Plick turned six answers about how it grows into one model and 48 experiments

Six people, six answers to “How does Plick grow?”

Plick is one of Sweden’s largest marketplaces for secondhand fashion. In the spring of 2021 the team was experimenting actively and wanted a shared picture of what drove growth. Ahead of the first workshop, scilla.studio’s growth coach asked Plick’s Product & Growth Manager to put one question to each team member: “How does Plick grow?” The six answers were all different. Without a shared model there was nothing to sort experiment proposals by except gut feel.

One model to tie each experiment to

The ideas and the appetite to test were there. The team needed one model of how Plick grew, so each experiment could be tied to a loop and its result read against it.

A loop model on Plick’s own numbers, then a backlog tied to it

scilla.studio ran a growth-loops workshop with six people from Plick’s team, built on Plick’s own data and behaviours. The Product & Growth Manager got individual coaching in parallel. A quantitative single-loop model on Plick’s numbers showed each loop as its own mechanism with its own drivers. The team detailed two loops and where the friction sat. A user survey showed profile shares were an active behaviour in the community. The word-of-mouth loop got the next look. A hypothesis backlog linked to an experiment dashboard in Metabase tied each hypothesis to a loop. The whole growth team got an A/B testing walkthrough.

48 experiments in six months, revenue up 13 percent

Across the wider experimentation collaboration the team ran 48 experiments over six months. Revenue grew by 13 percent from the ones that worked. Roughly two thirds showed an idea wasn’t worth building, caught before it shipped. Plick came out with a shared picture of how the platform grew, a hypothesis backlog linked to a dashboard, and a team trained to design and read its own tests.