INSIGHT
trigger, ask the user for help or to tell
people how much they love your product.
For altruistic, share to benefit another.
And for transactional, offer something to
the sharing party, the receiver or both.
Step 3
Run A/B tests across different triggers
and each trigger point.
Step 4
Rinse and repeat until you hit your targets.
Super important point
No point in sugar-coating it: expect a
90% fail rate on most experiments.
As I mentioned before, marketing is a
process not a solution. Do not expect
this to work first time.
Achieving the goals you set when
plotting your K-factor is only going to
happen by iterating repeatedly over
failure until you find the right trigger.
Your trigger will be entirely specific
to your business: competitors will be
unable to copy you with the same
effect. You will have built a long term
competitive advantage. In which case,
K stands for kick-ass success. And that
has to be worth investing in.
K-factor made simple
Stage one: planning and KPIs
● Model the effect and establish when
the ‘tipping’ will occur
● Set share rate KPI using this model
NICK DUDDY is the founder
of Miratrix, which focuses on
organic and in-organic app
growth. Nick spends most of
his time experimenting how to
achieve growth by trying, testing
and establishing processes for new
marketing channels. Nick is also a
YouTuber and a Research Associate at
UCL researching the Google Play Store
and Apple App Store algorithms.
Stage two: execution and iteration
● Identify and create trigger points
● Decide on triggers
● Run experiment
● Iterate > experiment > iterate
NAME: NICK DUDDY
DATE: 13 JULY
WHEN: 12.00
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