DIGITAL MARKETER

ECOMMERCE
CERTIFICATION
 LESSON 1
THE ECOMMERCE ECOSYSTEM
 MEET YOUR INSTRUCTOR
A Few Things About Me:
Own and operate One 8 figure ($20M this year)
and two 7 figure eCommerce brands.
Professor at the Shopify eCommerce University.
Recognized as one of America’s leading
eCommerce educators (Forbes, Entrepreneur,
Practical eCommerce and more)
Consultant to Fortune 500 & 9 figure eCommerce
EZRA FIRESTONE retailers (The growth guy).
Co-Founder & CMO
Boom! By Cindy Joseph Thousands of successful students and case studies. I
Founder & CEO
SmartMarketer.com
can help you get more from your store.
WHO ARE YOU?
You Want To Grow An Ecommerce Business
You Are An Agency Who Supports Ecommerce
Businesses
You Are An Owner/Operator
You Are A Consultant Or Project Manager
You Are A Marketing Nerd
 OUR GOAL:
To turn you into an eCommerce
MASTER… Someone who can help ANY
organization achieve their goals by
creating and deploying a winning
eCommerce strategy!
 The History & Structure Of
Ecommerce
Core Store Architecture
A QUICK Getting More From Your Store

COURSE
(Conversion!)
Behavioral & Dynamic

OVERVIEW Automation Sequences (Email)

Content Amplification & Branding
Visibility Generation Best
Practices (Traffic)
WHAT TO EXPECT FROM THIS COURSE
You’ll have access to this slide deck as well as
other course materials…
You’ll be required to pass a quiz at the end of
each section….
You should pay close attention and take notes…
A certification exam will be given at the end of
the course…
The exam is open notes and open resources…
You must score at least 70% to pass the
exam…
 I’M EXCITED! YOU SHOULD BE TOO!
What I Will Expect of You:
To play full out and give this certification your full attention.
To not go through any other trainings during this
certification.
To take notes & make action item lists.
To go through every module.
To approach this program with a positive mindset and
implement what you learn.
 WHAT YOU CAN EXPECT OF ME
I’ll be an open book. Everything I’ve
learned in 11 years of eCommerce will be
documented and shared.
I’ll make it enjoyable.
I am committed to your success.
To that end I will clearly document the
EZRA FIRESTONE marketing processes, strategies and
Co-Founder & CMO
Boom! By Cindy Joseph funnels you need to be successful.
Founder & CEO
SmartMarketer.com
WHERE WE ARE NOW
IN THE WORLD
OF ECOMMERCE
I’D LIKE
TO TELL
YOU A
LITTLE
STORY…
MY GREAT
GRAND-
FATHER…
MY
FATHER’S
FATHER…
MY DAD
(AND ME)…
ME TODAY!
 WHY IS THIS HAPPENING
1. THE MILLENNIAL GENERATION

(COMING INTO THEIR PRIME SPENDING YEARS)
2. GEN. X, Y AND THE BABY BOOMERS 

(HAVE ‘CROSSED THE CHASM’.)
3. THE “SOCIAL MEDIA ECONOMY”
4. MOBILE CONSUMPTION OF THE DIGITAL WORLD.
5. COMPARISON SHOPPING.
6. DEMAND FOR NICHE PRODUCTS.
7. THE “ON DEMAND SOCIETY.”
BY COUNTRY…
 Singles Day In China: Tabao
(11/11/2015) 

2% Of Population.

5,000% Growth! In 4 Years.

$14Billion In 24 Hours!
60% Growth Over 2014.

72% Mobile Sales

(Compared To 57% From 2014)
WE’VE GONE
TOUCH!
 WHAT DOES THIS MEAN?
67% of consumers start shopping on one device and continue on another.
On Facebook alone 33% of people who showed interest on a mobile ad
converted on desktop.
More than 60% of adults in the USA have 2 devices. A quarter of those
have 3.
People are moving to bigger devices to make purchases.
50% of people are multi-screening while they watch tv.
The mobile world comes with fragmentation.
The average person has 194+ Channels they consume from.
Facebook and Instagram account for more time spent on mobile than the
next 10 channels combined.
WE BUILD
WITH THIS
IN MIND!
 THE ECOMMERCE

ECO SYSTEM
“WE WATCH OUR COMPETITORS, LEARN FROM THEM.
SEE THE THINGS THAT THEY WERE DOING FOR CUSTOMERS
AND COPY THOSE THINGS AS MUCH AS WE CAN.”

Jeff Bezos
THE PLATFORM
CHOICE
 Content Management
Search
Shopping Cart
What Is A Product Management

Platform
Pricing
Order Management

Anyway? Payment Systems

Inventory Management
Business Logic
Integrations
 Magento
Shopify
Big
Commerce
Volusion
Most Users.
Most Third Party Developer Support.
Largest App Network
Simple & Intuitive User Interface.
Best Pre-Defined Theme Selection &
Page Editor.
Built In Merchant Processing.
Phone & Tech Support, Content And
Training.
Innovation.
100% Mobile Responsiveness.
 GET 10% OFF FOR LIFE AND A FREE TRIAL!

Shopify.com/
DigitalMarketer
 Why Would You Re-Platform?
Improve Customer Experience.
Mobile.
SWITCHING Market Conditions.

PLATFORMS
Improve KPI’s.
Platform Shortcomings.
Integration Requirements.
Cost.
Risks of Re-
Platforming
Time and money.
Change to business processes.
Search engine optimization.

Rewards of Re-Platforming
Your business will grow.
Time and money spent on
design / development will
reduce.
SHOULD YOU SWITCH TO ?

YES!
 GET 10% OFF FOR LIFE AND A FREE TRIAL!

Shopify.com/
DigitalMarketer
ADDITIONAL
TECHNOLOGY
STACK
 Klaviyo
Active
Campaign

EMAIL
Constant
Contact

SERVICE Infusionsoft
Mail Chimp

PROVIDERS Aweber
Get Response

iContact
 Email Service Provider

Desired Features:
• Contact Tagging • Phone Tech Support
• Smart Automation • eCommerce Data Integration
• A/B Testing • Help Desk Integration
• Template Editor • Smart Send Options
THE
CLEAR
WINNER…
 ZenDesk
Help Scout
Live Help Now

HELP DESK’S Click Desk

Fresh Desk

Desk.com

iSupport
Kayak
 Help Desk

Desired Features:
• Email Ticketing • Analytics & Reporting Suite
• Canned Responses • Satisfaction Surveys
• Email Notifications • Event Automations
• Tagging / Sorting • Social Integrations & Apps
• Internal Notes • Phone Tech Support
• Integrated Phone Support • Customer Profiles
THE
CLEAR
WINNER…
 Olark
LiveChat
Intercom.io

LIVE CHAT Hip Chat

BoldChat

Live Person

Velaro
Website Alive
THE
CLEAR
WINNER…
 VIDEO
HOSTING
 Other Systems You’ll Need:
Phone line.
Survey software.

ADDITIONAL
Marketing & automation apps.
Referral program
Exit intent

TECHNOLOGY Social promotions

Heat map & session tracking
Etc.
Task management.
Accounting.
Organization.
 ANALYTICS
AND TRACKING
 USE
ENHANCED
ECOMMERCE
TRACKING!
 BUILD
GOALS &
FUNNELS!
TRACK
WEBSITE
SEARCH!
USE THE
GOOGLE
URL BUILDER!
(UTM CODES)
MISSION. STORY.
PURPOSE.
 THE
FACELESS
ECOMMERCE
STORE
IS DEAD.
WHO
ARE 1
2
KNOW YOUR DIFFERENTIATOR

YOU?
TELL CUSTOMERS WHO YOU ARE

3 HAVE A CORE STORY YOU TELL

BRANDING. TAGLINE.
ETHOS.
HOW
DO YOU 1 KNOW WHAT ESTHETIC APPEALS TO YOUR MARKET

COME ACROSS? 2 TAG LINE THAT TELLS YOUR STORY IN ONE SENTENCE
3 EMOTIONAL RESPONSE YOU WANT TO ELICIT
EXAMPLE 1 EVERLANE
Differentiator: High fashion at transparent
prices.
Who:Young, hip, techy, disruptors.
Story: Radical transparency.
Esthetic: Pared Down. Simple. Clean. Elegant.
Tag Line: Know your factories. Know your
costs. Always ask why.
Emotional Response: Revolution.
EXAMPLE 2 BOOM!
Differentiator: Pro-Age message.
Who: Women over 40.
Story: Cindy Joseph.
Esthetic: Pared down. Simple. Clean. Elegant.
Tag Line: It’s about women. It’s about
beauty. It’s about time.
Emotional Response: Revolution.
EXAMPLE 3 COYUCHI
Differentiator: Green. Minimally processed.
Who: Environmentally conscious women.
Story: Nature to home.
Esthetic: Forrest. Hand made. Pure. Clean.
Tag Line: Nature comes home.
Emotional Response: Mindfulness.