eCommerce Strategy (Virtual Classroom)

Learn to develop the skills and confidence to devise and implement a successful eCommerce strategy. We focus on attracting high-value customers, increasing transaction frequency and order value, and improving conversion.

You will learn to:

• Understand today’s eCommerce world, the omnichannel customer and what they value most
• Grasp what is driving the eCommerce and Mcommerce revolution: technologies, payments, consumer behaviour
• Improve eCommerce experiences through User Centred Design and UX
• See the ingredients of high-performance eCommerce sites and apps
• Map the customer journey to target high-value customers
• Understand how to improve your conversion levels
• Learn the techniques to track and optimise your eCommerce performance

Introducing the world of Ecommerce

• Today’s E-commerce landscape: technologies, payments, consumer behaviour
• A contribution of E-commerce pioneers: Adobe, Amazon, Domino’s, eBay, Net-a-porter, Skyscanner, Uber
• Serving B2B, B2C and B2B2C audiences
• The importance of User Centred Design and UX
• The rise and rise of Mobile Commerce

Consumer-led E-commerce strategy

• Understanding the omnichannel shopper through usability research
• Identifying user needs, behaviours, motivations and what they value on PC, tablet and mobile
• How digital works across the purchase lifecycle: awareness, consideration, purchase, loyalty

Group Exercise

• Mapping the customer journey: discovery, transactional sites, apps, proximity marketing, loyalty programmes, social commerce
• Auditing your online and mobile shopping experience

10 key UX ingredients of high-performance E-commerce sites and apps

• Grasp the most important factors in delivering an optimal E-commerce user experience, including:
• Customer journeys matching customer needs; Personalisation; Intuitive accessibility and navigation; Rich media driving SEO performance; Appstore optimization; Clear Calls to Action;
• Customer testimonials and endorsement; Location sensitive offers; Content sharing functionality; Ongoing site performance optimisation

Core online design and build

• Grasp the most important factors in delivering an optimal E-commerce user experience, including:
• Review the design components needed to deliver a seamless online shopping experience, including Page load speed; Menus, fonts, icons, images, buttons, links; Ratings & reviews;
• Information Architecture; On-site search and in-app navigation; Product catalogue and filters; Check out process, and guest checkout; Fulfillment and returns; Loyalty and vouchers

Wireframes and rapid prototyping

• Why prototyping makes commercial sense and wins over stakeholders
• Preparing paper “low fidelity” wireframes
• Evolving coded “high fidelity” prototypes
• Preparing assets for prototyping

Optimising your E-commerce performance

• Adopting a culture or constant testing and iteration
• Overview of analytics tools: online, guerrilla testing, focus groups
• User testing and moderation techniques
• Best practice tips for optimising a website, mobile and tablet

Action plan - putting learnings to practice

• Develop a project plan to optimize your website or app

During this time when it’s essential to keep our physical distance, it’s just as important to maintain connections, education and ambition.

The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.

The IDM’s Virtual Classroom offers:

• An interactive classroom environment
• Peer-to-peer collaboration
• An engaging platform experience
• Practical learning through hands-on exercises
• Online access anywhere you can get an internet connection

Courses are structured in a time friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.

Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.

The Ecommerce Strategy course is ideal for anyone involved in planning, designing or commissioning transactional sites or apps that can be accessed on PC or mobile devices. Typical attendees include: Ecommerce managers project managers, marketing and website managers or business owners.