week 3: 1,400,000
  7. 7. Week 4: 3,700,000
  8. 8. Week 5: 5,000,000</li></ul>Courtesy of:<br />Alex Onsager<br />Joachim De Lombaert<br />Ed Baker<br />
  9. 9. It’s All in the Details<br />Menu Optimization<br />
  10. 10.
  11. 11. Quiz<br />2<br />3<br />1<br />4<br />
  12. 12. Placement<br />4<br />
  13. 13. Flow<br />3<br />2<br />4<br />1<br />
  14. 14. Organization<br />Entrees<br />
  15. 15. Pricing<br />1. $11.99<br />2. 12<br />3. twelve<br />Increases the spending by 8.15% per person<br />
  16. 16. Avoid Embarassment<br />Market Price<br />
  17. 17. Vino<br />http://online.wsj.com/article/SB123638925101858707.html<br />2nd cheapest bottle of wine has a high margin.<br />
  18. 18. Translation<br />Apply to Top Flows<br />
  19. 19. Increasing Conversion<br />Users Entering Flow<br />Users Completing Flow<br /><ul><li> Increase Entry Points
  20. 20. Increase social outreach
  21. 21. Make it dead simple
  22. 22. Hold their hand
  23. 23. Reward them</li></ul>Introduce social learning throughout these flows to teach the user how to use the site<br />
  24. 24. First Impressions – Subject lines<br />Goal 1: Get people to open the email<br /><ul><li> Optimize the sender
  25. 25. Optimize the subject</li></li></ul><li>Subject Line and Email Body Test Checklist<br />
  26. 26. Email Body Content<br />Goal 2: Get people to click on the email<br /><ul><li> Optimize the body (language, layout, images)
  27. 27. Optimize the call to action</li></li></ul><li>Email Body Content<br />
  28. 28. Body Content<br />
  29. 29. Email Body Content<br />
  30. 30. MySpace Examples<br />Lots of teams are optimizing<br />
  31. 31. App Recommendation Test and Results<br />CREATIVE: Template with 3 app recommendations outperformed template with 1 app recommendation by 409% CTO, and marginally outperformed template with 2 app recommendations by 4% CTO<br />
  32. 32. Dating Email Test 2 and Results<br />Subject Line A:<br />Subject Line B:<br />VS<br />EMAIL SUBJECT: Subject line B outperformed Subject Line A by 86% open rates<br />VS<br />VS<br />VS<br />30-37 Days<br />23-29 Days<br />15-22 Days<br />7-14 Days<br />DAYS LAPSED: Users lapsed 15-22 days outperformed users lapsed 7-14, 23-29 or 30-37 days by an average of 43% CTR and 42% open rates<br />
  33. 33. Appendix<br />
  34. 34. Registration<br />Goal 3: Get the user to complete registration<br /><ul><li> Minimize user effort
  35. 35. Reduce Distraction</li></li></ul><li>Registration<br />
  36. 36. Registration<br />

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