Growth Hacking精要–跟Airbnb、Pinterest和Uber學習增長秘笈


Growth Hacking精要--跟Airbnb、Pinterest和Uber學習增長秘笈


原作者: Charu Angid [原文鏈接]

Earlier tonight, I attended a growth tech talk held at Airbnb. I know quite a few people who were on the waitlist for this event and some who were not able to attend in person, so here's my summary of key learnings from the talks. I 'm going to focus on things that I found unique to each company. You can also find a full recording of the talks on Airbnb's website here .


If I had to sum up the key growth strategy themes for these 3 companies in a few words (based on the non-statistically significant # of data points I collected on each of these companies from the talks) it would be the following ->
Airbnb : Carefully crafted quality user experience
Pinterest : Discovery of pinnable and pinned content
Uber : Rapid scalable deployment across the world


While I'm 100% certain all 3 of these companies care about all 3 of these things and more (hypothesize, test, iterate) when it comes to growth, the reason I picked these as top level themes were based on the way the speakers at these companies communicated the problems that they thought about the most, and how they approached solving them.


For Airbnb, growth is focused on 3 main goals: building a quality experience, having no negative effect on the ecosystem, and driving 40% lift in new users.Chris,VivekandNickfrom the Airbnb growth team shared concrete examples of tests they ran and how they made decisions to ramp/not ramp these changes. For instance, Airbnb tested reducing the frequency with which they showed a sign up prompt asking users to create an Airbnb account or log in - while reducing the frequency of showing this modal reduced signups by 4%, the quality of user experience improved, which led the team to commit to the change. In another example, the team removed testimonials from the sign up modal, which led to a 9% increase in sign ups, without any observable negative user cost. Finally, the team discussed a test they ran where they increased the size of the sign up / log in modal and made copy changes that indicated continuity. These changes, which might be considered minor design tweaks, led to a significant increase in sign ups. The key takeaway from the Airbnb talk was that user experience and design play a big role in determining what types of tradeoffs to make and also drive growth features.

對於Airbnb,增長主要集中在三個主要目標打造高質量體驗,生態系統中無任何負面影響,並驅動40%的新客增長率。來自Airbnb增長團隊的ChrisVivekNick分享了他們測試的具體實例以及他們如何決策是否大肆推廣這些變化。比如,Airbnb測試過減少彈出用戶註冊或登錄賬戶的註冊窗口提示的頻率,結果顯示,儘管新用戶註冊率下降了4%,用戶體驗的質量卻上升了,這堅定了團隊減少以上提示的決心。在另外一個例子裡,團隊將自我證言從註冊流程中去掉,這提升了9%的註冊率卻沒觀察到任何對客戶的負面影響。最後,團隊分享了另一個例子,他們擴大了註冊/登錄窗口的尺寸並複制變化來提示連貫性。這些變化雖然可被認為設計上的微調,卻大大地提高了註冊用戶數。 Airbnb的分享中,我體會最深的就是:用戶體驗和設計在團隊決定做出哪些類型的折衷且能驅動增長特徵時居功至偉。

For Pinterest, SEO is a key driver of traffic to content. Vadim from Pinterest discussed a key tradeoff that SEO growth strategists often have to make - should you be optimizing for search engine crawlers to find your content or should you optimize for the user experience of real people who are actually consuming the content? For Pinterest, the focus is the latter. An example of a test Pinterest ran recently, was changing how pinned boards are ordered from chronological order to ordering by popularity. The hypothesis was that the new order would perform better as it had more popular pins. However, results showed a 20% drop in traffic. After investigations, the team found that the reason behind this was that popular pins have been repinned so many times, that each pin takes up more space in the user's screen - resulting in fewer pins being surfaced to users which led to the traffic drop. Vadim also discussed how Pinterest optimizes for traffic from image search by using the original ima ge searched for as an anchor and showing related pins for discovery of Pinterest content. The key takeaway from the Pinterest talk was that enabling discovery of pins and pinnable content in the best way is a core growth focus that leads to engagement and value for Pinterest users .

對於Pinterest,SEO是內容流量增長的關鍵抓手。來自P家的Vadim分享了SEO增長專家常常要做的一個關鍵的折衷選擇--是優化搜索引擎爬蟲來找到你的內容還是該優化那幫真正消化內容的用戶的體驗?對於Pinterest,重點在於後者。 Pinterest最近的一個例子就是,將被釘住的圖片面板的顯示順序從按時間排序變成按流行度排序。其背後的假設就是新的順序會更給力,因為按照流行度的圖片面板上有更多的受歡迎的圖片。然而,結果顯示有20%的流量下降。經調查發現,那些受歡迎的圖片因為已經被反复釘過很多次,每個釘都會佔用屏幕上更多的空間,結果就導致更少的釘被顯示到用戶屏幕,從而產生了流量下滑。

For Uber, growing fast in markets across the world, especially in large emerging economies like China and India is key. John and Anant from Uber shared strategies the engineering team deploys to facilitate rapid scalable growth. Uber has built an 'onboarding state machine' - a backend system for onboarding the driver experience with APIs, which is used in combination with country specific logic and UI modules, to deploy quickly in new markets that Uber enters. The system has gotten to a point where it can be used in a plug and play format with minimal refactoring. Uber has also developed sophisticated data science models which enable them to learn from the first few interactions users in new markets take on the site/app and predict if they will convert, which helps inform what pieces of the onboarding experience are working. The key takeaway from the Uber talk was that engineering for rapid deployment can be a massive advantage in entering new markets and quickly getting to product-mar ket fit.

對於Uber,在全球市場快速增長,特別是在大型新興經濟實體(如中國、印度)的佈局是關鍵。來自U家的JohnAnant分享了他們開發團隊用來推動快速規模化的策略。 Uber打造了一個“適職狀態機”--一個通過API來管理司機體驗的後端系統,它通過和不同國家特有的邏輯和用戶交互模塊協同工作,從而快速地在Uber新進入市場上得以應用。該系統已經達到了僅需最小程度的重構便能即插即用的地步。 U家同事也開發了複雜的數據模型來讓他們從新市場的第一批種子用戶身上學習並預測他們是否會變成Uber用戶,這有助於Uber了解適職狀態機中哪些模塊在起作用。 U家分享給我的最大啟發就是:技術驅動和快速開發應用是進入新市場後打開局面和迅速找到市場契合點時的巨大優勢。

Overall, I found the content of the talks to be highly relevant to the work we do every day at fast growing tech companies. +1 to the Airbnb team for throwing another great event.



What do you think?

Written by Growth Hacking


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