DropBox, freemium and user flow

Posted on: May 21, 2010

The DropBox case (found via forEntrepreneurs) has some important lessons for growing and monetising a community – here they are organised according to two of the steps identified in my community user flow:

  • Awareness
    • Using WOM and viral – giving users better tools to spread the love
    • SEM was too high a cost per acquisition
    • Search is a way to harvest demand, not create it
  • Registered member
    • simple landing page to capture interest
    • biggest risk – making something no one wants
    • Surveys, split tests, landing page / signup flow optimizations / encourage sharing -> big wins

DropBox confirm that the key to their freemium success is a ‘big investment in analytics’ and to ‘know your market type and how your product fits into your user’s life.’

View the full presentation:


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