GTM Sauce

B2C · travel review site

How TripAdvisor grows

2 tactics from 1 interview.

TripAdvisor's 2 tactics

TripAdvisor · B2C · travel review site

Sort hotels by each traveler's past behavior without calling it 'just for you'
Unlabelled version converted better; labelling it 'just for you' dropped conversion

Replaced default sort by average review score with a personalized algorithm based on past behavior. Tested blind (algorithm changed only): conversion improved. Rolled out branded as the 'Just for you' default: conversion went down because travelers do not want the site deciding for them on a high-stakes purchase.

Mixedproduct-activationexperimentation
Sub Club by RevenueCat · 2025-11-26

TripAdvisor · B2C · travel review site

Set quarterly goals as a short why, 3-5 commitments, and a task list
Guest says teams that adopted it found it works better than OKRs; no numbers

Developed at TripAdvisor after OKRs didn't stick. Narrative (1-2 sentences of strategic why), Commitments (the what; 3-5 per quarter, can be metrics, launches or research, and the word 'commitment' makes teams pick fewer), Tasks (the how; a scratch pad for a warm start to the quarter). Goals sit at the bottom of a product strategy stack: mission, company strategy, product strategy, roadmap, goals. If quality is slipping, make it the narrative.

Workedteam-process
Sub Club by RevenueCat · 2025-11-26

Topics

Personalization in onboarding and paywalls1Activation: getting users to first value1Growth team and hiring1A/B testing for apps1

Interviews