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eCom Success Academy Training Module 1

August 16, 2020

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eCom Success Academy- The COMPLETE Review

WELCOME & SHOPIFY TRAINING

This is an in-depth review of eCom Success Academy's Module 1 by Adrian Morrison. This module deals exclusively with setting up and optimizing your Shopify online store.


Video 00: INTRO

The Intro Video is a typical introduction video that you can expect to find at the start of any course. eCom Success Academy start with Adrian Morrison reminding you to watch the three videos on the main page first, before diving headlong into the course.

He describes the course as being very “robust” with an over-the-shoulder experience. The intro video is basically a short course overview telling you what to expect from eCom Success Academy.

Total video time for the Intro video: 10 minutes and 27 seconds.


SHOPIFY TRAINING
Total Videos: 48
Video length: 11 hours 29 minutes

MODULE 1: Shopify Setup

The Course is split up into 8 different "Training" sections. The first "Training" section is titled "Shopify". This Training section is then split up into 8 different "Modules", the first of which is called "Shopify Setup". 

Adrian has then split Module 1: Shopify Setup up into different sub-sections, that are called "lessons". 

Module 1 Shopify Setup, starts off with Lesson # 1: "Setup Your Store". 

Hopefully my notes below will make some sense, instead of confusing you even more...
Problem is, some of the modules are stand-alone lessons and others contain several lessons (and some lessons contain several videos...(?) 

I'm sure there could have been a better way to name them...

So it can get confusing if you're trying to keep track of where you are... 

Luckily the Lessons are numbered, so you just need to remember which Lesson you watched last. (i.e. Keep notes...)

 

Lesson 1: Setup Your Store

This sub-section contains 3 videos.

Video 1 - Choose The Right Shopify Plan For You

eCom Success Academy starts off with a typical introduction to Shopify, starting at the very beginning. Adrian walks you through setting up your Shopify store, starting off with Choosing Your Plan.

He also explains the benefits of using Shopify which includes:
  • No domain necessary
  • No need to pay for hosting
  • Free apps
  • Thanks to the course, you get 15% off the plans and get a free 31 day trial

Video 2 - Choosing your store’s brand name

This video deals with choosing your store name.

Adrian gives some valuable tips to use when choosing a name for your online store.

You also need a store name in order to start the Shopify setup process.


Video 3 - Choosing your theme

At this stage your Shopify account is setup and Adrian shows you how to choose a theme.

Adrian shares his go-to free theme and explains why he uses it.

He then shows you exactly how to install and setup your new theme according to your preferences related to Headers, Catalog, Collections and more. 

Lesson 2: Setting up Payments

Video 4 - Setting up Payments

Adrian takes you into your dashboard settings and helps set up your payment providers.

You are shown how to set it up for each of the different payment options.

Video 5 - International Payments

Shopify offers over 70 different international payment gateways.

Adrian shows his preferred gateway payment options that you can choose from.

Lesson 3: Setting up Shipping

Video 6 - Shipping settings

Adrian focuses on setting up your shipping rates the correct way when using the Free + Shipping option.

There are three options and Adrian shows you the best option and how to set it up Based on Order Price.

This is an important aspect of your dropshipping business, so pay close attention - the info shared here is of great value. 
Video 7 - Free + Shipping Settings
Adrian discusses the very important aspect of Shipping by Weight.

If you run a Shopify store and make use of the Free + Shipping option, you need to set up the shipping settings in a very specific way.

Adrian gives you two options to use. The first is the basic option, which is easy to setup, and the other involves using an app. 

Both methods work well and have the same end result.

Video 8 - Shipping App
There is a loophole in the standard shipping setting inside Shopify...

Adrian recommends an app that utilizes this loophole. This app is only usable on the Upgraded / Unlimited Shopify plan.

The app lets you set shipping per PRODUCT, not by the standard:
  • Cart price per product
  • Or weight of the product.
With this specific app, you get to set a flat shipping rate for your Free + Shipping products.

Adrian shows you how to optimally set it up.

Lesson 4: Setting Up Checkout
Video 9
In this video, Adrian shares a hack that can be used to build your email lists through compulsory opt-ins at your checkout. It’s a great tip that helps expand your email list EVERY time someone buys from you.

Lesson 6: Unlock your store
Video 10
This is a very short video that only shows you how to unlock your Shopify store so that people can see that it is “live”. 

Without doing this little setting however, customers will not be able to see your store..

Lesson 7: Dashboard Overview
Video 11
This video is a breakdown of what you can find in the Shopify Dashboard and what you use it for.

The Shopify Dashboard is useful to find information on things like visitor stats, sales stats etc.

From the dashboard, you can also create things such as Discount Coupons or Gift Cards and more.

Lesson 8: The Shopify App Store
Video 12
Adrian gives an overview of the Apps on the Shopify dashboard.

Many of the apps are free but some of the premium apps that are used for dropshipping will have a monthly subscription.

Adrian will recommend the apps he uses as you progress through the course.



SHOPIFY MODULE 2: DROPSHIPPING

Lesson 9: What is Dropshipping?
In this video, Adrian gives his opinion on a dropshipping method that has a “risk-free x-factor” to it.Adrian calls it risk-free for the following reasons:
  • There is no upfront investment
  • No cost for warehousing
  • Is no inventory cost involved
  • You only pay for products after you have been paid
  • No overstock or clearance issues
  • Everything is automated, so you never have to touch, see, or ship the item yourself

Sounds great doesn't it? (But don't get overly excited! There are a lot of pitfalls to dropshipping that Adrian does not discuss.)

Lesson 10: Bulk .csv dropshipping

Adrian shows you how to set it up so that you do not have to pay for each product manually. This way, you bulk pay for orders from the same supplier and they arrange the shipping for you.
There are five simple steps:
  • List Element
  • List Element
  • List Element

Lesson 11: Do-It-Yourself Dropshipping

This video shows how to manually place orders for your sales. There are some good pointers to take note of, such as informing the vendor not to include an invoice.

The Orders dashboard may look daunting when you first open it, but Adrian takes you through the entire process of placing orders in this step-by-step tutorial.


Lesson 12: Identify which is Best

This video should actually have been video 2, not 3 in this section. In this video, Adrian goes through the pros and cons of manual ordering vs bulk .csv. Unfortunately, the more automated bulk ordering method can only be applied by those who have high sales volumes. For the rest, you’re stuck with the old-fashioned order by order method.



SHOPIFY MODULE 3: ADD PRODUCTS

Lesson 13: Product Overview
This is a quick video overview of the Shopify Product Dashboard. Adrian introduces you to the following options:
  • Product Title
  • Product Description
  • Product Images
  • Product Variants (size, color etc.)
  • Collections option
  • Tags option
He shows you how to optimize each component.

Lesson 14: Product Types Overview
Adrian introduces the two main product types to you, and explains the differences and benefits of each. They are:
  1. Retail products
  2. Free + Shipping Products

Adrian focuses mainly on the benefits or Retail Products in this video.

It's interesting to note that he says you should ALWAYS have retail products in your store.

Lesson 15: Add A Retail Product
In this lesson Corey shows some tips on adding products from Shopify. I do have a small gripe with the course content sometimes being from 2016.

In this instance, it is suggested to use the “1 piece only” filter when looking for products – which is no longer available in 2019. Some vendors will only let you buy in bulk, which means it takes more time to find products...

ePacket shipping has also gone up from $0.48 to $3.48 for the same item, so just be wary of that as well.

Lesson 16: Free+ Shipping Product
This is a follow-up on the previous video showing you how to add products to your store.

The only difference is that you don’t sell the product as a retail product, but you sell the product for FREE, where the buyer “only” pays for shipping.

The profit is incorporated into the shipping price by setting the weight option.

Lesson 17: THE SECRET SAUCE

Adrian shares his secret of funneling the FREE + Shipping customers through the right channels to buy more.

These customers are already in the mindset that they're getting something for free, so they end up spending more because they saved on other purchases.

Impulse and indecisiveness play a huge roll...

Part of the secret: Find products with variations...



SHOPIFY MODULE 4: PROMOTION STRATEGIES

Lesson 18: Promotion Strategies
Adrian expands on the Free + Shipping method where the retail price on your product is $0.00. Your profit is then built into your shipping charges. This is how Adrian sets it out:

Lesson 19: Store Wide Free Shipping

Adrian feels that store-wide FREE shipping is the most profitable pricing model / promotional strategy. 

He states that it might cost a little more because you miss out inflating your shipping charge, but you need to look at the conversion rate.

Store-wide FREE shipping tends to convert really well for retail products.

Adrian shows you how to set it up in your Shopify store.

Lesson 20: ​Spend X Get Free Shipping

Adrian refers to this method as incentivized FREE shipping.

This method:
  • Increases average order value
  • Pushes the customer to buy another product
  • Leads to increased order sizes
  • People will always “spend to save”

Adrian shows you exactly how to set it up in your Shopify store, so that customers have to spend a certain amount of money in order to qualify for "FREE" shipping.


SHOPIFY MODULE 5: YOUR SALES PAGE

Lesson 21: Your Sales Page
This section deals with your sales pages and this video specifically focuses on long copy vs short copy.Adrian lists the benefits of both methods and compares the two.

It’s best to use both types depending on the type of product, audience etc.

However, you will tend to end up using more short copy.

Adrian also offers examples of both short and long copy.
SHORT COPY:
LONG COPY:

Lesson 22: Store Wide Free Shipping
Adrian points out that it is important to inform your customers of the expected shipping times to them as:
  • this cuts down on problems and
  • it improves customer relationships.
If you are honest with customers, they don’t mind waiting.

Lesson 23: Redacted Optimization
Adrian shares an app that helps you to optimize your Shopify sales page. You can try it for free with limited options. 

(Sorry we can't give you the name of the app. Guess you'll have to buy the course if you really want to know...)

The app lets you:
  • See recordings of visitors visiting your site
  • Collects feedback from visitors.
  • They also offer great subscription options. Two of the best ones for new dropshippers are:

    It’s a great tool to see how visitors interact on your site and well worth looking into.



    SHOPIFY MODULE 6: BUILDING YOUR BRAND

    Lesson 24: Niche Store vs 'Super' Store
    Adrian breaks down each of the two types of stores and explains the pros and cons of each.

    Niche Store Pros:
    • Easier to develop a social brand
    • More passionate customers with higher conversion rate
    • Develop a targeted following
    • Easier to choose products
    Niche Store Cons:
    • There is a ceiling, so it’s hard to scale
    • Limited amount of product options
    • Start from scratch whenever you break into a new niche
    • Takes more money and time to run

    Super Store Pros:
    • Easier to scale = more revenue
    • Flexibility to test any product whenever
    • Room to adapt with hot products or trends
    • Cheaper to run because there are less updates and other operational costs
    • “Learn while you earn…”
    Super Store Cons:
    • Less chance for going “viral”
    • Less passionate customers = lower conversion rate
    • Email marketing less effective
    • Countered by niche FB Fan Pages
    Lesson 25: Customer Service Platform
    Adrian stresses that you cannot have a successful e-commerce store or stay in business for an extended period of time if you do not have a good customer service platform.

    In this lesson, he explains all the reasons why it is important to be able to respond to queries or issues.

    Adrian also recommends the two apps that he has used before and gives a quick overview of both.  

    Lesson 26: Contact Forms
    Contact pages and forms are not setup by default on your Shopify store.

    Adrian tells you why Contact Forms are so important and he shows you how to set up a Contact Page and a Contact Form.
      
    Lesson 27: Your Social Media Kit   
    In this lesson how to build your Social Media Presence for e-commerce stores. 

    Your basic Social Media Presence should consist of the following:  

    Adrian explains the importance of each of the Social Media Kit components. 

    Lesson 28 - Social Proof
    Adrian explains how to gain social proof by using customer photos.

    He shows you how to set it up in your Shopify Settings Dashboard.

    This is a great tip!  

    Lesson 29 - Customer Service Part 2
    This lesson gives more detail on how to set up customer support via outsourcing.

    Adrian suggests three companies that he has worked with before, each with their own pros and cons. 

    He also answers some common questions associated with Customer Service, such as:
    • How many CS employees?
    • Payment options
    • Refunds etc. 
    Adrian also covers when:
    • you should take responsibility for refunds or replacements
    • when the customer takes responsibility.
    Lesson 30 - Order Look Up
    This lesson delves into an app used to build your brand, establish trust with your customers and decreases your customer support. 

    With this app, customers can check the status of their order (and not bug you about it). 

    Adrian shows you where to get the app and set it up.  

    Lesson 31 - Comment Engagement Tips
    Comment engagement is used to build your brand and increase sales.

    Keeping an eye on customer comments ensures:
    • Social credibility
    • Builds trust with customers
    • Increases longevity of your ad campaigns
    • Converts more customers into buying
    Adrian shows how to set up a moderator account for a VA to deal with customer comments
      


    SHOPIFY MODULE 7: Shopify App Arsenal

    Video 01 - Coupon App
    Adrian states that “basic discounts” do not convert anymore.

    What you need is optimized discounts that push customers to buy immediately.

    Adrian’s preferred coupon app comes with a ton of benefits and different coupon options that actually convert.

    This app is not on the Shopify App Store and Adrian shares how you can get the app and install it.

    Lesson 32 - Data Exporter App
    This lesson teaches you how to do bulk exporting of all your daily orders into a .csv file for vendors.

    Adrian shows which app he uses, where to get it, which version to install and how to use it.

    This will save you a LOT of time!
      
    Lesson 32.2 - Data Exporter App - App Setup
    This is a follow up lesson on the previous video, where Corey shows you exactly how he sets the app up in the dashboard. 
      
    Lesson 33 - Abandonment App
    Adrian states that this app made him more money than any other e-commerce app he has used before.

    The app:
    • Re-engages customers who abandoned their cart at checkout
    • Saves the items they had in their cart
    • Average recovery rate for Adrian is between 3% and 4%
    • Is completely automated

    Lesson 34 - Shipping App
    The same app was covered 26 lessons ago in Lesson 8.

    Don’t get excited.

    It’s not an update...

    It’s the EXACT same video. Down to the second…(???)

    Lesson 35 - Receipts for Upsells App
    Adrian introduces an app that converts the receipts you send to customers into marketing tools.

    The app uses receipts:
    • As upsells
    • To offer repeat customers discounts
    • Follows up with customers before discount expires
    • Looks professional
    • Great for the brand and makes you memorable
    Adrian shows you how to set it up using the different templates on offer.

    Lesson 36 - Retargeting App
    This app tracks and targets potential customers who have visited your store, but who have not made purchases.

    It automatically builds FB Campaigns and re-engages these "lost" customers on FB.

    It's a must-have app and pays for itself over and over again. 

    Lesson 37 - Pixel Optimization App
    This is an exclusive app only available to Adrian’s students.

    This app saves you the hassle of manually embedding the FB Pixel code on your Shopify Store.  
    It also gives you additional data on people visiting your site.   

    Lesson 38 - TeeLaunch App
    Adrian introduces you to a fulfillment company in the USA. It’s a print-on-demand service that they will fulfill on your behalf.

    This is great for custom or licensed artwork that can be placed on anything from T-shirts to mugs and phone cases.

    Adrian shows you how to install and optimize the app on your store.

    Lesson 39 - MailChimp App
    Adrian recommends his preferred app for email marketing.

    In the lesson he discusses the advantages of using MailChimp, how to install and set it up.

    Adrian also shares a screen shot of his MailChimp email marketing campaigns and the 6-figure success he has enjoyed because of them. (Note the dates though...)


    Bonus Video: Free Shipping Bar
    This app adds a customized bar at the top of your Shopify Store pages. It shows customers how much they still need to spend in order to qualify for FREE shipping.

    SHOPIFY MODULE 8: Shopify QuickStart

    Lesson 40 - Have A Product Live In 10 Minutes
    This is basically a summary video of the Products Module.

    In this lesson, Adrian shows you how to get a product, load it on your site and have it live within ten minutes.
    SHOPIFY TRAINING: Total Videos = 48. Video length = 11 hours 29 minutes



    SHOPIFY TRAINING - My Key Takeaways

    Highlight: Lesson 28. Setting up your email funnel to get Social Proof via customer photos. Such a simple trick, but it will work wonders for your street cred!

    CONTENT QUALITY 80%

    Content: 8/10 Initial info is basic but builds up. 

    Adrian has gone all out with this course. The Shopify content is very generous (although it does feel padded and laborious at times). 

    OVERALL 80%

    OVERALL IMPRESSION OF SHOPIFY TRAINING

    A thorough introduction to everything that has to do with Shopify. Adrian covers all the angles beautifully. My only point of concern is that a lot of the info displayed show dates from as far back as 2015. Is this info still relevant in 2019? 


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