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本课的主讲人是Alex Schultz，主要谈了关于产品的用户增长问题。首先演讲者认为，对于网站，用户留存率是最重要的，而这则取决于产品的好坏，因此先要做好产品。第二，要选对增长目标，制造激动时刻，比如Facebook的激动时刻就是看到你的朋友也在使用它。此外，演讲者还讲到了诸如病毒式营销，搜索引擎优化，电子邮件、短信、推送通知等可以促进增长的方式。
adj. 垂直的，顶点的，纵向的
n. 垂直物
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- If you're in e-commerce and you're retaining on a monthly active basis like 20, 30% of your users, you're probably gonna do pretty well.
- 如果是电子商务公司月度活跃用户有20%或30%的话公司经营得就很好
- If you're in social media, and your first batch of people signing up to your product are not like 80% retained,
- 如果是社交网络公司第一批注册用户留存率不足80%的话
- you're not gonna have a massive social media site.
- 该公司就不会火起来
- And so, it really depends on the vertical you're in, what the retention rates are.
- 因此用户留存率多少算成功得取决于评判标准
- What you need to do is have the tools to think about who out there is comparable.
- 你需要有一套方法找出可以进行比较的模板
- And how you can look at it and say, am I anywhere close to what real success looks like in this vertical?
- 你可以以此为标尺看自己处于什么位置才算成功了
- So retention is the single most important thing for growth.
- 因此用户留存率对于增长最重要
- And retention comes from having a great idea, and a great product to back up that idea and great product market fit.
- 用户留存来源于好创意将创意转化为好产品并且产品适合市场
- The way we look at whether a product has great retention or not is whether or not the users who install it.
- 看一个产品的留存率是否好使用同期群分析的话
- Actually stay on it long term, when you normalize on a cohort basis,
- 就要看注册用户是否长期使用
- and I think that's a really good methodology for looking at your product and saying, okay, the first 100,
- 一个好方法就是看产品的前100个用户
- the first 1,000, the first 10,000 people I get on this, will they be retained in the long run?
- 前1000个用户，前10000个用户他们能被长期留住吗？
- So now how do you attack operating for growth?
- 那么如何进行增长？
- Let's say you have awesome product market fit.
- 假如，你的产品有非常棒的市场
- You have built an e-commerce site and you have 60% of people coming back every single month and making a purchase from you.
- 你们是家电子商务公司每个月有60%的回头客购买商品
- Which would be absolutely fantastic.
- 能做到这样的话，就很棒了
- How do you take that and say now it's time to scale?
- 你据此判断，是时候扩张了
- Now it's time to execute was the last thing in your thought.Right?
- 现在就到了前面讲的最后一步--执行了
- And that's where I think growth teams come in.
- 此时是增长团队进入的契机
- Like my contrarian viewpoint, or whatever is if you're a start-up you shouldn't have a growth team.
- 我的观点与别人不同我认为初创业公司不需要增长团队
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| 重点单词 | 查看全部解释 | |||
| vertical | ['və:tikəl] | 联想记忆 | ||
| fantastic | [fæn'tæstik] | |||
| methodology | [.meθə'dɔlədʒi] | |||
| social | ['səuʃəl] | |||
| purchase | ['pə:tʃəs] | |||
| comparable | ['kɔmpərəbl] | 联想记忆 | ||
| scale | [skeil] | |||
| execute | ['eksikju:t] | |||
| absolutely | ['æbsəlu:tli] | |||
| massive | ['mæsiv] |
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