Growth Hacking at Philips Lighting
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1 Growth Hacking @ Philips Lighting Gunter Blanckaert – Twitter: @guntbl Global Head of Marketing Technology 28/07/2016 [email protected]
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Transcript of Growth Hacking at Philips Lighting
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Growth Hacking @Philips Lighting
Gunter Blanckaert – Twitter: @guntblGlobal Head of Marketing Technology
28/07/[email protected]
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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
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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.
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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?
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User Journey
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