e-Commerce + Social Conversion Tactics

1. E-Commerce + Social
Conversion Tactics

2. Meet the Team
John D. Saunders David J. Verjano

3. Agenda
State of E-Commerce Today
Deep Dive Into Shopify
Tracking Conversions
Facebook Ads Strategy
Q&A Session

4. Thousands of major retail stores are
closing in 2017, including Macy’s,
Sears and JCPenney
Source: BankRate

5. B2C e-commerce sales are
expected to increase by more
than 50% over next five years
Source: Research Gate

6. Facebook accounts for
64% of all US social media
“Buy Button” referrals.
Source: ReadyCloud

7. Millennials are the biggest spenders
online, spending about $2,000 per year
on e-commerce.
(Even though they are in lower income brackets)
Source: ReadyCloud

8. TL:DR
The retail store market in US is declining
E-commerce is growing + becoming more sophisticated
Social media is a solid channel for driving e-comm conversions

9. PROS
Totally Free!
Custom Design
Large Theme Library
Third Party Extensions
Excellent for SEO
CONS
More Plugins Recommended
Separate Hosting Cost
PROS
Totally Free!
Robust Backend
Powerful SEO
Lack of Social Integration
CONS
Robust Backend
Extension Store is Lacking
No Support
PROS
Seamless Dashboard
Shipping Integration
11 Free Themes
Free integrations
Amazing Support
Clean Code
100’s of Resources
CONS
$29/Month
Themes Can Be Pricey

10. Shopify Features
15-Day Free Trial
Secure shopping cart -256-bit SSL
100+ professional themes
Sell on Facebook
Discount codes and coupons Gift Cards
Integrate with Dropshippers or Fulfillment
Centers
Full blogging platform
Social Media Integration
Unlimited products
Unlimited bandwidth 24/7 support
Sell in store (POS)
Abandoned checkout recovery
70 payment gateways

11. Packaging Your Content
Things you need to do before running ads:
Solid foundation of visuals Messaging and tone Clear CTAs & Goals

12. Tracking Conversions - UTM Tracking
UTM Tracking (Google Analytics URL Builder)
Track ALL THE THINGS!
● Facebook
● Display
● Instagram
● Blog Links
● Twitter
What You Need:
● Google Analytics Installed
● Google Analytics URL Builder Chrome Extension
LIVE PRESENTATION

13. Tracking Conversions - Facebook Pixel
Measure cross-device conversions.
Optimize delivery to people likely to take action.
Automatically build audiences for website visitors to
retarget.
Create Lookalike Audiences.
LIVE PRESENTATION

14. Facebook Ads Strategy
Research
Using our custom spreadsheet,
you can create targeted audience
with detailed content
● Research Targeting
● Record Targeting in
Spreadsheet
● Create Audiences in Facebook
PPE
Once Audiences are created,
make PPE ads on Facebook to
test and increase social proof
● Create PPE Ads
● Test Engagement
● Record Reach
Conversion
With PPE ads that perform well,
create Conversion ads for Add to
Cart / Purchase
● Using HIGH social proof PPE ads
create conversion ads
● Start @ $5 a day for 5 days
● Scale accordingly
LIVE PRESENTATION

15. Ads Strategy
Research
Using our custom
spreadsheet, you can
create targeted
audience with
detailed content
● Research
Targeting
● Record Targeting
in Spreadsheet
● Create Audiences
in Facebook

16. The Spreadsheet - Research

17. Ads Strategy
PPE
Once Audiences are
created, make PPE
ads on Facebook to
test and increase
social proof
● Create PPE Ads
● Test Engagement
● Record Reach
Three Lines of Content
Large 1200x1200 Content
Social Proof

18. Ads Strategy
Choose Facebook Feeds for Targeting

19. Dynamic Product Ads
Retarget App for Shopify
RetargetApp helps you re-engage your site visitors
who left without making a purchase
They see personalized Facebook ads of the
previously viewed products.
All you need to do is choose an ad message and a
daily budget. RetargetApp monitors your campaign
24/7 to ensure its efficiency.
LIVE PRESENTATION

20. A/B Testing
Different content types and formats
Test different phrases, sentence structure, etc.
Base it on your budget

21. Love Travel Co.
We took a little known travel brand to 18k
followers in just a few months.
The Results:
- More than $2,500k in sales from Instagram
- Over 100k reached in a few months
- Consistent brand influence

22. Quick Recap
Shopify is your best bet for e-commerce
Track and A/B Test EVERYTHING!
Optimize results

23. facebook.com/groups/levelupwebinar/
Join our
Facebook Group

24. Q&A

25. www.LevelUpWebinar.com