1

Growth Hacking @Philips Lighting

Gunter Blanckaert – Twitter: @guntblGlobal Head of Marketing Technology

28/07/2016gunter@hotmail.be

2

•

•

•

•

•

3

•

•

•

4

5

6

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

8

9

10

12

13

Synthesize, ideate & recommendWe 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 & TestWe experiment the prioritized items with actual users to further improve the solution, then we create the wireframes and designs for implementation.

Via UX metricsWe analyze the impact of the implemented solution by comparing before and after performance of a set of predefined UX metrics.

CXFormulate questions, consulting on NPS measurement

Build & ImplementThe 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

Consumer block on global homepage

592% increase in click-throughAlso (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.

16

17

18

19

20

Testing Marketing Innovations before building:

Ideas Execution Scaling Ideas Execution ScalingSearch

+ Validate

vs

Can we build this?Should we build this?

Traditional innovation & marketingCan 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?

21

22

23

24

User Journey

28

29

30

31

32

Gunter@hotmail.be