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Growth Hacking Workshop - Selfnation Case Study

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Luke Szkudlarek
Luke Szkudlarek

A quick intro to growth hacking together with a case study of a swiss fashion startup - Selfnation. We'll show some lessons from what.digital's work with startup and Selfnation's marketing campaigns. This session was delivered as part of the series of workshops for Swiss Startups - organised by Venturelab.

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Growth Hacking Workshop - Selfnation Case Study Luke Szkudlarek, Digital Strategy Lead at what.digital Valerio Stallone, Head of Marketing at Selfnation 1st Dec 2015 Confidential
Confidential Agenda 2 - Quick intro to growth hacking - Selfnation - challenges - Selfnation marketing performance - Marketing tips - Growth hacking tips - Enhanced, hypothetical 2016 Plan
Confidential Luke Szkudlarek - what.digital 3 - 10+ years of experience in digital marketing - Delivery of web development, SEO and digital marketing strategies for international brands, including HSBC, Barclays, Chopard and recently Victorinox - Experience in digital strategy, web development and digital marketing for property agents in the UK - Hands-on approach to digital - More about Luke on LinkedIn - linkd.in/LukeSzLuke Szkudlarek Digital Strategy Lead at what.digital
Confidential Valerio Stallone - Selfnation 4 - Sourced and planned the introduction over 200 products at Geschenkidee.ch - Managed over CHF 1 Mio. Facebook Ads Budget at DeinDeal (2011!) - Managed over CHF 5 Mio. AdWords budgets for different clients while working at Webrepublic - Born digital and responsible for every relevant “p” at Selfnation - More on: ch.linkedin.com/in/ValerioStalloneValerio Stallone Head of Marketing at Selfnation
Confidential The Challenge 5 - Limited resources of a startup & lean approach to marketing - Management time equally valuable as media budgets - Data-driven planning requires time and it’s dull, but can rapid growth hacking be part of the digital marketing strategy?
Confidential Growth hacking is... 6
Confidential Growth hacking - problem definition 7 Fast Company[1] defined the marketing problems facing many startups as: 1. don't have budget allocated for "marketing", and 2. don't have a traditional marketing background.[1]
Confidential Growth hacking - what can we learn 8 1. focus on innovation, scalability, and user connectivity 2. build the product's potential growth, including user acquisition, on-boarding, monetization, retention, and virality, into the product itself 3. relentless focus on growth as the only metric that truly matters
Confidential Growth hacking - where do you start?! 9 “Growth” is the easier half to understand: as Sean Ellis says, a “growth hacker’s true compass is north.”
Confidential My 2 cent worth 10 - Access to fundamental digital marketing knowledge - someone with deep understanding of channel - Typical problems with campaign management, agencies & marketers - Old approach, new technology - SEO Examples - Putting on a lot of hats - engineers & marketers working together
Confidential Discussion: Are you a growth hacker or marketeer? 11 - Can you influence the product design? - How quickly can you adapt and release new features? - How close is your marketing integrated in customer acquisition and onboarding? - Is your marketing budget part of product development cost?
Confidential Selfnation in 2016 12 - Technology: Develop easier ways to take measures - Continue lowering delivery times by improvements in production efficiency - Establish the brand in Switzerland: Grow our reputation by increasing brand presence in the market via new products & new marketing activities. - Define strategy for the German market: How to deal with different price sensitivity?
Confidential Selfnation - Marketing Campaigns 13 - AdWords & Facebook easy to set-up in retail. Work with somebody, who knows how to use them. Essential asset to start in B2C nowadays! - Make things you can track as long as possible. If you cannot track them, find out how to track them. - Don't underestimate the importance of native speaking people for multi-language campaigns.
Confidential 2015 Performance Insights 14 - Traffic & conversion sources well diversified, which is also a sign of solid optimisation and numerous experiments. - Conversion rates from Paid Search are likely to be overstated due to the brand searches component - isolated figures without brand keywords is essential to see the growth opportunities. - Although Social seems to be performing well, the share of conversions is low, which presents an opportunity for growth. - Buying new customers costs money - (see: Display channel measures and characteristics) - compare to Paid Search acquisition Channel % Sessions % New Sessions Bounce Rate Pages / Session Ecommerce Conversion Rate % Conversions CPA Display 22% 85% 26% 5.3 1.83% 20% high Direct 22% 80% 21% 8.3 1.94% 21% low Referral 12% 66% 23% 7.9 1.15% 7% low (Other) 12% 85% 2% 11.6 0.74% 4% medium Paid Search 11% 71% 10% 12.0 3.38% 19% medium Organic Search 11% 47% 17% 10.6 2.46% 13% low Email 6% 50% 14% 9.0 4.45% 13% medium Social 4% 78% 16% 8.9 1.84% 3% high 100% 73% 18% 8.7 2.05% 100%
Confidential Discussion: A few words about CPA 15 - Attribution - Return on Time - Recommended measures
Confidential Digital Marketing Foundations 16 - Growth hacking is an approach not strategy - Get the basics right to build a solid foundation for growth, including: - Digital analytics / tracking setup - Correct onsite SEO - Defined conversion points - “Must-have” channels included, e.g. Email Marketing & remarketing
Confidential Marketing Tip - SEO Improvements (1) 17 - Size matters - Fundamental onsite SEO
Confidential Marketing Tip - SEO Improvements (2) 18 - Product naming - Keyword strategy
Confidential Marketing Tip - Content Ideas 19 - Blog content ideas generation - Content performance - Editorial process & making content “travel” - Effort vs. Reward - ?
Confidential Marketing Tip - Scaling Social Channels 20 - New placements on Facebook - Improving performance - Various ways to access FB inventory (e.g. Criteo) - What’s the product? Consider Dynamic Product Ads
Confidential Growth Tip - Market Validation of Products 21 - Fake products - introduce products online before they are mass produced - Conducting A/B tests to measure demand - Example: Selfnation offering the measuring tape as the first touchpoint with the brand, this concept is extended by sending textile samples to target customer segments
Confidential Growth Tip - Selfnation Product Pages 22 DEMO https://www.selfnation.ch/en/men-massjeans/copenhagen-ink-black#
Confidential Growth Tip - Direct order of Tailored Products 23 - Currently unable to benefit from shopping engines - Consider each pair as a unique product - Create a product feed with EVERY product variation - Allow customers order tailored- products directly from the targeted landing page - Achieve low CPCs and capitalise long tail searches for specific sizes
Confidential 2016 Recommendations and Projections 24 No Description Estimated Impact Proposed Budget Effort 1 SEO Housekeeping must-haves (e.g. hreflang, template issues) Increase in brand searches n/a Medium 2 Substitute blog content initiatives with product optimised content based on defined keyword strategy More product related visits & conversions n/a Medium (similar to blogging) 3 Replace brand paid campaigns with enhanced social visibility to target buyers on Facebook More conversions from Facebook 2’000 - 5’000 Low 4 Product feed creation and distribution on Criteo, Facebook & Google properties More low cost clicks at lower CPA 5’000 - 10’000 Medium 5 6
Confidential 2016 Projected Results 25 Channel % Sessions Sessions Ecommerce Conversion Rate Transactions Display 13% 1.83% Direct 22% 1.94% Referral 12% 1.15% (Other) 12% 0.74% Paid Search (brand) 2% 3.5% Paid Search (non-brand) 9% 2% Organic Search (brand) 4% 2.5% Organic Search (non-brand) 7% 2% Shopping Feed 5% 3% Email 6% 4.45% Social 8% 1.84% 100% 2.05% Complete with your projected results
Confidential Summary 26 - Study digital marketing and lay down the foundations for long term growth - Measure true CPA to be able to validate every experiment - Have budget & resources to conduct experiments - Document your experiments & lessons - don’t forget post- implementation review
Confidential Thank You what. makes your customers tick 27 what.digital Sihlquai 131 8005 Zurich Switzerland +41 79 777 1534 info@what.digital www.what.digital

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Growth Hacking Workshop - Selfnation Case Study

  • 1. Growth Hacking Workshop - Selfnation Case Study Luke Szkudlarek, Digital Strategy Lead at what.digital Valerio Stallone, Head of Marketing at Selfnation 1st Dec 2015 Confidential
  • 2. Confidential Agenda 2 - Quick intro to growth hacking - Selfnation - challenges - Selfnation marketing performance - Marketing tips - Growth hacking tips - Enhanced, hypothetical 2016 Plan
  • 3. Confidential Luke Szkudlarek - what.digital 3 - 10+ years of experience in digital marketing - Delivery of web development, SEO and digital marketing strategies for international brands, including HSBC, Barclays, Chopard and recently Victorinox - Experience in digital strategy, web development and digital marketing for property agents in the UK - Hands-on approach to digital - More about Luke on LinkedIn - linkd.in/LukeSzLuke Szkudlarek Digital Strategy Lead at what.digital
  • 4. Confidential Valerio Stallone - Selfnation 4 - Sourced and planned the introduction over 200 products at Geschenkidee.ch - Managed over CHF 1 Mio. Facebook Ads Budget at DeinDeal (2011!) - Managed over CHF 5 Mio. AdWords budgets for different clients while working at Webrepublic - Born digital and responsible for every relevant “p” at Selfnation - More on: ch.linkedin.com/in/ValerioStalloneValerio Stallone Head of Marketing at Selfnation
  • 5. Confidential The Challenge 5 - Limited resources of a startup & lean approach to marketing - Management time equally valuable as media budgets - Data-driven planning requires time and it’s dull, but can rapid growth hacking be part of the digital marketing strategy?
  • 7. Confidential Growth hacking - problem definition 7 Fast Company[1] defined the marketing problems facing many startups as: 1. don't have budget allocated for "marketing", and 2. don't have a traditional marketing background.[1]
  • 8. Confidential Growth hacking - what can we learn 8 1. focus on innovation, scalability, and user connectivity 2. build the product's potential growth, including user acquisition, on-boarding, monetization, retention, and virality, into the product itself 3. relentless focus on growth as the only metric that truly matters
  • 9. Confidential Growth hacking - where do you start?! 9 “Growth” is the easier half to understand: as Sean Ellis says, a “growth hacker’s true compass is north.”
  • 10. Confidential My 2 cent worth 10 - Access to fundamental digital marketing knowledge - someone with deep understanding of channel - Typical problems with campaign management, agencies & marketers - Old approach, new technology - SEO Examples - Putting on a lot of hats - engineers & marketers working together
  • 11. Confidential Discussion: Are you a growth hacker or marketeer? 11 - Can you influence the product design? - How quickly can you adapt and release new features? - How close is your marketing integrated in customer acquisition and onboarding? - Is your marketing budget part of product development cost?
  • 12. Confidential Selfnation in 2016 12 - Technology: Develop easier ways to take measures - Continue lowering delivery times by improvements in production efficiency - Establish the brand in Switzerland: Grow our reputation by increasing brand presence in the market via new products & new marketing activities. - Define strategy for the German market: How to deal with different price sensitivity?
  • 13. Confidential Selfnation - Marketing Campaigns 13 - AdWords & Facebook easy to set-up in retail. Work with somebody, who knows how to use them. Essential asset to start in B2C nowadays! - Make things you can track as long as possible. If you cannot track them, find out how to track them. - Don't underestimate the importance of native speaking people for multi-language campaigns.
  • 14. Confidential 2015 Performance Insights 14 - Traffic & conversion sources well diversified, which is also a sign of solid optimisation and numerous experiments. - Conversion rates from Paid Search are likely to be overstated due to the brand searches component - isolated figures without brand keywords is essential to see the growth opportunities. - Although Social seems to be performing well, the share of conversions is low, which presents an opportunity for growth. - Buying new customers costs money - (see: Display channel measures and characteristics) - compare to Paid Search acquisition Channel % Sessions % New Sessions Bounce Rate Pages / Session Ecommerce Conversion Rate % Conversions CPA Display 22% 85% 26% 5.3 1.83% 20% high Direct 22% 80% 21% 8.3 1.94% 21% low Referral 12% 66% 23% 7.9 1.15% 7% low (Other) 12% 85% 2% 11.6 0.74% 4% medium Paid Search 11% 71% 10% 12.0 3.38% 19% medium Organic Search 11% 47% 17% 10.6 2.46% 13% low Email 6% 50% 14% 9.0 4.45% 13% medium Social 4% 78% 16% 8.9 1.84% 3% high 100% 73% 18% 8.7 2.05% 100%
  • 15. Confidential Discussion: A few words about CPA 15 - Attribution - Return on Time - Recommended measures
  • 16. Confidential Digital Marketing Foundations 16 - Growth hacking is an approach not strategy - Get the basics right to build a solid foundation for growth, including: - Digital analytics / tracking setup - Correct onsite SEO - Defined conversion points - “Must-have” channels included, e.g. Email Marketing & remarketing
  • 17. Confidential Marketing Tip - SEO Improvements (1) 17 - Size matters - Fundamental onsite SEO
  • 18. Confidential Marketing Tip - SEO Improvements (2) 18 - Product naming - Keyword strategy
  • 19. Confidential Marketing Tip - Content Ideas 19 - Blog content ideas generation - Content performance - Editorial process & making content “travel” - Effort vs. Reward - ?
  • 20. Confidential Marketing Tip - Scaling Social Channels 20 - New placements on Facebook - Improving performance - Various ways to access FB inventory (e.g. Criteo) - What’s the product? Consider Dynamic Product Ads
  • 21. Confidential Growth Tip - Market Validation of Products 21 - Fake products - introduce products online before they are mass produced - Conducting A/B tests to measure demand - Example: Selfnation offering the measuring tape as the first touchpoint with the brand, this concept is extended by sending textile samples to target customer segments
  • 22. Confidential Growth Tip - Selfnation Product Pages 22 DEMO https://www.selfnation.ch/en/men-massjeans/copenhagen-ink-black#
  • 23. Confidential Growth Tip - Direct order of Tailored Products 23 - Currently unable to benefit from shopping engines - Consider each pair as a unique product - Create a product feed with EVERY product variation - Allow customers order tailored- products directly from the targeted landing page - Achieve low CPCs and capitalise long tail searches for specific sizes
  • 24. Confidential 2016 Recommendations and Projections 24 No Description Estimated Impact Proposed Budget Effort 1 SEO Housekeeping must-haves (e.g. hreflang, template issues) Increase in brand searches n/a Medium 2 Substitute blog content initiatives with product optimised content based on defined keyword strategy More product related visits & conversions n/a Medium (similar to blogging) 3 Replace brand paid campaigns with enhanced social visibility to target buyers on Facebook More conversions from Facebook 2’000 - 5’000 Low 4 Product feed creation and distribution on Criteo, Facebook & Google properties More low cost clicks at lower CPA 5’000 - 10’000 Medium 5 6
  • 25. Confidential 2016 Projected Results 25 Channel % Sessions Sessions Ecommerce Conversion Rate Transactions Display 13% 1.83% Direct 22% 1.94% Referral 12% 1.15% (Other) 12% 0.74% Paid Search (brand) 2% 3.5% Paid Search (non-brand) 9% 2% Organic Search (brand) 4% 2.5% Organic Search (non-brand) 7% 2% Shopping Feed 5% 3% Email 6% 4.45% Social 8% 1.84% 100% 2.05% Complete with your projected results
  • 26. Confidential Summary 26 - Study digital marketing and lay down the foundations for long term growth - Measure true CPA to be able to validate every experiment - Have budget & resources to conduct experiments - Document your experiments & lessons - don’t forget post- implementation review
  • 27. Confidential Thank You what. makes your customers tick 27 what.digital Sihlquai 131 8005 Zurich Switzerland +41 79 777 1534 info@what.digital www.what.digital