Lobby · B2C · drop-in video hangout app
Track how many new users get 5 friends on day one, then build for it
60% vs 20% hit 5 friends in Israel vs elsewhere; D90 25-30%, about double
Workedanalytics-attributionproduct-viralitypositioning-niche
What they did
Comparing Israel (viral, #1) with other markets showed one key difference: network density. They tracked the percentage of new users who got 5 friends on day 1 (~60% in Israel vs ~20% elsewhere), which went with D90 retention of 25-30% vs about half that. The conclusion was to raise density 'whatever it takes' through growth features where users invite friends by using the product, not content marketing (which brings random people without friends). They shipped the common invite and sharing mechanics plus unusual ones (Group Picture, one-minute roll call). Content still seeds the first users, but product-led invites scale it.
What happened
Invite-driven density push preceded #1 rankings in the UK, Italy, Germany, then Egypt and Saudi.
- Stage
- growth
This shipped together with other changes, so the result can't be credited to this alone.
“And when we looked at it, like there's only really one key difference, uh which is the network density.”
“we tracked this like one number, which is like the percentage of people who got five friends on day one. Uh in other places it's like like 20%, but in Israel it's like 60%.”
“What that means is like this is not something that's solvable through content marketing, [laughter] you know, because if you do content marketing you're just going to be a whole lot more of, you know, like like random people without friends.”
“So it really has to be people inviting their friends through using the product. So we did like a whole lot of things to boost like inviting and sharing.”
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