Growth
This chapter, “Growth,” explores all means by which a freemium product can expand its user base. The chapter begins with an introduction to strategic growth, which is a data-driven approach to optimizing a product’s reach through market research, and the degree to which users are retained in the earliest stages of product interaction. This retention focus is often accomplished with the onboarding funnel (sometimes called the tutorial funnel); onboarding is a highly analytical, highly granular process to ensure that the first few minutes of a user’s introduction to a product are optimized for retention. The chapter then leads to a discussion on paid user acquisition, which is the means by which a product is advertised. This section ...
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