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Growth Hacking for e-Commerce
http://www.shoestring.com.au/2013/09/youre-not-a-growth-hacker-youre-a-marketer/
http://www.shoestring.com.au/2013/09/youre-not-a-growth-hacker-youre-a-marketer
thinking outside the box to experience viral growth
Efficiency
Scalability
Stability of growth
Sales over brand
Systematic experiments
Why marketing projects do not succeed? Implementation of the plan is not enough. Marketer does not operate in a vacuum. We have to adapt.
5 http://www.flightglobal.com/airspace/media/apolloprogram/images/32423/diagram-of-apollo-11-route.jpg
http://theleanstartup.com/
http://theleanstartup.com/
Myth: Client knows the problem.
Myth: Agency knows solution.
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 http://theleanstartup.com/
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
AirBnB
11 https://www.airbnb.com/annual/
Growth engine
http://davegooden.com/2011/05/how-airbnb-became-a-billion-dollar-company/ http://montana.craigslist.org/ https://www.airbnb.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.
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
13 http://okdork.com/2008/06/03/startup-tips-how-i-grew-a-waiting-list-of-20000-at-mintcom-part-i/
http://okdork.com/2010/04/26/original-mint-com-landing-pages/
Mint – landing page
14 http://okdork.com/2010/04/26/original-mint-com-landing-pages/
Mint – landing page
15 http://okdork.com/2010/04/26/original-mint-com-landing-pages/
Mint – landing page
16 http://okdork.com/2010/04/26/original-mint-com-landing-pages/
Dropbox
17 http://www.slideshare.net/gueste94e4c/dropbox-startup-lessons-learned-3836587
• Video MVP - increase sign-ups 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.firmoo.com/
Growth engine – first pair free
Results: Within 1 month • Close to 10 000 collected
comprehensive datasets about users
• Database of over 40 000 e-mails
Viral Growth Engine
Traffic Sources - WOMM
Web site Registration Call your friends
Registration friends
Shipping gadget
Viral Growth Engine
http://www.zeromomentoftruth.com/
Growth Engine - Zero Moment of Truth
Tim Ferris – how to create content
http://www.fourhourworkweek.com/
• Research – Topics – Opinions – Bestseller lists – Search phrases
• Writing a book • Optimizing inside
supermarkets
How to (Really) Make $1,000,000 Selling E-Books – Real-World Case Studies
http://www.fourhourworkweek.com/blog/2013/04/04/how-to-make-1000000-selling-e-books-tactics-and-case-studies/
How to Uncover the engine of growth?
• "Learning" as the oldest excuse the lack of effects • a new concept - validated learning - Model Lean
Startup
Measurable goals
Example: Goal: Increase DAU (daily active users) Sub-goal: Increase content creation x2
A/B testing in VitaLab
+19%
http://divanteltd.com/blog
A/B testing in the long term
27 http://www.quora.com/What-is-Facebooks-User-Growth-team-responsible-for-and-what-have-they-launched
Remember • Growth Hacking – marketing mechanism for scaling
business: • engine of growth
• Exploring the engine of growth • hypothesis Testing • optimization indicators
28
About Divante • Full-service e-Commerce
Agency.
• Our blog: http://divanteltd.com/blog/
• Twitter: https://twitter.com/DivanteLtd
• Slideshare: http://www.slideshare.net/DivanteLtd
29
E-Commerce Case Studies http://www.slideshare.net/divanteltd/ecommerce-case-studies-numbers-inside
Divante Full-service e-Commerce Agency Magento / UX / eMarketing http://divanteltd.com