Question

注意，所有这些试验和分析过程都应聚焦于发现你所提供给客户或能够提供给客户的啊哈时刻。一旦确定了创造啊哈体验的条件，增长团队就应将注意力转移到如何尽快使更多客户体验到这一时刻上。在脸谱网，增长团队发现用户的啊哈体验是在网站上添加越来越多的朋友所带来的兴奋感（数据显示，在前10天添加了至少7位好友的用户最可能成为活跃用户），于是他们马上开始把所有精力放在网站设计上，通过调整网站设计促使用户在网站上添加更多朋友。他们对网站所做的最重要的改动之一是更新了新用户体验（NUX），以专注于帮助新用户寻找朋友。最初版本的新用户体验中寻找朋友的环节只是整个用户使用引导的一部分，现在则成了最重要的环节。增长团队做了无数次试验，一点点剥离新用户起始页上的无关信息，聚焦于如何帮助新用户迅速搭建自己的社交网络，比如导入个人邮箱通讯录以寻找已经在使用脸谱网的朋友。团队也利用了脸谱网上的广告空间向用户推送他们可能想加为好友的人。

推特的团队也是利用了类似的方法使更多用户体验到他们所发现的产品核心价值，从而获得了迅速的初期增长。数据显示，推特用户的啊哈时刻是收到朋友和明星、政客等他们看重的人发布的状态。就此，乔西·埃尔曼及其团队设计了全新的新用户体验，以使新用户尽快地关注30个推特用户。他们引入了推荐功能，并将之作为注册过程的主要环节。这一功能基于新用户注册时选择的兴趣点向其推荐具体的推特账号，比如他们可能感兴趣的明星和运动员。同样，在Qualaroo，我们发现回复超过50份调查问卷的用户更可能成为活跃的付费用户，于是我们开始向有可能达到这一门槛的试用用户建议调查的类型和投放位置。

还有很多其他实现啊哈时刻的策略，比如产品参观、邮件互动、特价优惠等等，我们将在后面几章详细介绍何时及如何实行每一类策略。

正因为实现啊哈时刻对于后期所有的增长来说至关重要，企业常常为此投入大量的时间和努力。增长专家詹姆斯·柯里尔建议，公司1/3的工程时间都应该用于打造对的新用户体验。脸谱网、推特和Pinterest甚至将新用户体验从它们的主产品中拿出来作为单独的产品来看待，并且设立了由设计师、产品经理、工程师和增长负责人组成的团队专门负责完善新用户体验。

一旦发现了活跃用户群和啊哈时刻，也即实现了产品—市场匹配，你就可以开始在这一基础上系统地打造一台高速运转的增长机器了。本书接下来的部分将介绍具体的增长黑客方法和策略。

1. 针织群体，英文Stitchn’Bitch groups，是以女性为主的针织爱好者群体，出现于二战期间，她们定期相聚在一起一边做针织手工一边聊天。如今，这个群体遍布全球，形成一场社会运动。——译者注

2. Alice Z. Cuneo, Microsoft Changes Its Marketing Tune for Lackluster Zune, AdvertisingAge, November 5, 2007.

3. Farhad Manjoo, The Flop That Saved Microsoft, Slate, October 26, 2012.

4. Chamath Palihapitiya, How We Put Facebook on the Path to 1 Billion Users, 2013年1月9日发布于YouTube, youtube.com/watch?v=raIUQP71SBU;布赖恩对于问题Yelp是如何获得2500万条评价的，它在起步时采用了什么创新的方法吸引用户的回答，Quora，2013年7月31日，quora .com/How-did-Yelp-get-its-first-25-million-reviews-What-was-theinnovation-to-attract-users-when-they-started。

5. Amy Pack, Is Branch Out a LinkedIn Killer, CNBC.com, June14, 2012, cnbc.com/id/47736408.

6. Josh Constine, How BranchOut Hit the Tipping Point and Grew from 1M to 5.5M Actives in 2 Months, TechCrunch, March 2, 2012, techcrunch.com/2012/03/02/branchout-growth/; Colleen Taylor, Branch- Out Hits 25 Million Users, Nabs $25M in Series C Funding, Tech- Crunch, April 19, 2012, techcrunch.com/2012/04/19/branchout-25-million -users-funding-series-c/.

7. Marc Drees, BranchOut Keeps Falling Down, Down, ERE Media, June 23, 2012,eremedia.com/ere/branchout-keeps-falling-down-down/.

8. Colleen Taylor, BranchOut CEO Rick Marini on Building a Company atop Facebook’s‘Shifting Sands’ [TCTV], TechCrunch, August 10, 2012, techcrunch.com/2012/08/10/branchoutceo-rick-marini-on-building-a -company-atop-facebook-shifting-sands-tctv/.

9. Ingrid Lunden, As BranchOut Team Goes to Hearst, 1-Page Buys BranchOut’s Assets for $5.4M in Cash and Shares, TechCrunch, November 18, 2014, techcrunch.com/2014/11/18/branchout-1-page/.

10. Growth @ Airbnb, Driving User Growth at Airbnb, 2016年4月11日发布于YouTube,youtube.com/watch?v=03mc78lKOwI。

11. Newsweek Staff, My Big Break: Yelp’s Jeremy Stoppelman, Newsweek,October 21,2009, newsweek.com/my-big-break-yelps-jeremy-stoppelman -81133; Erick Schonfeld, Citysearch Recasts Itself as CityGrid Media, TechCrunch, June 2, 2010, techcrunch.com/2010/06/02/citysearchrecasts -itself-as-citygrid-media.

12. JP Mangalindan, The Trials of Uber, Fortune,February 2, 2012, tech.fortune.cnn.com/2012/02/02/the-trials-of-uber/.

13. Andrew Chen, New Data Shows Losing 80% of Mobile Users Is Normal, and Why the Best Apps Do Better, Andrew Chen blog (n.d.), andrewchen.co/new-data-shows-why-losing-80of-your-mobile-users-is -normal-and-that-the-best-Apps-do-much-better/.

14. Downloadable Library of SaaS Resources, Pacific Crest Securities, pacific -crest.com/saas-survey-file-vault/.

15. Lisa Jennings, Study: Restaurants Improve Customer Retention Rates, Nation’sRestaurant News,June 8, 2012.

16. Tony Boobier, Keeping the Customer Satisfied: The Dynamics of Cus- tomer Defection,and the Changing Role of the Loss Adjuster, CILA report, July 2013.

17. Ash Maurya, The Achilles Heel of Customer Development, Lean Stack, August 2009,leanstack.com/customer-development-getting-started/.

18. Danielle Maveal,对Quora上的问题Etsy在起步时是如何获得第一批独立卖家的的回答，August 21, 2014, quora.com/How-did-Etsy-get-its-first-batch-of-independent-sellers-when-itstarted。

19. Etsy registration statement, sec.gov/Archives/edgar/data/1370637/00011 9312515077045/d806992ds1.htm.

20. Ibid.

21. Bryan Hackett, Tinder’s First Year User Growth Strategy, Parantap Research &Strategy blog, March 3, 2015.

22. Ibid.

23. Issie Lapowsky, How Tinder Is Winning the Mobile Dating Wars, Inc.,May 23, 2013.

24. Jackson,PayPal Wars,35–40.

25. Margaret Kane, eBay Picks Up PayPal for $1.5 Billion, CNET, August 18, 2002, cnet.com/news/ebay-picks-up-paypal-for-1-5-billion/.

26. Josh Muccio, Brian Balfour of HubSpot—The Minimum Viable Test and How to Grow Your Startup, Dailyhunt, April 27, 2015, dailyhunt.thepitch.fm/hubspot.

27. How to Increase Signups by 200%, Treehouse blog, July 21, 2009, blog.teamtreehouse.com/how-to-increase-sign-ups-by-200-percent.

28. David Carr, Giving Viewers What They Want, New York Times,Feb- ruary 24, 2013,nytimes.com/2013/02/25/business/media/for-house-of-cards-using-big-data-to-guarantee-itspopularity.html?_r=0.

29. Robert J. Moore, Applying the Lessons of ‘Moneyball’ and ‘Golden Motions’ to Your Business, Boss(blog atNew York Times), boss.blogs.nytimes.com/2014/06/10/Applying-thelessons-of-moneyball-and-golden-motions-to-your-business/.

30. Keith Sawyer,Zig Zag: The Surprising Path to Greater Creativity(JosseyBass, 2013),22–3.

31. Simone Baribeau, The Pinterest Pivot, Fast Company,October 23, 2012, fastcompany.com/3001984/pinterest-pivot.

32. Leah Goldman and Alyson Shontell, Groupon’s Billion-Dollar Pivot: The Incredible Story of How Utter Failure Morphed Into Fortunes, Business Insider,March 4, 2011, http://www.businessinsider.com/groupon -pivot-2011-3?op=1.

33. Jawed Karim, University of Illinois commencement address, May 13, 2007, https://youtu.be/24yglUYbKXE.

34. David Skok, SaaS Metrics 2.0—A Guide to Measuring and Improving What Matters,For Entrepreneurs from David Skok(blog) (n.d.), forentrepreneurs.com/saas-metrics-2/.