Always Going North

Notes on customer acquisition and growth

Tag: growth

Using deep linking to boost app growth

Deep-linking is the ability to link in-app content from somewhere outside the app. A deeplink functions like a traditional hyperlink on a webpage. For mobile apps, there are a number of factors that make deep-linking difficult, like platform linking standards, app stores, and multiple device types and versions.

Some benefits of deep-linking:

  • Deep-linking can be used to index app content.
  • It can be used to reduce cost per install (CPI) by advertising content rather than the app itself.
  • It allows app developers and marketers to bring users directly into a very specific location within the app with a dedicated link.
  • It can automatically detect the native experience and redirect users accordingly.
  • Creates a better native search.
  • It drives app conversion and organic growth channels.
  • Creates a better UX.

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The Net Promoter Score (NPS)

Net Promoter Score is an index that measures customer happiness. A lot of companies use it also as an indicator of growth. The primarly purpose of the NPS is to evaluate customer loyalty to a brand or company and to gather actionable customer feedback.

The NPS is calculated based on responses to a single question:

On a scale of 0-10, How likely is it that you would recommend our company/product/service to a friend or colleague?

People who responds 9 t0 10 are called Promoters
People who responds 7 to 8 are called Passives
People who responds 0 to 6 are called Detractors

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Product-market fit survey (Sean Ellis)

It’s a survey designed to determine how well your product is resonating with early users, and assess product/market fit qualitatively. Find it here:
A sample of 40-50 current users should be enough for conclusive results, but the more users you can get to participate the better.

The core product/market fit question is:

How would you feel if you could no longer use [product name]?

And the possible answers are:

1. Very disappointed
2. Somewhat disappointed
3. Not disappointed (it isn’t really that useful)
4. N/A – I no longer use [product]
Plus and open-ended response that would help you understand why.

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Defining product/market fit

It is impossible for a startup to drive sustainable growth without getting product-market fit first. Lots of startups fail before P/M fit even happens.

Product-market fit is one of the most important Lean Startup concepts. The term was first used by Marc Andreesen in the blog post The only thing that matters. He defines product-market fit as being in a good market with a product that can satisfy that market.

According to Andreesen, product-market fit is not happening when:

– Customers are not getting value out of the product
– Word of mouth is not spreading
– Usage is not growing fast
– Press reviews are kind of dull
– Sales cycle takes too long
– Lots of deals never close

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Understand growth if you want to understand startups

Stan Chudnovsky (Paypal’s VP of global strategy, Facebook’s VP of growth)

The foundation of growth is the language used to describe the product because language defines product. A commonly use example is ‘share photos’ vs ‘store photos’. You will build a different product to share photos (like Instagram or Facebook) than the one you’ll build to store photos (something like Dropbox).

The language you use to talk about your product is also important for the team that’s building the product. When you can explain your product simply, chances are your product will end up being simpler to use.

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