Description

As online sales continue to grow, the number of e-commerce sites is increasing at the same speed! The challenge is always present for the e-commerce manager: increasing sales. This comprehensive course in e-commerce management allows participants to succeed in this challenge.

Who is this training for ?

For whom ?

E-commerce manager, sales manager, webmarketing manager in charge or recently appointed.

Anyone interested in starting an online business.

Prerequisites

None

Training objectives

Acquire the principles, approach and essential tools to develop site sales

Integrate the key steps to manage the e-commerce project, appropriate the main drivers of traffic generation, conversion and loyalty

Determine the keys to an omnichannel strategy

Use of data and performance indicators to support customer experience

Training program

• Define your e-commerce strategy
  • 1 - What decisions should you make to launch or develop your website?
  • The drivers of e-commerce growth, the key figures.
  • BtoB and BtoC, what are the differences?
  • Understanding customer expectations.
  • The latest trends to plan and anticipate.
  • The marketplace, a must?
  • Define your target, work on your personas to define your positioning.
  • Modeling and business plan for an e-site commerce: what are the quantitative and qualitative KPIs to follow:
  • visit time, bounce rate, exit page…
  • The profitability of an e-commerce site: the
  • 3 - Adopt the functionalities of e-commerce sites:
  • Choose your e-commerce platform: Woocommerce, Shopify, Prestashop .
  • Logistics challenges: supply, storage, delivery, e-shops and dropshipping.
  • Online payment solutions and secure transactions: PSP.
  • On the road to M-commerce: the web in the age of all smartphones.
  • 4 - Manage the e-commerce project:
  • The functional specifications.
  • The tree structure.
  • The design of the e-commerce interfaces ( UX/CX): page zoning.
  • The graphic and editorial charter.
  • The key stages of e-commerce project management.
  • The risk management.
  • Practical application: Define the indicators for monitoring your e-commerce activity for your management, establish the key elements of your project.
• Generate traffic and optimize conversion
  • 1 - Analyze the customer's purchasing journey
  • On-line marketing: trends.
  • The e-shopper's purchasing journey: stages and key decision moments (ZMOT).
  • The
  • The web equation: traffic conversion rate Know the rules of e-merchandising to support the site navigation strategy.
  • The Home Page, the search page, the product page, the order tunnel.
  • Focus on the search engine.
  • 3 - Pull the levers to generate traffic
  • Search engine marketing (SEM): paid referencing (SEA), natural referencing (SEO) ), Adwords and Google Shopping.
  • The levers of traffic creation: display, retargeting, emails and competitions.
  • Affiliation and partnerships.
  • Comparison engines, feed aggregators.
  • The
  • SEA: make an adword, best practices.
  • SMO: use social media.
  • Adopt the right content strategy and do curation.
  • 4 - Promote conversion and loyalty
  • Sales promotion mechanisms in e-commerce.
  • Three fundamental rules of e-commerce: personalization, reassurance and responsiveness.
  • Commercial reactivation.
  • E-loyalty programs.
  • Practical implementation:
  • Improve your website to optimize traffic and conversions , the average basket.
  • Use traffic levers to build an audience linked to your target personas.
• Develop omnichannel
  • 1 - Deploy m-commerce on smartphones and tablets
  • M-commerce infrastructure:
  • specificities;
  • differences uses between smartphone and computer;
  • customer obstacles, how to overcome them.
  • Commerce on smartphones, tablets and connected objects:
  • issues, evolution and performance levers.
  • Using the specific features of mobile to generate value:
  • geolocation and traffic generation;
  • NFC and payment;
  • use of camera and voice search;
  • augmented reality;
  • advantages and disadvantages of an application versus a mobile website.
  • 2 - Develop social commerce on social media
  • Social networks: strategy to be developed according to the networks.
  • Social shopping: experiences and good practices.
  • Make impactful posts.
  • Generate engagement.
  • Manage bad buzz.
  • 3 - Define omnichannel commerce strategies
  • Omnichannel distribution strategies: how to move from multi-channel to omnichannel, how to manage cross-channel.
  • Phygital: enriching the consumer experience thanks to the connected point of sale.
  • Retailer experiences to invent the store of the future.
  • Associating e-commerce with traditional commerce.
  • 4 - Building action plans using data
  • Using Google Analytics: the fundamentals, the main tabs.
  • Which indicators to look at, how to analyze them.
  • What action plans to put in place.