How to run Airbnb well for marketing

one. User growth

Observe the monthly user growth curve and you can find thatBefore 2011, the growth curve was relatively stable, and the user conversion rate at this time was between 55% and 65%. After 2012, the number of registered users has increased exponentially, but the conversion rate has been observed to show a significant downward trend. After July 2012, the conversion rate did not exceed 45%, far lower than 65% of the initial peak of the data. This phenomenon may have the following reasons:

1. Similar competitor software began to appear on the market, resulting in a decrease in conversion rate.

2. Operations and channels may attract a large number of inappropriate users, resulting in insufficient user conversion rate.

3. The product itself is not prepared for a period of rapid expansion, and incomplete products cannot attract users.

There are seasonal patterns in the growth of new users: every yearThere will be a small peak in growth from July to October. Since short-term rentals for homestays are tourism-related products, it is speculated that this growth may be because the days and nights in the northern hemisphere are long in July to October, and the temperature is suitable for peak travel seasons. There is also a seasonal pattern in user conversion rates, with a small peak around March each year. Considering that there are no holidays around March and the climate is not suitable, it is speculated that this may be due to users planning their travel in advance or due to periodic operation strategies.

2. Marketing channels

1) Number of registered users

excludeIn addition to direct (personally understands it as opening a web page directly or downloading an app store), the top ten channels and corresponding conversion rates of registered users are greater than 30% except content-google, and the overall conversion is good.

2) Channels and marketing methods

Filter out the number of registered users100 marketing channels and marketing methods, as well as the corresponding number of registered users and conversion rates. The conversion of each channel can be analyzed separately based on channels, and the conversion effect of each marketing method on different channels can be analyzed separately based on marketing methods.

Analysis based on channel-based classification:

● Direct and Google channels exceed 80% of the total number of registered users, which complies with the 28th Law.

● The registration volume of direct channel accounts for the vast majority. It is speculated that Airbnb is directly opened after learning information through other channels or advertisements.

● The conversion rate of most channels is above 30%, and the overall performance is relatively good.

● The conversion rate of gsp channel is less than 10%, and the conversion rates of meetingup, facebook-content, google-content, and email-marketing are all less than 20%.

Analysis based on marketing methods:

● The conversion rate of most marketing methods is higher than 30%, among which the conversion rate and number of new recruits of the three marketing methods: direct, sem-brand, and sem-non-brand are relatively high.

● The conversion rate of content marketing methods is less than 20% on all channels, especially the number of registered users of Google-content reaches 2892, but the conversion rate is only 15.59%.

● In the Google channel, sem-brand, sem-non-brand and seo cover 90% of registered users in Google, of which sem-brand accounts for about 50%, and seo achieves the highest conversion rate of 48.13% in the Google channel.

Operational advice:

● You can combine user equipment to increase investment in channels and marketing methods with high number of registered users and conversion rates, such as: google-sem and google-seo.

● For channels and marketing methods with conversion rates exceeding 40%, direct, google-seo, google-sem-non-brand, facebook-seo, craigslist. If you consider increasing product exposure to gain more new users.

● Consider reducing the content method or changing the delivery content, consider canceling the meetingup.

3) Marketing content

excludeIn addition to untracked, it can be found that the number of registered users of linked and omg is very close, with a conversion rate of 43%, which is 6% higher than omg's 37%.

althoughMarketing has a conversion rate of 45%, but it covers much less than 1% of registered users. The conversion rate and registered users of local ops are very low.

4) Marketing content and marketing channels

Cross-analysis of the two channels with the highest number of user registrationsIn direct and Ggoogle, untracked (untracked) and conversions of different marketing content are excluded.

From the visualization results, we can see:

● linked and omg are the two marketing contents that users have the most contact with. Among the direct channels, the number of linked users is much higher than omg. There is a opposite trend in the Google channel, with the number of omg corresponding users much higher than linked, which may be due to the different advertising content delivered in the channel.

● Comparing the two different channels of Google and Direct, the conversion rate of linked is 1% higher than that of direct in Google, the conversion rate of omg is 6.6% lower than that of direct in Google, and the conversion rate of marketing to direct is 48% much higher than that of Google.

Operational advice:

Since the exposure time and number of exposures of advertisements in different channels are unknown, we can only recommend paying attention to itThe conversion rate of omg content in Google, combined with the advertising delivery, continue to pay attention to the conversion rate of different contents in each channel.