ECOMMERCE
FAST START
GUIDE
YOUR FIRST
30 DAYS
ONLINE
ECOMMERCE
FAST START GUIDE YOUR FIRST 30 DAYS
This 7 Page 'Check List will help you set your store up right the first time the same
way the professionals do it. So that you can be confident you are spending your
time on the things that will help you grow revenue and give you more time back.
VISIT: [Link]
THE ECOMMERCE
SCALE FUNNEL TM
When you can ATTRACT the right customers,
ACQUIRE the right information then CONVERT
them into happy customers. You then RETAIN
their business so you can SCALE your store
The Ecommerce Scale Funnel is the model I
use within The Million Dollar Store training
program to grow online stores using a simple
framework that can be applied to any online
store. This funnel allows a store owner to see
what areas of their store they need to work
on, what they need to do and how they need
to do it quickly and easily.
BRENDAN GILLEN
TOP 50 IN ECOMMERCE
AUSTRALIA
HI, MY NAME IS BRENDAN GILLEN
I help online store owners who are unable
to grow their revenue and are unsure on
what they need to do to scale their online
store. I help them drive more targeted
traffic, find out why their store isn't
converting and put in place a sales
roadmap that makes them more money
and gives them more time back in their
day to do the things they want.
This fast start checklist is designed to give
you a head start and set up your store up
properly so you can focus on growing
your business!
ECOMMERCE
FAST START GUIDE YOUR FIRST 30 DAYS
WEEK 1
OBJECTIVE ATTRACT
SET THE FOUNDATIONS Ensure website works on Mobile & Desktop
Setup Facebook, Instagram & TikTok Accounts
Install Google Analytics
The main focus in Week 1 is to make sure Send an email to all your friends & family to visit
you have everything setup correctly, the
website is working and you validate it via
other people visiting your site and giving
you basic feedback.
This week is also ensuring that not only
does your site work, but you have a way to
AQUIRE
capture people who visit the site so you Install Meta Pixel & Create Meta Ad Account
can market to them in the coming weeks. Submit [Link] to Google
Post 1-2 times a day to social accounts & use
hashtags
at the end of the week you
should have...
A live store that works on mobile and
CONVERT
desktop
Connect Facebook Product Catalog
A social media presence
Setup Google Ads Account
Installed tracking so you can see
Setup Google Merchant Center Account
what is happening on your store
Setup all your 'marketing tools ready
to set live in week 2
Told your friends and family about
your store.
RETAIN
Setup an account with an email marketing
platform (Klaviyo/Mailchimp etc..)
Create a discount sign-up (flyout) on
your website to capture email addresses
SCALE
ECOMMERCE
FAST START GUIDE YOUR FIRST 30 DAYS
WEEK 2
OBJECTIVE ATTRACT
Publish your first blog post and push out to
LET PEOPLE KNOW YOU ARE social networks
Join Facebook groups and other communities
OPEN FOR BUSINESS in your niche
Review Google Analytics daily to see what is
The main focus in Week 2 is to begin happening on your site
public outreach to tell people about your
brand and start to 'remarket' to those who
have already seen it.
This is known as the 'Working the funnel'.
AQUIRE
Create a Brand Ad across Facebook and
Instagram
we do this by adding Create a 'Lead Generation' ad on Facebook to
capture email addresses (offer same promo
customers to the 'Top of as on your website)
Funnel'
Creating a brand ad to generate traffic to
your site so that we can capture' them
Becoming part of Social Media groups CONVERT
Blog posting on your own site and sharing
on your social media pages
Setup retargeting campaign (with 15% offer)
Create a Google PMAX campaign
We also need to look at preparing for the the
'bottom of the funnel - getting them back to
your site to buy
this is done by.. RETAIN
Providing an incentive to come back and Setup Cart Abandonment Email Flow
buy Setup Email Welcome Series
Putting in some automated marketing Setup Thank You Email
SCALE
ECOMMERCE
FAST START GUIDE YOUR FIRST 30 DAYS
WEEK 3
OBJECTIVE ATTRACT
Publish your second blog post and push out to
ADVERTISE THE ENTIRE social networks
Reach out to influencers to review and
FUNNEL promote your products
Explore 'offline' marketing options
The main focus in Week 3 is to expand
public outreach to new opportunities
both online and off to continue to fill the
top of the funnel.
Start thinking about your 'mid-funnel' AQUIRE
activity with extended paid advertising -
and start learning about what real people Create a look a like Meta brand ad
think of your store so that you can Run a competition to give away a gift card
optimize it. to capture email addresses
Fill out your Six Week Sales Plan
this week sees us...
Expanding our paid advertising into CONVERT
Google and building out a new
audience in Facebook Send a reminder email to those who signed
Remind existing people that there is up to use the discount
an offer waiting for them Create Facebook catalog retargeting Ad
Begin getting feedback from real Review Google Analytics 'Bounce rates' and
customers exit rates to plug any holes
Put together a sales/promotional
activity plan
Look for any insights that might tell us
why people are and aren't buying.
Implement additional ways to acquire
more email addresses.
RETAIN
Setup Live Chat or Messenger to talk directly
with customers
Update FAQ's section with any feedback
received
Setup product review platform ([Link])
SCALE
Create an automated post-
purchase feedback survey
Begin work on the 'The Ecom
Money Matrix'
ECOMMERCE
FAST START GUIDE YOUR FIRST 30 DAYS
WEEK 4
OBJECTIVE ATTRACT
Publish your third blog post and push out
to social networks
INTO THE GROWTH ZONE Reach out to potential companies for
partnerships
The main focus in Week 4 is to start Connect with content creators to get UGC
looking at improving your site based on content
insights and feedback from customers.
We also start to put in place a rhythm of
weekly activity against our sales to start AQUIRE
the scaling process.
Review brand ads, optimize and scale
Send first email marketing campaign
aligned with your 'Six Week Sales Plan'
key actions are...
Send your first campaign email
Setup your first 'split test
Optimise your ads, kill the ones that
aren't working
Ensure products on your site are
CONVERT
merchandised correctly
Install Google Optimize & run first split test
with findings from Google Analytics results
Merchandise product on site for best sellers"
Ensure all products are enriched using the
'The Perfect Product Page'
RETAIN
Reach out personally to any customers to ask
about their experience
Setup retention email marketing flows
SCALE
Look for outsourcing and
automation opportunities
Use The Ecom Feature
Roadmap
Review first months costs vs
revenue & optimize
BONUS learn key ecommerce terminology
DIGITAL MARKETING terms
UGC: User Generated Content
CTA: Call to action EDM: Email Marketing
SEO: Search Engine Optimization
SEM: Search Engine Marketing
SERP: Search Engine Results Page
SMM: Social Media Marketing Affiliate
Marketing: A method where you place an ad on another website and pay a commission if that
website contributed to that sale
Google Index: The capature of your web pages in Google's search engine
Google Merchant Center: A service provided by Google to allow you to sell products
DPA: Dynamic Product Ad
TLA: Text Link Ad
Retargeting: When you advertise to someone who has interacted with your site or brand
ECOMMERCE terms
Traffic: The amount of people that visit your website
AOV: Average Order Value
CVR: Conversion Rate
CRO: Conversion Rate Optimization
Bounce Rate: % of people that visit your site and leave straight away
Exit Page: % of people that exited your site on a particular page
GA: Google Analytics
GTM: Google Tag Manager
Pixel: A tool that is installed on your site to track peoples behaviour
GOOGLE
ANALYTICS: [Link]
GOOGLE
ADS: [Link]
KLAVIYO: [Link]