Growth Marketing 101: Talking Growth — e-commerce platform in the travel industry

YUREE HONG
Aug 28, 2017 · 3 min read

Today I met a growth hacker working at an e-commerce platform company in the travel industry. It was an interesting 1-hour session talking about growth hacking ideas. After the meeting, I decided to keep the valuable ideas in writing. So the Talking Growth chapters began.

Talking Growth chapter #1.

As you speak more with others, you can soon realize that your ideas can grow as well. Also, it helps you to understand other’s perspectives in terms of growth marketing.

Q. What is the best Growth Hacking strategy for the e-commerce platform targeting travelers?

Well, it really depends on your target audience and key selling point. Also, each growth action item should be performed and measured based on one key objective. For example, if you are running an ad, your landing page’s performance should be focused on sales conversion because the value of well-optimized ads comes from the sales volume. If you are looking at a blog, the article performance can be measured via the avg. session duration per user as it shows people are interested in the blog topic that should be highly relevant to your brand/product. Before you consider channels or content strategy, all you have to do at the very beginning is to defining the right objective per action item.

Q. There was a travel fair in my city last week and I saw a huge crowd. How can I interact with them?

Thanks to innovative marketing technologies, you can target people specifically based on geography, demographic, interests etc nowadays. If you know where your target audience is at the certain time period in your city, you can target people near the specific building on a real-time basis, using the location-based ad platforms such as Yoose. Facebook’s geo-targeting ad is also a handy option.

You could also consider targeting people through the mentions of the event and/or venue names.

Q. Does it matter where to place the promotional figures in an ad copy in terms of the growth performance?

I’ve experienced the higher conversion rate from the value-driven ad copies compared to the promotional ad copies. I’d recommend trying the A/B testing using 2 different ad copies; one with promotional figures and the other without mentioning the promotion details but the value (you can state the promotional figures in your landing page in this case).

I remember I’ve tested the CTA copies; value-driven CTA vs. promotional CTA mentioning ‘FREE’. I’ve found out that more people are interested in the ad with the value-driven CTA. It was for a healthcare product and one of the reasons could have been the industry/product-specific.

I wouldn’t recommend testing the order of the promotional figure placement on the ad copy, though. No matter it’s stated in the first or the last part of the phrase, the result would be highly likely inconsistent each time you run a campaign with different messaging and targeting.

Also, keep in mind that it’s not always necessary to run an ad with promotional messages even if you are in an e-commerce company.

It’s time to execute

Talking growth ideas is an easy part. It will shine only after you execute it applying the right methodology.

I’d love to hear your thoughts — please share it in the comments below.

Let’s connect: follow my stories or Twitter.

Thank you!

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YUREE HONG

Written by

Marketer in Blockchain | Founder of SHE Blockchainers Asia, empowering women in future technology | LinkedIn & Twitter @yureehong17

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