How much do I want to read more? 6/10
Growth-hacking is making a business viral without the old traditional way of paying for ads.
Afiliation, free aditional space, hacking craigslist..
Sounds interesting but not quite my priority of the moment.
When Houston called me, he wanted to explore what I could do to help them grow beyond their very solid but not-yet-big-enough pool of early adopters.
What was the secret? I worked with the engineers to utilize technology for what was, to them, an unconventional purpose: to craft novel methods for finding, reaching, and learning from customers in order to hone our targeting, grow our customer base, and get more value from our marketing dollars.
within a few weeks, the engineers and I had created a new single-player game that could be added to any website, with just a small snippet of code.
The site proprietors would become Uproar affiliates, paid just $.50 for each new game player the company acquired through their sites. The low cost made it highly affordable for us and, because the game was so engaging, the affiliates were happy to feature it. In addition to sending new gamers to Uproar, we experimented with adding an “add this game to your site” link, which made it easy for other website owners to make the game available on their sites, too.
the free games were soon on 40,000 sites and Uproar shot to the top of the online gaming world, beating out the behemoths and their splashy marketing campaigns.
I decided that we should try to get feedback from people who had signed up but had then abandoned the service. We had collected their email addresses as part of the sign-up process, and we sent out an email asking them why they weren’t using LogMeIn. Seems obvious, but it was a radical idea at the time.
After just a few days, the collective responses offered an absolutely unequivocal explanation: people didn’t believe the service was really free. I got my marketing and engineering teams in a room to brainstorm ideas for how to change the landing page, to better communicate to customers that there was no “catch”—that LogMeIn did, in fact, offer a completely free version of the product.
We then decided to test adding a simple link to buy the paid version to the page. And with that, we found a winning combination of design, message, and offer that led to a tripling of the conversion rate.
Once again, the solution had been found in just weeks, using a recipe that included healthy doses of out-of-the-box thinking, cross-company collaboration and problem solving, real-time market testing and experimentation (conducted at little or no cost), and a commitment to being nimble and responsive in acting on the results. These are the very ingredients that I later codified into the growth hacking methodology you’ll read about in the pages that follow.
Once the referral program went live, we immediately saw invites flooding out via email and social media, resulting in a 60 percent increase in referral sign-ups.
“Growth was not about hiring 10 people per country and putting them in the 20 most important countries and expecting it to grow. Growth was about engineer[ing] systems of scale and enabling our users to grow the product for us.”