VCG
Growth Hacking Initiative
Introduction/The Brief
VCG, a Swedish company specializing in electric vehicle (EV) batteries and accessories, had established a robust B2B market presence. Our challenge was to improve their B2C segment. This initiative involved boosting online consumer engagement and increasing direct sales through strategic growth hacking.
Roles and Project Dynamics
- Roles: Growth Strategist, UX Research and UX Design Team Member
- Team: Collaborated with 6 talented students from Hyper Island
- Time: Conducted over a six-week period in March, April 2024
- Deliverables: 20 growth hacking experiments organized with an ICE template and a new prototyped landing page for VCG
Research & Competitors analysis
1. Keyword analysis
By analyzing competitors’ keyword strategies and scrutinizing VCG’s Google Analytics data, we found that VCG’s keyword overlap with major competitors like incharge.vattenfall.se, evify.se and laddboxbolaget.se was significantly lower, with only 99 overlapping keywords compared to their thousands.
2. UX & UI Review
We also assessed the visual design and UX flow of these competitors’ websites. Our findings indicated that VCG’s website was less intuitive, resulting in longer navigation times and potentially higher bounce rates.
3. Data Analysis
Google Analytics showed that VCG had much lower traffic compared to competitors, and our site speed analysis indicated that VCG’s website was slower, contributing to a higher bounce rate.
Specifically, websites loading in 2 seconds typically have a bounce rate of 9%, increasing to 38% at 5 seconds, significantly impacting user retention.
The problem
In our efforts to strengthen VCG’s online presence and engage users more effectively, we’ve identified two key areas to address through “how might we” statements:
- How might we attract more customers to the website?
- How might we reduce bounce rates on targeted pages to improve user retention and engagement?
Our Solution
The process
Based on the analysis, we proposed over 20 experiments, mainly enhancing SEO, improving site speed, and upgrading visual elements. We used the ICE method for prioritization, allowing us to focus on high-impact and feasible changes first. The Client Feedback we got on the proposed experiments were:
- Acknowledged the need to improve website speed as a priority
- Agreed that the landing page layout was confusing and impacted user navigation.
Key experiments
- Speed Optimization: At the client’s request, we focused on improving site performance. We optimized their WordPress setup by configuring caching plugins and removing unnecessary plugins, which significantly enhanced the website’s speed.
- UX Landing Page Redesign: In response to client priorities, we prototyped a new landing page. The redesign aimed for a cleaner and more structured layout, improving user experience by making navigation more intuitive.
Key learnings
- Data-Driven Decision Making
- ICE Method Utility
- Strategic Planning Insights
- Market and Competitive Analysis
- SEO Optimization
- User Experience Design
- Feedback Integration:
- Technical Performance Enhancements:
Final Landing Page Prototype