Paul Waddy
Shopify for Dummies
20,99 €
inkl. MwSt.
Versandfertig in 2-4 Wochen
Paul Waddy
Shopify for Dummies
- Broschiertes Buch
- Merkliste
- Auf die Merkliste
- Bewerten Bewerten
- Teilen
- Produkt teilen
- Produkterinnerung
- Produkterinnerung
Launch a successful online store in moments with the help of the most popular ecommerce platform on the planet As the platform of choice for over 1 million businesses in over 175 countries, Shopify powers everything from small local stores to multi-million-dollar ecommerce operations. There's no question you can make it work for you. But how can you get started? In Shopify For Dummies, ecommerce exec, adviser, and speaker Paul Waddy wastes no time showing you how to create and open a thriving online store. You can do it all, from marketing and customer engagement to payments and shipping. The…mehr
Andere Kunden interessierten sich auch für
- Eric TysonSmall Business for Dummies20,99 €
- Olivia CarrSelf-Made19,50 €
- Eric TysonSmall Business For Dummies22,99 €
- Gabby LeibovichCatch of the Decade19,99 €
- Colin Barrow (Cranfield School of Management)Starting & Running a Business All-In-One for Dummies24,99 €
- Paul TiffanyBusiness Plans for Dummies27,99 €
- Amy WillLaunching & Building a Brand for Dummies23,99 €
-
-
-
Launch a successful online store in moments with the help of the most popular ecommerce platform on the planet As the platform of choice for over 1 million businesses in over 175 countries, Shopify powers everything from small local stores to multi-million-dollar ecommerce operations. There's no question you can make it work for you. But how can you get started? In Shopify For Dummies, ecommerce exec, adviser, and speaker Paul Waddy wastes no time showing you how to create and open a thriving online store. You can do it all, from marketing and customer engagement to payments and shipping. The book will help you: * Manage and market your inventory, including how to create collections and upload multiple products and images with a single click * Learn to market to the right people at the right time in the right way, through platforms like Facebook and Google * Discover how to make the most of Shopify's countless and powerful features, like email subscriber collection, tags, payment and currency options, shipping rules, and its in-depth analytics dashboard. * Set shipping prices and rules, and create shipping accounts with Australia Post Perfect for anyone who's ever dreamed of getting their own online store off the ground, Shopify For Dummies helps you unlock the full potential of the most popular ecommerce platform in the world today.
Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Produktdetails
- Produktdetails
- Verlag: John Wiley & Sons Australia Ltd
- Seitenzahl: 432
- Erscheinungstermin: 15. September 2022
- Englisch
- Abmessung: 235mm x 190mm x 27mm
- Gewicht: 800g
- ISBN-13: 9780730394457
- ISBN-10: 073039445X
- Artikelnr.: 61575849
- Verlag: John Wiley & Sons Australia Ltd
- Seitenzahl: 432
- Erscheinungstermin: 15. September 2022
- Englisch
- Abmessung: 235mm x 190mm x 27mm
- Gewicht: 800g
- ISBN-13: 9780730394457
- ISBN-10: 073039445X
- Artikelnr.: 61575849
Paul Waddy is an experienced ecommerce advisor with over 15 years of experience. Paul is the founder of Paul Waddy Advisory and www.learnecommerce.com.au, and the co-founder of Ecom Nation. Paul's expertise is in helping online retailers scale profitably.
Introduction 1 Part 1: Getting Started with Shopify 5 Chapter 1:
Introducing the Ecommerce Essentials 7 Chapter 2: Finding Your Way Around
Shopify 15 Chapter 3: Sourcing Products and Identifying Sales Channels 35
Part 2: Preparing Your Store for Launch 53 Chapter 4: Designing Your
Shopify Store 55 Chapter 5: Filling Your Virtual Shelves: Creating Products
and Collections 81 Chapter 6: Setting Up Shipping and Receiving Payments
109 Part 3: Curating the Customer Experience: The Customer Is Always Right
143 Chapter 7: What's the Difference? Customer Service and Customer
Experience 145 Chapter 8: Reviews, Customer Loyalty and User-Generated
Content 161 Chapter 9: Understanding the User Experience 189 Chapter 10:
Getting Personal: Personalizing Your Website 203 Part 4: Taking Stock of
the Situation: Inventory, Logistics and Orders 221 Chapter 11: Stocked Up:
Buying, Receiving and Managing Inventory 223 Chapter 12: So, You've
Received an Order -- Now What? 247 Chapter 13: From Here to There:
Fulfilling Your Orders 267 Part 5: Attracting Attention: Sales and
Marketing 291 Chapter 14: Pricing, Discounts and Promotions: Creating
Eye-Catching Offers 293 Chapter 15: Getting Discovered: Finding New
Customers 317 Chapter 16: Advertising and Promoting Your Online Store 333
Chapter 17: Getting Social: Using Social Media to Grow Your Business 363
Part 6: The Part of Tens 379 Chapter 18: Ten Helpful Apps for Your Shopify
Store 381 Chapter 19: Ten Ways to Improve the Customer and User Experience
389 Chapter 20: Ten Ways to Prepare to Go Live 399 Index 409 Introduction 1
About This Book 2 Foolish Assumptions 2 Icons Used in This Book 3 Where to
Go from Here 4 Part 1: Getting Started with Shopify 5 Chapter 1:
Introducing the Ecommerce Essentials 7 Explaining Ecommerce 8 Introducing
Shopify 9 Planning for Ecommerce Success 10 Getting Creative: Setting Up
Your Shopify Store 11 Making Friends with Your Customers 12 Taking Care of
Business: Managing Stock Levels and DeliveringOrders 12 Growing Your
Business through Marketing 13 Going Live! 14 Chapter 2: Finding Your Way
Around Shopify 15 Choosing a Shopify Plan 15 Basic Shopify 16 Shopify 16
Advanced Shopify 17 Shopify Plus 17 Shopify's Support Services 19 Deciding
on Your Domain Name 21 Where Am I? Signing Up with Shopify 22 Navigating
the Shopify Admin Panel 25 Home 26 Orders 27 Products 27 Customers 27
Analytics 27 Marketing 30 Discounts 30 Apps 30 Sales channels 30 Settings
32 Using Shopify to Sell In-store and Digital Products 32 Shopify POS 32
Using Shopify to sell digital products 33 Chapter 3: Sourcing Products and
Identifying Sales Channels 35 Sourcing the Right Products to Sell 36
Locating products to sell 36 Supply and demand: Tools to check for trending
products 37 Checking trending products in Shopify 40 Introducing Online
Sales Channels 41 D2C: Direct to consumer sales 41 B2C: Business to
Consumer sales 42 B2B: Business to Business sales 43 All about Dropshipping
44 Comparing the different kinds of dropshipping 45 Considering the pros
and cons of dropshipping 47 Dropshipping on Shopify 47 Selling on Online
Marketplaces 48 Part 2: Preparing Your Store for Launch 53 Chapter 4:
Designing Your Shopify Store 55 Coding, Web Developers and Shopify 56
Finding Your Way: Website Architecture 57 Team with the Theme: Exploring
Shopify Themes 59 Choosing a theme 60 Eureka! You've found your theme 60
Publishing your theme 61 Customizing your theme 62 Designing Your Shop
Window: The Homepage 62 What's on the menu? 63 Styling your homepage 64
Adjusting your theme's settings 74 Adding Menus and Pages 76 Creating a
page 77 Creating a menu item 79 Chapter 5: Filling Your Virtual Shelves:
Creating Products and Collections 81 Nuts and Bolts: Adding Products to
Develop Your Collections 82 Creating a collection 82 Using product tags to
refine your collections 86 Adding collections to your menu 89 Adding a new
product to your store 90 Merchandising Your Collections 106 Activating
Products in Your Store 107 Chapter 6: Setting Up Shipping and Receiving
Payments 109 One Size Does Not Fit All: Exploring Shipping Options 110 Free
shipping versus paid shipping 110 Express shipping versus standard shipping
115 Shopify and shipping 117 Getting Started with Shipping in Shopify 120
Adjusting your default package type 121 Shipping rates and profiles 124 Tax
Time: Setting Up Tax Rates 129 Setting up tax collecting in your store 130
Including tax in your product price 133 The Fun Part: Getting Paid 133
Setting up Shopify Payments 134 Accepting other payment methods 136 Viewing
your Shopify Payouts 137 Setting up multiple currencies in Shopify Payments
138 Setting up a third-party payment provider 139 Fraud prevention 139
Investigating suspicious orders 139 Processing chargebacks 141 Part 3:
Curating the Customer Experience: The Customer Is Always Right 143 Chapter
7: What's the Difference? Customer Service and Customer Experience 145
Customer Service 101: Communicating with Customers 146 Creating clear
policies and product information 146 Customer service channels to consider
149 Using Customer Service Metrics 154 Maximizing Customer Experience 155
Providing an excellent customer experience 157 Measuring customer
experience 158 Checking Customer Satisfaction 160 Chapter 8: Reviews,
Customer Loyalty and User-Generated Content 161 Why Reviews Matter 162
Onsite product reviews 163 Offsite customer reviews 164 Selecting a review
platform to use with Shopify 166 Free offsite review platforms to use 168
Why Loyalty Matters 169 Understanding the lifetime value of a customer 169
Loyalty, referral programs and Shopify 172 Utilizing User-Generated Content
174 Customer Reports: Loyal and At-risk Customers 177 Using customer
reports in Shopify 177 Customizing your customer reports 184 Chapter 9:
Understanding the User Experience 189 Understanding the Basics of a Good
User Experience 190 Getting to know how users behave 190 Considering the
theory 191 Improving Your User Experience 193 Conducting user research 194
Monitoring and maintaining your page speed 198 Fixing broken links 199
Running your own device analysis 199 Optimizing your website's internal
search 200 Implementing AB Testing 200 When can I start running AB tests?
201 I've got the traffic, so how can I AB test in Shopify? 202 Chapter 10:
Getting Personal: Personalizing Your Website 203 Creating a Personalized
Shopping Experience 204 Tailoring Your Store to Suit Your Customers 206
Personalized banners 208 Product recommendations 209 People also bought 210
Product quizzes and guided selling 210 Recently viewed items 211
Bestsellers 211 Personalize by location 212 Location-based sizing 213 The
Gift of Giving: Creating and Fulfilling Gift Cards 213 Issuing a gift card
214 Making gift cards available for purchase 215 Giving Little Unexpected
Extras 218 Handwritten notes 218 Gift with purchase 219 Personalized video
219 Show off your personal side 219 Part 4: Taking Stock of the Situation:
Inventory, Logistics and Orders 221 Chapter 11: Stocked Up: Buying,
Receiving and Managing Inventory 223 Defining Inventory Management 224
Starting from Scratch: Your First Purchase Order 227 Creating a purchase
order 228 Receiving a purchase order 229 Storing Your Inventory 234
Shelving equipment 236 Locations 236 Layout and design 237 Putting Your
Stock to Work: Listing Inventory Across Sales Channels 238 Changing a
product's availability status 239 Making products available to your sales
channels 239 Catch Me If You Can! Tracking Stock Movement 242 Using
Inventory Reports 243 Month-end Inventory Snapshot 244 Average Inventory
Sold Per Day 244 Percent of Inventory Sold 245 ABC Analysis by Product 245
Chapter 12: So, You've Received an Order -- Now What? 247 Receiving and
Confirming Orders 248 The Three Stages of an Online Order 249 Order placed:
Capture payment 249 Order paid for: Fulfill the order 251 Order has been
paid for and fulfilled: Archive the order 251 Creating Draft Orders for
Customers 253 Managing Orders 255 Viewing an order 255 Viewing an order's
Timeline 256 Editing an order 257 Contacting a customer about their order
258 Checking an order's status 258 Refunding a customer 259 Creating
returns 260 Checking an Order for Fraud 262 Fraud analysis indicators 262
How to handle potential fraud in your store 264 Chapter 13: From Here to
There: Fulfilling Your Orders 267 Fulfill Your Own Orders 268 Fulfilling
your orders manually 268 Fulfilling your orders automatically 275 Using a
Fulfillment Service 276 Activating a custom fulfillment service 277
Deleting a custom fulfillment service 278 Using a fulfillment service with
an app 279 Printing Shipping Labels and Customs Forms 280 Creating and
printing shipping labels 281 Printing a customs declaration form 284
Printing packing slips 286 Using Local Pickup 287 Setting up local pickup
287 Managing local pickup locations 288 Customizing pickup notifications
289 Part 5: Attracting Attention: Sales and Marketing 291 Chapter 14:
Pricing, Discounts and Promotions:Creating Eye-Catching Offers 293 Pricing
Your Products 294 Preparing to Run Sales and Promotions 296 Setting Sale
Prices for Products: The 'Compare At' Price 298 Delivering Discounts 301
Creating discount codes 302 Create a free shipping discount 311 Discounting
Shortcuts 312 Promote a discount using a shareable link 312 Filter
discounts 313 Edit a discount 314 Disable a discount 314 Re-enable a
discount 315 Chapter 15: Getting Discovered: Finding New Customers 317
Introducing Digital Marketing 318 Building a Marketing Plan 318 Step 1:
Define your unique value proposition 319 Step 2: Know your customer 320
Step 3: Choose a marketing strategy 320 Step 4: Consider how to measure the
success of yourmarketing 321 Step 5: Create a marketing channel plan 323
Step 6: Review performance 323 Implementing Marketing Campaigns and
Automations 324 Automating your marketing with Shopify 325 Creating your
first automation: Abandoned Checkout Emails 325 Exploring other automations
328 Chapter 16: Advertising and Promoting Your Online Store 333 Getting
Started with Facebook Marketing 334 Audience building ads in Shopify 337
Creating your first audience building ad 338 Creating dynamic retargeting
ads 342 Trying Search Engine Marketing with Google Ads 343 The Google sales
channel in Shopify 344 Create a Google Smart Shopping campaign 348 Track
the performance of your Google Smart Shoppingmpaign 349 Making the Most of
Search Engine Optimization 350 Using SEO keywords in your Shopify store 351
Keeping your online store SEO-friendly 356 Experimenting with Email
Marketing 357 Email marketing using Shopify 358 Installing the Shopify
Email app 359 Creating an email marketing campaign using Shopify Email 360
Chapter 17: Getting Social: Using Social Media to Grow Your Business 363
All About Socials: The Rise and Rise of Social Mediain Ecommerce 364
Meeting the Social Media Marketing Channels 365 Facebook 366 Instagram 368
TikTok 373 Pinterest 374 Snapchat 375 Linking Your Social Media Profiles
375 Tapping In to Influencer Marketing 376 Part 6: the Part of Tens 379
Chapter 18: Ten Helpful Apps for Your Shopify Store 381 Gorgias: Customer
Service 382 Okendo: Product Reviews 382 Klaviyo: Email Marketing 383 Glew:
Data and Business Intelligence 384 Oberlo: Dropshipping 384 PushOwl: Web
Push Notifications 385 Back in Stock: Customer Alerts 386 Foursixty:
Shoppable Instagram and User-Generated Content 386 ReferralCandy: Referrals
387 Plug in SEO: Search Engine Optimization 388 Chapter 19: Ten Ways to
Improve the Customer and User Experience 389 Check Your Page Load Speed 390
Optimize Your Site for Mobile 391 Fix Broken Links 391 Include a Search
Function 392 Use AB Testing as Your Business Grows 393 Give Little
Unexpected Extras 393 Offer a Personalized Experience 394 Create Surveys to
Help You Understand Your Customers 395 Get to Know How Your Customers
Behave 396 Use Logistics as a Point of Difference 396 Chapter 20: Ten Ways
to Prepare to Go Live 399 Pop Quiz: Are You Sure You're Ready? 399 The
Price Must Be Right! 401 Manage Your Expectations 402 You Can't Be All
Things to All People 403 There's an App for That! 404 Believe the Hype
(Phase) 404 Not Too Heavy, Not Too Light: Getting Ordering Just Right 405
Shopify Reports to Watch 405 Last-Minute Checks Before You Go Live 406
Ready, Set, Go: Time to Go Live! 408 Index 409
Introducing the Ecommerce Essentials 7 Chapter 2: Finding Your Way Around
Shopify 15 Chapter 3: Sourcing Products and Identifying Sales Channels 35
Part 2: Preparing Your Store for Launch 53 Chapter 4: Designing Your
Shopify Store 55 Chapter 5: Filling Your Virtual Shelves: Creating Products
and Collections 81 Chapter 6: Setting Up Shipping and Receiving Payments
109 Part 3: Curating the Customer Experience: The Customer Is Always Right
143 Chapter 7: What's the Difference? Customer Service and Customer
Experience 145 Chapter 8: Reviews, Customer Loyalty and User-Generated
Content 161 Chapter 9: Understanding the User Experience 189 Chapter 10:
Getting Personal: Personalizing Your Website 203 Part 4: Taking Stock of
the Situation: Inventory, Logistics and Orders 221 Chapter 11: Stocked Up:
Buying, Receiving and Managing Inventory 223 Chapter 12: So, You've
Received an Order -- Now What? 247 Chapter 13: From Here to There:
Fulfilling Your Orders 267 Part 5: Attracting Attention: Sales and
Marketing 291 Chapter 14: Pricing, Discounts and Promotions: Creating
Eye-Catching Offers 293 Chapter 15: Getting Discovered: Finding New
Customers 317 Chapter 16: Advertising and Promoting Your Online Store 333
Chapter 17: Getting Social: Using Social Media to Grow Your Business 363
Part 6: The Part of Tens 379 Chapter 18: Ten Helpful Apps for Your Shopify
Store 381 Chapter 19: Ten Ways to Improve the Customer and User Experience
389 Chapter 20: Ten Ways to Prepare to Go Live 399 Index 409 Introduction 1
About This Book 2 Foolish Assumptions 2 Icons Used in This Book 3 Where to
Go from Here 4 Part 1: Getting Started with Shopify 5 Chapter 1:
Introducing the Ecommerce Essentials 7 Explaining Ecommerce 8 Introducing
Shopify 9 Planning for Ecommerce Success 10 Getting Creative: Setting Up
Your Shopify Store 11 Making Friends with Your Customers 12 Taking Care of
Business: Managing Stock Levels and DeliveringOrders 12 Growing Your
Business through Marketing 13 Going Live! 14 Chapter 2: Finding Your Way
Around Shopify 15 Choosing a Shopify Plan 15 Basic Shopify 16 Shopify 16
Advanced Shopify 17 Shopify Plus 17 Shopify's Support Services 19 Deciding
on Your Domain Name 21 Where Am I? Signing Up with Shopify 22 Navigating
the Shopify Admin Panel 25 Home 26 Orders 27 Products 27 Customers 27
Analytics 27 Marketing 30 Discounts 30 Apps 30 Sales channels 30 Settings
32 Using Shopify to Sell In-store and Digital Products 32 Shopify POS 32
Using Shopify to sell digital products 33 Chapter 3: Sourcing Products and
Identifying Sales Channels 35 Sourcing the Right Products to Sell 36
Locating products to sell 36 Supply and demand: Tools to check for trending
products 37 Checking trending products in Shopify 40 Introducing Online
Sales Channels 41 D2C: Direct to consumer sales 41 B2C: Business to
Consumer sales 42 B2B: Business to Business sales 43 All about Dropshipping
44 Comparing the different kinds of dropshipping 45 Considering the pros
and cons of dropshipping 47 Dropshipping on Shopify 47 Selling on Online
Marketplaces 48 Part 2: Preparing Your Store for Launch 53 Chapter 4:
Designing Your Shopify Store 55 Coding, Web Developers and Shopify 56
Finding Your Way: Website Architecture 57 Team with the Theme: Exploring
Shopify Themes 59 Choosing a theme 60 Eureka! You've found your theme 60
Publishing your theme 61 Customizing your theme 62 Designing Your Shop
Window: The Homepage 62 What's on the menu? 63 Styling your homepage 64
Adjusting your theme's settings 74 Adding Menus and Pages 76 Creating a
page 77 Creating a menu item 79 Chapter 5: Filling Your Virtual Shelves:
Creating Products and Collections 81 Nuts and Bolts: Adding Products to
Develop Your Collections 82 Creating a collection 82 Using product tags to
refine your collections 86 Adding collections to your menu 89 Adding a new
product to your store 90 Merchandising Your Collections 106 Activating
Products in Your Store 107 Chapter 6: Setting Up Shipping and Receiving
Payments 109 One Size Does Not Fit All: Exploring Shipping Options 110 Free
shipping versus paid shipping 110 Express shipping versus standard shipping
115 Shopify and shipping 117 Getting Started with Shipping in Shopify 120
Adjusting your default package type 121 Shipping rates and profiles 124 Tax
Time: Setting Up Tax Rates 129 Setting up tax collecting in your store 130
Including tax in your product price 133 The Fun Part: Getting Paid 133
Setting up Shopify Payments 134 Accepting other payment methods 136 Viewing
your Shopify Payouts 137 Setting up multiple currencies in Shopify Payments
138 Setting up a third-party payment provider 139 Fraud prevention 139
Investigating suspicious orders 139 Processing chargebacks 141 Part 3:
Curating the Customer Experience: The Customer Is Always Right 143 Chapter
7: What's the Difference? Customer Service and Customer Experience 145
Customer Service 101: Communicating with Customers 146 Creating clear
policies and product information 146 Customer service channels to consider
149 Using Customer Service Metrics 154 Maximizing Customer Experience 155
Providing an excellent customer experience 157 Measuring customer
experience 158 Checking Customer Satisfaction 160 Chapter 8: Reviews,
Customer Loyalty and User-Generated Content 161 Why Reviews Matter 162
Onsite product reviews 163 Offsite customer reviews 164 Selecting a review
platform to use with Shopify 166 Free offsite review platforms to use 168
Why Loyalty Matters 169 Understanding the lifetime value of a customer 169
Loyalty, referral programs and Shopify 172 Utilizing User-Generated Content
174 Customer Reports: Loyal and At-risk Customers 177 Using customer
reports in Shopify 177 Customizing your customer reports 184 Chapter 9:
Understanding the User Experience 189 Understanding the Basics of a Good
User Experience 190 Getting to know how users behave 190 Considering the
theory 191 Improving Your User Experience 193 Conducting user research 194
Monitoring and maintaining your page speed 198 Fixing broken links 199
Running your own device analysis 199 Optimizing your website's internal
search 200 Implementing AB Testing 200 When can I start running AB tests?
201 I've got the traffic, so how can I AB test in Shopify? 202 Chapter 10:
Getting Personal: Personalizing Your Website 203 Creating a Personalized
Shopping Experience 204 Tailoring Your Store to Suit Your Customers 206
Personalized banners 208 Product recommendations 209 People also bought 210
Product quizzes and guided selling 210 Recently viewed items 211
Bestsellers 211 Personalize by location 212 Location-based sizing 213 The
Gift of Giving: Creating and Fulfilling Gift Cards 213 Issuing a gift card
214 Making gift cards available for purchase 215 Giving Little Unexpected
Extras 218 Handwritten notes 218 Gift with purchase 219 Personalized video
219 Show off your personal side 219 Part 4: Taking Stock of the Situation:
Inventory, Logistics and Orders 221 Chapter 11: Stocked Up: Buying,
Receiving and Managing Inventory 223 Defining Inventory Management 224
Starting from Scratch: Your First Purchase Order 227 Creating a purchase
order 228 Receiving a purchase order 229 Storing Your Inventory 234
Shelving equipment 236 Locations 236 Layout and design 237 Putting Your
Stock to Work: Listing Inventory Across Sales Channels 238 Changing a
product's availability status 239 Making products available to your sales
channels 239 Catch Me If You Can! Tracking Stock Movement 242 Using
Inventory Reports 243 Month-end Inventory Snapshot 244 Average Inventory
Sold Per Day 244 Percent of Inventory Sold 245 ABC Analysis by Product 245
Chapter 12: So, You've Received an Order -- Now What? 247 Receiving and
Confirming Orders 248 The Three Stages of an Online Order 249 Order placed:
Capture payment 249 Order paid for: Fulfill the order 251 Order has been
paid for and fulfilled: Archive the order 251 Creating Draft Orders for
Customers 253 Managing Orders 255 Viewing an order 255 Viewing an order's
Timeline 256 Editing an order 257 Contacting a customer about their order
258 Checking an order's status 258 Refunding a customer 259 Creating
returns 260 Checking an Order for Fraud 262 Fraud analysis indicators 262
How to handle potential fraud in your store 264 Chapter 13: From Here to
There: Fulfilling Your Orders 267 Fulfill Your Own Orders 268 Fulfilling
your orders manually 268 Fulfilling your orders automatically 275 Using a
Fulfillment Service 276 Activating a custom fulfillment service 277
Deleting a custom fulfillment service 278 Using a fulfillment service with
an app 279 Printing Shipping Labels and Customs Forms 280 Creating and
printing shipping labels 281 Printing a customs declaration form 284
Printing packing slips 286 Using Local Pickup 287 Setting up local pickup
287 Managing local pickup locations 288 Customizing pickup notifications
289 Part 5: Attracting Attention: Sales and Marketing 291 Chapter 14:
Pricing, Discounts and Promotions:Creating Eye-Catching Offers 293 Pricing
Your Products 294 Preparing to Run Sales and Promotions 296 Setting Sale
Prices for Products: The 'Compare At' Price 298 Delivering Discounts 301
Creating discount codes 302 Create a free shipping discount 311 Discounting
Shortcuts 312 Promote a discount using a shareable link 312 Filter
discounts 313 Edit a discount 314 Disable a discount 314 Re-enable a
discount 315 Chapter 15: Getting Discovered: Finding New Customers 317
Introducing Digital Marketing 318 Building a Marketing Plan 318 Step 1:
Define your unique value proposition 319 Step 2: Know your customer 320
Step 3: Choose a marketing strategy 320 Step 4: Consider how to measure the
success of yourmarketing 321 Step 5: Create a marketing channel plan 323
Step 6: Review performance 323 Implementing Marketing Campaigns and
Automations 324 Automating your marketing with Shopify 325 Creating your
first automation: Abandoned Checkout Emails 325 Exploring other automations
328 Chapter 16: Advertising and Promoting Your Online Store 333 Getting
Started with Facebook Marketing 334 Audience building ads in Shopify 337
Creating your first audience building ad 338 Creating dynamic retargeting
ads 342 Trying Search Engine Marketing with Google Ads 343 The Google sales
channel in Shopify 344 Create a Google Smart Shopping campaign 348 Track
the performance of your Google Smart Shoppingmpaign 349 Making the Most of
Search Engine Optimization 350 Using SEO keywords in your Shopify store 351
Keeping your online store SEO-friendly 356 Experimenting with Email
Marketing 357 Email marketing using Shopify 358 Installing the Shopify
Email app 359 Creating an email marketing campaign using Shopify Email 360
Chapter 17: Getting Social: Using Social Media to Grow Your Business 363
All About Socials: The Rise and Rise of Social Mediain Ecommerce 364
Meeting the Social Media Marketing Channels 365 Facebook 366 Instagram 368
TikTok 373 Pinterest 374 Snapchat 375 Linking Your Social Media Profiles
375 Tapping In to Influencer Marketing 376 Part 6: the Part of Tens 379
Chapter 18: Ten Helpful Apps for Your Shopify Store 381 Gorgias: Customer
Service 382 Okendo: Product Reviews 382 Klaviyo: Email Marketing 383 Glew:
Data and Business Intelligence 384 Oberlo: Dropshipping 384 PushOwl: Web
Push Notifications 385 Back in Stock: Customer Alerts 386 Foursixty:
Shoppable Instagram and User-Generated Content 386 ReferralCandy: Referrals
387 Plug in SEO: Search Engine Optimization 388 Chapter 19: Ten Ways to
Improve the Customer and User Experience 389 Check Your Page Load Speed 390
Optimize Your Site for Mobile 391 Fix Broken Links 391 Include a Search
Function 392 Use AB Testing as Your Business Grows 393 Give Little
Unexpected Extras 393 Offer a Personalized Experience 394 Create Surveys to
Help You Understand Your Customers 395 Get to Know How Your Customers
Behave 396 Use Logistics as a Point of Difference 396 Chapter 20: Ten Ways
to Prepare to Go Live 399 Pop Quiz: Are You Sure You're Ready? 399 The
Price Must Be Right! 401 Manage Your Expectations 402 You Can't Be All
Things to All People 403 There's an App for That! 404 Believe the Hype
(Phase) 404 Not Too Heavy, Not Too Light: Getting Ordering Just Right 405
Shopify Reports to Watch 405 Last-Minute Checks Before You Go Live 406
Ready, Set, Go: Time to Go Live! 408 Index 409
Introduction 1 Part 1: Getting Started with Shopify 5 Chapter 1:
Introducing the Ecommerce Essentials 7 Chapter 2: Finding Your Way Around
Shopify 15 Chapter 3: Sourcing Products and Identifying Sales Channels 35
Part 2: Preparing Your Store for Launch 53 Chapter 4: Designing Your
Shopify Store 55 Chapter 5: Filling Your Virtual Shelves: Creating Products
and Collections 81 Chapter 6: Setting Up Shipping and Receiving Payments
109 Part 3: Curating the Customer Experience: The Customer Is Always Right
143 Chapter 7: What's the Difference? Customer Service and Customer
Experience 145 Chapter 8: Reviews, Customer Loyalty and User-Generated
Content 161 Chapter 9: Understanding the User Experience 189 Chapter 10:
Getting Personal: Personalizing Your Website 203 Part 4: Taking Stock of
the Situation: Inventory, Logistics and Orders 221 Chapter 11: Stocked Up:
Buying, Receiving and Managing Inventory 223 Chapter 12: So, You've
Received an Order -- Now What? 247 Chapter 13: From Here to There:
Fulfilling Your Orders 267 Part 5: Attracting Attention: Sales and
Marketing 291 Chapter 14: Pricing, Discounts and Promotions: Creating
Eye-Catching Offers 293 Chapter 15: Getting Discovered: Finding New
Customers 317 Chapter 16: Advertising and Promoting Your Online Store 333
Chapter 17: Getting Social: Using Social Media to Grow Your Business 363
Part 6: The Part of Tens 379 Chapter 18: Ten Helpful Apps for Your Shopify
Store 381 Chapter 19: Ten Ways to Improve the Customer and User Experience
389 Chapter 20: Ten Ways to Prepare to Go Live 399 Index 409 Introduction 1
About This Book 2 Foolish Assumptions 2 Icons Used in This Book 3 Where to
Go from Here 4 Part 1: Getting Started with Shopify 5 Chapter 1:
Introducing the Ecommerce Essentials 7 Explaining Ecommerce 8 Introducing
Shopify 9 Planning for Ecommerce Success 10 Getting Creative: Setting Up
Your Shopify Store 11 Making Friends with Your Customers 12 Taking Care of
Business: Managing Stock Levels and DeliveringOrders 12 Growing Your
Business through Marketing 13 Going Live! 14 Chapter 2: Finding Your Way
Around Shopify 15 Choosing a Shopify Plan 15 Basic Shopify 16 Shopify 16
Advanced Shopify 17 Shopify Plus 17 Shopify's Support Services 19 Deciding
on Your Domain Name 21 Where Am I? Signing Up with Shopify 22 Navigating
the Shopify Admin Panel 25 Home 26 Orders 27 Products 27 Customers 27
Analytics 27 Marketing 30 Discounts 30 Apps 30 Sales channels 30 Settings
32 Using Shopify to Sell In-store and Digital Products 32 Shopify POS 32
Using Shopify to sell digital products 33 Chapter 3: Sourcing Products and
Identifying Sales Channels 35 Sourcing the Right Products to Sell 36
Locating products to sell 36 Supply and demand: Tools to check for trending
products 37 Checking trending products in Shopify 40 Introducing Online
Sales Channels 41 D2C: Direct to consumer sales 41 B2C: Business to
Consumer sales 42 B2B: Business to Business sales 43 All about Dropshipping
44 Comparing the different kinds of dropshipping 45 Considering the pros
and cons of dropshipping 47 Dropshipping on Shopify 47 Selling on Online
Marketplaces 48 Part 2: Preparing Your Store for Launch 53 Chapter 4:
Designing Your Shopify Store 55 Coding, Web Developers and Shopify 56
Finding Your Way: Website Architecture 57 Team with the Theme: Exploring
Shopify Themes 59 Choosing a theme 60 Eureka! You've found your theme 60
Publishing your theme 61 Customizing your theme 62 Designing Your Shop
Window: The Homepage 62 What's on the menu? 63 Styling your homepage 64
Adjusting your theme's settings 74 Adding Menus and Pages 76 Creating a
page 77 Creating a menu item 79 Chapter 5: Filling Your Virtual Shelves:
Creating Products and Collections 81 Nuts and Bolts: Adding Products to
Develop Your Collections 82 Creating a collection 82 Using product tags to
refine your collections 86 Adding collections to your menu 89 Adding a new
product to your store 90 Merchandising Your Collections 106 Activating
Products in Your Store 107 Chapter 6: Setting Up Shipping and Receiving
Payments 109 One Size Does Not Fit All: Exploring Shipping Options 110 Free
shipping versus paid shipping 110 Express shipping versus standard shipping
115 Shopify and shipping 117 Getting Started with Shipping in Shopify 120
Adjusting your default package type 121 Shipping rates and profiles 124 Tax
Time: Setting Up Tax Rates 129 Setting up tax collecting in your store 130
Including tax in your product price 133 The Fun Part: Getting Paid 133
Setting up Shopify Payments 134 Accepting other payment methods 136 Viewing
your Shopify Payouts 137 Setting up multiple currencies in Shopify Payments
138 Setting up a third-party payment provider 139 Fraud prevention 139
Investigating suspicious orders 139 Processing chargebacks 141 Part 3:
Curating the Customer Experience: The Customer Is Always Right 143 Chapter
7: What's the Difference? Customer Service and Customer Experience 145
Customer Service 101: Communicating with Customers 146 Creating clear
policies and product information 146 Customer service channels to consider
149 Using Customer Service Metrics 154 Maximizing Customer Experience 155
Providing an excellent customer experience 157 Measuring customer
experience 158 Checking Customer Satisfaction 160 Chapter 8: Reviews,
Customer Loyalty and User-Generated Content 161 Why Reviews Matter 162
Onsite product reviews 163 Offsite customer reviews 164 Selecting a review
platform to use with Shopify 166 Free offsite review platforms to use 168
Why Loyalty Matters 169 Understanding the lifetime value of a customer 169
Loyalty, referral programs and Shopify 172 Utilizing User-Generated Content
174 Customer Reports: Loyal and At-risk Customers 177 Using customer
reports in Shopify 177 Customizing your customer reports 184 Chapter 9:
Understanding the User Experience 189 Understanding the Basics of a Good
User Experience 190 Getting to know how users behave 190 Considering the
theory 191 Improving Your User Experience 193 Conducting user research 194
Monitoring and maintaining your page speed 198 Fixing broken links 199
Running your own device analysis 199 Optimizing your website's internal
search 200 Implementing AB Testing 200 When can I start running AB tests?
201 I've got the traffic, so how can I AB test in Shopify? 202 Chapter 10:
Getting Personal: Personalizing Your Website 203 Creating a Personalized
Shopping Experience 204 Tailoring Your Store to Suit Your Customers 206
Personalized banners 208 Product recommendations 209 People also bought 210
Product quizzes and guided selling 210 Recently viewed items 211
Bestsellers 211 Personalize by location 212 Location-based sizing 213 The
Gift of Giving: Creating and Fulfilling Gift Cards 213 Issuing a gift card
214 Making gift cards available for purchase 215 Giving Little Unexpected
Extras 218 Handwritten notes 218 Gift with purchase 219 Personalized video
219 Show off your personal side 219 Part 4: Taking Stock of the Situation:
Inventory, Logistics and Orders 221 Chapter 11: Stocked Up: Buying,
Receiving and Managing Inventory 223 Defining Inventory Management 224
Starting from Scratch: Your First Purchase Order 227 Creating a purchase
order 228 Receiving a purchase order 229 Storing Your Inventory 234
Shelving equipment 236 Locations 236 Layout and design 237 Putting Your
Stock to Work: Listing Inventory Across Sales Channels 238 Changing a
product's availability status 239 Making products available to your sales
channels 239 Catch Me If You Can! Tracking Stock Movement 242 Using
Inventory Reports 243 Month-end Inventory Snapshot 244 Average Inventory
Sold Per Day 244 Percent of Inventory Sold 245 ABC Analysis by Product 245
Chapter 12: So, You've Received an Order -- Now What? 247 Receiving and
Confirming Orders 248 The Three Stages of an Online Order 249 Order placed:
Capture payment 249 Order paid for: Fulfill the order 251 Order has been
paid for and fulfilled: Archive the order 251 Creating Draft Orders for
Customers 253 Managing Orders 255 Viewing an order 255 Viewing an order's
Timeline 256 Editing an order 257 Contacting a customer about their order
258 Checking an order's status 258 Refunding a customer 259 Creating
returns 260 Checking an Order for Fraud 262 Fraud analysis indicators 262
How to handle potential fraud in your store 264 Chapter 13: From Here to
There: Fulfilling Your Orders 267 Fulfill Your Own Orders 268 Fulfilling
your orders manually 268 Fulfilling your orders automatically 275 Using a
Fulfillment Service 276 Activating a custom fulfillment service 277
Deleting a custom fulfillment service 278 Using a fulfillment service with
an app 279 Printing Shipping Labels and Customs Forms 280 Creating and
printing shipping labels 281 Printing a customs declaration form 284
Printing packing slips 286 Using Local Pickup 287 Setting up local pickup
287 Managing local pickup locations 288 Customizing pickup notifications
289 Part 5: Attracting Attention: Sales and Marketing 291 Chapter 14:
Pricing, Discounts and Promotions:Creating Eye-Catching Offers 293 Pricing
Your Products 294 Preparing to Run Sales and Promotions 296 Setting Sale
Prices for Products: The 'Compare At' Price 298 Delivering Discounts 301
Creating discount codes 302 Create a free shipping discount 311 Discounting
Shortcuts 312 Promote a discount using a shareable link 312 Filter
discounts 313 Edit a discount 314 Disable a discount 314 Re-enable a
discount 315 Chapter 15: Getting Discovered: Finding New Customers 317
Introducing Digital Marketing 318 Building a Marketing Plan 318 Step 1:
Define your unique value proposition 319 Step 2: Know your customer 320
Step 3: Choose a marketing strategy 320 Step 4: Consider how to measure the
success of yourmarketing 321 Step 5: Create a marketing channel plan 323
Step 6: Review performance 323 Implementing Marketing Campaigns and
Automations 324 Automating your marketing with Shopify 325 Creating your
first automation: Abandoned Checkout Emails 325 Exploring other automations
328 Chapter 16: Advertising and Promoting Your Online Store 333 Getting
Started with Facebook Marketing 334 Audience building ads in Shopify 337
Creating your first audience building ad 338 Creating dynamic retargeting
ads 342 Trying Search Engine Marketing with Google Ads 343 The Google sales
channel in Shopify 344 Create a Google Smart Shopping campaign 348 Track
the performance of your Google Smart Shoppingmpaign 349 Making the Most of
Search Engine Optimization 350 Using SEO keywords in your Shopify store 351
Keeping your online store SEO-friendly 356 Experimenting with Email
Marketing 357 Email marketing using Shopify 358 Installing the Shopify
Email app 359 Creating an email marketing campaign using Shopify Email 360
Chapter 17: Getting Social: Using Social Media to Grow Your Business 363
All About Socials: The Rise and Rise of Social Mediain Ecommerce 364
Meeting the Social Media Marketing Channels 365 Facebook 366 Instagram 368
TikTok 373 Pinterest 374 Snapchat 375 Linking Your Social Media Profiles
375 Tapping In to Influencer Marketing 376 Part 6: the Part of Tens 379
Chapter 18: Ten Helpful Apps for Your Shopify Store 381 Gorgias: Customer
Service 382 Okendo: Product Reviews 382 Klaviyo: Email Marketing 383 Glew:
Data and Business Intelligence 384 Oberlo: Dropshipping 384 PushOwl: Web
Push Notifications 385 Back in Stock: Customer Alerts 386 Foursixty:
Shoppable Instagram and User-Generated Content 386 ReferralCandy: Referrals
387 Plug in SEO: Search Engine Optimization 388 Chapter 19: Ten Ways to
Improve the Customer and User Experience 389 Check Your Page Load Speed 390
Optimize Your Site for Mobile 391 Fix Broken Links 391 Include a Search
Function 392 Use AB Testing as Your Business Grows 393 Give Little
Unexpected Extras 393 Offer a Personalized Experience 394 Create Surveys to
Help You Understand Your Customers 395 Get to Know How Your Customers
Behave 396 Use Logistics as a Point of Difference 396 Chapter 20: Ten Ways
to Prepare to Go Live 399 Pop Quiz: Are You Sure You're Ready? 399 The
Price Must Be Right! 401 Manage Your Expectations 402 You Can't Be All
Things to All People 403 There's an App for That! 404 Believe the Hype
(Phase) 404 Not Too Heavy, Not Too Light: Getting Ordering Just Right 405
Shopify Reports to Watch 405 Last-Minute Checks Before You Go Live 406
Ready, Set, Go: Time to Go Live! 408 Index 409
Introducing the Ecommerce Essentials 7 Chapter 2: Finding Your Way Around
Shopify 15 Chapter 3: Sourcing Products and Identifying Sales Channels 35
Part 2: Preparing Your Store for Launch 53 Chapter 4: Designing Your
Shopify Store 55 Chapter 5: Filling Your Virtual Shelves: Creating Products
and Collections 81 Chapter 6: Setting Up Shipping and Receiving Payments
109 Part 3: Curating the Customer Experience: The Customer Is Always Right
143 Chapter 7: What's the Difference? Customer Service and Customer
Experience 145 Chapter 8: Reviews, Customer Loyalty and User-Generated
Content 161 Chapter 9: Understanding the User Experience 189 Chapter 10:
Getting Personal: Personalizing Your Website 203 Part 4: Taking Stock of
the Situation: Inventory, Logistics and Orders 221 Chapter 11: Stocked Up:
Buying, Receiving and Managing Inventory 223 Chapter 12: So, You've
Received an Order -- Now What? 247 Chapter 13: From Here to There:
Fulfilling Your Orders 267 Part 5: Attracting Attention: Sales and
Marketing 291 Chapter 14: Pricing, Discounts and Promotions: Creating
Eye-Catching Offers 293 Chapter 15: Getting Discovered: Finding New
Customers 317 Chapter 16: Advertising and Promoting Your Online Store 333
Chapter 17: Getting Social: Using Social Media to Grow Your Business 363
Part 6: The Part of Tens 379 Chapter 18: Ten Helpful Apps for Your Shopify
Store 381 Chapter 19: Ten Ways to Improve the Customer and User Experience
389 Chapter 20: Ten Ways to Prepare to Go Live 399 Index 409 Introduction 1
About This Book 2 Foolish Assumptions 2 Icons Used in This Book 3 Where to
Go from Here 4 Part 1: Getting Started with Shopify 5 Chapter 1:
Introducing the Ecommerce Essentials 7 Explaining Ecommerce 8 Introducing
Shopify 9 Planning for Ecommerce Success 10 Getting Creative: Setting Up
Your Shopify Store 11 Making Friends with Your Customers 12 Taking Care of
Business: Managing Stock Levels and DeliveringOrders 12 Growing Your
Business through Marketing 13 Going Live! 14 Chapter 2: Finding Your Way
Around Shopify 15 Choosing a Shopify Plan 15 Basic Shopify 16 Shopify 16
Advanced Shopify 17 Shopify Plus 17 Shopify's Support Services 19 Deciding
on Your Domain Name 21 Where Am I? Signing Up with Shopify 22 Navigating
the Shopify Admin Panel 25 Home 26 Orders 27 Products 27 Customers 27
Analytics 27 Marketing 30 Discounts 30 Apps 30 Sales channels 30 Settings
32 Using Shopify to Sell In-store and Digital Products 32 Shopify POS 32
Using Shopify to sell digital products 33 Chapter 3: Sourcing Products and
Identifying Sales Channels 35 Sourcing the Right Products to Sell 36
Locating products to sell 36 Supply and demand: Tools to check for trending
products 37 Checking trending products in Shopify 40 Introducing Online
Sales Channels 41 D2C: Direct to consumer sales 41 B2C: Business to
Consumer sales 42 B2B: Business to Business sales 43 All about Dropshipping
44 Comparing the different kinds of dropshipping 45 Considering the pros
and cons of dropshipping 47 Dropshipping on Shopify 47 Selling on Online
Marketplaces 48 Part 2: Preparing Your Store for Launch 53 Chapter 4:
Designing Your Shopify Store 55 Coding, Web Developers and Shopify 56
Finding Your Way: Website Architecture 57 Team with the Theme: Exploring
Shopify Themes 59 Choosing a theme 60 Eureka! You've found your theme 60
Publishing your theme 61 Customizing your theme 62 Designing Your Shop
Window: The Homepage 62 What's on the menu? 63 Styling your homepage 64
Adjusting your theme's settings 74 Adding Menus and Pages 76 Creating a
page 77 Creating a menu item 79 Chapter 5: Filling Your Virtual Shelves:
Creating Products and Collections 81 Nuts and Bolts: Adding Products to
Develop Your Collections 82 Creating a collection 82 Using product tags to
refine your collections 86 Adding collections to your menu 89 Adding a new
product to your store 90 Merchandising Your Collections 106 Activating
Products in Your Store 107 Chapter 6: Setting Up Shipping and Receiving
Payments 109 One Size Does Not Fit All: Exploring Shipping Options 110 Free
shipping versus paid shipping 110 Express shipping versus standard shipping
115 Shopify and shipping 117 Getting Started with Shipping in Shopify 120
Adjusting your default package type 121 Shipping rates and profiles 124 Tax
Time: Setting Up Tax Rates 129 Setting up tax collecting in your store 130
Including tax in your product price 133 The Fun Part: Getting Paid 133
Setting up Shopify Payments 134 Accepting other payment methods 136 Viewing
your Shopify Payouts 137 Setting up multiple currencies in Shopify Payments
138 Setting up a third-party payment provider 139 Fraud prevention 139
Investigating suspicious orders 139 Processing chargebacks 141 Part 3:
Curating the Customer Experience: The Customer Is Always Right 143 Chapter
7: What's the Difference? Customer Service and Customer Experience 145
Customer Service 101: Communicating with Customers 146 Creating clear
policies and product information 146 Customer service channels to consider
149 Using Customer Service Metrics 154 Maximizing Customer Experience 155
Providing an excellent customer experience 157 Measuring customer
experience 158 Checking Customer Satisfaction 160 Chapter 8: Reviews,
Customer Loyalty and User-Generated Content 161 Why Reviews Matter 162
Onsite product reviews 163 Offsite customer reviews 164 Selecting a review
platform to use with Shopify 166 Free offsite review platforms to use 168
Why Loyalty Matters 169 Understanding the lifetime value of a customer 169
Loyalty, referral programs and Shopify 172 Utilizing User-Generated Content
174 Customer Reports: Loyal and At-risk Customers 177 Using customer
reports in Shopify 177 Customizing your customer reports 184 Chapter 9:
Understanding the User Experience 189 Understanding the Basics of a Good
User Experience 190 Getting to know how users behave 190 Considering the
theory 191 Improving Your User Experience 193 Conducting user research 194
Monitoring and maintaining your page speed 198 Fixing broken links 199
Running your own device analysis 199 Optimizing your website's internal
search 200 Implementing AB Testing 200 When can I start running AB tests?
201 I've got the traffic, so how can I AB test in Shopify? 202 Chapter 10:
Getting Personal: Personalizing Your Website 203 Creating a Personalized
Shopping Experience 204 Tailoring Your Store to Suit Your Customers 206
Personalized banners 208 Product recommendations 209 People also bought 210
Product quizzes and guided selling 210 Recently viewed items 211
Bestsellers 211 Personalize by location 212 Location-based sizing 213 The
Gift of Giving: Creating and Fulfilling Gift Cards 213 Issuing a gift card
214 Making gift cards available for purchase 215 Giving Little Unexpected
Extras 218 Handwritten notes 218 Gift with purchase 219 Personalized video
219 Show off your personal side 219 Part 4: Taking Stock of the Situation:
Inventory, Logistics and Orders 221 Chapter 11: Stocked Up: Buying,
Receiving and Managing Inventory 223 Defining Inventory Management 224
Starting from Scratch: Your First Purchase Order 227 Creating a purchase
order 228 Receiving a purchase order 229 Storing Your Inventory 234
Shelving equipment 236 Locations 236 Layout and design 237 Putting Your
Stock to Work: Listing Inventory Across Sales Channels 238 Changing a
product's availability status 239 Making products available to your sales
channels 239 Catch Me If You Can! Tracking Stock Movement 242 Using
Inventory Reports 243 Month-end Inventory Snapshot 244 Average Inventory
Sold Per Day 244 Percent of Inventory Sold 245 ABC Analysis by Product 245
Chapter 12: So, You've Received an Order -- Now What? 247 Receiving and
Confirming Orders 248 The Three Stages of an Online Order 249 Order placed:
Capture payment 249 Order paid for: Fulfill the order 251 Order has been
paid for and fulfilled: Archive the order 251 Creating Draft Orders for
Customers 253 Managing Orders 255 Viewing an order 255 Viewing an order's
Timeline 256 Editing an order 257 Contacting a customer about their order
258 Checking an order's status 258 Refunding a customer 259 Creating
returns 260 Checking an Order for Fraud 262 Fraud analysis indicators 262
How to handle potential fraud in your store 264 Chapter 13: From Here to
There: Fulfilling Your Orders 267 Fulfill Your Own Orders 268 Fulfilling
your orders manually 268 Fulfilling your orders automatically 275 Using a
Fulfillment Service 276 Activating a custom fulfillment service 277
Deleting a custom fulfillment service 278 Using a fulfillment service with
an app 279 Printing Shipping Labels and Customs Forms 280 Creating and
printing shipping labels 281 Printing a customs declaration form 284
Printing packing slips 286 Using Local Pickup 287 Setting up local pickup
287 Managing local pickup locations 288 Customizing pickup notifications
289 Part 5: Attracting Attention: Sales and Marketing 291 Chapter 14:
Pricing, Discounts and Promotions:Creating Eye-Catching Offers 293 Pricing
Your Products 294 Preparing to Run Sales and Promotions 296 Setting Sale
Prices for Products: The 'Compare At' Price 298 Delivering Discounts 301
Creating discount codes 302 Create a free shipping discount 311 Discounting
Shortcuts 312 Promote a discount using a shareable link 312 Filter
discounts 313 Edit a discount 314 Disable a discount 314 Re-enable a
discount 315 Chapter 15: Getting Discovered: Finding New Customers 317
Introducing Digital Marketing 318 Building a Marketing Plan 318 Step 1:
Define your unique value proposition 319 Step 2: Know your customer 320
Step 3: Choose a marketing strategy 320 Step 4: Consider how to measure the
success of yourmarketing 321 Step 5: Create a marketing channel plan 323
Step 6: Review performance 323 Implementing Marketing Campaigns and
Automations 324 Automating your marketing with Shopify 325 Creating your
first automation: Abandoned Checkout Emails 325 Exploring other automations
328 Chapter 16: Advertising and Promoting Your Online Store 333 Getting
Started with Facebook Marketing 334 Audience building ads in Shopify 337
Creating your first audience building ad 338 Creating dynamic retargeting
ads 342 Trying Search Engine Marketing with Google Ads 343 The Google sales
channel in Shopify 344 Create a Google Smart Shopping campaign 348 Track
the performance of your Google Smart Shoppingmpaign 349 Making the Most of
Search Engine Optimization 350 Using SEO keywords in your Shopify store 351
Keeping your online store SEO-friendly 356 Experimenting with Email
Marketing 357 Email marketing using Shopify 358 Installing the Shopify
Email app 359 Creating an email marketing campaign using Shopify Email 360
Chapter 17: Getting Social: Using Social Media to Grow Your Business 363
All About Socials: The Rise and Rise of Social Mediain Ecommerce 364
Meeting the Social Media Marketing Channels 365 Facebook 366 Instagram 368
TikTok 373 Pinterest 374 Snapchat 375 Linking Your Social Media Profiles
375 Tapping In to Influencer Marketing 376 Part 6: the Part of Tens 379
Chapter 18: Ten Helpful Apps for Your Shopify Store 381 Gorgias: Customer
Service 382 Okendo: Product Reviews 382 Klaviyo: Email Marketing 383 Glew:
Data and Business Intelligence 384 Oberlo: Dropshipping 384 PushOwl: Web
Push Notifications 385 Back in Stock: Customer Alerts 386 Foursixty:
Shoppable Instagram and User-Generated Content 386 ReferralCandy: Referrals
387 Plug in SEO: Search Engine Optimization 388 Chapter 19: Ten Ways to
Improve the Customer and User Experience 389 Check Your Page Load Speed 390
Optimize Your Site for Mobile 391 Fix Broken Links 391 Include a Search
Function 392 Use AB Testing as Your Business Grows 393 Give Little
Unexpected Extras 393 Offer a Personalized Experience 394 Create Surveys to
Help You Understand Your Customers 395 Get to Know How Your Customers
Behave 396 Use Logistics as a Point of Difference 396 Chapter 20: Ten Ways
to Prepare to Go Live 399 Pop Quiz: Are You Sure You're Ready? 399 The
Price Must Be Right! 401 Manage Your Expectations 402 You Can't Be All
Things to All People 403 There's an App for That! 404 Believe the Hype
(Phase) 404 Not Too Heavy, Not Too Light: Getting Ordering Just Right 405
Shopify Reports to Watch 405 Last-Minute Checks Before You Go Live 406
Ready, Set, Go: Time to Go Live! 408 Index 409