A quick chat with Kim Woo about how Galton Voysey helps brand founders with certain aspects of e-commerce including A/B testing and e-mail marketing.
Kat: You look so grumpy – ah OK, you’re happy now! You were so grumpy just now.
Kat: Hi, so today I’m here with Kim who is a growth hacker here at Galton Voysey so I thought we would talk a little about growth hacking and what that is. So I work with you but I don’t really understand the whole thing – so can you explain a little about what you do and how you help the brands that we work with?
Kim: Basic stuff like websites – so we would do a lot of different optimizations of websites; so maybe most people don’t notice but different functions you have on the website, it’s not really done by accident. It’s purposefully done to kind of enhance the user experience to help you buy better.
Kat: Right, it’s like a science as opposed to like, a, ‘Oh we’ll just chuck anything in’ –
Kim: Yeah, basically.
Kat: Or, like, even – I would say it’s more of a science – here we would treat it like more of a science than an art, right?
Kim: Yeah, basically. So a lot of stuff we add on – its like, even if it’s a gut feeling, we always A/B test something. Like something you would Google like, ‘What’s the best practice – what do people have on their website?” and sometimes what is true to other people isn’t true to your brand. So you can’t aimlessly add it on. So we would always launch an A/B test and this very is scientific – it’s just a numbers test, a numbers game.
Kat: Can you explain what an A/B test is?
Kim: So maybe version A is like, your add to cart button is green and version B, your add to cart button is black. And then I would submit an A/B test where half the traffic will only see the green button, the other half will see the black one. And then the software we use will mathematically calculate which one is the best one. And obviously, it can’t just be 100 people who come on. It will, like, have, like enough people that come on and converted to accurately tell you OK – this is like, the black button is the best one versus the green one. Um, so we do a lot of A/B tests here, so a lot of times it is based on gut feeling – we feel like ‘oh maybe we should try this’, but we will always test things.
Kat: Right – because different things work for different brands right?
Kim: Yeah, yeah – so the example with the green button and the black button, we read online that people were more likely to click add to cart when it is green. That is definitely not true for one of the brands that we work with. The A/B test showed that people did not actually click that.
Kim: Yeah, but for other brands it worked, and you see that implemented.
Kat: And what would you say the most important thing for a Facebook creative – or actually any creative actually is.
Kim: So something about Facebook is that – if you actually look at the formatting the visual part is a lot more important. The first one is always visual, the second one is headline and the third one is copy. So when people are scrolling through their Facebook ads or Facebook newsfeed, the first thing that will stop them is not the copy but the visual part, so its either the picture or the video. So once you stop them, they’ll read whatever is in your video, your copy or your headline? So it’s definitely the image of the video which is why we have an in-house videographer team –
Kat: Help our brands, or, well, the brands we work with create these.
Kim: Yeah, exactly, and images as well and we can quickly do it. And sometimes the video team can just quickly shoot something on the spot.
Kat: Right, yeah- they’ve had a makeshift tent.
Kim: Yeah, there’s a lot of DIY situation going on – so yeah, that’s part of it. We also do e-mail marketing. So email marketing is obviously very different between each brand. One of the – one of the bigger brands we work with, we saw that email marketing works best, no so much in acquiring new clients but to re-engage existing clients. Something really good about email marketing is that you spend an initial cost to acquire a client and email marketing basically costs $0 to get the client to come back and buy again. So your marketing costs are very low, so that’s why we love emails, emails are amazing.
Kat: So we’re currently doing emails to basically, like, currently retarget.
Kim: Yeah, right, to retarget existing customers. Obviously some brands – we haven’t tested that a lot – but some brands, they use email marketing to capture new clients. But we have tested, maybe like adding a pop up which forces people to add their email to get a discount and it didn’t really help conversion, but that’s doesn’t mean to say, like, that doesn’t work for all brands, which is something that we learnt – something that we tested a year ago we should probably test a year later, if something different or if the facts change we should always test it again. Because sometimes you just don’t know right? People change very quickly – so, yeah!
Kat: Yeah! Ok, great – thanks very much that was very interesting.
Kim: Awesome, thank you Kat.