USE CASES GROWTH HACKING

GROWTH HACKING FUNNEL

QUORA'S GROWTH HACKING STORY



The question and answer site Quora was founded in 2009 and went public in 2010. It was created by two Facebook alums, Adam D’Angelo and Charlie Cheever, who were in a unique position to bring growth insight to the endeavor.

After coverage from TechCrunch on January 5, 2011, Quora enjoyed a social media surge, going from 3,000 Twitter mentions to more than 10,000 in a day. Seizing the moment, Quora deployed a growth team to keep the sudden influx of new users and to grow their base.

None of the growth hacking techniques the company applied are in any way revolutionary, but all were perfectly executed examples of taking and applying the fundamentals repeatedly to maximize success.

This “wash, rinse, repeat” model is key to growth applications since it tends to return compounding results, much like interest earned on a savings account or certificate of deposit.

Quora’s engagement with users is razor sharp and aimed at “stickiness” to lengthen the period of time a person spends on the site. The goal is to get people hooked on relevant information.

To achieve this, Quora has crafted an excellent algorithm to suggest new and related questions to readers as well as those that are interesting and relevant based on the individual’s browsing history.

The site does not rely on its users to actual read the content however, understanding that in spite of the text intensive nature of the web, many people prefer to watch video. Many Quora answers are also accompanied by short instructional videos of exceptionally high quality.

Having been created by two former Facebook employees, Quora has benefited from tightly integrated social media integration from its inception. When answering questions, members have the option to share the content on various platforms or through email, and they can share questions they’ve read as well.

Finding your friends on Quora is functional and easy, which enhances the social reach of the site and creates a greater sense of community. Inherent in any site that depends on a social component is the phenomenon of perceived status within the group, an especially strong driver on a question and answer site.

Relevancy is central to the Quora experience. Users can follow question threads and are updated in email when a new answer is added. (There is an option for a daily digest to avoid cluttering up the user’s email inbox.)

On their custom home page, members can see the activity on threads they have followed, as well as new answer written by specific people they follow or content they have “up voted,” which is the site’s social bookmarking feature.

In January 2011, before the boost in traffic generated by the TechCrunch coverage, Quora had approximately 500,000 users. In July 2012, the site was averaging 1.5 million unique visits.

Given the presence of many luminaries and celebrities in a range of fields on the site, there is every indication the Quora ecosystem will continue to thrive and grow. It has, however, reached a self-sustaining mass and is unlikely to see another growth surge like the one in 2011.


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GROWTH HACKING USE CASES