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Orobind is an online platform for fitness trainers. They unite people who want to play sports under the supervision of a personal instructor. This proposal forms the premium segment of the free-model, which offers an individual diet, real-time chat and training plan.

Coming down to the point, I am penning down a detailed analysis of our pre-launch campaign. At Orobind we initiated our pre-launch campaign on 15th of September. It started with a team of six posting the link on Facebook and as of 1100 hours GMT +05:30, 18th of September we have already hit 5000sign-ups. The best part, net dollar amount spent: $0.

According to our analysis following are the factors that helped us in achieving this:

Landing Page:

It is where the first interaction happens. So, it might be prudent to say that all niceties associated while physically meeting a person apply. Be simple, subtle, and most of all, perspicuous. Your visitors should not have to go through circumstancing complexity; and they definitely would not.

1.Page Design: Personally, I am big fan of minimalistic design philosophies. It allows the page to be simple, succinct, and yet appealing to the eye.

2.Content: Lesser the better, period; We just had 12 words, including branding, on our landing page. However, take into consideration that the “message” shouldn’t get attenuated.

3.User Details: As I said before, it is like meeting someone the first time around. Do not bombard them with questions and/or nudge them to provide information. For a pre-launch campaign, per se, an e-mail id is all you need. Let it be that.

4.Call-to-Action: Studies report the overtly clickable nature of the BoB — Big Orange Button. Empirically seen, in our case, it did provide a push to our conversion rates.

We designed our landing page incorporating the above said pointers and achieved a Conversion Rate of 43.69 %. Let me emphasize that the fact that it is just a pre-launch landing page. So, it’s either a hit or a miss. Below is a screenshot of the same.

Referral Program:

One thing I learnt from all my campaigns till date is that it is more than difficult to objectify all the variables leading to a successful referral program. I believe, the plethora of intertwining interactions in our complex time space continuum is the reason behind that. However, shuffling through a good lot of permutations and combinations gives me a basis to point a few:

1.Tone: It has to be a solemn appeal and personal in tone. However decadent times we live in, a simple and sincere request still works. Well, most of the time.

2.Incentives: They work wonders in spreading a message. As Malcolm Gladwell writes in The Tipping Point, it helps us find the “connectors”. However, these incentives should be realistic in nature and most importantly, should bescalable.

3.Parallel Paths: We created 03 variations to our thank you-cum-referral page. A/B testing reported a significant quantitative advantage from one of the versions. So yeah, empirical tests viz. A/B testing help a lot in data quantification along the way.

4.Channels: Research your target audience and their social networks. Acknowledge the most prominent ways to reach out to them. However, stay focused; Too many channels would lead to division and digression of attention and thence, Virality. In our case, we just stuck to Facebook, Twitter, and direct referral URL’s.

Below is a screenshot of our referral-cum-thank you page,

5.Closed Virtual Loop: We looped over referral program via e-mails; which kept the sharer/referrer informed on his progress. This added credence for us and gently nudged the user to keep on sharing.

below are the screen shots of progress mailers we used to boost our referral rate.

 

Mailer stats: Average Open Rate: 64% | Click Rate: 31%

 

Below is a screen shot of Google Analytics referral traffic data:

Our referral program stats: Referral Traffic: 59.68% | Referral Signups: 81.8%

I hope that the above said content would come as useful help to budding digital marketers / entrepreneurs meandering through the nuisances of Virality. The information provided is just my own perspective. Discussion/Comments/Inputs are totally welcome.

Finally, I would like to thank everyone who made the mill churn. We are still going strong, and would strive to become an avalanche soon.

Do you have a big idea we can help with? Reach us at Growth Hackers.digital

  • AA

    Anthony David Adams

    almost 6 years ago #

    Congrats on the campaign & thanks for the breakdown. Really useful stuff. Love the drip campaign.

    Couple of things, you use the term "users" - do you differentiate this from "active users"? Seems this is more "pre-launch interest list sign ups" vs. users.

    Also - A team of 6 people posting for a few days is a cost, what would you estimate the value of the time spent would be? Ie, if you had to hire people to execute the campaign, what would the market value of the labor be? @ something like temp help prices of $20/hr x 8hr/day x 6 people that is $960; $100x16x6 = $9,600 (founder time & startup hours) + cost of prize. so somewhere between .50 and $2+ / equiv per sign up? These inputs are useful in the analysis, even though you often don't have cash on hand and only have labor & time.

    • SR

      Sundeep Reddy

      almost 6 years ago #

      Anthony,
      Glad that you liked it.
      1. Yes it is a "pre-launch interest list sign ups" or you can also call them potential leads.
      2. We've posted it on FB and shared the same link with few good friends. It didn't take much time to do that.

  • AG

    andrew gale

    almost 6 years ago #

    Admittedly I skimmed the article but got the gist of it :) Really good stuff here, I love a high quality referral program.

    I was curious how you were driving the initial traffic though? Did you use paid ads?

    • AG

      andrew gale

      almost 6 years ago #

      I also love how your reward isn't just about your product, it gives the benefit they'll get from using it too

      Lose weight ANDDDD get free $ in our product. Golden - Took a note and will be using this in our own ref. program.

    • SR

      Sundeep Reddy

      almost 6 years ago #

      Andrew,
      Glad to know that. No we didn't use any paid ads.

  • SV

    Smriti Verma

    over 5 years ago #

    This is great stuff! After reading this, I almost signed up myself (yes you will get a call soon from me inquiring more about your product, payment etc.). On a start-up level, this is great information and I have liked the tone of the entire campaign. Ours being a SaaS start-up, I am trying to see what I can pick from your campaign. Thanks for sharing.

  • CP

    Connor Phillips

    over 5 years ago #

    Loved the article, but I don't necessarily agree with your second point. "lesser is better" is not the way to go due to the way that search algorithms now favor more content in ranking where your site appears. I think it would be better to say that your approach works best with an above-the-fold design, but beneath that you should have two to three paragraphs of content that maybe explains your features in detail and contains keywords that would help boost your search ranking for important target keywords. While less is more is great to entice the user, you should also consider SEO within your design.

  • EF

    Eddie Forson

    over 5 years ago #

    Good article. How long did you guys take to move from pre-launch to launch?
    Also I presume you used Optimizely for A/B testing?

  • BM

    Barry Mueller

    over 5 years ago #

    Very interesting read.
    Similar philosophy as your article, my startup Focalvid.com is building a platform to help you leverage your promo video to get signups. Users after all do love video. Curious to hear your thoughts Sundeep

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