Growth Hacking for eCommerce.

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Growth hacking - how to start in e-Commerce.
Engine of growth. The Lean Startup method and A/B testing.
Case studies and practical guide.

Published in: Marketing, Technology, Business

Growth Hacking for eCommerce.

  1. 1. Growth Hacking for e-Commerce
  2. 2. http://www.shoestring.com.au/2013/09/youre-not-a-growth-hacker-youre-a-marketer/
  3. 3. thinking outside the box to experience viral growth http://www.shoestring.com.au/2013/09/youre-not-a-growth-hacker-youre-a-marketer
  4. 4. Efficiency Systematic experiments Sales over brand Scalability Stability of growth
  5. 5. Why marketing projects do not succeed? Implementation of the plan is not enough. Marketer does not operate in a vacuum. We have to adapt. http://www.flightglobal.com/airspace/media/apolloprogram/images/32423/diagram-of-apollo-11-route.jpg 5
  6. 6. http://theleanstartup.com/
  7. 7. Myth: Client knows the problem. Myth: Agency knows solution. http://theleanstartup.com/
  8. 8. Reality •  Problem - what problem should we choose? •  Solution - how to solve the problem? •  How and what to pay when you do not know what is to be done? 8
  9. 9. http://theleanstartup.com/ 9
  10. 10. Case: PayPal When Paypal figured that eBay was their key distribution platform, they came up with an ingenious plan to simulate demand. They created a bot that bought goods on eBay and then, insisted on paying for it using PayPal. Not only did sellers come to know about the service, they rushed onto it as it already seemed to be getting popular. The fact that it was way better than every other payment mechanism on eBay only helped repeated usage. https://medium.com/design-startups/9411fb583205
  11. 11. AirBnB https://www.airbnb.com/annual/ 11
  12. 12. Growth engine girlsname04@gmail.com After posting four ads on craigslist in three weeks, I received five identical emails from two young ladies who are raving fans of AirBnB and spend their days emailing craigslist advertisers. http://davegooden.com/2011/05/how-airbnb-became-a-billion-dollar-company/ http://montana.craigslist.org/ https://www.airbnb.com/
  13. 13. Growth engine - Mint •  Landing page for each word associated with financial •  Testing texts, the list of functions •  Collecting phone numbers •  Over 20 k records prior to the start http://okdork.com/2010/04/26/original-mint-com-landing-pages/ http://okdork.com/2008/06/03/startup-tips-how-i-grew-a-waiting-list-of-20000-at-mintcom-part-i/ 13
  14. 14. Mint – landing page http://okdork.com/2010/04/26/original-mint-com-landing-pages/ 14
  15. 15. Mint – landing page http://okdork.com/2010/04/26/original-mint-com-landing-pages/ 15
  16. 16. Mint – landing page http://okdork.com/2010/04/26/original-mint-com-landing-pages/ 16
  17. 17. Dropbox •  Video MVP - increase signups in the beta –  from 5 000 to 75 000 in 24 hours! •  100 000 users before launch. •  Several million in 1.5 mo from launch –  35% of the reference program –  20% of the shared folders and shared files http://www.slideshare.net/gueste94e4c/dropbox-startup-lessons-learned-3836587 17
  18. 18. Growth engine – first pair free http://www.firmoo.com/
  19. 19. Viral Growth Engine Results: Within 1 month •  Close to 10 000 collected comprehensive datasets about users •  Database of over 40 000 e-mails
  20. 20. Viral Growth Engine Traffic Sources WOMM Web site Registration Call your friends Registration friends Shipping gadget
  21. 21. Growth Engine - Zero Moment of Truth http://www.zeromomentoftruth.com/
  22. 22. Tim Ferris – how to create content •  Research –  Topics –  Opinions –  Bestseller lists –  Search phrases •  Writing a book •  Optimizing inside supermarkets http://www.fourhourworkweek.com/
  23. 23. How to (Really) Make $1,000,000 Selling E-Books – Real-World Case Studies http://www.fourhourworkweek.com/blog/2013/04/04/how-tomake-1000000-selling-e-books-tactics-and-case-studies/
  24. 24. How to Uncover the engine of growth? •  "Learning" as the oldest excuse the lack of effects •  a new concept - validated learning - Model Lean Startup
  25. 25. Measurable goals Example: Goal: Increase DAU (daily active users) Sub-goal: Increase content creation x2
  26. 26. A/B testing in VitaLab +19% http:// divanteltd.com/blog
  27. 27. A/B testing in the long term http://www.quora.com/What-is-Facebooks-User-Growth-team-responsible-for-and-whathave-they-launched 27
  28. 28. Remember •  Growth Hacking – marketing mechanism for scaling business: •  engine of growth •  Exploring the engine of growth •  hypothesis Testing •  optimization indicators 28
  29. 29. About Divante •  Full-service e-Commerce Agency. •  Our blog: http://divanteltd.com/blog/ •  Twitter: https://twitter.com/DivanteLtd •  Slideshare: http://www.slideshare.net/ DivanteLtd E-Commerce Case Studies http://www.slideshare.net/divanteltd/ ecommerce-case-studies-numbers-inside 29
  30. 30. Divante Full-service e-Commerce Agency Magento / UX / eMarketing http://divanteltd.com
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