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Growth Hacking Workshop - Selfnation Case Study
Luke Szkudlarek, Digital Strategy Lead at what.digitalValerio Stallone, Head of Marketing at Selfnation 1st Dec 2015Confidential
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Agenda
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- Quick intro to growth hacking
- Selfnation - challenges
- Selfnation marketing performance
- Marketing tips
- Growth hacking tips
- Enhanced, hypothetical 2016 Plan
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Luke Szkudlarek - what.digital
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- 10+ years of experience in digital marketing
- Delivery of web development, SEO and digital marketing strategies for international brands, including HSBC, Barclays, Chopard and recently Victorinox
- Experience in digital strategy, web development and digital marketing for property agents in the UK
- Hands-on approach to digital
- More about Luke on LinkedIn - linkd.in/LukeSzLuke SzkudlarekDigital Strategy Lead
at what.digital
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Valerio Stallone - Selfnation
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- Sourced and planned the introduction over 200 products at Geschenkidee.ch
- Managed over CHF 1 Mio. Facebook Ads Budget at DeinDeal (2011!)
- Managed over CHF 5 Mio. AdWords budgets for different clients while working at Webrepublic
- Born digital and responsible for every relevant “p” at Selfnation
- More on: ch.linkedin.com/in/ValerioStalloneValerio StalloneHead of Marketing
at Selfnation
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The Challenge
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- Limited resources of a startup & lean approach to marketing
- Management time equally valuable as media budgets
- Data-driven planning requires time and it’s dull, but can rapid growth hacking be part of the digital marketing strategy?
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Growth hacking is...
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Growth hacking - problem definition
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Fast Company[1] defined the marketing problems facing many startups as:
1. don't have budget allocated for "marketing", and
2. don't have a traditional marketing background.[1]
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Growth hacking - what can we learn
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1. focus on innovation, scalability, and user connectivity
2. build the product's potential growth, including user acquisition, on-boarding, monetization, retention, and virality, into the product itself
3. relentless focus on growth as the only metric that truly matters
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Growth hacking - where do you start?!
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“Growth” is the easier half to understand: as Sean Ellis says, a “growth hacker’s true compass is north.”
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My 2 cent worth
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- Access to fundamental digital marketing knowledge - someone with deep understanding of channel
- Typical problems with campaign management, agencies & marketers
- Old approach, new technology - SEO Examples
- Putting on a lot of hats - engineers & marketers working together
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Discussion: Are you a growth hacker or marketeer?
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- Can you influence the product design?
- How quickly can you adapt and release new features?
- How close is your marketing integrated in customer acquisition and onboarding?
- Is your marketing budget part of product development cost?
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Selfnation in 2016
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- Technology: Develop easier ways to take measures
- Continue lowering delivery times by improvements in production efficiency
- Establish the brand in Switzerland: Grow our reputation by increasing brand presence in the market via new products & new marketing activities.
- Define strategy for the German market: How to deal with different price sensitivity?
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Selfnation - Marketing Campaigns
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- AdWords & Facebook easy to set-up in retail. Work with somebody, who knows how to use them. Essential asset to start in B2C nowadays!
- Make things you can track as long as possible. If you cannot track them, find out how to track them.
- Don't underestimate the importance of native speaking people for multi-language campaigns.
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2015 Performance Insights
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- Traffic & conversion sources well diversified, which is also a sign of solid optimisation and numerous experiments.- Conversion rates from Paid Search are likely to be overstated due to the brand searches component - isolated figures
without brand keywords is essential to see the growth opportunities. - Although Social seems to be performing well, the share of conversions is low, which presents an opportunity for growth.- Buying new customers costs money - (see: Display channel measures and characteristics) - compare to Paid Search
acquisition
Channel % Sessions % New Sessions Bounce Rate Pages / Session
Ecommerce Conversion
Rate% Conversions CPA
Display 22% 85% 26% 5.3 1.83% 20% highDirect 22% 80% 21% 8.3 1.94% 21% lowReferral 12% 66% 23% 7.9 1.15% 7% low(Other) 12% 85% 2% 11.6 0.74% 4% mediumPaid Search 11% 71% 10% 12.0 3.38% 19% mediumOrganic Search 11% 47% 17% 10.6 2.46% 13% lowEmail 6% 50% 14% 9.0 4.45% 13% mediumSocial 4% 78% 16% 8.9 1.84% 3% high
100% 73% 18% 8.7 2.05% 100%
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Discussion: A few words about CPA
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- Attribution - Return on Time- Recommended measures
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Digital Marketing Foundations
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- Growth hacking is an approach not strategy- Get the basics right to build a solid foundation for growth,
including:- Digital analytics / tracking setup- Correct onsite SEO - Defined conversion points- “Must-have” channels included, e.g. Email Marketing &
remarketing
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Marketing Tip - SEO Improvements (1)
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- Size matters - Fundamental onsite SEO
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Marketing Tip - SEO Improvements (2)
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- Product naming- Keyword strategy
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Marketing Tip - Content Ideas
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- Blog content ideas generation- Content performance- Editorial process & making content “travel”- Effort vs. Reward - ?
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Marketing Tip - Scaling Social Channels
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- New placements on Facebook
- Improving performance
- Various ways to access FB inventory (e.g. Criteo)
- What’s the product? Consider Dynamic Product Ads
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Growth Tip - Market Validation of Products
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- Fake products - introduce products online before they are mass produced
- Conducting A/B tests to measure demand
- Example: Selfnation offering the measuring tape as the first touchpoint with the brand, this concept is extended by sending textile samples to target customer segments
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Growth Tip - Selfnation Product Pages
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DEMO
https://www.selfnation.ch/en/men-massjeans/copenhagen-ink-black#
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Growth Tip - Direct order of Tailored Products
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- Currently unable to benefit from shopping engines
- Consider each pair as a unique product
- Create a product feed with EVERY product variation
- Allow customers order tailored-products directly from the targeted landing page
- Achieve low CPCs and capitalise long tail searches for specific sizes
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2016 Recommendations and Projections
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No Description Estimated Impact Proposed Budget Effort
1 SEO Housekeeping must-haves (e.g. hreflang, template issues) Increase in brand searches n/a Medium
2Substitute blog content initiatives with product optimised content based on defined keyword strategy
More product related visits & conversions
n/aMedium (similar
to blogging)
3Replace brand paid campaigns with enhanced social visibility to target buyers on Facebook
More conversions from Facebook 2’000 - 5’000 Low
4Product feed creation and distribution on Criteo, Facebook & Google properties
More low cost clicks at lower CPA 5’000 - 10’000 Medium
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2016 Projected Results
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Channel % Sessions Sessions Ecommerce Conversion Rate Transactions
Display 13% 1.83%
Direct 22% 1.94%
Referral 12% 1.15%
(Other) 12% 0.74%
Paid Search (brand) 2% 3.5%
Paid Search (non-brand) 9% 2%
Organic Search (brand) 4% 2.5%
Organic Search (non-brand) 7% 2%
Shopping Feed 5% 3%
Email 6% 4.45%
Social 8% 1.84%
100% 2.05%
Complete with your projected results
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Summary
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- Study digital marketing and lay down the foundations for long term growth
- Measure true CPA to be able to validate every experiment
- Have budget & resources to conduct experiments
- Document your experiments & lessons - don’t forget post-implementation review
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Thank You
what. makes your customers tick
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what.digitalSihlquai 1318005 ZurichSwitzerland
+41 79 777 [email protected]
