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You will learn to:

  • Develop an understanding of the shape and form of the ecommerce landscape
  • Build a value proposition for an ecommerce business
  • Develop a business platform that ensures your success
  • Mock up elements of your store, in lo-fi or hi, you have the choice
  • Effectively understand the basics of product delivery, aka digital marketing
  • Understand how orders are fulfilled and customers retained
  • Explain your success or failure, with data driven answers
  • Collaborate on up to ten activities throughout the day 

Course availability 

Sorry, there are currently no bookable dates. To find out more or if you would like to speak to a training advisor please email Corporate Training. Alternatively please check back later.

Course information



  • Course agenda and scope
  • Setting the ecommerce scene - UK and Global trends
  • The growing importance of mobile

Understand your value proposition

  • The importance of building a solid value proposition
  • The psychology of creating products that work for your audience
  • Don’t forget to actually talk to customers (you are probably already doing this anyway

Understand your business

  • How to explore and develop an ecommerce business model
  • Take a practical use to revenue, planning and launch
  • Developing an understanding of competitive advantage in the ecommerce space
  • Understand your customer
  • Recognise the types of customer that make up your audience
  • Understand how consumer driven think drives product success
  • Understand the role of personas and customer empathy in establishing product-market fit

Understanding a great user experience

  • The importance of visual design to build trust and engagement
  • Simplicity is most important principle
  • How to cater for multi-device users
  • The core components and best practice for each of: Header and footer, site search, navigation and filter, home page, section/landing pages, product pages and basket
  • Product versus offer – when, where and how to cross sell and up sell (pre, during and post checkout)
  • How to make a slick checkout process, and the case for having a guest checkout
  • How to use non-product content to add value, without getting in the way of a slick ecommerce experience

Understanding how to market your site

  • Why you should focus on retention first and acquisition second
  • Overview of the key channels
  • The value of social proof (ratings and reviews) and how to get (more of) it
  • Integration with other channels (on and off-line) and how to embrace show-rooming
  • Understanding basket abandonment and how to win back ‘lost’ orders
  • Understanding how to market your site
  • Develop an understanding of inventory management
  • Understand the role of fulfillment in the ecommerce equation

Understand why measurement is so important

  • How to measure the true effect of each channel in a complex customer journey
  • What customers are typically looking for and what they most want to see improved
  • Tools and tips to measure site performance and customer behaviour
  • Recognise which metrics are more appropriate in the digital space for your business
who should attend?
This is a stand alone, intermediate course. It is aimed at marketing professionals at any level, who work in a client or agency on brands where eCommerce is a vital part of the mix. Participants should already understand the principles of digital and multi-channel marketing.

Enrol onto ‘eCommernce Strategy’ course and receive the ‘DMA Data Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.

Aiden Carroll F IDM

Aiden Carroll started out his career intending to be called to the Bar, but fell in love with media along the way.

From early forays into public relations and television, Aiden became an award-winning brand strategist. He believes that brands live and die on their presence and has convinced some very recognisable clients and agencies that this is the case, including Google, Barclays, WPP and Hillary Clinton.

Aiden’s fruitful and periodically globe-trotting career has seen him work with numerous brands in shaping and delivering their digital and advertising strategies.

His work appears in multiple publications from The Independent to The San Francisco Chronicle and he talks and trains constantly, mainly in London & Hong Kong, making a habit of saying yes to interesting opportunities.


IDM Head Office

With two state-of-the-art training suites complete with interactive white boards, a prestigious boardroom equipped with a 70" multi-touch interactive plasma screen and a cafe dining area with relaxation zone, the IDM has created an inspiring training location.

The course was very useful, and I would highly recommend it to anyone interested in ecommerce

Amira Bentoumi,
Allianz Global Assistance

Was a great and inspiring course. Really helpful to bring me up to speed on the latest developments in the search engine marketing arena. Would definitely recommend this course

Sonya Stephens,
Manager, Credit Card Marketing, Virgin Atlantic

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