Customer Acquisition Systems
The reward made the product better. That is why it worked.
The business case
Five Hundred Megabytes Each Way — Dropbox · United States · from September 2008. Dropbox had already proved demand with the demonstration video covered in Level 1. The next problem was different: paid advertising was expensive relative to what a user was worth.
Why it matters
The reward made the product better. That is why it worked. Most referral schemes offer a discount or cash, which attracts people who want the discount and leave afterwards. Dropbox gave more of the product itself. The reward increased dependence on the product for both parties, so the referral improved retention rather than diluting it. And the timing mattered as much as the reward — the offer appeared exactly when the user felt the constraint most sharply.
What you will be able to do afterwards
- Why acquisition must become a system, not a set of efforts
- The three channel families and how to choose between them
- Building a funnel you can actually measure
37 screens, audio-narrated, with a quiz at the end.