Repeated Virality: Our Growth Hack Equation

Repeated Virality: Our Growth Hack Equation

This article explores how Rezi is able to quickly acquire a large number of new users through intentionally designed processes.

By definition, this is growth hacking. From Wikipedia:

The goal of growth hacking strategies is generally to acquire as many users or customers as possible while spending as little as possible.

For many early-stage companies, paid user acquisition is not economical. As a result, rapid growth is out of reach. However, I hope to share our growth insights as they may be useful in how you think about the development, design, and communication to overcome these challenges.

Okay, so let's jump in. Our viral equation has three parts:
Virality = Offer + Information + Distribution

1 | The Offer

What incentive does a user have to take action? The offer is what you are giving away. In our case, it is Rezi Lifetime, a digital, one-time, expensive subscription that allows users full access to Rezi features and all future updates.
The offer might have some definite characteristics:

1. No marginal cost
2. High monetary & practical value - expensive & useful
3. Low effort to understand the value - reduced cognitive load

1.a | Building The Offer

Considerable thought must go into the user's experience of redeeming the offer. The goal here is to remove redemption friction.
The redemption process might have some definite frictions:

1. Authentication - account creation is unavoidable so don't worry about this. Users will expect to create an account
2. Code Redemption - read more below

1.b | Redeeming The Offer

In our case - the offer can either be redeemed with a coupon code or redemption code - both result in Rezi Lifetime at no cost.

1. Coupon code: the coupon code requires applying a 100% discount and paying for a 0$ product which requires a card to upgrade. From our experiences - users will be enraged about this and virality will not happen. Public user feedback will be negative rather than positive - instead of "Thank you it worked!" potential users will see "This is a scam, they just want your card info".
2. Redemption code: conversely, the redemption activates the offer without the need for a card. We'll keep those details a secret for now. Here's how easy it is to redeem an offer:

2 | The Information

The information will give the audience a place to learn about the offer.

You can partner with a deal website for this:

You can host it yourself - I recommend Twitter since:

1. It is unbiasedly democratic and interactive - users can see how others feel about the offer and choose to share the offer
2. It is familiar - the destination URL (https://twitter.com) is 100% trusted
3. It is simple - the character limit forces simplification

3 | The Distribution

The goal for distribution is to start a controlled conversation about the offer in a targeted and relevant online community. Be on standby to answer any questions or clear up misconceptions that could detract from a positive result.

Once you identify which online community you'd like to use to distribute the information, make the post yourself.

Questions to consider:

1. Does this growth process apply to what you're doing?
2. Is it economical to give away your product?
3. Can you support thousands of new users?

That's all for now 🙏🏻