Ecommerce Usability and Best Practice for Online Retailers

For Ecommerce sites, Usability is one of the largest contributors to customer conversion and retention rates. Can you afford not to be following best practice?

The course objective is to identify and explain a wide range of vital best practice techniques taken from SME and blue chip retailers which you can implement into your organisations’ own Ecommerce platform in order to drive conversion rate improvement.

Focusing on three key stages of the buying journey, Product Page, Shopping Basket and the Checkout Process, this training course will provide you with a wealth of knowledge and industry-leading insights that can be utilised to make iterative usability improvements to your Ecommerce platform.

By applying best practice usability principles throughout the customer journey, your organisation can increase the amount of visitors who convert from browsing to shopping. In turn, increasing customer conversions will lead to increased returning visitors and average lifetime order value, which subsequently can reduce your customer acquisition costs.

The course is aimed at people working on both mid-level and enterprise scale Ecommerce operations, involving large ranges of products across multiple categories, including:

• Ecommerce managers in charge of continually improving customer conversion rates and the number of returning customers.
• Marketing managers responsible for improving visitor conversion rates by providing your customers with an engaging, usable customer experience.
• Design managers looking at how they can make improvements to key pages within the customer journey to increase the number of shoppers being appropriately channelled through the shopping process.
• Heads of IT teams keen to understand where functionality improvements can be made to their existing Ecommerce platform in order to help achieve greater conversion and satisfaction rates with their customers.
• E-commerce platform vendors providing mid to high-end Ecommerce platforms to brands, who are intent on delivering improved levels of ROI to their clients

After attending this course, you will:

• Be able to evaluate your own Ecommerce operation against the presented best practice techniques and implementations
• Be able to use the course material to develop the business case for improving the usability of your company's Ecommerce platform
• Appreciate the effect on customer confidence and user experience that different approaches have during the buying lifecycle
• Gain extensive knowledge of blue chip e-commerce through the experiences of the course leader

Product page best practice

• How to introduce best practice into your customer experience
• How some of the biggest e-tailers are following or defining best practice
• How to cross-sell and up-sell effectively
• How to introduce persuasion architecture

Shopping basket best practice

• Pros and cons of the most popular implementations
• Understand the impact you can have on consumer confidence
• How to channel customers into the checkout process

Checkout process best practice

• The rationale behind enclosing the process to reduce checkout abandonments
• A framework for delivering a best practice checkout process
• How to reduce usability barriers to completing forms during your checkout process

Advanced user experience techniques

• How to engage and delight customers with memorable interactions