Conversion Optimization

5 claims1 moments0 on the cutting room floor

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Lenny's Written Position

Increasing conversion is one of the highest ROI investments a growth team can make because the wins make existing channels more efficient and last indefinitely.

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Funnel optimization has three core levers: maintaining user focus, maintaining user motivation, and reducing user friction.

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At Airbnb, opening listings in a new tab so users wouldn't lose their search results turned out to be one of the single biggest conversion wins.

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The three core re-engagement strategies for bounced users are reminders of unfinished actions, notifications that something has changed, and providing additional information that addresses why they stopped.

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Some of the biggest guest conversion gains at Airbnb came from simple tweaks that gave users fewer things to think about, such as opening listings in new tabs, extending session length, and removing links within the payments flow.

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Podcast Moments

Laura Schaffer00:00:00

“We just asked for forgiveness and put these questions into the signup flow and ran as a test with a small group. And I'm fully expecting, 'Okay, this is going to hurt our numbers.' And we start to get the data for this thing. I'm not kidding, it improved conversion by like 5%, just improved signups. And it was one of those like, 'What? Okay, what is going on here?'”

Career frameworks, A/B testing mistakes, counterintuitive onboarding tips, selling to developers | Laura Schaffer (VP of Growth at Amplitude) · Laura Schaffer