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