The Ledger
Every statement that passed quotation and attribution checks. Mix any filter with any other: certainty 1/5, debate potential 5/5, or both at once.
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Ed Baker: Uber secretly ran India test against CEO orders, doubling conversion
“We decided to run a test In Hyderabad, India, where we said, let's let riders request their first ride without putting a credit card number in. In fact, we were told by our CEO not to run that test because he felt so strongly against it, but we had so much con…”
Baker: Defying CEO to test credit-card-free signups doubled Uber's Hyderabad conversions
“We decided to run a test in Hyderabad, India, where we said, let's let riders request their first ride without putting a credit card number in. In fact, we were told by our CEO not to run that test because he felt so strongly against it, but we had so much con…”
Baker: Very few products maintain a K-factor above 1 today
“I think very few products have K-Factors above one these days. It's just a lot harder to get things to go viral these days.”
Reframing invites as announcements enabled Facebook to surpass Mixi in Japan
“Japan went from one of our slowest growing countries to one of our fastest growing countries. Shortly after that, we surpassed our local competitor in Japan.”
Uber's rider app driver button matched all paid marketing driver signups
“By adding that little button in the rider app that said become a driver, suddenly we had as many new drivers signing up from that button as we did from all of our paid marketing efforts combined.”
Ed Baker: Facebook and Uber growth leaders reported directly to CEO
“And in both of those cases, they had separate growth teams where the growth leader reported directly to the CEO. And these teams were structured cross-functionally.”
Travis Kalanick tested Ed Baker with an Uber promo card case study
“So when Travis, the CEO of Uber was interviewing me, he actually gave me a challenge problem about Uber promo cards. And he just said, we have these promo cards. We haven't really figured out exactly how we're going to use these yet. Tell me how you would make…”
Ed Baker says Friendly reached 25 million users with zero marketing spend
“That grew to about twenty-five million registered users all through viral growth, no market”
Ed Baker: Facebook's North Star metric was monthly active users
“Well, so at Facebook, when I was there, the North Star metric was monthly active users.”
Ed Baker: Uber selected weekly trips as its North Star metric
“Similarly at Uber, our North Star metric, in fact, one of the first things I did when I started the growth team at Uber was said to the team, we've got to come up with our North Star metric. We decided on, instead of something like monthly active riders, We sa…”