Explore the key indicators of web traffic growth from the ACE community website

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At the end of last month, there was a substituting Hackers conference in Silicon Valley, which invited several of America's top social networking sites to include head of traffic growth (formerly), including Facebook, Twitter, Linkedin, and Dropbox. To discuss what is meant by substituting Hacking (crack traffic growth).

Facebook

Chamath Palihapitiya, who has previously been responsible for Facebook's traffic growth team, said Facebook's leading indicator was whether a user added 7 friends within 10 days of registration and he had a chance to revisit it.

Zynga

Nabeel Hyatt,spark Capital, formerly the managing director of Zynga, who had run a 40 million-month active user game, said Zynga was focused on the first day of return visits (days 1 retention), Zynga found that if a player comes back after a day of registering a game, it's a significant leading indicator of continued play and paid users.

Dropbox

Chenli Wang, who led the flow growth team in Dropbox, said Dropbox's leading indicator was to see if users put at least one file in any device.

Twitter

Josh Elman,greylock's venture, as well as the head of the former Twitter traffic growth team, said Twitter's lead was similar to Facebook's: Users tracked a certain number of people (following) and how many percentage of people tracked them back.

LinkedIn

Elliot Schmukler,linkedin, head of the traffic growth team, said it was similar to Facebook's: get x Contact within Y-days (50x15), and he didn't disclose the exact numbers of x and Y.

In summary, these numbers can be grouped into three categories:

Network Orientation: The number of friends, tracking and liaison for a period of time

Content added: New Files in dropbox folder

Visit frequency: The first day of return visit

Zynga's Nabeel Hyatt believes that to enable the flow growth team to focus on an operating metric and other KPI numbers that need to be tracked, focusing on the operational metrics, we can identify the user's funnel analysis of the site's early experience, if the jump rate is too high in the analysis, You can track the problem with the leading indicators above and try to reduce the bounce rate. Chamath, however, suggests that by comparing the retention or otherwise of the user, the track will be retained by 7 friends within 10 days of registration.

Other speaker's Point of view

Some of the other points that have been mentioned at the meeting, Josh Elman mentions that Twitter has two kinds of faces for an active user:

The average "active user" has visited the timeline in the last 28 days.

"Core user" has visited the timeline more than 7 times in the past 28 days.

Chamath said he focused on four things when he worked for the Facebook team:

Acquisition (Acquisition): How to obtain a user

Startup (activation): How to get users to the "aha" moment

Participation (indicators): How to ensure that users often experience the core value of the product

Diffusion (virality): How to enable users to find more users on the platform

In the traffic growth team, they spend a lot of time measuring the time needed for this AHA moment, the time required must be in hours, or preferably in minutes or seconds, ideally, after registering, to get the "aha" moment as soon as possible.

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