Projects, Organic Traffic & User Signups

HOMEPAGE / LANDING PAGES / MINI-SITES / AB TESTING / GROWTH

- My Time Working in the Acquisitions Team at Freelancer

Years ago, if you wanted to “grow” your company, you would have had to grit your teeth, invested your hard earn dollars in “marketing” and said a prayer to the conversion gods to throw some bones your way. Fast forward today and through many mistakes learned, we have the means to harness the power of “Growth” through more measured and quantifiable means. At Freelancer, everyone in all departments is expected to drive growth. In 2015 I was promoted to “user acquisitions” - the front-line of growth. As the tip of the spear, our headline metric was “users and projects” and our goal was to drive its increase through many means as possible. “Speed” was our Mantra and we were ruthless in experimenting with different channels to find a good fit. 

PROJECT OVERVIEW

Given the experimental nature of this new team, our Team was free and able to experiment with any idea that could drive employer growth on the site. This consisted of homepage redesigns, specialist landing pages, daily email campaigns, mini-sites and tons of AB Tests and funnel optimisations.

MISSION

To drive user growth in terms of projects posted. Reactivate dormant users and get them to reuse the site.

LESSONS LEARNED

  1. Speed is the key to everything.
  2. You can't expect all your tests to win.
  3. Making money is hard work.


We were very ruthless with our AB testing, pushing tests twice a week for the better part of the year. It was also where I learned the beauty and brutality of AB testing a complex living web product.

SUCCESS METRICS

+27% Growth in Projects YOY (8 Million)
+30% Growth in users YOY (18.7 Million)

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