Add city-level results to the free accent tool to spark a new viral wave

Anada LakraFor sure. Yeah, it actually surprised us how much it actually has lasting appeal. There are people who use it, who keep coming back. It will randomly go viral. Again, with viral things, what makes them beautiful is also what makes them tricky. You can't over-engineer them, like with ads, where you know exactly I'm spending this much. I'm getting this much out of it. But one thing that has proven true is that when we invest into it ...

Anada LakraFor example, we recently added this really cool feature, where it doesn't just tell you the country where your accent is from, but it also goes down to the city level. And once we implemented that, it had another viral boost because again, had this new unique edge to it. Yeah, we can constantly see it have this evergreen value with random, unpredictable spikes, but we have a few levers where we can boost it by adding new features.

Anada LakraAnother thing that we did is that we showed people a snippet of the sample of the full results that they would get in the app. So they're not just seeing this result and then they have to make the leap of faith to go onto the app. We're telling them, "By the way, here are some of the other things you'll see on the app." And that invites them to get to the app or it boosts the conversion rate to get them to the app.