SlideShare a Scribd company logo
Growth Hacking
for e-Commerce
http://www.shoestring.com.au/2013/09/youre-not-a-growth-hacker-youre-a-marketer/
thinking outside the box
to experience viral growth

http://www.shoestring.com.au/2013/09/youre-not-a-growth-hacker-youre-a-marketer
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experiments

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internet marketinggraphic designweb design
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
http://theleanstartup.com/
Myth: Client knows
the problem.

Myth: Agency
knows solution.
http://theleanstartup.com/
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•  Problem - what problem should we
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8

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9
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.
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AirBnB

https://www.airbnb.com/annual/

11
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/

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•  Collecting phone numbers
•  Over 20 k records prior to the start

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13
Mint – landing page

http://okdork.com/2010/04/26/original-mint-com-landing-pages/

14
Mint – landing page

http://okdork.com/2010/04/26/original-mint-com-landing-pages/

15
Mint – landing page

http://okdork.com/2010/04/26/original-mint-com-landing-pages/

16

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•  Several million in 1.5 mo
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–  35% of the reference
program
–  20% of the shared folders
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17
Growth engine – first pair free

http://www.firmoo.com/
Viral Growth Engine
Results: Within 1 month
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comprehensive datasets
about users
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Traffic
Sources WOMM

Web site

Registration

Call your
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Registration
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Shipping
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Growth Engine
- Zero Moment of Truth

http://www.zeromomentoftruth.com/
Tim Ferris – how to create content
•  Research
–  Topics
–  Opinions
–  Bestseller lists
–  Search phrases
•  Writing a book
•  Optimizing inside
supermarkets

http://www.fourhourworkweek.com/
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Goal:
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Sub-goal:
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27
Remember
•  Growth Hacking – marketing mechanism for scaling
business:
•  engine of growth

•  Exploring the engine of growth
•  hypothesis Testing
•  optimization indicators

28

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Growth Hacking for eCommerce.

  • 3. thinking outside the box to experience viral growth http://www.shoestring.com.au/2013/09/youre-not-a-growth-hacker-youre-a-marketer
  • 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
  • 7. Myth: Client knows the problem. Myth: Agency knows solution. http://theleanstartup.com/
  • 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
  • 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
  • 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. 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. Mint – landing page http://okdork.com/2010/04/26/original-mint-com-landing-pages/ 14
  • 15. Mint – landing page http://okdork.com/2010/04/26/original-mint-com-landing-pages/ 15
  • 16. Mint – landing page http://okdork.com/2010/04/26/original-mint-com-landing-pages/ 16
  • 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. Growth engine – first pair free http://www.firmoo.com/
  • 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. Viral Growth Engine Traffic Sources WOMM Web site Registration Call your friends Registration friends Shipping gadget
  • 21. Growth Engine - Zero Moment of Truth http://www.zeromomentoftruth.com/
  • 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. 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. 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. Measurable goals Example: Goal: Increase DAU (daily active users) Sub-goal: Increase content creation x2
  • 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. Remember •  Growth Hacking – marketing mechanism for scaling business: •  engine of growth •  Exploring the engine of growth •  hypothesis Testing •  optimization indicators 28
  • 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. Divante Full-service e-Commerce Agency Magento / UX / eMarketing http://divanteltd.com