< Seminar Report> [Access Analysis × Growth Hack] Website Improvement Seminar

In the first part, GMO-PG Ikeya, who is also a certified holder of Google Analytics, talked about "necessity of access analysis", "points of using Google Analytics", and "necessary for kaizen conversion rate".

Why should we focus on conversion rates in the first place? The starting point is the purpose of "increasing sales," which is the principle of business.

E-commerce, this is directly linked to "increasing conversion rate = increasing sales." With various indicators such as the number of users, the number of page views, and the length of stay, all businesses need to pay attention to the conversion rate.

In addition, as a point of utilization of Google Analytics, conversion rate check by the following 6 segments was introduced.

1. For each user (age)
2. For each user (gender)
3. For each user (new / repeater)
4. For each device (PC, smartphone, tablet)
5. For each inflow channel
6. Every landing page

As an example, one mail-order site made a difference, such as "the conversion rate of men is about 1.5 times higher than that of women." In such a case, it is possible to formulate a hypothesis such as "expansion of products popular with men in order to further increase sales of men, which is a strength" or "create a special page for women to make up for weaknesses".

However, he emphasized that "what is necessary for conversion rate kaizen" is not these hypotheses, but actual action. Inevitably, in access analysis and reporting, effort tends to be devoted to "analysis", but kaizen cannot be realized if hypotheses and measures are examined from the analysis results and actions are not taken.

Take action to increase your conversion rate. With this message, the first part of the book came to a close.

In the second part, Mr. Kita of Kaizen Platform took the stage and talked about the points necessary for growth hack, high-speed PDCA, and success stories in various cases.

In recent years, "Growth Hack" has become popular in the Web industry as a buzzword. According to Mr. Kita, the key to its success depends on how to realize high-speed PDCA.

Normal site renewal has the following disadvantages,

• Large amount of investment per investment
• Long cycle to implementation
• The above two points are obstacles, and it is slow to respond to changes.

In the present age when consumers are changing rapidly, the opposite, "small investment amount, large number in a short period of time, and quick reaction to change", that is, "high-speed PDCA" is required and succeeded. It is a necessary point.

The service provided by Kaizen Platform realizes high-speed PDCA by "AB test tool" and "1,400 registered growth hackers".

Actual of growth hackers, services have evolved in response to growing needs, such as arranging specialized growth hack teams that gather specialists such as "services for women," "E-commerce It seems that it is doing.

また、今まで事例を元にグロースハックの成功に必要な条件として次の3点を挙げられた。

1. Have enough resources
2. Choosing the right tool
3. Have an efficient workflow

Kaizen on the site requires a lot of resources from the formulation of hypotheses to the implementation of measures. Utilizing an external growth hacker and having a platform that integrates the setting, execution, and measurement of AB tests will be a great help for businesses seeking kaizen websites.

Lastly, Mr. Kita said that as a characteristic of a company that has succeeded in growth hacking, it is important to have a culture and mentality as an organization that continuously performs kaizen, except for tools. The entire seminar ended with a yell to everyone who participated.