eCommerce Strategy

Institute of Data & Marketing
Course summary
Professional Training
1 day
450 GBP excl. VAT
Full time
Professional Training
Course Dates
Online courses
450 GBP

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Course description

eCommerce Strategy

Learn how to devise and implement a successful eCommerce strategy. Discover how to understand omnichannel shoppers and identify their needs. Increase transaction frequency, order value and conversion rates. Get the skills and confidence you need to optimise your eCommerce performance.

Suitability - 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.

Outcome / Qualification etc.

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

Training Course Content

Introducing the world of eCommerce

  • Today’s eCommerce landscape: technologies, payments, consumer behaviour
  • Contribution of eCommerce pioneers: Adobe, Amazon, Domino’s
  • 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

10 key UX ingredients of high performance eCommerce sites and apps

  • Grasp important factors in delivering an optimal eCommerce user experience, including:
    • Customer journeys matching customer needs; personalisation; navigation; 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; returns; loyalty and vouchers

Wireframes and rapid prototyping

  • Why prototyping makes commercial sense and wins over stakeholders
  • Different types of wireframing and 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 optimise your website or app

Course delivery details

Virtual Classroom: Tutor-led, live, online classroom environments

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.

Why choose Institute of Data & Marketing

Over 30 years experience as a leading awarding body for qualifications in data & digital marketing

Over 100,000 people have attended our courses

Over 15,000 marketers have earned a professional certification with us


Members: £400 + VAT

Non-members: £450 + VAT

About provider

Institute of Data and Marketing

IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...

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Institute of Data & Marketing

DMA House
70 Margaret Street London

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