Philosophy
1. Our users tell the story better that we do 2. We never compromise on user experience 3. No tricks
Airbnb Product - few things touch non-users• Last-minute booking
• Resolutions Tool
• Photo Tool
• Lantern
• Help Center
• Product Email
• Referrals
• Homepage
• Booking flow
• Calendar
• Managed Listing
• Search
• Wish-list
• Dashboard
• Neighborhoods
• Groups
• Your reservations
• Account
• List Your Space
• Messaging
• Check-in
• Reviews
• Listing page
• Verified ID
• Privacy Settings
• Marketing Emails
• Profile
• References
• Account
• Mobile web
• Blog
• Stories
• Hospitality
Forecast
Assumptions Good Better Best Current
Monthly Active Users * Sending Invites 1% 5% 10% -
Invitees Per Inviter 5 10 15 -
Conversion Rate to New User 15% 30% 45% -
Conversion Rate to New Guest 1% 5% 10% -
Conversion Rate to New Host 1% 3% 5% -
Revenue Impact Potential x20x better than “Good”
90x better than “Good”
Work
• 5 people full time with much borrowed help
• 3 months
• 30k lines of code
• Growth became largest outside contributor to mobile apps
Better
User Metrics (Median) % Change
Guest Bookings + 13%
Hosts Bookings + 146%
Referrals Sent + 264%
Referrals Became Users + 497%
Referrals Became Guests + 489%
Forecast
Assumptions Good Better Best Current
Monthly Active Users * Sending Invites 1% 5% 10% -
Invitees Per Inviter 5 10 15 -
Conversion Rate to New User 15% 30% 45% -
Conversion Rate to New Guest 1% 5% 10% -
Conversion Rate to New Host 1% 3% 5% -
Revenue Impact Potential x20x better than “Good”
90x better than “Good”
Thank you!
http://twitter.com/gustaf