Quora Engagement Strategy: Choosing a User Segment and Prioritizing Site Improvements

Quora is a question-and-answer website: people ask questions on any subject, others answer them, and users can follow topics and people and vote on answers. How would you improve the Quora website, and what would your strategy be for getting more users to engage with it? ```hint Decide whose behavior to change Quora's visitors range from people who land once from a search engine to prolific writers. Pick the group whose engagement matters most for the goal, and find what stops that group from doing more today. ``` ### Clarifying Questions - Does "engage more users" mean getting more people to engage at all, or getting current users to do more, and which actions count: reading, voting, following, asking or answering? - Is the scope the website on desktop and mobile only, or the apps as well? - Should the plan also protect ad revenue and traffic from search engines, or is engagement the only goal? - Which market should the changes launch in first? ### What a Strong Answer Covers - A definition of engagement for Quora and a goal metric tied to its purpose of sharing knowledge - A segmentation of users (one-time visitors from search, signed-in readers, askers, writers) and a reasoned choice of focus - The chosen group's pain points, and website improvements that address them, prioritized by impact and effort - Success metrics and guardrails, including answer quality, search traffic and the health of the writer community - Risks such as spam, low-quality answers, gamed incentives and intrusive sign-up prompts ### Follow-up Questions - If answering earns points or badges, how do you stop it from producing a flood of weak answers? - What would make a visitor who arrived from a search engine come back to Quora directly, and how would you measure it? - How would you notice that a change helped readers but drove away the writers of the best answers?