Upload
lucas-wall
View
375
Download
0
Embed Size (px)
DESCRIPTION
This is a brief analysis on how the guys at BufferApp achieved tremendous success. Their work is great, their app is great and they are very open and pro-transparency. They totally deserve it! #BufferApp #HackingSuccess
Citation preview
Reverse EngineeringBufferApp’s Success
@LucasEWalllinkedin.com/in/lucasewall#WhatDoesItMean
Why Reverse Engineer BufferApp?
● Jan 2011 - Launched web app● Oct 2011 - 55,000 users ($150K sales)● Jan 2012 - 100,000 users ($288K sales)● Jan 2013 - 1,000,000 users ($3.6M sales)
How Did BufferApp Become a $3.6M Website in Two Years?● What Do They Write About?● What Are Their Main Sources of Traffic?● Is There an 80/20 Effect Traffic/Articles?● How Often Do They Write and Share?● How Do They Structure Their Articles?● Why Does it Work?
They Write About
● Thier Subject Matter (tweets, fb, social media): 43%● Lists, how-tos, and about their own brand: 37%, 21 and 18% resp.● They don’t mix it that much: list & subjmat (17%), list & brand (3%),
brand & howto (3%)● Action oriented: Make (7%), Get (8%), Use (7%)● Containing: Tips (7%), Ways (7%), Tools (6%), Guides (3%), Science
(6%)● Positive: New (8%), Most (6%), Successful (4%), Better (4%), Great
(4%)
Example: 10 Simple Things You Can Do Today That Will Make You Happier, Backed By Science
Take a Wordle For it
Main Sources of Traffic
Dec-13 Nov-13 Oct-13
Unique Visitors 493,253 529,184 547,339
Top 3 Referral Sites fb & m.fb (58,471) ~12%
Reddit (25,349) ~ 5%
StumbleUpon (15,819) ~3%
fb & m.fb (70,173 uniques) ~13%
Fast Company (12,596)
Twitter (10,149)
fb & m.fb (84,374 uniques) ~15%
Twitter (36,761) ~7%
Fast Company (15,127) ~3%
Top 3 Keywords “how to make yourself happy”
“best time to post on facebook”
“best time to post on Instagram”
“how to make yourself happy”
“best time to post on facebook”
“habits of successful people”
“how to make yourself happy”
“sunday – best of the web”
“habits of successful people”
Facebook & Twitter are Stable #1 and #2. Others Vary Month to MonthMix of Keywords Associated and Not Associated to Subject Matter Are Main Source of Traffic
80/20 Relationship Traffic/Articles
Dec-13 Nov-13 Oct-13
Unique Visitors 493,253 529,184 547,339
Top 3 posts
10 Simple Things You Can Do Today That Will
Make You Happier, Backed By Science: 70,334
(~14%) (August)
Why We’re More Creative When We’re Tired
and 9 Other Surprising Facts About How Our
Brains Work: 55,900 (~11%) (November)
8 Surprising New Instagram Statistics to Get
the Most out of the Picture Social Network:
40,160 (~8%) (October)
10 Simple Things You Can Do Today That Will
Make You Happier, Backed By Science: 94,623
(~18%) (August)
10 Things To Stop Doing Today to Be Happier,
Backed by Science: 34,038 (6%) (November)
8 Surprising New Instagram Statistics to Get the
Most out of the Picture Social Network: 28,147
(5%) (October)
10 Simple Things You Can Do Today That Will
Make You Happier, Backed By Science: 137,260
(25%) (August)
8 Common Thinking Mistakes Our Brains Make
Every Day and How to Prevent Them: 42,300
(8%) (September)
A scientific guide to posting Tweets, Facebook
posts, Emails and Blog posts at the best time:
28,040 (5%) (August)
Concentration 3 / 430 posts (.6%) = ~33% of Uniques 3 / 415 posts (.7%) = ~29% of Uniques 3 / 400 posts (.8%) = ~38% of Uniques
On Average, 1% of Articles Produce 30-38% of Unique VisitorsIn other words, Yes, there is such a thing as a diamond article out there!!!
Articles Per Month & Guest Blogging
Dec-13 Nov-13 Oct-13
Unique Visitors 493,253 529,184 547,339
Post Published 13 15 15
Posts Republished 13 12 4
Republished On TheNextWeb, Lifehacker, Fast Company, Huffington Post, Business Insider
TheNextWeb, Lifehacker, Fast Company, Huffington Post, Business Insider
TheNextWeb, Lifehacker, Fast Company
Articles Are Original & Re-Published On Other Websites.
Articles Fuel GrowthFirst year published ~17 per month, then between 7-12, recently ~15.
Launched
55K users$150K Revenue
100K users$288K Revenue
1M users$3.6M Revenue
Structure of Their Best ArticlesTitle 10 Simple Things You Can Do Today
That Will Make You Happier, Backed By Science
8 Surprising New Instagram Statistics to Get the Most out of the Picture Social Network
Why We’re More Creative When We’re Tired and 9 Other Surprising Facts About How Our Brains Work
Words ~3,200 ~1,600 ~3,360
Links 37 9 42
Words/Links ~86 ~177 ~80
Pictures 5 10 8
Sections (H1, H2) 11 9 10
Numbered Sections?
Yes Yes Yes
Bullet Points No No No
#WhatDoesItMean● BufferApp employs an organic traffic strategy to reach potential customers.● Their content is not directly related to their product all the time, but…● Their content provides useful information to readers, which in turn…
○ Creates rapport about the authors and therefore…○ Makes readers want to learn more about what BufferApp is, and…○ Makes visitor-to-user conversion very affordable.
Why Does it Work?● It leverages pre-established behavior, such as…
○ Target population uses the Internet as a source of knowledge, and...○ Is already actively using social networks, and…○ BufferApp feeds on the desire of having more followers & becoming
more connected.
BBA (Ops & Finance)
About Lucas E. Wall
Born in Misiones, Argentina.
1980s 2000s 2010s
Managed $30M Cash-Flow during Argentine Financial Crisis.
Turned around $4M non-profit without laying-off staff, cutting salaries or discontinuing services.
Big-four consultant. Advised major corporations across industries.
#resilient #passionate #inspiring#funny #determined #committed(Adjectives people used to describe Lucas throughout the years)
Programming since age eleven.
MBA (Finance)
In the USA since 2002. Permanent Resident & National Interest Waiver recipient.Work explaining the financial crisis of Argentina gained me the recommendation of experts in the field and subsequent declaration of national interest.
FoundedROIchecker.com
@LucasEWalllinkedin.com/in/lucasewall#WhatDoesItMean