Скачать или смотреть How Dropbox Earned Millions Of Followers

When Dropbox started in 2007, it faced a challenge that many new tech startups encounter: convincing potential users to try an entirely new product. At the time, cloud storage wasn't a household term, and many people weren't familiar with the concept. To grow its user base, Dropbox needed an innovative and cost-effective solution.

Dropbox devised a referral program that capitalized on its existing users to drive growth. In the program, both the referrer and the referred user received extra storage space as a reward once the referred user joined and installed Dropbox on their device.

Here are key points on why it was so successful:

Intrinsic Value: The referral program provided real value to users. Extra storage space was something that Dropbox users naturally wanted, so the referral bonus was a powerful incentive.

Dual-sided Reward: Both the referrer and the referred user were rewarded. This design made the program appealing to both parties, fostering a win-win situation.

Ease of Use: Dropbox made it incredibly easy to refer others. Users could send referral invites via email or through social media directly from Dropbox's site, removing potential barriers to participation.

Seamless Integration: The referral program was directly integrated into the product experience. Dropbox prompted users to participate in the program at key moments, such as when they were about to run out of storage space.

Transparency: Dropbox was clear about the terms and conditions of the program. Users could easily see how many friends they had referred, how much space they had earned, and how much more they could possibly earn.

These factors worked in unison to create a viral loop where users continually brought in new users, resulting in exponential growth for Dropbox. At one point, referrals were responsible for 35% of daily sign-ups and had increased its user base by 60%. The company hit 1 million registered users within a year of starting the referral program and has continued to grow since then.

This strategy not only attracted a vast number of new users but also did so at a relatively low acquisition cost, making it an extremely efficient method of growth. It's a great case study of how a well-executed, product-led referral program can lead to tremendous growth.

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