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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

Course availability 

start location member non-member places left
Central London (W1W 8SS) £549.00 £599.00 10+

NB: Prices above subject to VAT.

Course information

programme

Introducing the world of Ecommerce

  • Today’s Ecommerce landscape: technologies, payments, consumer behaviour
  • Contribution of Ecommerce 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 Ecommerce 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 Ecommerce sites and apps

  • Grasp the most important factors in delivering an optimal Ecommerce 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 Ecommerce 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 Ecommerce 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 website, mobile and tablet

Action plan - putting learnings to practice

  • Develop a project plan to optimize your website or app
who should attend?
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.
tutors

Robert Thurner F IDM, Burn The Sky

Robert Thurner F IDM is a recognised expert in mobile marketing, mCommerce and mobile CRM, working across markets throughout EMEA, North & Central America, and Asia Pacific.

He is Founder and Managing Partner of Burn The Sky, the digital consultancy which helps organisations plan and deliver first class customer experiences on smartphones and tablets

Immersed in the world of mobile for over 10 years, Rob works with clients including American Express, CVC Capital Partners, GSK, Heineken, HSBC, Jaguar, John Lewis, M&S, Paddy Power, PwC and SkyBet.

Rob designs and delivers in-house workshops and online digital training for clients direct and on behalf of the IDM. He consistently receives excellent feedback from the 500 people he trains each year.

venue

IDM Head Office

The IDM have created an inspiring training area with two state-of-the-art training suites. There is a café dining area and relaxation zone to help you network and gain the knowledge during your visit.

Very good for practical case studies and interactive learning

Helen Share,
Fundraising Executive, NSPCC

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