Why Are You Here?

• You’re generally interested in e-

commerce

• You’re considering starting an e-

commerce company

• You’re already running an e-

commerce empire and want to help

it continue to be awesome

What Are We Going to Do?

• Part One: Using Shopify to Set Up

an E-Commerce Store

• Part Two: Creating a Strategy for

Your E-Commerce Business

Who Am I?

• Founder of Growth Spark

• Founder of MEB

• E-Commerce Author and Teacher

• BusinessWeek Top 25

Entrepreneurs

• Babson College ‘09 Alum

What is Shopify?

• Platform Released in 2006

• 200,000+ Merchants Across ~150

Countries

• $12 Billion in Total Sales on Shopify

• 100+ Themes

• 900+ Apps

What Features Does it Offer?

• Website Builder and Blogging

Platform

• Unlimited Bandwidth

• Third-Party Fulfillment Integration

• Built-In SEO and Marketing Tools

• Inventory and Order Management

Capabilities

• Mobile and POS Capabilities

Setting Up Your Shopify Account

http://bit.ly/GA-shops

Downloading Workshop Materials

http://bit.ly/GA-shops-stuff

!!!Time to Play!!!

E-Commerce success is driven by four

numbers . . .

Number of visitors to your website

Percentage of visitors who

purchase

Average order size of their

purchase

Average margin per order

Number of visitors to your website

Percentage of visitors who

purchase

Average order size of their

purchase

Average margin per order

Number of visitors to your website

Percentage of visitors who

purchase

Average order size of their

purchase

Average margin per order

Number of visitors to your website

Percentage of visitors who

purchase

Average order size of their

purchase

Average margin per order

How do you improve the performance of

these four numbers?

Focus on your relationship with the customer

and analyze the experiences they have

across their entire buying journey.

We break this relationship down into five

steps and have created a framework for

analyzing them called the E-Commerce

Customer Lifecycle

• Acquisition

• Conversion

• Fulfillment

• Retention

• Measurement

How do you get people to your

website?

• Search Engine Optimization

• Content Marketing

• Social Media

• Pay-Per-Click (PPC)

Advertising

Write in Pictures

Track Content

Campaigns

Think

Responsively

Plug in SEO

Canva

MOZ

How do you get people to buy

once they're there?

• Design and Experience

• Social Proof

• Promotions and Service

• Customer Buying Tools

• Omni-Channel Management

Provide Intelligent

Search Tools

Merchandizing vs

Categorizing

Integrate Social

Activity

YOTPO

Candid

Swiftype

How do you get people the

product once they’ve purchased

it?

• Order Management

• Shipping Management

• Inventory Management

• Financial Management

Develop Business

Logic, Not

Software

Think About the

Packaging

Experience

Provide Process

Transparency

Wombat

ShipStation

Skubana

How do you get people to come

back and buy again?

• Customer Support

• Loyalty Programs

• Referrals and Advocacy

• Email Marketing

Reward Your

Customers

Setup a 'Candy'

Aisle in Your

Checkout

Segment and

Personalize Email

Help Scout

Sweet Tooth

Klaviyo

How do you measure these

activities and build a better

understanding of your customer?

• Performance Metrics

• Analytics Management

• Customer Hub

• Conversion Optimization

Plan The Year,

Measure the Day

Measure Events,

Not Just

Conversion

Profile Your

Customers

Geckoboard

Google Analytics

Sauce