This presentation shares a number of strategies for building a successful e-commerce business, particularly looking at five key areas of running an e-commerce company: customer acquisition, conversion, fulfillment, retention marketing and analytics.

1. Strategies for Building a
Successful E-Commerce Business

2. INTRODUCTION

3. Ross Beyeler
• Founder of Growth Spark
• Founder of MEB
• E-Commerce Author and Teacher
• BusinessWeek Top 25
Entrepreneurs
• Babson College ‘09 Alum

4. Introduction
E-Commerce success is driven by four
numbers . . .

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

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

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

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

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

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

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

12. Introduction
• Acquisition
• Conversion
• Fulfillment
• Retention
• Measurement

13. ACQUISITION

14. Acquisition
How do you get people to your
website?

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

16. Acquisition
Write in Pictures

17. Acquisition
Track Content
Campaigns

18. Acquisition
Advertise on
Mobile Unlike
Desktop

19. Acquisition
Plug in SEO
Canva
MOZ

20. CONVERSION

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

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

23. Conversion
Provide Intelligent
Search Tools

24. Conversion
Choose
Merchandizing
Over Categorizing

25. Conversion
Integrate Social
Activity

26. Conversion
YOTPO
Candid
Swiftype

27. FULFILLMENT

28. Fulfillment
How do you get people the
product?

29. Fulfillment
• Order Management
• Shipping Management
• Inventory Management
• Financial Management

30. Fulfillment
Develop Business
Logic, Not
Software

31. Fulfillment
Think About the
Packaging
Experience

32. Fulfillment
Provide Process
Transparency

33. Fulfillment
Wombat
ShipStation
Skubana

34. RETENTION

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

36. Retention
• Customer Support
• Loyalty Programs
• Referrals and Advocacy
• Email Marketing

37. Retention
Reward Your
Customers

38. Retention
Setup a 'Candy'
Aisle in Your
Checkout

39. Retention
Segment and
Personalize Email

40. Retention
Help Scout
Sweet Tooth
Klaviyo

41. MEASUREMENT

42. Measurement
How do you measure the
profitability of your relationship?

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

44. Measurement
Plan The Year,
Measure the Day

45. Measurement
Measure Events,
Not Just
Conversion

46. Measurement
Profile Your
Customers

47. Measurement
Geckoboard
Google Analytics
Sauce

48. Thank You!

49. ross@growthspark.com
www.growthspark.com
@rbeyeler
Contact Info