E-Commerce Growth Strategy Training Course

Participants can define priority customer segments and match propositions to purchase needs.

• Jobs to Be Done interviews identifying purchase triggers, anxieties and desired outcomes
• RFM segmentation scoring recency, frequency and monetary value from transaction data
• Persona evidence cards combining behavioural, transactional and qualitative customer signals
• Category entry points mapped to search intent, occasion and buyer context
• Value proposition canvas matching customer pains, gains and offer proof
• Priority segment matrix ranking attractiveness, accessibility, fit and expected value

Participants can identify journey friction and specify conversion improvements for priority customer journeys.

• Conversion funnel audit from landing page arrival to post-purchase confirmation
• Journey maps exposing friction, reassurance gaps, handoffs and abandonment points
• Usability heuristics applied to navigation, search, product pages and checkout
• Product information architecture covering attributes, variants, imagery, reviews and delivery
• Mobile-first checkout analysis addressing form fields, payment methods and error recovery
• Trust signals calibrated through returns policies, security cues, stock and delivery promises

Participants can create an acquisition plan aligned to customer intent, channel roles and commercial returns.

• RACE framework connecting reach, act, convert and engage activities
• Channel portfolio design balancing paid search, SEO, social, affiliates and email
• Search intent clusters matched to category, product, comparison and support pages
• Paid media account structure using campaign objectives, audiences, creatives and negatives
• Organic content briefs built around queries, product evidence and internal links
• Affiliate governance defining commission rules, attribution windows and prohibited practices

Participants can design retention programmes that improve repeat revenue without unnecessary discounting.

• Lifecycle messaging triggered by signup, browse abandonment, cart abandonment and purchase
• Email segmentation using engagement, purchase history, preferences and predicted value
• Retention cohorts measuring repeat rate, reorder timing and revenue decay
• Win-back programmes structured around lapsed thresholds, offers, frequency and suppression
• Loyalty economics testing reward cost, liability, breakage and incremental behaviour
• Customer service insights converted into content, product and policy improvements

Participants can improve product discovery, assortment decisions and promotional profitability.

• Assortment roles defined as traffic drivers, margin generators, convenience and seasonal lines
• On-site search analysis using zero-result queries, refinements and exit rates
• Product recommendation rules based on compatibility, substitution, bundles and replenishment
• Promotional calendar balancing trading events, stock availability, margin and demand
• Price architecture comparing entry points, good-better-best tiers and competitor positioning
• Bundling tests measuring incremental revenue, discount dilution and fulfilment complexity

Participants can build a measurement plan that supports reliable e-commerce performance decisions.

• Measurement plan linking commercial questions, events, dimensions, metrics and owners
• GA4 event taxonomy covering product views, add-to-cart, checkout and purchases
• UTM governance standardising source, medium, campaign, content and term values
• Attribution comparison across last-click, data-driven, assisted and incrementality evidence
• Dashboard design separating leading indicators, diagnostic metrics and commercial outcomes
• Data quality checks for consent gaps, duplicate transactions and missing channel tags

Participants can prioritise, design and assess e-commerce experiments using sound decision criteria.

• Experiment backlog scored with ICE criteria: impact, confidence and ease
• Test hypotheses specifying audience, change, expected mechanism and success metric
• Sample size and test duration estimated before traffic allocation decisions
• A/B test guardrails covering revenue, margin, error rates and customer complaints
• Qualitative research triangulated with analytics before prioritising design or copy changes
• Decision log recording results, limitations, rollout choices and follow-up tests

Participants can connect growth plans to inventory, fulfilment, service and marketplace requirements.

• Demand forecast translating traffic plans into orders, units and fulfilment capacity
• Inventory availability monitored through sell-through, stock cover, backorders and cancellations
• Returns analysis separating preventable causes, recovery cost, resale and policy effects
• Service-level metrics covering dispatch speed, delivery promise, contact rate and refunds
• Marketplace operating model defining catalogue ownership, price control and customer data
• Cross-functional trading cadence linking marketing, merchandising, finance and operations

Participants can present a sequenced growth plan with measurable actions, investment choices and ownership.

• 90-day growth plan sequencing quick wins, experiments, dependencies and accountable owners
• OKRs translated into channel targets, conversion initiatives and retention actions
• Budget scenarios comparing acquisition spend, contribution margin and capacity constraints
• Weekly trading meetings structured around performance, exceptions, decisions and actions
• Risk register covering tracking failures, stockouts, brand safety and promotional exposure
• Stakeholder narrative presenting evidence, choices, investment requirements and expected returns