airbnb growth tech talk 4/5/2016

T H E T E A M

Driving User GrowthA I R B N B P R O D U C T G R O W T H

Identify opportunityWe started with a hunch. After backing up our hunch, we invested in the data infrastructure necessary to experiment on this.

Run lightweight testLaunched a bold, but not fully refined experiment to help us validate the impact of an early signup prompt.

Define SuccessWe refined our vision, set our goals, and crafted a definition of success that would guide us down a path of experimentation.

Keep experimentingWe kept experimenting. With each version we sought to improve the quality of the experience and business impact.

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The Opportunity

By the time we get a chance to help the user find what they’re looking for, it’s too late.

P R O B L E M

Earlier sign up will help us enable better personalization, cross-platform continuity (start on mobile, finish on desktop), better education and on boarding.

H Y P O T H E S I S

E X I S T I N G E X P E R I E N C E

Awesome Bright & Modern HomeEntire home/apt • • 32 reviews

235$

Perfect 4 Executives/ProfessionalsEntire home/apt • • 107 reviews

235$

More Filters 1000+ Rentals • Austin

$1000+$10

Price Range

Shared RoomPrivate RoomEntire PlaceRoom Type

1 GuestCheck OutCheck InDates

$125

$220

$128

$330

$120

$150

Sign Up Log InHelpWhere are you going? Become a Host

$225

L I G H T W E I G H T T E S T


235$


235$


$1000+$10

Price Range



$125

$220

$128

$330

$120

$150


$225

Log in

That’s why, you’ll need to sign in to keep exploring.

Airbnb is a trusted community of milions of local hosts and guests.

Sign Up

L I G H T W E I G H T T E S T

(6)

Austin, TX United States

Awesome Bright & Modern Home1

Guests

mm/dd/yyyy

Check In

mm/dd/yyyy

Check Out

$235 Per Night


oror

Sign up with Facebook

Sign up with Google

Sign up with Email

By signing up, I agree to Airbnb’s Terms of Service,

Privacy Policy, Guest Refund Policy, and Host

Guarantee Terms.

Already an Airbnb member? Log In

T H E E F F E C T

Signups skyrocketed

T H E E F F E C T

at the cost of bookingsand user experience.

Zoom out before you zoom in.

The Vision

Empathy driven, evidence fueled.

Nimble and sure-footed

Be a host to every house guest.

Launch, learn, repeat.

V I S I O N

Arriving at Airbnb, I feel welcome. The tone/messaging is welcoming, the product is clear, the community is a place I see myself belonging. When I am prompted to sign up, I understand the value to joining this community of fellow travelers and hosts.

Quality ExperienceG O A L 1

No Negative EffectG O A L 2

40% Lift in New UsersG O A L 3

G O A L S

Frequency OptimizationE X P E R I M E N T 1

F R E Q U E N C Y O P T I M I Z A T I O N


235$


235$


$1000+$10

Price Range



$125

$220

$128

$330

$120

$150


$225

Log in

That’s why, you’ll need to sign in to keep exploring.

Airbnb is a trusted community of milions of local hosts and guests.

Sign Up


(6)



Guests

mm/dd/yyyy

Check In

mm/dd/yyyy

Check Out

$235 Per Night


oror


Sign up with Google

Sign up with Email



Guarantee Terms.


(6)



Guests

mm/dd/yyyy

Check In

mm/dd/yyyy

Check Out

$235 Per Night



-4% Signups

F R E Q U E N C Y O P T I M Z A T I O N E F F E C T




Listen to the user.

Rethinking ContextE X P E R I M E N T 2

R E T H I N K I N G C O N T E X T

(6)



Guests

mm/dd/yyyy

Check In

mm/dd/yyyy

Check Out

$235 Per Night


Already an Airbnb member? Log in

By signing up, I agree to Airbnb’s Terms of Service, Privacy

Policy, Guest Refund Policy, and Host Guarantee Terms.

Sign up with Email

or

Sign up with Google


Sign up to join Airbnb’s trusted community of millions and have your own unique experience.

R E T H I N K I N G C O N T E X T

+9% Signups

R E T H I N K I N G C O N T E X T E F F E C T




Make context relevant.

Improved ClarityE X P E R I M E N T 3

I M P R O V E D C L A R I T Y


235$


235$


$1000+$10

Price Range



$125

$220

$128

$330

$120

$150


$225

Join the millions of hosts and guests in Airbnb’s trusted community. Log In


235$


235$


$1000+$10

Price Range



$125

$220

$128

$330

$120

$150


$225

Join the millions of hosts and guests in Airbnb’s trusted community. Log In


(6)



Guests

mm/dd/yyyy

Check In

mm/dd/yyyy

Check Out

$235 Per Night



By signing up, I agree to Airbnb’s Terms of Service, Privacy Policy, Guest Refund Policy, and Host Guarantee Terms.

Sign up with Email

or

Continue with Google

Continue with Facebook


+15% Signups

I M P R O V E D C L A R I T Y C O M P A R I S O N

or


Sign up with Google

Sign up with Email



Guarantee Terms.


Old


By signing up, I agree to Airbnb’s Terms of Service, Privacy Policy, Guest Refund Policy, and Host Guarantee Terms.

Sign up with Email

or

Continue with Google

Continue with Facebook

New

I M P R O V E D C L A R I T Y E F F E C T




Design can drive metrics.

Some Big Takeaways

Listen to the user

Make context relevant

Design can drive metrics

Zoom out before you zoom in

Test often, be bold

Identify opportunityWe started with a hunch. After backing up our hunch, we invested in the data infrastructure necessary to experiment on this.

Run lightweight testLaunched a bold, but not fully refined experiment to help us validate the impact of an early signup prompt.

Define SuccessWe refined our vision, set our goals, and crafted a definition of success that would guide us down a path of experimentation.

Keep experimentingWe kept experimenting. With each version we sought to improve the quality of the experience and business impact.

1

2

3

4

T H E T E A M

airbnb growth tech talk 4/5/2016

Marketing