💎 Growth Gems #19 - Gems from "Grinding Your Way To A Paid UA Loop"
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Growth comes from loops so you want to:
Identify & amplify your core loop(s). For Lingvist it is word of mouth and paid UA
Identify, build and support a system of compounding loops
If you are not already, figure out your ROI and its relation with your ROAS so you can make early adjustments.
For their creative process, Lingvist switched their OKR focus to diversity & output (10 concepts tested) as the lead metric and ROAS improvement (ROAS from X to Y) as a lag metric.
Lingvist created weekly "ad-cept" (concept) meeting with a process opened up beyond the creative team. Preparation was mandatory and ideally with quickly executable tests.
They unified performance results in a daily data bundle to analyze creative performance depending on audience and creative type in order to have a fast performance feedback loop.
You want to get users that get into the door (open your app) and get them to experience the value of the product through a "aha" moment so they become a regular user. For Lingvist it is key because users need to try the app and get some things wrong so the app reminds them of words right on time.
A flat retention curve is critical to growth. If every new cohort that you have trends to 0 at some point in time then it doesn't matter how many people you acquire: your growth plateaus.
You want to look at a lot of different behaviors from people when they start using the app to find what makes them stick around. For example Lingvist looked at which language, features - voice recognition, specific course, number of cards done, etc.) kept users around.
Do an analysis to find the behavior pattern of the first month that is predictive of 12th week retention. Then look at what behavior during the first week is predictive of the first month habit forming behavior so you can optimize for it.
Once you know which behavior you want people to achieve when they become a user, you can focus efforts on it through the onboarding system for example.