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return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-25769" class="et_pb_post post-25769 lesson type-lesson status-publish has-post-thumbnail hentry article-category-testing-optimization article-industry-ecommerce article-tags-behavioral-overlays-and-notifications article-tags-email-personalization article-tags-marketing-strategies article-tags-mobile-app-personalization article-tags-personalization-infrastructure article-tags-product-recommendations article-function-conversion-optimization article-function-merchandising-ecommerce article-function-leadership article-function-product-management article-type-thought-leadership course-ecommerce-experience-optimization"><div class="lesson-content-sidebar"><div class="lesson-content-sidebar-inner" style="background-color: #dff0e4"><div class="lesson-content-sidebar-header"><h4>eCommerce Experience Optimization Course</h4></div><style>@media only screen and (max-width: 1199px) {
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}</style><div class="lesson-content-sidebar-list"><ol><li class=""> <a href="https://www.dynamicyield.com/lesson/one-to-one-marketing/">A primer on eCommerce one-to-one marketing</a> <span class="mark-as-read" data-id="116707"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/ecommerce-metrics-and-terminology/">Become fluent in eCommerce metrics and terminology</a> <span class="mark-as-read" data-id="116923"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/average-revenue-per-user/">Why ARPU is your most important eCommerce metric</a> <span class="mark-as-read" data-id="23117"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/the-economics-of-ecommerce-conversion-optimization/">The economics of eCommerce conversion rate optimization</a> <span class="mark-as-read" data-id="22612"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/promise-and-pitfalls-omnichannel-retailing/">The promise and pitfalls of omnichannel retailing</a> <span class="mark-as-read" data-id="25676"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/modern-buyer-persona-impacts-personalization/">Building dynamic personas for personalization</a> <span class="mark-as-read" data-id="22506"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/shopping-cart-abandonment-strategy/">Shopping cart abandonment recovery strategy, with real-world examples</a> <span class="mark-as-read" data-id="9231"></span> <span class="article-read-mark">Already read</span></li><li class="current"> <a href="https://www.dynamicyield.com/lesson/ecommerce-growth-hacking/">Ex-Head of Site Optimization at Staples on Growth hacking in eCommerce</a> <span class="mark-as-read" data-id="25769"></span> <span class="article-read-mark">Already read</span></li><li class=""> <a href="https://www.dynamicyield.com/lesson/optimizing-sem-traffic-with-personalization/">Optimizing SEM traffic with personalization: A Juniqe.de case study</a> <span class="mark-as-read" data-id="14473"></span> <span class="article-read-mark">Already read</span></li></ol><div class="view-all-courses-wrap"> <a href="https://www.dynamicyield.com/learning-paths/" class="view-all-courses">Discover more courses<svg xmlns="http://www.w3.org/2000/svg" width="10.928" height="9.501" viewBox="0 0 10.928 9.501" style=" "><path d="M10.929,4.753a.859.859,0,0,0-.19-.491L6.938.224A.835.835,0,0,0,5.892.16.736.736,0,0,0,5.9,1.2L8.577,4.041H.746a.733.733,0,0,0-.734.586.711.711,0,0,0,.7.84H8.577L5.9,8.3a.784.784,0,0,0-.008,1.038.8.8,0,0,0,1.037-.063l3.8-4.039a.652.652,0,0,0,.2-.483Z" transform="translate(-0.001 -0.003)"/></svg></a></div></div></div></div><div class="article-content"><div class="lesson-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/learning-paths/" title="Learning Paths">Learning Paths</a> <a href="https://www.dynamicyield.com/course/ecommerce-experience-optimization/">eCommerce Experience Optimization</a></div><h1 class="article-title">Ex-Head of Site Optimization at Staples on Growth hacking in eCommerce</h1><h2 class="article-excerpt">Breaking down what growth hacking brings to the table along with some traditional and new approaches within eCommerce.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/MelanieKyrklund-86.jpeg" alt="Melanie Kyrklund" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/melaniekyrklund/" title="Posts by Melanie Kyrklund" rel="author">Melanie Kyrklund</a></div><div class="article-author-title-text"> CRO & Analytics at Specsavers, Ex-Head of Site Optimization at Staples</div></div></div></div><div class="entry-content article-entry-content"><div id="WYNTK-Sec" class="what-you-need-to-know-sec"><p><img decoding="async" src="/wp-content/uploads/2020/09/star-icon.svg" style="width: 20px; margin-right: 5px; vertical-align: -2px;"><strong class="first">Summarize this article</strong><strong class="hidden">Here's what you need to know:</strong></p><ul style="margin-left: 4px; font-size: 16px;"><li style="margin: 10px 0;">Growth hacking prioritizes rapid experimentation and data-driven decisions to quickly capture market share.</li><li style="margin: 10px 0;">Omnichannel growth hacking focuses on product features like recommendations and triggered messaging, rather than traditional viral loops.</li><li style="margin: 10px 0;">Building multi-disciplinary growth teams with expertise in A/B testing and key metrics like referrals and lifetime value is crucial.</li><li style="margin: 10px 0;">Product recommendations and triggered messaging can effectively acquire, convert, and retain customers across omnichannel touchpoints.</li><li style="margin: 10px 0;">Content marketing and lead generation can be valuable, but their success hinges on high-quality content and efficient conversion funnels.</li></ul></div><p>Growth hacking is an innovative form of marketing that originated at start-ups to exponentially drive a product’s usage and customer base. Ingenious marketers intuitively combined marketing, product engineering, and analytical skills in order to rapidly drive results. This fusion of integrated marketing and product strategy has become synonymous with the creation of “viral loops” within the customer experience so that one cohort of users will drive the acquisition of another cohort.</p><p>Consider for example, how apps or products you use will broadcast your activity to your Facebook friends, or how Dropbox will offer free storage for friend referrals. However, more broadly speaking, a growth hacker looks at the end-to-end customer experience holistically to understand which segments, marketing journeys, and product features within the funnel can be optimized for growth.<br /><br />Case studies highlight success stories hailing from freemium and social media models where the potential to create viral loops is higher. However, there is a lot more friction in the <a href="https://www.dynamicyield.com/glossary/customer-journey/">customer journey</a> for businesses involved in <a href="https://www.dynamicyield.com/lesson/promise-and-pitfalls-omnichannel-retailing/">omnichannel retailing</a>, where customers are being asked to part with their money.</p><p>Growth to us put simply, means getting a paying customer to buy repeatedly. A secondary growth loop could be built around lead generation or collection of email addresses. Since marketing teams have always been focused on acquiring and retaining customers, what does growth hacking bring to the table? </p><p>The answer lies in how teams are set up and the methodology they apply.</p><h3>Marketing and Product working together on growth roadmaps to hit common KPIs</h3><p>Traditional organizations are set up so that product owners and marketing teams work largely separately. Marketing specialists will work on their channel plans, while product owners improve the user journey in their area of remit. Growth teams, however, are multi-disciplinary, bringing marketing, product, analytical, and engineering skills under one roof to understand which parts of the customer journey can be optimized for growth.</p><p>Growth roadmaps are different to marketing channel plans or product roadmaps in that experiences are designed instead of siloed products or media buys. Secondly, the journeys and product features worked on are those that will directly drive growth.</p><h3>Commitment to experimentation </h3><p>Growth teams continuously invest in <a href="https://www.dynamicyield.com/lesson/introduction-to-ab-testing/">A/B testing</a> - their output is not tied to campaign planning cycles or release schedules but incremental, validated steps. Enabling the appropriate infrastructure for rapid testing is, therefore, a key prerequisite to driving fast results.</p><h3>Focus on growth KPIs</h3><p>Marketing will traditionally look at the ROI of marketing campaigns, and eCommerce product teams will focus on the KPIs relevant to their area of remit (<a href="https://www.dynamicyield.com/glossary/conversion/">conversion</a> and a variety of usage events). While these metrics are still relevant to growth teams, especially those tied to the acquisition and activation of customers, a large part of their focus needs to be further downstream on metrics such as Referrals, <a href="https://www.dynamicyield.com/glossary/customer-lifetime-value/">Lifetime Value</a>, Revenue, and Retention.</p><h2>Traditional approaches to growth hacking within eCommerce</h2><h3>Friend referral programs</h3><p>If we were to apply a traditional loop approach, the most obvious application would be friend referral programs for buyers. However, exponential growth synonymous with this discipline is likely to occur further out in the funnel. In this case, we are dealing with a subset of users (converters) with an inherent friction in the loop, as the friend being referred the offer needs to make a purchase (as opposed to signing up for freemium software for example).</p><h3>Content marketing and lead generation</h3><p>Focusing on high-quality targeted content circumvents the friction further down in the funnel, and a growth team could generate rapid results when focusing on content shares or emails captured as a KPI. However, the downstream impact of this activity is highly dependent on the quality of your content marketing efforts which are time-intensive, as well as the efficiency of your email or other lead <a href="https://www.dynamicyield.com/glossary/conversion-funnel/">conversion funnels</a>.</p><h2>New approaches to growth hacking within eCommerce</h2><p>In evaluating growth opportunities within online retail, my approach has been, instead, to pick product features that are inherently marketable. What can I build that can be used to acquire, convert, and retain customers, therefore providing a scalable opportunity for growth?</p><h3>Product Recommendations</h3><p><a href="https://www.dynamicyield.com/lesson/product-recommendations-guide/">Product recommendations</a> surface as a great opportunity when viewed under this lens. They can be flexibly used throughout the user journey (on and off-site) and are highly targeted, meaning customer experiences can be created and optimized at scale for all key growth segments (non-users, new and casual users).</p><p>Growth teams lend themselves to this product feature that calls for close collaboration between analytics, marketing, and product specialists.</p><h3>Triggered Messaging</h3><p>Growth teams could also focus on trigger marketing as a holistic product feature. These messages are very powerful in nurturing relationships and influencing conversions both on and off-site, touching all growth segments. Pre-defined events or conditions can be used to automatically engage with a new or recent buyer via email or push notifications based on website activity or purchases from a mobile app. There is a lot to be optimized for growth within this area, and a wide variety of customer data can be activated.</p><div style="border-top: 1px dotted #999; padding-top: 15px; padding-bottom: 15px; margin-top: 30px; font-style: italic;" ><p>Melanie is a data-driven eCommerce leader with over 15 years' experience gained in global roles and specialist competencies in analytics, site optimization, digital marketing, and product management. Passionate about translating data insights into business and customer strategies and solutions, and continuously learning via experimentation.</p></div><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Categories:</strong> <a href="https://www.dynamicyield.com/course/ecommerce-experience-optimization/">eCommerce Experience Optimization</a></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/behavioral-overlays-and-notifications/">Behavioral Overlays and Notifications</a><a href="https://www.dynamicyield.com/tags/email-personalization/">Email Personalization</a><a href="https://www.dynamicyield.com/tags/marketing-strategies/">Marketing Strategies</a><a href="https://www.dynamicyield.com/tags/mobile-app-personalization/">Mobile App Personalization</a><a href="https://www.dynamicyield.com/tags/personalization-infrastructure/">Personalization Infrastructure</a><a href="https://www.dynamicyield.com/tags/product-recommendations/">Product Recommendations</a></div><div class="article-pagination"><h5>Continue reading</h5><div class="article-pagination-row lc-flex"> <a rel="next" style="background-color: #dff0e4" class="article-next-link pagination-link" href="https://www.dynamicyield.com/lesson/optimizing-sem-traffic-with-personalization/" title="Optimizing SEM traffic with personalization: A Juniqe.de case study">Optimizing SEM traffic with personalization: A Juniqe.de case study</a><a rel="prev" style="background-color: #dff0e4" class="article-previous-link pagination-link" href="https://www.dynamicyield.com/lesson/shopping-cart-abandonment-strategy/" title="Shopping cart abandonment recovery strategy, with real-world examples">Shopping cart abandonment recovery strategy, with real-world examples</a></div></div></div></div></div></article></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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$('nav a#summit').addClass("active");
}
}
(function($) {
$(document).ready(function(){
$(".arrowclose").click(function(){
$(this).children(".arrow").toggleClass("arrowopen");
if ($(this).children(".arrow").hasClass("arrowopen")) {$(this).children(".openagenda").slideDown()}
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});
});
})(jQuery);</script> <script>if(typeof(jQuery) !== 'undefined') {
$ = jQuery.noConflict();
}
function getUrlParameter(sParam) {
var sPageURL = decodeURIComponent(window.location.search.substring(1)),
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$(this).click();
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}
addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
addScript('https://fast.wistia.com/assets/external/E-v1.js');
$('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
window._wq = window._wq || [];
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var video = Wistia.api(videoID);
video.popover.show(); // open the popover
video.play(); // play the video
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}});
}
});</script> <style>#adBanner {
background-color: transparent;
height: 0;
width: 1px;
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