Building an E-Commerce Business with Shopify
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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.
Building an E-Commerce Business with Shopify
- 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
- 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
- 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
- 37. How do you get people the product once they’ve purchased it?
- 38. • Order Management • Shipping Management • Inventory Management • Financial Management
- 44. How do you get people to come back and buy again?
- 45. • Customer Support • Loyalty Programs • Referrals and Advocacy • Email Marketing
- 47. Setup a 'Candy' Aisle in Your Checkout
- 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