iGB Affiliate 63 June/July | Page 67

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 JOIN US IN LONDON FOR THE BIGGEST EVENT IN THE IGAMING AFFILIATE MARKET LONDON AFFILIATE CONFERENCE Stay tuned for more information! www.LondonAffiliateConference.com