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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.
v. 记录，登记，注册，挂号
n. 暂存器，记
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- Doesn't point to conversion matters as well, so on Hotmail, you click to sign up,
- 问题是转化契机是不是很重要，比如在Hotmail上你点击一下就能注册了
- but on a billboard you have to remember that the URL goes to the website,
- 但广告打在广告牌上的话你就必须记下网址
- type it in, find the registration button, click register and sign up.
- 在浏览器中敲上去，找到并点击注册按钮，才能完成注册
- Yes. Yes, anything you can do to move friction out of the flow.
- 是的，这些步骤能省则省
- And going from an offline ad to an online ad removes huge amounts of frictions from the flow.
- 从线下广告到线上广告就可以省去很多麻烦
- Obviously. Totally agree with that. One more at the back.
- 我完全同意这个观点，再回答一个，后面的同学
- Aren't frequency and conversion related?
- 频率和转化率有关联吗？
- Aren't frequency and conversion rate related? Absolutely.
- 问题是频率和转化率有关联吗，当然
- If you hit someone with the same promotion, I repeated that.
- 如果你用同样的--嗯，我复述过问题了
- Aren't frequency and conversion rate related?
- 频率和转化率有关联吗
- If you hit someone with the same email over and over and over again.
- 如果你不断给某人发同样的邮件
- All the same banner ads, this is one of the things that's fundamental about online marketing.
- 同样的横幅广告，不厌其烦这是网络营销的基本原则之一
- The same rules apply to every channel.
- 在任何领域都适用
- If you hit someone with the same Facebook ad over, and over, and over, the more times you hit them with the same ad the less they'll click.
- 如果你给某人不断发重复的Facebook广告你发的次数越多他越不可能点
- That's why we have creative exhaustion you have to rotate creatives on Facebook.
- 这就是创意枯竭带来的负面效应在Facebook上，你必须滚动播放不同的广告
- Same with banner ads, same with news feed stories.
- 横幅广告和信息流也一样
- The fiftieth time you see the IQ story in your news feed, you are not gonna click on it.
- 如果你在信息流上第50次看到一个智力题你肯定不会点进去
- If you haven't clicked on the 49 before, you're not gonna click on the 50th.
- 如果你前49次都没点的话第50次肯定也不会
- The same is absolutely true with these emails.
- 对于电子邮件也是一样
- So, if you send the same email over and over and over to people for an invite.
- 如果你不断给别人通过邮件发送邀请链接
- Or if you send the same little link at the bottom over and over and over to people for Hotmail.
- 或者不断发送底部带有Hotmail链接的邮件，客户还是不买账
- Or I mean the PayPal one's different because people just signed up.
- Paypal则不同，因为为了交易的顺利进行，不得不注册
- But yes, you will get lower conversion rate.
- 因此，答案是肯定的，转化率会降低
- And the more you hit someone with the same message the less they convert.
- 你给某人发送的消息越多转化率越低
- Is fundamental across every online marketing channel, every online marketing channel, cool.
- 这是适用于任何网络营销的基本准则好了，就讲到这儿
- Second way, to look at virality, which I think is awesome, is by this guy Ed.
- 看待病毒营销的另一种角度我认为很棒，这是Ed提出来的
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