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Create a viral thank-you page to boost word-of-mouth growth

Source: Growth Bites

Email opt-ins usually lead to a run-of-the-mill confirmation page, and that could be a missed opportunity. Automate word of mouth and grow your email list with a viral thank-you page.

If someone lands on your thank-you page after subscribing, they're obviously interested in what you have to say. And that means you have an opportunity to take it a step further — make an offer. When people convert on blogger and podcaster Jeff Goins' lead magnet, he offers them more (a free resource and a tool) in return for a tweet. If the new subscriber wants to take advantage, there is a button that populates the tweet. This resulted in 7,439 people sharing his website and thousands of new subscriptions for Jeff. To give it a shot, create a simple thank you page for your opt-in. Then write a Tweet for new subscribers to share, including a link to the lead magnet (or just ask them to invite friends). To make this easy, use a tool like the free GoViral. According to Bryan Harris of Growth Tools, 40% of new subscribers usually end up taking the offer.

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Growth Tip: How to engineer word-of-mouth

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Marketing usually works like this:

You have a product -> You find a way to get users -> The users sign up and use your product

There’s a small problem with this approach: Everything works in one direction.

The goal with engineering virality is to create a flywheel. We want to become less reliant on the traditional marketing tactic cycle and create a loop where each new user brings more users, and each new user brings more users, etc. If you know what compound interest is, you’ll know what I mean.

Is there something simple that any product can do to start engineering word of mouth?

The answer lies in 3 words: “refer a friend”.

Word of mouth does not have to be left to chance!

If you have a software product, there are many approaches you can take to be more deliberate about incorporating word-of-mouth in your own product.

We’ve explored a few of these approaches in the blog below 👇

The six principles behind social sharing

Source: Demand Curve

As you create a product, service, or piece of content that you want to go viral, carefully consider why someone would share it.

Jonah Berger, a professor at Wharton, conducted rigorous research to figure out why people share. Here are the six reasons he found (with examples of each):

1. Social currency: “We share things that make us look good.”

• We all seek social approval. It’s human nature. So we share things that we think will boost others’ perception of us.

• Example: When the founder of SmartBargains.com launched a new site, Rue La La, he made it invitation-only. It sold the same products as Smart Bargains. But because consumers now felt like insiders—a badge of social currency—they bought a lot more.‍

2. Triggers: “Top of mind, tip of tongue.”

• We share and talk about things we come across. Which is why people discuss things they see regularly (like Cheerios) more than things that are less visible in their everyday lives (like Disney World).

• Example: The most inescapable song of 2011, Rebecca Black’s “Friday,” peaked in daily searches every Friday after it came out.

3. Emotion: “When we care, we share.”

• We share things that make us emotional. Things that elicit high-arousal positive emotions (awe, excitement, and amusement) and negative emotions (anger and anxiety).

• Examples: Basically, everything on Upworthy.

4. Public visibility: “Built to show, built to grow.”

• We imitate things we see. We’ll go to the food truck with the long line and sign up for the email service we see others using (AOL, then Hotmail, then Gmail).

• Example: The Apple logo is upside down on a closed MacBook. But it’s right side up when the MacBook is open—say, at a coffee shop where others are working nearby. That’s solid public branding.‍

5. Practical value: “News you can use.”

• We share useful information. Passing along helpful tips, tutorials, guidance, etc., strengthens social bonds.

• Examples: #lifehacks viral videos on TikTok, Brené Brown TED Talks‍

6. Stories: “Information travels under the guise of idle chatter.”

• Berger explains that “people don’t think in terms of information. They think in terms of narratives.” Which is why Aesop didn’t just say the words, “Don’t give up.” Instead, he told a story about a slow-yet-persevering tortoise who ended up winning a race.

• Example: Unboxing videos are a type of story. As psychologist Pamela Rutledge puts it, each is “a mini-three act play with an exposition (presenting the box), rising action and conflict (what is it? can I get the box open? will I like it?) and resolution or denouement (showing what’s in the box).”

Thank you for reading! ✌️

We look forward to sharing more with you next week. Stay tuned!

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