#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

Facebook

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!