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


1 day (7 CPD hours)

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Course availability

Start Location Member Non-Member Places Left  
10/05/19 London (W1W 8SS) £510.00 £599.00 26

Course Information


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 and 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.


Rob Manning F IDM, PG Dip IDM, Strategy Director and Vice President, Jacob Bailey Group

Rob began his career in marketing communications in 2000, joining award-winning brand and direct response agency Jacob Bailey in 2003 where he is now Group Account Director. Rob heads up Jacob Bailey’s London office, handling integrated strategic direct response campaigns for big brand clients like AXA, BT, E.ON, Barclaycard and National Express – and was awarded the Top Student Distance Learning Award by the IDM in 2005.

A web specialist, Rob has embedded digital marketing as a core competence within the company, helping to raise the eMarketing performance bar for some of the UK’s biggest companies. Rob recognises the direct link between emerging technology and marketing effectiveness – and has applied it to help make Jacob Bailey a recognised leader in this field.


London (W1W 8SS)

All prices above are subject to vat

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