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Module 1: Identifying Company Goals and Customer Goals
This module helps you identify correlations between your site's business
goals and the visiting customer's goals. The ability to use these correlations
to drive decision-making as you plan or modify the site will translate into
measurable bottom-line results.
Topics and Activities
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The Online Merchandising Challenge |
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What Are Goals, Tasks, and Features? |
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Discussion: E-Commerce Goals—Two Points of View |
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Demonstration: Correlating Goals and Tasks |
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Exercise: Identifying Correlations for an E-Commerce Site |
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Discussion: Basing Decisions on Specified Goals |
After completing this module, students will be able to:
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Understand how specifying goals can translate to return on
investment. |
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Distinguish among goals, tasks, and features. |
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Identify specific company goals for an e-commerce Web site and the goals a
customer has in visiting the site. |
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Chart correlations between company goals and customer goals, and then
identify tasks a customer would have to accomplish at the site for both sets of
goals to be accomplished. |
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Know how to use specified goals and tasks as the basis for making decisions
about features to include on your Web site. |
Module 2: Presenting the E-Commerce Product Mix
This module will teach you how to organize an e-commerce site's structure and
navigation in line with the mutual goals of the customer and your company.
Topics and Activities
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Planning from the Ground Up |
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Putting the Goods Out in the Open |
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Exercise: Creating Store “Aisles” |
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Discussion: How Will Customers Achieve Tasks? |
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Demonstration: Labeling and Creating Pages |
After completing this module, students will be able to:
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Understand why and how an e-commerce site is more effective when it is
structured like a store. |
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Organize an e-commerce site’s structure to address both the company’s goals
and the goals a customer has when visiting the site. |
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Create site navigation to present a product mix that attracts
business. |
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Apply best-practice guidelines to organizing your e-commerce Web
site. |
Module 3: Creating Product Pages That Sell
This module presents specific techniques to help move the customer toward
making a purchase decision. The module will also help you identify and leverage
opportunities for cross-selling, upselling, and product support.
Topics and Activities
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Giving Customers What They Want |
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Templates Benefit Everyone |
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Discussion: Information That Enables Purchase Decisions |
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Giving Customers More of What They Want |
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Demonstration: Viewing a Page Template |
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Exercise 1: Creating a Product Page Template |
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Exercise 2: Maximizing Sales Opportunities |
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Discussion: Looking at Possible Solutions |
After completing this module, students will be able to:
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Identify content areas on a page and assign priorities based on company goals
and customer goals. |
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Lay out product pages that give the customer the information needed to lead
directly to a purchase decision. |
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Create and use opportunities for selling related products, selling
higher-priced products or bundled products, and offering support for the sale of
the product. |
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Understand how to use page templates to increase revenue, improve the
customer experience, and reduce maintenance costs. |
Module 4: Focusing on Revenue-Producing Results
This module addresses how to analyze traffic and sales data to improve a
customer's experience and increase sales.
Topics and Activities
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Methods of Measuring E-Commerce Success |
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Exercise 1: Measuring Traffic with FrontPage |
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Exercise 2: Calculating the Conversion Rate |
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Visit Value and Feature Investment Breakeven |
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Basing Modifications on Business Value |
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Discussion: E-commerce in the Real World |
After completing this module, students will be able to:
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Analyze traffic and sales data to improve the customer experience and focus
on revenue-producing results. |
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Measure success more accurately based on company goals and customer
goals. |
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Evolve an e-commerce site by making appropriate modifications based on set
goals and appropriate measures of success. | |
