💰 eCommerce Growth Marketing : How we found ideas generating €150K+ turnover. We explain our method, and share tools to do it on your own.

1. How we generated growth ideas worth
€150K+
Method and Tools
#mCommerce

2. “How are we gona double
our revenue in the next few months?”
Me
CEO
“We should invest in partnerships, email marketing,
review our pricing, and redesign the app”
Coworkers
“WTF?!
We should take
a look at the
data to craft a
Strategy”

3. 👉 How did we craft our strategy?

4. A - High Impact Area
B - Roadmap

5. A - High Impact Area
B - Roadmap

6. Strategy Design > High Impact Area
We were a small team and we had limited resources.
We needed to be focus to have an impact.

7. Strategy Design > High Impact Area
To maximize impact, we gathered insights on our product by looking at our
metrics.

8. For obvious reasons, the data is fake.
Strategy Design > High Impact Area
Our High Impact Area is the place where our funnel was leaking the most.

9. For obvious reasons, the data is fake.
Strategy Design > High Impact Area
Our High Impact Area is the place where our funnel was leaking the most.
High Impact Area

10. A - High Impact Area
B - Roadmap

11. At the end of our thinking, our roadmap looked like that:
February March April
Focus Area Revenue
Success
Metric
CTR (Cart > Thank you)
Goal 25% 35% 45%
Strategy Design > Roadmap

12. At the end of our thinking, our roadmap looked like that:
February March April
Focus Area Revenue
Success
Metric
CTR (Cart > Thank you)
Goal 25% 35% 45%
Strategy Design > Roadmap
From our funnel
It will determine
if a test is
successful
or not
CTR goals
distributed on
the next 90 days

13. Insights High impact area Metrics Roadmap
“We lose a lot of
users at the last
step of our funnel “
We focus on this area
for 90 days.
The goal is to improve
our current
conversion rate
(20%).
To measure the impact
of our futur tests, we
monitor the CTR (cart >
thank you).
To summarize our process:
Strategy Design > SummaryStrategy Design > Summary

14. 👉 Now that we had a clear strategy, how did we find
great ideas?

15. A - Looking for opportunities
B - Looking for inspiration
C - Our ideas

16. A - Looking for opportunities
B - Looking for inspiration
C - Our ideas

17. 1 - We segmented our data in kissmetrics to find where the leak was coming
from.

18. France
Country
Germany
United Kingdom
68,049 (68%)
53,345 (65%)
33,654 (71%)
23,840 (5%)74,897 (25%)210,000 (70%)298,351 (100%)
February 1, 2016 - February 28, 2016
24,746 (24%)
22,967 (28%)
12,487 (26%)
100,787 (100%)
82,326 (100%)
48,033 (100%)
10,078 (10%)
2,467 (3%)
5,786 (12%)
Looking for opportunities > Analytics & Data
Did users from a country drop more than other users?

19. France
Country
Germany
United Kingdom
68,049 (68%)
53,345 (65%)
33,654 (71%)
23,840 (5%)74,897 (25%)210,000 (70%)298,351 (100%)
February 1, 2016 - February 28, 2016
24,746 (24%)
22,967 (28%)
12,487 (26%)
100,787 (100%)
82,326 (100%)
48,033 (100%)
10,078 (10%)
2,467 (3%)
5,786 (12%)
German users’
conversion is
not as good as
other users’
Looking for opportunities > Analytics & Data
Bingo!

20. 2 - We looked into the data in Tableau to understand what Germans were
using as a payment method.

21. 5%
74%
21%
CB Paypal Other
France
Germany
5%
30%
65%
CB Paypal Other
Looking for opportunities > Analytics & Data
What kind of payment methods our users used?

22. 5%
74%
21%
CB Paypal Other
France
Germany
5%
30%
65%
CB Paypal Other
German users
paid a lot with
PayPal
compared to
French users.
Looking for opportunities > Analytics & DataLooking for opportunities > Analytics & Data
Bingo!

23. [Company X]
We sent 3000+ emails to simply ask users why they were not paying (and used
PayPal so much).
Looking for opportunities > User ResearchLooking for opportunities > User Research
[X]

24. [Company X]
We sent 3000+ emails to simply ask users why they were not paying (and used
PayPal so much).
Looking for opportunities > User ResearchLooking for opportunities > User Research
We used YAMM to automate
personalized emails easily.
[X]

25. They told us they were dropping because
• they wanted to pay by money transfer (SEPA) and other ways we didn’t
even know existed.
• they didn’t trust the brand because of bad translation.
Looking for opportunities > User ResearchLooking for opportunities > User Research

26. 😱
Fair Enough
Looking for opportunities > User Research
They told us they were dropping because
• they wanted to pay by money transfer (SEPA) and other ways we not
even know existed.
• they didn’t trust the brand because of bad translation.
Looking for opportunities > User ResearchLooking for opportunities > User Research

27. We did 20+ user tests. Here’s what they told us:
Looking for opportunities > User ResearchLooking for opportunities > User ResearchLooking for opportunities > User Test

28. We did 20+ user tests. Here’s what they told us:
Looking for opportunities > User ResearchLooking for opportunities > User ResearchLooking for opportunities > User Test

29. “What if I want
to buy without
having to
register?”
We did 20+ user tests. Here’s what they told us:
Looking for opportunities > User ResearchLooking for opportunities > User ResearchLooking for opportunities > User Test

30. Looking for opportunities > User ResearchLooking for opportunities > User Test

31. What if I want
to pay with
other payment
methods?
What if I want
to choose an
other delivery
method?
Looking for opportunities > User ResearchLooking for opportunities > User Test

32. Looking for opportunities > User ResearchLooking for opportunities > User ResearchLooking for opportunities > User Test

33. Are you
kidding me?
Need some
real known
logos there.
Looking for opportunities > User ResearchLooking for opportunities > User ResearchLooking for opportunities > User Test

34. Opportunities Summary
Users wanted other payment methods
Users didn’t pay because of bad translation
Users experienced a lot of friction in the flow
Looking for opportunities > SummaryLooking for opportunities > User ResearchLooking for opportunities > User ResearchLooking for opportunities > Summary

35. A - Looking for opportunities
B - Looking for inspiration
C - Our ideas

36. 1 - We looked at other products’ payment flows for inspiration.

37. Looking for inspiration > Fancy flowLooking for opportunities > User ResearchLooking for opportunities > User ResearchLooking for inspiration > Fancy Flow

38. Looking for inspiration > Groupon flowLooking for inspiration > Groupon Flow

39. 2 - We inspired ourselves with great mCommerce companies email tactics.

40. Looking for inspiration > Abandonment Cart EmailsLooking for inspiration > Abandonment Cart Emails

41. A - Looking for opportunities
B - Looking for inspiration
C - Our ideas

42. • Perfectly Translate the Payment Flow in German and Italian
• Redesign the UX of the flow (Groupon copycat)
• Redesign the Summary Screen (focus on the expedition date)
• Add trusted elements on the payment screens
• Add other payment methods (SEPA transfer)
• Add a guest login to remove friction in the flow
• Triggered emails when the left an item in his cart
At the end of the day, we came up with dozens of ideas, among which:
Ideas

43. 👉 Now that we had ideas, how did we predict which one will
have the biggest impact?

44. A - ICE Scoring & Backlog
B - Results

45. A - ICE Scoring & Backlog
B - Results

46. The goal is to launch first the most easy and impactful ideas.
"ICE" stands for Impact, Confidence, and Ease.
ICE ScoringICE Scoring

47. • Impact: If it works, what is the potential impact?
• Confidence: Do we have evidence it will work?
• Ease: How easy it is to test our hypothesis?
ICE ScoringICE ScoringICE Scoring

48. Start
with this
one
BacklogICE ScoringBacklog
We assigned 1 -10 scores for Impact, Confidence and Ease (10 being the
best)

49. A - ICE Scoring & Backlog
B - Results

50. 🙌
+30% Revenue Growth when translating professionally.
+40% Revenue Growth when adding other payment methods.
= +150K€ Turnover
ICE ScoringResults

51. Our tools
Some websites we used to find inspiration
ICE ScoringTools & Website

52. Thanks for watching!
Next time, I’ll dive into our process (e.g. launching these ideas).
PS: Feedback is a gift, help me iterate for next time!

53. Need help to grow revenue
of your eCommerce
website / app?
👉 http://gabrielgourovitch.com