virality workshop
TRANSCRIPT
Thinking Like an Optimizer
Jennifer Ruffner
What is Virality?
1 person gets > 1 person to take a viral action
If I register for a site, I get more than 1 person to
register
If I share a link, I get more than 1 person to reshare
How do you measure virality?X: percentage of users who invite (via invitation, feed, & notification)
Y: average number of invites sent
Z: average acceptance rate
If X * Y * Z>1
you have a Positive Viral Loop (Snowball Effect)
Examples
Inviting someone to join the site e.g.: 4.8% * 18.83 *15% = 0.13 (low viral factor)
Mafia Wars app: 40% * 15 *22% = 1.32 (super high viral factor) Courtesy of 6waves
XConversion Rate
Percentage of invited users who
register
YEngagement
RatePercentage of
users who invite at least one
friend
ZInvitation RateAverage number
of invites sent per user
Viral Growth
Cumulative Installs
•Week 1: 20,000
•Week 2: 270,000
•Week 3: 1,400,000
•Week 4: 3,700,000
•Week 5: 5,000,000
Courtesy of:
Alex Onsager
Joachim De Lombaert
Ed Baker
It’s All in the Details
Menu Optimization
Quiz
1
2
3
4
Placement
4
Flow
1
2
3
4
Organization
Entrees
Pricing
1. $11.99
2. 12
3. twelve Increases the spending by 8.15% per person
Avoid Embarassment
Market Price
Vino
http://online.wsj.com/article/SB123638925101858707.html
2nd cheapest bottle of wine
has a high margin.
Translation
Apply to Top Flows
Increasing Conversion
Users Entering
Flow
- Increase Entry Points- Increase social outreach
- Make it dead simple- Hold their hand- Reward them
Users Completing
Flow
Introduce social learning throughout these flows to teach the user how to use the site
First Impressions – Subject lines
Goal 1: Get people to open the email
- Optimize the sender
- Optimize the subject
Subject Line and Email Body Test Checklist
Theme Tests
Statement Type Declarative, Imperative, Interrogative, Conditional
Sentence Tense Past, Present, Future
Persuasiveness Light vs. Heavy
Wildcards !! … ;)
Email Body ContentGoal 2: Get people to click on the email
- Optimize the body
(language, layout, images)
- Optimize the call to action
Email Body Content
Body Content
Email Body Content
MySpace Examples
Lots of teams are optimizing
App Recommendation Test and Results
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
Dating Email Test 2 and Results
EMAIL SUBJECT: Subject line B outperformed Subject Line A by 86% open rates
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
VS
Subject Line B: Subject Line A:
VS15-22 Days 7-14 Days 23-29 Days 30-37 DaysVSVS
Appendix
RegistrationGoal 3: Get the user to complete registration
- Minimize user effort
- Reduce Distraction
Registration
Registration