Introduction eCommerce Growth Hacking In this case study, we introduce you to eCommerce growth hacking and what we believe is the most important factor when starting growth hacking in an eCommerce environment: create a growth hacking mindset. In the summer of 2018, Fromanteel Watches approached us to work with us and we very much liked what we saw. The company started as a hobby and that hobby got quickly out of hand and turned into a company. Martijn van Hassel and Alfredo Silva started Fromanteel as they saw a need to bring a watch to the market with a stylish and luxurious look and feel that was nevertheless simple and affordable. The watches must meet high standards where quality is paramount. The parts that are used must be of the best quality within the price segment. Producing a new watch and watch brand is a lengthy process. You could compare it to the birth of a baby; it takes around nine months to put a new watch on the market. Over the years they put in place a process that crosses 3 borders. First, sketch designs are made in Amsterdam. The sketching of the designs to final technical design takes about three to four months and then the watches after which a sample is made that is taken into production in Switzerland after final approval. Everything Fromanteel produces is designed in Amsterdam at the head office, where also the marketing and all product ideas are realized. Due to the quality mark within the watch chain (Swiss Made), the studio is located in Switzerland where watch production takes place. Timeless Watches by Fromanteel Martijn and Alfredo believe that entrepreneurship is to create “a (not yet) existing product”, to bring it on the market, to actually sell it and create a love brand. They get their inspiration from traveling and experiencing other cultures. For Martijn and Alfredo, there is nothing better than earning a daily living with a hobby and passion. Sounds like a passionate business, nothing can go wrong. Enter the retail crisis in The Netherlands. Just like everywhere in the world, retail stores are closing as consumers are shopping more and more online. Millennials and Generation Z consumers tend not to shop at traditional brick-and-mortar stores. Fromanteel saw a drop in retail orders and turned to us for advice. Fromanteel Watches are designed in Amsterdam and produced in Switzerland The challenge Fromanteel expected a possible 30% drop in overall revenue due to diminishing retail orders. To compensate Fromanteel’s best option was international expansion and consequently setting up a strong international online direct-to-consumer channel. We have to admit that Fromanteel is a dream customer for us for several reasons: The owner itself and Alfredo stands fully behind the vision of growth hacking: rapid experimentation to achieve sustainable growthThe team and company itself are small with just a handful of very skilled team members.The product has shown strong product-market fit. The team has created a love brand for its target segments. The Solution: eCommerce growth hacking into new markets The first step, as always, is to define the Only Metric That Matters. This was not too difficult as we knew that Fromanteel wanted to compensate for diminishing retail sales by selling online in international markets. Consequently, we build a growth model, the underlying metrics we need to influence to move the needle: conversion rate, website traffic as the main factors supported byPR mentions. In addition, we defined several customer personas. Who is in the market to buy a mid-priced watch? The second step was to fix the basics. The website of Fromanteel was old, not up to date, not converting and expensive to maintain. We decided to switch the whole website to a plug-and-play eCommerce solution. This was done in just under two weeks by the team itself. The third step was to set up tracking and dashboards to know how we are doing with our efforts and if we are moving the main metrics. Consequently, in the fourth step, we brainstormed experiments in international markets, rated the ideas and mainly took into account that the team was small and many great experiments were not feasible to execute also we believed that they would get us great results. For example, we believed that video marketing would be great, but we realized that it would be just too much effort to produce. Finally, we get the growth hacking process rolling smoothly at Fromanteel. We established a fast process of experimentations and we were running 3 experiments every week. We run experiments in several acquisition channels and improved the website step-by-step for higher conversions. Results & Learnings Fromanteel has experienced a transformation in the way working. A mind shift to growth. Alfredo decided to scale the team with one developer and a content marketer as he realized to achieve further growth Fromanteel needed new skill sets in the team. Fromanteel transformed the team into a true growth team with team members possessing different t-shaped skills: marketing, development, design, content & operations. Did we compensate for the lost retail sales? Yes. Is it the most important outcome? No. The most important outcome is that Fromanteel switched to a growth mindset and realigning the company to rapid experimentation going forward. As said before Fromanteel was a dream client as the open mind to change and try new ways of working was the key why we succeeded together. We did run acquisition experiments on several channels and one key learning is to keep experimenting with the channels as many factors influence the performance of any given channel: images, copy, landing page. We did find the right channel (and we won\u2019t tell you which one as competitors might read this case study). Although we switched from the old website to a plug-and-play eCommerce solution, as great as it is, we quickly run into platform limitations. Not all experiments we wanted could be fixed without a developer. Hence, the hiring of a developer to enable further growth. Interested in eCommerce Growth Hacking? Book a free growth audit today and we will discover together how we can growth hack your eCommerce business.