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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. 等价的，相等的
n. 相等物
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- So, if you have, when someone imports if on average they send invites to 100 people.
- 那么假设每个人平均发送100个邀请链接
- Sorry doing that wrong, let's say 100 people get an invite per person who imports.
- 抱歉，错了假设每个人平均邀请了100个人
- And then of those 10% click. That gets you to 10.
- 其中10%的人点击了链接，那么就剩下10个人了
- And then, of those, let's say, 50% sign up. That gets you to 5.
- 然后我们假设有50%的人注册了，还剩下5个人
- And then, of those, only 10 to 20% actually, subsequently import.
- 接着这5个人中的10%到20%会继续导入其联系人
- You're gonna be at a point where you're at 0.5 to 1 as your K factor.
- 结果就是0.5到1个人，那么增殖系数就在0.5到1之间
- And you're gonna not be viral.
- 这就不能称为病毒式传播
- So, a lot of things like Viddy are very good at pumping, or were very good at pumping out stories.
- 视频分享应用Viddy现在，或者说以前对病毒式营销就很在行
- They got the k factor over one, and it's perfectly doable to get the k factor over one,
- 他们的增殖系数大于1让增殖系数达到1以上是完全可以做到的
- but if you have something that doesn't have high retention on the back end then it doesn't really matter.
- 所以如果你的用户存留不高病毒式营销就意义不大
- So, you should look at your invite flow and say, what is my equivalent to import?
- 看看你的整个邀请流程需要导入哪些联系人
- How many people, per import, are invites sent to?
- 每个用户给多少人发邀请呢？
- How many of those receive clicks?
- 多少人会打开链接呢？
- How many of those convert to my site? How many of those then import?
- 多少人会在我的网站注册，多少人会再去导入他们的联系人
- To get an idea of your k factor.
- 据此，就可以算出自己的增殖系数
- But the really, important thing is still to think about retention, and not to think about virality.
- 当然，首先要考虑的还是用户存留而不是病毒营销
- And only do this after you have a large number of people retained on your product per person who signs up.
- 只有当注册的人中很大一部分都能留在你的产品上的时候，再考虑病毒营销
- So, couple more things we were gonna touch on.
- 好，我们还要讲点别的
- SEO, email, SMS and push notifications.
- 搜索引擎优化，电子邮件，短信和推送通知
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