On July 3rd, we launched a growth campaign using a referral program for our new project management tool, SpringSled.
After four weeks, 150,000 people had signed up, 99.79% of them through our referral program.
Here’s a really badly formatted presentation of the data:
As SpringSled began to pick up unbelievable momentum, I started to wonder how exactly it was propagating. About 95% of our traffic was coming through Facebook and Twitter, which meant that it was spreading almost exclusively within social networks.
Turns out that, much like a real virus, SpringSled tended to take hold of population-dense areas in explosive waves, generating huge amounts of traffic from one or two cities at a time with very little comparative activity in the rest of the world. The GIF below shows geographic traffic distribution from July 3 to July 16:
The massive waves of traffic in individual cities generated enough activity in the rest of the world to create the opportunity for it to spread to new cities or countries.
The following shows traffic from the top 10 countries during that period, giving some indication of how this spread through the world (same data as above, but on an absolute scale):
Zooming in to individual countries, we find interesting behavior. For example, Iceland shows essentially no activity for 13 days, then explodes:
Other countries, like Singapore, show more consistent traffic and essentially provide the backbone from which explosive growth like that of Iceland can occur:
Ultimately, a plurality of our traffic came from the United States (10.5%), but our U.S. traffic wouldn’t have reached the level it did without healthy activity in the rest of the world.