Columbia Road helped us to build Growth Hacking capabilities into our organisation. In a few months we achieved significant results together. Now we have recruited our own Growth Owner and integrated growth hacking into our daily business. Sebastian Heinrichs, Co-Founder & Group CEO, Freska
Freska needed help with selling their cleaning services online. They had skilled marketing and development teams but no one was optimising the whole purchase funnel from digital marketing channels to website conversions and customer retention. We wanted to help Freska learn this modern way of operating digital sales.
The best way of learning is by doing so we set up a full-stack growth hacking team for Freska. Our goal was to increase the number of subscribers as well as to develop their attribution modelling so that they could find the most effective channels for customer acquisition. We got autonomy to test growth experiments through the purchase funnel, which is definitely an ideal setup for growth hacking.
We recommend starting growth hacking by defining business goals and KPIs and getting familiar with target customers and their buying behaviour. Freska had already identified many potential growth ideas and we prioritised those based on expected business impact and implementation effort. Once we had our growth backlog ready we started testing!
To be able to implement growth experiments through the purchase funnel we needed a team of multi-skilled experts. Our growth owner, UX designer and digital marketing and data specialist worked together with Freska’s developer, marketing manager, data analyst and business owner. Together we formed a growth team that had the ability to react quickly and implement effectively.
Concrete examples of our growth experiments were seasonal email marketing campaigns, SEM optimisation, website redesign and conversion optimisation. In addition to continuous growth experiments, we focused a lot on the attribution modelling and on how to find the most effective marketing channels for customer acquisition.
We worked closely together with Freska for a few months and achieved significant results together. Some examples of our results are:
↗️ A record number of new customers acquired during a single week
↗️ Website visitor conversion to checkout increased +50% compared to the previous year
↗️ Tactical SEM campaign performance improved: 3 x more conversions, cost per conversion (CPC) -50%
↗️ Launch of Freska’s first attribution model
In addition to clear results, we managed to build growth hacking capabilities and mindset at Freska. This growth setup was a great foundation for the recruitment of Freska’s new Head of Growth.