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A Marketer's Guide to Ecommerce Growth Hacking

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Growth hacking is a non-traditional approach to marketing. One that puts growth, fast growth, above all else.

Publicada em: Marketing, Tecnologia, Negócios

A Marketer's Guide to Ecommerce Growth Hacking

  1. 1. Please take your seats and silence your cell phones! The show will begin shortly…
  2. 2. What You’ll Learn •  An intro to growth hacking and why it’s such a hot topic •  Growth hacks being used by ecommerce companies, and how you can implement them •  Tips on thinking like a growth hacker …and much more! #HackingEcomm@RobertJMoore
  3. 3. What is Growth Hacking? @RobertJMoore
  4. 4. Growth hacking is… Continuous improvement of all the growth levers at your disposal using experimentation and data. #HackingEcomm #HackingEcomm @SeanEllis
  5. 5. Growth hacking is… “It's the idea that an entrepreneur can take a clever or non- traditional approach to increasing the growth rate/adoption of his or her product by "hacking" something together specifically for growth purposes.” #HackingEcomm — Andy Johns, Wealthfront @SeanEllis
  6. 6. Differences between traditional marketing Uses all levers to drive growth Focused solely on growth #HackingEcomm @SeanEllis 1 2
  7. 7. Growth Hacking in Ecommerce @RobertJMoore
  8. 8. Growth Hacking in Ecommerce ü  Super-competitive ü  Highly commoditized ü  Big opportunity for differentiation #HackingEcomm@RobertJMoore
  9. 9. Growth Hacking Ecommerce Companies #HackingEcomm@RobertJMoore
  10. 10. Ecommerce Opportunity $92 spent on acquisition for every $1 on optimization #HackingEcomm@RobertJMoore
  11. 11. Ecommerce Opportunity Finding unique ways to win and keep new customers outside of the standard marketing playbook creates a powerful flywheel of momentum #HackingEcomm@RobertJMoore
  12. 12. Customer Data & Insights Drives Growth Hacking @RobertJMoore
  13. 13. Sustainable vs. Unsustainable Growth Sustainable growth comes from understanding your best customers and how to find and acquire more of them. #HackingEcomm @SeanEllis
  14. 14. Customer Data Advantage •  Growth hacking can get very sophisticated in ecommerce —think Amazon personalization. •  Simpler steps you can take now that can have a huge impact on your bottom line. #HackingEcomm @SeanEllis
  15. 15. Customer Data Advantage Good growth hacks don't magically appear - they require rigorous work around data and insights. #HackingEcomm @SeanEllis
  16. 16. A Few Hacks You Can Try Today @SeanEllis
  17. 17. Supercharge Your Audience Targeting •  Takes audience targeting to the next level to find ultra- targeted and highly profitable audiences on Facebook. •  Create a custom audience in Facebook via Power Editor and target those people with ads. •  Drive to campaign-specific landing page with retargeting code. •  Retarget visitors to that landing page back across the web with highly-targeted ads and offers. #HackingEcomm @SeanEllis
  18. 18. Supercharge Your Audience Targeting @SeanEllis
  19. 19. Supercharge Your Audience Targeting @SeanEllis
  20. 20. @SeanEllis
  21. 21. Data Journalism to Create Awareness #HackingEcomm@RobertJMoore Think like a growth hacker: Is there a story in my customer data? #HackingEcomm
  22. 22. Deliverychef.in #HackingEcomm Image via DeliveryChef @RobertJMoore
  23. 23. The Exit Survey •  Finding out why visitors leave your site is critical to optimization efforts. •  Why wait until they’re gone to try to recapture them? •  Collect feedback to learn conversion issues and use dynamic responses to recapture based on user objection. #HackingEcomm @SeanEllis
  24. 24. @SeanEllis
  25. 25. @SeanEllis
  26. 26. Supercharge Your Audience Targeting @SeanEllis
  27. 27. Reverse Engineering Your Best Customers #HackingEcomm@RobertJMoore
  28. 28. Reverse Engineering Your Best Customers Calculate customer lifetime value to find your best customers Use data to identify the differentiating characteristics between your best customers and your pretty good customers Use these insights to turn pretty good customers into your best customers #HackingEcomm@RobertJMoore 1 2 3
  29. 29. Turn Receipts Into Growth Opportunities •  What’s the one thing every customer gets from you? That’s right, a receipt. •  These are great opportunities to build loyalty, get the next conversion, or get customers to take a secondary action. #HackingEcomm @SeanEllis
  30. 30. Turn Receipts Into Growth Opportunities “What if we see the receipt more as a publishing medium — a product unto itself that people actually want to take home, that they want to engage with, be fully interactive with? What can we do with this everyday tool?” — Jack Dorsey, Square #HackingEcomm @SeanEllis
  31. 31. @SeanEllis
  32. 32. How to Think Like a Growth Hacker @SeanEllis
  33. 33. BroHacker Growthhackers.com
  34. 34. The Growth Hacking Mindset #HackingEcomm @SeanEllis
  35. 35. Start Growth Hacking Today Understand what your customers are doing and why they’re doing it. Find one or two opportunities to optimize your site and existing traffic. Use one win to build momentum for the next test and growth opportunity. #HackingEcomm @SeanEllis 1 2 3
  36. 36. Keep Learning #HackingEcomm Get the ebook! @RobertJMoore
  37. 37. Thank You!