Crystal Widjaja: recommendation

Transcript context

…This episode is brought to you by Eppo. Eppo is a next generation AB testing platform built by Airbnb alums for modern growth teams. Companies like Netlify, Contentful and Cameo rely on Eppo to power their experiments. Wherever you work, running experiments is increasingly essential, but there are no commercial tools that integrate with a modern growth team stack. This leads to waste of time building internal tools or trying to run your experiments through a clunky marketing tool. When I was at Airbnb, one of the things that I loved about our experimentation platform was being able to easily slice results by device, by country and by user stage. Eppo does all that and more. Delivering results quickly, avoiding annoying prolonged analytics cycles and helping you easily get to the root cause of any issue you discover. Eppo lets you go beyond basic clickthrough metrics and instead uses our north star metrics like activation, retention, subscriptions and payments. Eppo supports test on the front end, the back end, email marketing and even machine learning clients. Check out Eppo at geteppo.com. Geteppo.com and 10 X your experiment velocity. So step one, just to cover this, is figure out how you're growing. In Gojek's case, it was partly real world, people just seeing Gojek riding around. I think it's both figure out how you're growing and also the elements that you have at your disposal. What are the levers that you have that maybe you've never tried using? When we looked at our model this way, we actually realized we had underutilized the driver's capacity to drive our growth. Pun definitely intended. So in looking at the model this way, we had thought through what is our goal. We want GoPay to be much bigger than it really is. It's a E-wallet service, users are able to get access to this digital balance. How do we drive adoption? And so when we looked at the lever of we have a driver, we actually created an incentive model. So we built a very small service that would check when a driver got allocated to a customer, again, the product and the model, we would then check in the database, has this customer ever used our GoPay product before? Did they have a digital balance? And if the answer was no, we would message the driver immediately, "Hey, this customer hasn't done a GoPay top up before. If you get them to give you cash and we deposit it into their virtual wallet, we'll give you extra money." So using them as the salesperson. You wouldn't believe how great of a salesperson someone can be when you were literally trapped in a car with them going somewhere. And so you have this captive audience, captive attention, you have someone who has the incentive to cross pay or cross sell someone into GoPay. And customers were able to feel the benefit because the driver was explaining it to them directly. There was no change to the physics, it was a lever usage. What a devious strategy.…

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