\u201CWe invested in strengthening viral loops in our product where attendees (the demand side) would become event creators (supply side). In addition, we had a free-to-paid loop where our free product (free to use for free events) attracted a lot of creators who tried the product for free first. Many of these free creators later hosted paid events, converting into paid users. The free viral loop ultimately drove 34% of supply-side awareness/acquisition, and 17% of creators who have produced a free event have gone on to host a paid event within twelve months (included in our public IPO filing).\u201D
In addition to content we wrote ourselves, we had a great UGC/SEO loop: 1) creators built their event pages with user generated content, 2) creators linked to their event pages on Eventbrite from their own websites, 3) these Eventbrite.com event pages ranked well in SEO. They also created content for and funneled link value to our \"San Francisco events\" SEO pages. 4) this drove both demand, and a good portion of supply as well.\u201D
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