Research and Prepare: Understand eCommerce Customers, Products, and Propositions

Offered By: FutureLearn

Course Description

Overview

Discover and target your audience for selling online

It’s difficult to create a successful eCommerce site if you don’t know who your customer is. Without understanding your target audience, you won’t know what will work and what won’t.

On this course, you’ll discover how to select, segment, and target your market through creating personas. This will help you adapt your eCommerce business and marketing to better suit your customer and increase conversions.

Build customer personas to create a great eCommerce experience

To truly know your target customer and understand their problems and perspective, you need to create a buyer or customer persona. This will give you a representation of your typical customer and encompasses important characteristics to help you adapt to their needs.

You’ll learn how to build customer personas, what content to write for them, and why they are useful tools for eCommerce. This will give you a foundation to start thinking about customer propositions.

Understand how your customers engage with your product

As part of this course, you’ll look at how your customers find, and then engage with, your eCommerce store.

This will take you through creating the structure of your website as well as tips for the layout and content of your pages, specifically your product pages.

Learn to utilise ratings and reviews to drive sales

The idea of social proof has been used in marketing for decades, providing potential customers with proof that others are happy with a product and service, and leading to more conversions.

You’ll finish this course by looking specifically at ratings and reviews, why they’re so important, and how you can build your value proposition by actively collecting them.

This course has been designed for anyone responsible for eCommerce in their organisation. If you’re new to the role, this is a great course to develop your expertise.

It’s also a good opportunity to upgrade your skills if you’re a small business owner looking to develop the eCommerce channel in your business.

Syllabus

Discover your customers

Welcome to the course
Select, segment and target customers
Introduction to customer personas
How to create a customer persona
Weekly wrap up

Winning on the 'digital shelf'

Welcome to Week 2
How customers browse, discover and purchase products
How shoppers discover and engage with your homepage
How shoppers discover and engage with category pages
How shoppers discover and engage with product pages
Creating great imagery
Weekly wrap up

Customer propositions and the role of ratings and reviews

Welcome to Week 3
Value propositions: why should anyone buy from you?
The importance of ratings and reviews
How to collect ratings and reviews
Course wrap up

Taught by

Colin Lewis