Ernesto, the marketplace connecting people with home service professionals, achieved massive growth and disrupted the stagnant Italian home services market by leveraging growth hacking techniques.
In this case study, I'll take a deep dive into the best growth hacking techniques that Ernesto used to achieve this success.
We'll also explore the data-driven decision-making process behind these techniques and how we were customized to suit Ernesto's business model.
A/B Testing
Ernesto used A/B testing to continuously iterate on their website and improve their conversion rates.
A/B testing is a technique that involves creating two versions of a webpage or app and testing them to determine which version performs better.
Ernesto used A/B testing to optimize their website's user experience, layout, and calls-to-action (CTAs).
Here's how we did it:
Identified their conversion rate optimization (CRO) goals: Ernesto's CRO goals were to increase the number of users who signed up for the platform, the number of professionals who joined the platform, and the number of transactions that took place on the platform.
Created multiple versions of their website: Ernesto created multiple versions of their website with different designs, CTAs, and copy.
We tested these variations against each other to determine which version performed the best.
Analyzed the data: Ernesto used Google Analytics and other data analytics tools to track user behavior and conversion rates. We analyzed this data to identify which versions of their website were performing the best and made changes accordingly.
Viral Marketing
Ernesto used viral marketing to reach a larger audience and increase brand awareness. Viral marketing is a technique that involves creating content that is highly shareable and encourages users to share it with their friends and followers.
Created viral content:
Ernesto created blog posts, videos, and infographics that were highly shareable and relevant to their target audience. For example, We created a blog post about "The Top 10 Home Services That Every Italian Needs" that was widely shared on social media.
Encouraged social sharing: Ernesto included social sharing buttons on their website and encouraged users to share their content with their friends and followers. We also incentivized users to share their content by offering them discounts on their next transaction.
Leveraged influencers: Ernesto collaborated with influencers in the home services industry to promote their platform.
We offered these influencers free access to their platform in exchange for promoting their platform on social media.
This helped them reach a wider audience and increase brand awareness.
User Acquisition Strategies.
Ernesto used user acquisition strategies to increase the number of users who signed up for their platform. User acquisition strategies are techniques that involve acquiring new users for a product or service.
Referral program:
Ernesto implemented a referral program that incentivized users to invite their friends and family to join the platform. Users who referred new users to the platform received discounts on their next transaction.
Targeted advertising: Ernesto used targeted advertising to reach their target audience.
We used Facebook and Google ads to target users who were interested in home services.
SEO optimization: Ernesto optimized their website for search engines to increase organic traffic.
We used keywords that were relevant to their target audience and optimized their website's metadata.
Ernesto disrupted the Italian home services market by using cutting-edge growth hacking techniques. By leveraging A/B testing, viral marketing, and user acquisition strategies, we achieved rapid, sustained growth and gained a foothold in the market.