This document provides an overview of an e-commerce workshop that will cover setting up an e-commerce store using Shopify and creating an e-commerce business strategy. The workshop leader has experience as an entrepreneur and e-commerce teacher. Key topics that will be discussed include the features of Shopify, the four key metrics that drive e-commerce success, analyzing the customer lifecycle through acquisition, conversion, fulfillment, retention and measurement, and tools that can help with various parts of the e-commerce process.

3. 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

4. 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

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

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

8. 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

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

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

11. !!!Time to Play!!!

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

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

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

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

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

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

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

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

21. • Acquisition
• Conversion
• Fulfillment
• Retention
• Measurement

23. How do you get people to your
website?

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

25. Write in Pictures

26. Track Content
Campaigns

27. Think
Responsively

28. Plug in SEO
Canva
MOZ

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

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

32. Provide Intelligent
Search Tools

33. Merchandizing vs
Categorizing

34. Integrate Social
Activity

35. YOTPO
Candid
Swiftype

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

38. • Order Management
• Shipping Management
• Inventory Management
• Financial Management

39. Develop Business
Logic, Not
Software

40. Think About the
Packaging
Experience

41. Provide Process
Transparency

42. Wombat
ShipStation
Skubana

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

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

46. Reward Your
Customers

47. Setup a 'Candy'
Aisle in Your
Checkout

48. Segment and
Personalize Email

49. Help Scout
Sweet Tooth
Klaviyo

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

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

53. Plan The Year,
Measure the Day

54. Measure Events,
Not Just
Conversion

55. Profile Your
Customers

56. Geckoboard
Google Analytics
Sauce