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

1. Growth Hacking
for e-Commerce

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

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. Efficiency
Systematic
experiments
Sales over
brand
Scalability
Stability of
growth

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
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6. http://theleanstartup.com/

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?
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9. http://theleanstartup.com/
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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. AirBnB
https://www.airbnb.com/annual/
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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/
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14. Mint – landing page
http://okdork.com/2010/04/26/original-mint-com-landing-pages/
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15. Mint – landing page
http://okdork.com/2010/04/26/original-mint-com-landing-pages/
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16. Mint – landing page
http://okdork.com/2010/04/26/original-mint-com-landing-pages/
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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
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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

26. A/B testing
in VitaLab
+19%
http://
divanteltd.com/blog

27. A/B testing in the long term
http://www.quora.com/What-is-Facebooks-User-Growth-team-responsible-for-and-whathave-they-launched
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28. Remember
• Growth Hacking – marketing mechanism for scaling
business:
• engine of growth
• Exploring the engine of growth
• hypothesis Testing
• optimization indicators
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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
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30. Divante
Full-service e-Commerce Agency
Magento / UX / eMarketing
http://divanteltd.com