| name | growth-engineering |
| description | Growth engineering - PLG, referral, viral loops, onboarding optimization. |
Growth Engineering
PLG (Product-Led Growth) Implementation
PLG Flywheel
User Signs Up (Free)
|
v
Experiences Value (Aha Moment)
|
v
Invites Team/Colleagues
|
v
Team Adopts Product
|
v
Usage Grows -> Hits Limits
|
v
Converts to Paid
|
v
Expands (More Seats/Features)
|
+---> Refers New Users (loop back)
PLG Architecture
interface PLGConfig {
freeTier: {
features: string[];
limits: Record<string, number>;
duration: "unlimited" | number;
};
trialTier: {
features: string[];
duration_days: number;
requires_cc: boolean;
};
paidTiers: Array<{
name: string;
price_monthly: number;
price_annual: number;
features: string[];
limits: Record<string, number>;
}>;
gates: FeatureGate[];
}
interface FeatureGate {
feature: string;
gate_type: "hard" | "soft" | "usage";
free_limit?: number;
upgrade_prompt: string;
cta: string;
}
function checkFeatureGate(feature: string) {
return async (req: Request, res: Response, next: NextFunction) => {
const user = req.user;
const gate = gates.find(g => g.feature === feature);
if (!gate) return next();
const plan = await getUserPlan(user.id);
const usage = await getFeatureUsage(user.id, feature);
if (gate.gate_type === "hard" && plan.tier === "free") {
return res.status(403).json({
error: "UPGRADE_REQUIRED",
message: gate.upgrade_prompt,
cta: gate.cta,
upgrade_url: `/billing/upgrade?feature=${feature}`,
});
}
if (gate.gate_type === "usage" && gate.free_limit && usage >= gate.free_limit) {
res.setHeader("X-Usage-Warning", gate.upgrade_prompt);
await trackEvent(user.id, "feature_gate_hit", { feature, usage, limit: gate.free_limit });
}
next();
};
}
Aha Moment Definition
| Urun Tipi | Aha Moment Ornegi | Metrik |
|---|
| Project Management | Ilk task'i tamamlama | task_completed (first) |
| Analytics | Ilk dashboard olusturma | dashboard_created (first) |
| Communication | Ilk mesaj gonderme | message_sent (first) |
| Development Tool | Ilk basarili build | build_succeeded (first) |
| Design Tool | Ilk export/share | design_exported (first) |
interface AhaMoment {
event: string;
conditions: Record<string, unknown>;
time_window_hours: number;
activation_rate_target: number;
}
const ahaMoment: AhaMoment = {
event: "project_created_with_members",
conditions: { member_count: { gte: 2 }, tasks_added: { gte: 3 } },
time_window_hours: 72,
activation_rate_target: 0.50,
};
Referral System Design
Referral Architecture
interface ReferralProgram {
id: string;
name: string;
reward_type: "two_sided" | "referrer_only" | "referee_only";
referrer_reward: Reward;
referee_reward: Reward;
rules: ReferralRules;
}
interface Reward {
type: "credit" | "discount" | "free_months" | "feature_unlock" | "cash";
amount: number;
currency?: string;
description: string;
}
interface ReferralRules {
max_referrals_per_user: number;
qualification_event: string;
qualification_window_days: number;
anti_fraud: AntiFraudRules;
}
interface AntiFraudRules {
same_ip_block: boolean;
email_domain_block: string[];
min_activity_threshold: number;
cooldown_hours: number;
}
Referral Flow
Referrer Referee
| |
|-- Shares unique link --------> |
| |-- Signs up
| |-- Completes qualification
| | (first purchase / activation)
|<-- Notification: Reward! ------|
|-- Reward credited |-- Reward credited
| |
v v
Track: referral_completed Track: referred_user_activated
Referral Schema
CREATE TABLE referrals (
id UUID PRIMARY KEY DEFAULT gen_random_uuid(),
referrer_id UUID NOT NULL REFERENCES users(id),
referee_id UUID REFERENCES users(id),
referral_code VARCHAR(20) UNIQUE NOT NULL,
referral_link TEXT NOT NULL,
status VARCHAR(20) DEFAULT 'pending',
channel VARCHAR(50),
created_at TIMESTAMPTZ DEFAULT NOW(),
signed_up_at TIMESTAMPTZ,
qualified_at TIMESTAMPTZ,
rewarded_at TIMESTAMPTZ,
referrer_reward_amount DECIMAL,
referee_reward_amount DECIMAL,
metadata JSONB DEFAULT '{}'
);
CREATE INDEX idx_referrals_referrer ON referrals(referrer_id);
CREATE INDEX idx_referrals_code ON referrals(referral_code);
CREATE INDEX idx_referrals_status ON referrals(status);
SELECT
referrer_id,
COUNT(*) AS total_referrals,
COUNT(CASE WHEN status = 'signed_up' THEN 1 END) AS signups,
COUNT(CASE WHEN status = 'qualified' THEN 1 END) AS qualified,
COUNT(CASE WHEN status = 'rewarded' THEN 1 END) AS rewarded,
ROUND(100.0 * COUNT(CASE WHEN status = 'qualified' THEN 1 END) /
NULLIF(COUNT(CASE WHEN status = 'signed_up' THEN 1 END), 0), 1) AS conversion_rate
FROM referrals
GROUP BY referrer_id
ORDER BY qualified DESC;
Viral Loops
Viral Loop Types
| Tip | Mekanizma | Ornek | K-Factor Hedef |
|---|
| Word of Mouth | Organik tavsiye | Slack, Notion | 0.3-0.5 |
| Incentivized | Odul ile tavsiye | Dropbox (500MB) | 0.5-0.8 |
| Embedded | Urunde gorulme | "Made with X" | 0.2-0.4 |
| Collaborative | Birlikte kullanim | Google Docs invite | 0.6-1.0 |
| Social Proof | Paylasim/showcase | Spotify Wrapped | 0.3-0.6 |
| Content | Icerik uretimi | Canva, Figma links | 0.2-0.4 |
K-Factor (Viral Coefficient)
interface ViralMetrics {
invites_per_user: number;
invite_conversion_rate: number;
cycle_time_days: number;
}
function calculateKFactor(metrics: ViralMetrics): {
kFactor: number;
viral: boolean;
doublingTimeDays: number | null;
} {
const k = metrics.invites_per_user * metrics.invite_conversion_rate;
return {
kFactor: Math.round(k * 100) / 100,
viral: k > 1,
doublingTimeDays: k > 1
? Math.round(metrics.cycle_time_days * Math.log(2) / Math.log(k))
: null,
};
}
Viral Loop Implementation
function generateShareableBadge(projectId: string, userId: string): string {
const trackingUrl = `https://app.example.com/r/${encodeBase64(userId)}?ref=badge&project=${projectId}`;
return `
<a href="${trackingUrl}" target="_blank" rel="noopener">
<img src="https://app.example.com/badge.svg" alt="Made with Example" width="120" height="28" />
</a>
`;
}
async function inviteToProject(
inviterId: string,
projectId: string,
emails: string[]
): Promise<InviteResult[]> {
const results: InviteResult[] = [];
for (const email of emails) {
const todayInvites = await getInviteCount(inviterId, projectId, "today");
if (todayInvites >= 10) {
results.push({ email, status: "rate_limited" });
continue;
}
const invite = await createInvite({ inviterId, projectId, email });
await sendInviteEmail(email, invite);
await trackEvent(inviterId, "invite_sent", {
project_id: projectId,
invite_id: invite.id,
channel: "email",
});
results.push({ email, status: "sent", invite_id: invite.id });
}
return results;
}
Onboarding Optimization
Onboarding Checklist Pattern
interface OnboardingStep {
id: string;
title: string;
description: string;
action_type: "auto" | "user_action" | "integration";
completion_event: string;
required: boolean;
order: number;
estimated_minutes: number;
help_url?: string;
}
const onboardingSteps: OnboardingStep[] = [
{
id: "profile",
title: "Profilini tamamla",
description: "Adini ve rol bilgini ekle",
action_type: "user_action",
completion_event: "profile_completed",
required: true,
order: 1,
estimated_minutes: 1,
},
{
id: "first_project",
title: "Ilk projeyi olustur",
description: "Bir proje olusturup calismaya basla",
action_type: "user_action",
completion_event: "project_created",
required: true,
order: 2,
estimated_minutes: 2,
},
{
id: "invite_team",
title: "Takimini davet et",
description: "En az 1 takim arkadasi ekle",
action_type: "user_action",
completion_event: "team_member_invited",
required: false,
order: 3,
estimated_minutes: 2,
},
{
id: "integration",
title: "Entegrasyon bagla",
description: "GitHub, Slack veya Jira bagla",
action_type: "integration",
completion_event: "integration_connected",
required: false,
order: 4,
estimated_minutes: 3,
},
];
async function getOnboardingProgress(userId: string): Promise<{
completed: string[];
remaining: OnboardingStep[];
percentage: number;
nextStep: OnboardingStep | null;
}> {
const completedEvents = await getUserEvents(userId, onboardingSteps.map(s => s.completion_event));
const completed = onboardingSteps
.filter(s => completedEvents.includes(s.completion_event))
.map(s => s.id);
const remaining = onboardingSteps.filter(s => !completed.includes(s.id));
return {
completed,
remaining,
percentage: Math.round((completed.length / onboardingSteps.length) * 100),
nextStep: remaining[0] || null,
};
}
Onboarding Metrics
| Metrik | Formul | Hedef |
|---|
| Completion Rate | completed_all_steps / started_onboarding | > %60 |
| Time to Complete | median(onboarding_end - signup) | < 10 dakika |
| Drop-off Point | En cok terk edilen adim | Her adim > %80 |
| Activation Rate | aha_moment_reached / signed_up | > %40 |
| Time to Value | signup -> first_value_event | < 5 dakika |
Progressive Onboarding
interface OnboardingTrigger {
feature: string;
show_after: string;
delay_seconds: number;
tooltip_position: "top" | "bottom" | "left" | "right";
message: string;
dismiss_event: string;
}
const progressiveHints: OnboardingTrigger[] = [
{
feature: "keyboard_shortcuts",
show_after: "third_task_created",
delay_seconds: 2,
tooltip_position: "bottom",
message: "Pro tip: Ctrl+K ile hizli komut menusunu acabilirsin",
dismiss_event: "shortcut_hint_dismissed",
},
{
feature: "automation",
show_after: "tenth_task_completed",
delay_seconds: 5,
tooltip_position: "right",
message: "Bu tekrarlayan gorevi otomatiklestirmek ister misin?",
dismiss_event: "automation_hint_dismissed",
},
];
Activation Metrics
Activation Funnel
Signup --> Setup --> Aha Moment --> Habit
| | | |
v v v v
100% ~70% ~40% ~20%
Activation Definition Framework
interface ActivationCriteria {
name: string;
events: Array<{
event: string;
count: number;
within_days: number;
}>;
logic: "AND" | "OR";
}
const activationDefinitions: ActivationCriteria[] = [
{
name: "basic_activation",
events: [
{ event: "project_created", count: 1, within_days: 3 },
{ event: "task_created", count: 3, within_days: 7 },
],
logic: "AND",
},
{
name: "team_activation",
events: [
{ event: "team_member_invited", count: 1, within_days: 7 },
{ event: "collaborative_action", count: 5, within_days: 14 },
],
logic: "AND",
},
];
Freemium Model Design
Freemium Strategies
| Strateji | Sinir Tipi | Ornek |
|---|
| Feature-limited | Bazi ozellikler locked | Slack (mesaj gecmisi), GitHub (private repo) |
| Usage-limited | Kullanim siniri | Dropbox (2GB), Vercel (100GB bandwidth) |
| Seat-limited | Kullanici sayisi | Notion (10 guest), Linear (10 members) |
| Time-limited (trial) | Sure siniri | 14 gun full access |
| Support-limited | Destek seviyesi | Community vs Priority support |
Pricing Page Optimization
interface PricingExperiment {
name: string;
hypothesis: string;
variants: Array<{
id: string;
change: string;
expected_impact: string;
}>;
primary_metric: string;
}
const pricingExperiments: PricingExperiment[] = [
{
name: "anchor_pricing",
hypothesis: "Enterprise plani one koymak, Pro plan conversion'i %15 arttirir",
variants: [
{ id: "control", change: "Free -> Pro -> Enterprise", expected_impact: "baseline" },
{ id: "treatment", change: "Enterprise -> Pro -> Free (reverse)", expected_impact: "+15% Pro conversion" },
],
primary_metric: "plan_upgrade_rate",
},
{
name: "annual_discount",
hypothesis: "%20 yerine 2 ay bedava demek, annual conversion'i %10 arttirir",
variants: [
{ id: "control", change: "Save 20%", expected_impact: "baseline" },
{ id: "treatment", change: "2 months free", expected_impact: "+10% annual" },
],
primary_metric: "annual_plan_rate",
},
];
Growth Experiments Framework
Experiment Lifecycle
Idea -> Prioritize (ICE) -> Design -> Implement -> Run -> Analyze -> Learn
ICE Scoring
interface GrowthExperiment {
id: string;
name: string;
hypothesis: string;
impact: number;
confidence: number;
ease: number;
ice_score: number;
primary_metric: string;
status: "backlog" | "designing" | "running" | "analyzing" | "completed";
results?: ExperimentResult;
}
function prioritizeExperiments(experiments: GrowthExperiment[]): GrowthExperiment[] {
return experiments
.map(e => ({
...e,
ice_score: (e.impact + e.confidence + e.ease) / 3,
}))
.sort((a, b) => b.ice_score - a.ice_score);
}
Experiment Tracking Template
interface ExperimentResult {
experiment_id: string;
start_date: string;
end_date: string;
sample_size: { control: number; treatment: number };
primary_metric: {
control_value: number;
treatment_value: number;
lift: number;
p_value: number;
significant: boolean;
};
secondary_metrics: Array<{
name: string;
lift: number;
significant: boolean;
}>;
decision: "ship" | "iterate" | "kill";
learnings: string[];
}
Notification Strategies
Notification Framework
interface NotificationConfig {
type: "push" | "email" | "in_app" | "sms";
trigger: string;
template: string;
delay_minutes: number;
frequency_cap: {
max_per_day: number;
max_per_week: number;
};
segment: string;
priority: "critical" | "high" | "medium" | "low";
}
const notificationSchedule: NotificationConfig[] = [
{
type: "email",
trigger: "user_signed_up",
template: "welcome_email",
delay_minutes: 0,
frequency_cap: { max_per_day: 1, max_per_week: 3 },
segment: "new_users",
priority: "high",
},
{
type: "email",
trigger: "onboarding_incomplete_24h",
template: "complete_setup_nudge",
delay_minutes: 24 * 60,
frequency_cap: { max_per_day: 1, max_per_week: 2 },
segment: "incomplete_onboarding",
priority: "medium",
},
{
type: "email",
trigger: "inactive_7_days",
template: "we_miss_you",
delay_minutes: 0,
frequency_cap: { max_per_day: 1, max_per_week: 1 },
segment: "churning",
priority: "medium",
},
{
type: "in_app",
trigger: "usage_limit_80_percent",
template: "upgrade_nudge",
delay_minutes: 0,
frequency_cap: { max_per_day: 1, max_per_week: 2 },
segment: "high_usage_free",
priority: "high",
},
];
User Engagement Hooks
Engagement Loop Patterns
| Pattern | Mekanizma | Ornek |
|---|
| Variable Reward | Beklenmedik oduller | LinkedIn: "X viewed your profile" |
| Investment | Kullanici emek harcayor | Pinterest: pin boards |
| Social Proof | Baskalari kullaniyor | "1000+ team already uses..." |
| Progress | Ilerleme gosterimi | Duolingo streak |
| Commitment | Kucuk adimlar -> buyuk adimlar | Free trial -> paid |
| Loss Aversion | Kaybetme korkusu | "Your streak will reset!" |
| FOMO | Kacirma korkusu | "Limited time offer" |
Streak System
interface StreakConfig {
activity_event: string;
period: "daily" | "weekly";
milestones: Array<{
days: number;
reward: string;
badge?: string;
}>;
grace_period_hours: number;
freeze_available: boolean;
}
const streakConfig: StreakConfig = {
activity_event: "daily_active",
period: "daily",
milestones: [
{ days: 3, reward: "Nice start!", badge: "streak_3" },
{ days: 7, reward: "1 week streak!", badge: "streak_7" },
{ days: 30, reward: "Monthly warrior!", badge: "streak_30" },
{ days: 100, reward: "Centurion!", badge: "streak_100" },
],
grace_period_hours: 12,
freeze_available: true,
};
Anti-Patterns
| Anti-Pattern | Dogru Yol |
|---|
| Feature gating cok agresif | Deger gorsun, sonra gate koy |
| Spam notification | Frequency cap + unsubscribe kolay |
| Karisik onboarding | Max 5 adim, progressive disclosure |
| Referral odulunu geciktirmek | Aninda ver, sonra qualify et |
| K-Factor'u ignore etmek | Her feature'da viral loop dusun |
| Tek seferlik onboarding | Devam eden egitim (progressive) |
| Agresif upgrade prompt | Deger gordukleri anda goster |
| Tum kullanicilara ayni deneyim | Segment-based kisiselllestirme |