Willix Halim (COO Bukalapak) membahas lebih jauh bagaimana penggunaan dan manfaat dari big data. Bahkan Willix juga berbagi tips bagaimana menggunakan data dalam bisnis di Bukalapak, serta mengapa hal tersebut penting untuk dipelajari.

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BukaTalks
Willix Halim
@willixh

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HOTMAIL

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So IT WAS BORN : $300k Raised
• But the initial growth was very marginal
• Billboards
• Radio Ads
• TV Ads
HOTMAIL

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TIM DRAPER HAD AN IDEA

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WHAT ABOUT?

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HOTMAIL

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HOTMAIL

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3000 NEW USERS EACH DAY
6 MONTHS -> 1 MILLION USERS
HOTMAIL

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5 WEEKS LATER -> 2 MILLION USER MARK
HOTMAIL

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1.5 Years after launch, 12 million users
~400million USD Acquisition
HOTMAIL

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“Post to Craiglist” feature - NO API
AIRBNB

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“Grab From Craiglist” feature - NO API
AIRBNB

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PAYPAL

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PAYPAL

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PAYPAL AUTOLINK

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UBER SLOG
SLOG - Supply Long Term
Operations Growth Against LYFT
by hiring Freelancers
• Request a Lyft using your temporary phone/account
• Upon arrival enter car, begin small talk with driver (‘How long have you driven
[sic] with Lyft’, ‘What brought you to Lyft?’, ‘ Do you like Lyft?’)
• After assessing driver for openness to Uber, ask them if they’d consider joining
Uber
• If they say “Yes” fill out [a] form

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Why it works?
Law of Bad Click Throughs
• All Growth Channels will have diminished eventually
• Be the first to it
• Always Experiment to keep finding that new channel
• I used to acquire customers at freelancer.com for 5cents at Facebook

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MARKETING VS GROWTH

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Where should
your growth
come from?
1-2 Quality Assurance(QA)
Designer
Growth or Marketing
Product Manager
Data Scientist
2-3 Software Engineers
Front End Developer

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Growth-Driven Teams
• Transparency: All metrics incl. revenue is accessible for everyone in the
company
• Monthly/Quarterly goals need to be in quantifiable metrics
• Every member in the team is accountable for their team’s metrics. Performance
is strongly rewarded based on that.
• SIT THE PRODUCT TEAM TOGETHER (NOT FUNCTIONALLY) !!!
HOTMAIL

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#1: DON’T BE LIKE MOST COMPANIES!
MOST COMPANIES ONLY TRACK THREE THINGS
FREELANCER PRINCIPLE #1

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TRACK YOUR FUNNEL!!!
PRINCIPLE #1

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TRACK YOUR FUNNEL!!!
CPA < LTV
PRINCIPLE #1

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PRINCIPLE #1
TRACK YOUR
COMPETITORS!!!

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PRINCIPLE #1
CASE STUDY:
Ecommerce Store
• #ITEMS SOLD
• #ITEMS LISTED
• $REVENUE MADE
• BEST-SELLING ITEMS
• Many more

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PRINCIPLE #1
MOST
COMPANIES
DO NOT
EXPERIMENT

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GROWTH DRIVEN
COMPANY CULTURE

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PRINCIPLE #1
WE HAVE TO A/B TEST

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WE HAVE TO A/B TEST
• Correlation & causation can now be tested easily
• Always form hypothesis and test it by linking it to success metrics
• Almost all things have to be A/B tested including your new features
• A/B testing should be done on multiple metrics – NOT just one metric
PRINCIPLE #1

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#2: Conversion Rate
PRINCIPLE #2

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#2:CVR
• Every pages/screens in your website/app should have at least one purpose / CTA.
Hence, you should plot all your pages’ CVR
• Lowest hanging fruit for growth is to improve your CVR
• Doubling your conversion rate will halve your CPA
PRINCIPLE #2

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PRINCIPLE #2
CASE STUDY: AUTO-TRACK FORM

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AHA Moments
• Twitter: Once a user follows 30 people, they’re more or less active forever
• Facebook: Reach 7 friends in 10 days, they’re pretty much active forever
• Zynga: If someone came back the next day after signing up for a game, they were
2-3x more likely to become and engaged and paying user
• Dropbox: Put at least one file in one dropbox folder
PRINCIPLE #2

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AHA Moments
• In most cases, best way to identify these moments is to look at cohorts of users
and see what sorts of patterns emerge
• Correlation -> Causation
• Once you’ve hypothesis about your potential Aha! moment, A/B test it.
• What was it about that product that got you hooked?
PRINCIPLE #2

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#3: BE FAST!!!

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FAST IS ALWAYS GOOD
• Page Speed (Refer to RAIL)
Response Animation Idle Load
PRINCIPLE #3

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What about speed to perform CTA?
• How long does it take
• From discovery -> add to cart in eBay.com
• To fill the check-out form
• From add to cart -> successful payment
• To fill the sign-up form
• To list your items in ebay.com To sell your first item
• To buy your first item
• etc
PRINCIPLE #3

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FAST IS ALWAYS GOOD
• Speed as a Habit should also apply in product development
• SPEED IS YOUR ASSET. IT IS HOW YOU WIN!!!
• A good plan violently executed now is better than a perfect plan next week
– General George Patton
• READ: SPEED AS A HABIT from Dave Girouard
PRINCIPLE #3

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INTRODUCING GROWTH SPRINT
PRINCIPLE #3

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RULES OF
GROWTH SPRINT
PRINCIPLE #3

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• Generate 50+ experiments for the product
• 50 in 50mins
• Determine the ICE score for each experiment (with the team in a planning meeting)
• Impact (I) = Estimate of how impactful a feature will be (scale of 1-10 with 10 being the most
impactful)
• Confidence (C) = How confident you are that the experiment will achieve the estimated
impact (scale of 1-10 with 10 being the most confident)
• Effort (E) = The estimated amount of effort to develop and produce the experiment (scale of 1-10
with 10 being the least amount of effort)
• Rank experiments by ICE score to determine the experiments most worthwhile to tackle during the sprint
• Ensure with the development team that all experiments are doable in one day (not strictly necessary for all
growth sprints). THREE SPRINTS THREE EXPERIMENTS EACH DAY -> 30 EXPERIMENTS IN
TWO WEEKS
PROCESS

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PROCESS

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44. Thank You