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Have you checked out my new eBook The SaaS CRO Playbook yet?
Increasing conversions doesnβt come from guessing β it comes from testing smart ideas across your entire funnel. This book gives you over 50 proven experiments to improve how visitors engage, sign up, and convert in your SaaS funnel.
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In an interview with TechCrunch, Justin Mateen, founder and former CMO of Tinder, said, βGo after the hardest users to get firstβ¦ These can either be your worst critics or your greatest evangelists.β
For Tinder, that was college students. Sounds strange now but this was back when dating sites had a bad rap.
To start, the company sponsored a birthday party at the University of Southern Carolina. Entrance was free to anyone who downloaded the app. While only 400 people downloaded Tinder at the party, the app had 4k downloads within a week.
Next, the company focused on sororities and fraternities by going door to door to encourage students to sign up β turning potential critics into evangelists.
Baiting sororities and fraternities to use the app to get to each other is a stroke of genius.
The takeaway: While itβs tempting to go for the lowest-hanging fruit, going after your toughest user first (for Tinder, βusers that seem like they almost donβt have a need for the productβ) may pay off in the long run.
Especially in the early days when validation is still in question, going after your toughest user group first can be a great catalyst to validate demand if they show interest.
βCorey
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