Growth Hacking for ecommerce: Building Your Way to Success
Rowlinson, Anna (2020)
Lataukset:
Rowlinson, Anna
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020061719032
https://urn.fi/URN:NBN:fi:amk-2020061719032
Tiivistelmä
The objective of this thesis was to understand how growth hacking can be applied to ecommerce in enterprises and what are the skills required to form a successful growth team. This thesis was not commissioned by an organisation but an enterprise with an ecommerce store was used for the data collection part.
This thesis showcases how service design can be used for growth hacking. Growth teams can benefit from design thinking tools to a great extent from understanding the users to mapping out experiments. The theoretical framework relies on growth hacking in the literature, including a growth hacking taxonomy. Desk research, observation at growth hacking events, two in-depth interviews and two four-hour workshops were used as part of the Double Diamond model as research methods.
The requirement for the right mindset is seen as the essential skill for people to successfully form growth teams and deploy growth hacking. The successful application of growth hacking requires a team that shares a mutual growth mindset as well as a model to operate in a way that allows finding growth anywhere it may be found. Growth hackers are people who possess a hybrid mix of skills from a technical and tactical point of view, but who also think strategically about growth. Their skills include marketing, IT/development, content, product development and design. Growth teams can be highly successful and practically hinder business stalling but only if they are able to be agile in finding what provides the most value.
It is recommended that enterprises who have ecommerce form multi-disciplinary teams that have the mandate to conduct experiments and find new places for growth. Also, the entire organisation should be encouraged to read and learn about growth hacking. Whereas growth hacking teams should exist, it should not be left to be only one team’s tasks to drive growth. Everyone in an organisation should fearlessly seek growth and most importantly, leave no stone unturned in the process.
This thesis showcases how service design can be used for growth hacking. Growth teams can benefit from design thinking tools to a great extent from understanding the users to mapping out experiments. The theoretical framework relies on growth hacking in the literature, including a growth hacking taxonomy. Desk research, observation at growth hacking events, two in-depth interviews and two four-hour workshops were used as part of the Double Diamond model as research methods.
The requirement for the right mindset is seen as the essential skill for people to successfully form growth teams and deploy growth hacking. The successful application of growth hacking requires a team that shares a mutual growth mindset as well as a model to operate in a way that allows finding growth anywhere it may be found. Growth hackers are people who possess a hybrid mix of skills from a technical and tactical point of view, but who also think strategically about growth. Their skills include marketing, IT/development, content, product development and design. Growth teams can be highly successful and practically hinder business stalling but only if they are able to be agile in finding what provides the most value.
It is recommended that enterprises who have ecommerce form multi-disciplinary teams that have the mandate to conduct experiments and find new places for growth. Also, the entire organisation should be encouraged to read and learn about growth hacking. Whereas growth hacking teams should exist, it should not be left to be only one team’s tasks to drive growth. Everyone in an organisation should fearlessly seek growth and most importantly, leave no stone unturned in the process.