#ecommgrowth
What you’re going to learn
1The 3 things you can’t afford to get wrong (even on
day one)
How to identify breakout success in the first 6
months of your business
The 3 drivers that fuel growth at top companies
...and much more!
2
3
#ecommgrowth
Ecommerce as a whole is growing
#ecommgrowth
Some companies are growing MUCH faster than the
rest
#ecommgrowth
The 3 Growth Drivers
1
2
3
Product/Market Fit
Efficient Acquisition
Customer Retention
What conventional wisdom about
CRO won’t tell you
GROWTH DRIVER #1:
Product/Market Fit
#ecommgrowth
Indicator #1: Revenue
#ecommgrowth
Indicator #2: New Customers
#ecommgrowth
Indicator #3: Number of Orders
#ecommgrowth
Indicator #4: CLV
#ecommgrowth
What works for Thrillist
Find some Thrillist examples that illustrate the points in his notesWhat You Can’t Get Wrong!(Even on day 1)
Create a product and brand
experience customers love.
What conventional wisdom about
CRO won’t tell you
GROWTH DRIVER #2:
Efficient Acquisition
#ecommgrowth
Best-in-class customer acquisition
#ecommgrowth
Ad platforms becoming more valuable
FBX
launched in
2012
Callout extensions
launched in 2014
Geotargeting
launched in 2014
#ecommgrowth
1
2
Make the picture worth a 1000 words
Test and Learn
Make the Picture Worth a 1000
Words
Test & Learn
Images TargetingCustom Audiences
Get your policies right
Warby Parker
#ecommgrowth
What works for Thrillist
Find some Thrillist examples that illustrate the points in his notesWhat You Can’t Get Wrong!(Even on day 1)
Get your policies right.
What conventional wisdom about
CRO won’t tell you
GROWTH DRIVER #3:
Retention
#ecommgrowth
Best-in-class customer retention
#ecommgrowth
Start niche and maintain the core
It gets harder to grow fast
#ecommgrowth
Stay relevant and surprising
Stay relevant and surprising
#ecommgrowth
Customer Service
1
2
Get your policies right
Invest in customer service tools
#ecommgrowth
What works for Thrillist
Find some Thrillist examples that illustrate the points in his notesWhat You Can’t Get Wrong!(Even on day 1)
Make amazing customer
service the standard.
#ecommgrowth
Remarketing
#ecommgrowth
Create multiple touchpoints
#ecommgrowth
Create personalized online experience
What conventional wisdom about
CRO won’t tell you
THE ONE KPI
Customer Lifetime Value
#ecommgrowth
365-Day Orders per Customer
#ecommgrowth
Average Order Value
Mr Porter
“I need a coat.”
“I need something for an event.”
“I want to buy what’s cool.”
#ecommgrowth
365-Day CLV
#ecommgrowth
1
2
Track your cohorts!
Make invest-or-kill decisions
2 ways to use CLV
Cohort Analysis
Marketing ROI
JackThreads
#CRO2015
Thank you for joining us!