1.
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

2.
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

3.
Who Am I?
• Founder of Growth Spark
• Founder of MEB
• E-Commerce Author and Teacher
• BusinessWeek Top 25
Entrepreneurs
• Babson College ‘09 Alum

4.
What is Shopify?
• Platform Released in 2006
• 200,000+ Merchants Across ~150
Countries
• $12 Billion in Total Sales on Shopify
• 100+ Themes
• 900+ Apps

5.
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

6.
Setting Up Your Shopify Account
http://bit.ly/GA-shops

7.
Downloading Workshop Materials
http://bit.ly/GA-shops-stuff

8.
!!!Time to Play!!!

9.
E-Commerce success is driven by four
numbers . . .

10.
Number of visitors to your website
Percentage of visitors who
purchase
Average order size of their
purchase
Average margin per order

11.
Number of visitors to your website
Percentage of visitors who
purchase
Average order size of their
purchase
Average margin per order

12.
Number of visitors to your website
Percentage of visitors who
purchase
Average order size of their
purchase
Average margin per order

13.
Number of visitors to your website
Percentage of visitors who
purchase
Average order size of their
purchase
Average margin per order

14.
How do you improve the performance of
these four numbers?

15.
Focus on your relationship with the customer
and analyze the experiences they have
across their entire buying journey.

16.
We break this relationship down into five
steps and have created a framework for
analyzing them called the E-Commerce
Customer Lifecycle

17.
• Acquisition
• Conversion
• Fulfillment
• Retention
• Measurement

18.
How do you get people to your
website?

19.
• Search Engine Optimization
• Content Marketing
• Social Media
• Pay-Per-Click (PPC)
Advertising

20.
Write in Pictures

21.
Track Content
Campaigns

22.
Think
Responsively

23.
Plug in SEO
Canva
MOZ

24.
How do you get people to buy
once they're there?

25.
• Design and Experience
• Social Proof
• Promotions and Service
• Customer Buying Tools
• Omni-Channel Management

26.
Provide Intelligent
Search Tools

27.
Merchandizing vs
Categorizing

28.
Integrate Social
Activity

29.
YOTPO
Candid
Swiftype

30.
How do you get people the
product once they’ve purchased
it?

31.
• Order Management
• Shipping Management
• Inventory Management
• Financial Management

32.
Develop Business
Logic, Not
Software

33.
Think About the
Packaging
Experience

34.
Provide Process
Transparency

35.
Wombat
ShipStation
Skubana

36.
How do you get people to come
back and buy again?

37.
• Customer Support
• Loyalty Programs
• Referrals and Advocacy
• Email Marketing

38.
Reward Your
Customers

39.
Setup a 'Candy'
Aisle in Your
Checkout

40.
Segment and
Personalize Email

41.
Help Scout
Sweet Tooth
Klaviyo

42.
How do you measure these
activities and build a better
understanding of your customer?

43.
• Performance Metrics
• Analytics Management
• Customer Hub
• Conversion Optimization

44.
Plan The Year,
Measure the Day

45.
Measure Events,
Not Just
Conversion

46.
Profile Your
Customers

47.
Geckoboard
Google Analytics
Sauce