1. engagement valuation: *sticky* eyeballs are still king

    Pinterest Viral Growth

    In my view, the Dot-com bust was probably caused by bad metrics. In 2000, Erick Schonfeld, then at Fortune Magazinewrote, ”In Webspeak, you see, eyeballs mean customers.” In an effort to convice themselves of the hype, investors made a leap of faith that eyeballs meant customers and the economy paid for it.

    Today, the tech community has made improvements beyond the “eyeballs” of Web 1.0 and vanity metrics. Entrepreneurs and investors highlight engagement and actionable metrics like funnels, conversions, and cohorts. Vanity metrics from the Dot-com era are typically washed to the side with insightful due diligence. Despite the improvement, the tech community still relies upon eyeballs for what I call “engagement” valuations.

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  2. Deletion liberation

    I’ve recently become astutely aware of the consistent and bad habit of startups to not include the option to delete a user account within the product. Some startups make the process of leaving a product extremely difficult, requiring users to jump through hoops and slowing the break-up process with intervention after intervention. 

    Last week, Seth Godin wrote an insightful post on how businesses should handle customers who reject their product and want a refund. Typically businesses make “de-friending” painful and a headache for customers. I agree with Seth Godin that this practice is backwards and is driven by bad marketing principles for the following reasons.

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  3. Retail will teach you about conversions

    One of task of a growth hacker is to undue the dehumanization in technology of users in the aggregate, which is devoid of a decision making paradigm. As users become encased in a world of constant stimulus, conversion rates have suffered from creative and platform fatigue. One way of overcoming today’s conversion challenges is to look at how retail converts shoppers and grows in-store sales. Though retail faces a gloomy future, lessons form retail in customer psychology are transferable to growth hacking online. 

    Mall of people

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