有意义的衡量标准。数据如何使产品团队的重点更加突出

Many companies grow through paid marketing, but at Duolingo, our strategy is a little different! As of early 2023, ~80% of our users were acquired *organically*—maybe they followed us on social media or heard about us from a friend—and we maintain this organic growth by building the best product we can, and giving it away for free. Our hope is that eventually, learners will enjoy using Duolingo so much that they pay for a set of premium features—and it’s working! We’ve found that 7% of Monthly Active Users—and growing!—subscribe to Super Duolingo.

许多公司通过付费营销实现增长,但在Duolingo,我们的策略有些不同截至2023年初,我们约80%的用户是*有机地获得的--也许他们在社交媒体上关注了我们,或者从朋友那里听说了我们--我们通过打造最好的产品并免费赠送来维持这种有机增长。我们的希望是,最终学习者会非常喜欢使用Duolingo,以至于他们为一套高级功能付费--而这正在发挥作用我们发现有7%的月度活跃用户订阅了超级Duolingo,而且还在增长!。

In other words: Our business grows because learners love our product and spread the word to their family and friends, some of whom eventually download the app and subscribe. Rather than investing marketing dollars to drive immediate revenue, we play the long game.

换句话说。我们的业务增长是因为学习者喜欢我们的产品,并向他们的家人和朋友传播这个消息,其中一些人最终下载了该应用程序并订阅。我们没有投入营销资金来推动即时收入,而是玩长期游戏。

Sounds great, right? But maintaining a healthy ecosystem of Daily Active Users (DAUs) at various points in their lifecycle is a delicate balance. The more learners we have, the more diverse their needs become. To maintain organizational focus while serving this expanding, and evolving, population, we orient teams around movable metrics that matter, and then run hundreds of A/B tests to optimize for those metrics!

听起来不错,对吗?但是,在用户生命周期的不同阶段维持一个由每日活跃用户(DAUs)组成的健康生态系统是一个微妙的平衡。我们拥有的学习者越多,他们的需求就越多样化。为了在为这个不断扩大和发展的群体提供服务的同时保持组织的专注,我们围绕重要的可移动指标对团队进行指导,然后进行数百次A/B测试来优化这些指标

But how do you decide on the metrics that matter? And how do you advocate for an organization to adopt new metrics? And what happens if existing metrics stop moving? Our Data Science team developed a growth framework that helped to grow DAUs by 4x since 2019. Let’s explore the path that led us to that framework (the Growth Model), the tangible impact it’s had o...

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