in this presentation, we explain how we apply growth hacking at Philips Lighting

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Growth Hacking @
Philips Lighting
Gunter Blanckaert – Twitter: @guntbl
Global Head of Marketing Technology
28/07/2016
gunter@hotmail.be

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Reducing
electricity bills
and redefining
the space we
live in
Home
Empowering a
sustainable
environment
Government
Creating
brighter safer
streets,
reducing costs
and carbon
footprint
Cities
Helping
businesses to
reduce energy,
work
differently and
provide new
experiences
Offices
Improving
efficiency and
safety and
reducing
maintenance
costs
Industry
Enhancing the
experience for
fans with
flexible lighting
Stadiums
Helping
retailers drive
sales and build
customer
loyalty
Retail

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12. Synthesize, ideate &
recommend
We synthesize all of the
analytics and research,
ideate easier experience
for users and generate
recommendations for
optimization
Prioritize and optimize
We prioritize the
optimization items based
on the most important user
tasks that comes out of NPS
and user feedback. We
identify the items to be
worked further upon.
Experiment & Test
We experiment the
prioritized items with actual
users to further improve the
solution, then we create the
wireframes and designs for
implementation.
Via UX metrics
We analyze the impact of
the implemented solution
by comparing before and
after performance of a set
of predefined UX metrics.
CX
Formulate questions,
consulting on NPS
measurement
Build & Implement
The selected features that
need to be built and
implemented
CX Research
Researches based on
user flows, user
experience analysis,
behavior analysis and
voice of the user
analytics
Contact Us Solution
27% increase vs
same week last year
in contact us leads
on local pages.
Guiding consumers
that are on Prof
Website
A 561% increase in
click-through from
b2b to b2c on the
global website.
Where to Buy
Solution
Traffic to local where
to buy tool increased
by 43% vs the week
before.
User
Experience
Analytics and
Deepdive
Information
Synthesis &
Ideation
Prioritize &
Optimize
Backlog
based on
VoC
Experiment,
Improve and
Design the
Solution
Implement
the improved
solution
Analyze
Impact &
Improve
(Pivot or
Perservere)
First Results
of UX &
Conversion
Optimization

13. Consumer block on
global homepage
592% increase in click-through
Also (being) implemented for:
Italy, South Africa, US
Addition of where to buy
buttons to global website
(with IP redirect)
30% increase in traffic to the local where to buy pages.
As a result also a 24% in usage of the tool.
IP redirect from global to
local contact us pages
27% increase in contact form submissions vs same week last
year.
Contact us banner on
product (family) pages
89% increase in traffic to the contact pages from the product
pages. Also a 13% increase in conversion to the contact form.
As a side-effect also a 2.5% increase in where to buy conversion.

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Testing Marketing Innovations before building:
Ideas Execution Scaling Ideas Execution Scaling
Search
+ Validate
vs
Can we build this?
Should we build this?
Traditional innovation & marketing
Can we even take the risk to start this?
Are we sure we have built the right solution?
Are we targeting the right customer group?
Has the world changed again?

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25. User
Journey

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Gunter@hotmail.be