E-Commerce Profitability: Online Merchandising Using Microsoft Office FrontPage 2003

E-Commerce Profitability: Online Merchandising Using Microsoft Office FrontPage 2003

In this course, students with intermediate/advanced FrontPage skills learn about online merchandising, how to present products effectively online and boost sales. The goal is to introduce best practices that result in Web site profitability.

Who Should Attend:
This course is designed for managers, marketers, and entrepreneurs, particularly in small-size to mid-size businesses, who have a vested interest in achieving and improving sustainable profitability. This audience uses FrontPage to sell products online directly or through the affiliates model and is either building a site or seeking to optimize an existing one.

At Course Completion:
After completing this course, students will be able to: - Identify correlations between both the company’s business goals for the site and the goals a customer has when visiting the site. - Organize the site’s navigation to present a product mix that addresses both the company’s business goals and the customer goals. - Lay out product pages that give the customer the information needed to lead directly to a purchase decision. - Plan and prioritize content areas on product pages to boost sales by offering apropriate cross-selling (selling related items), upselling (selling higher-priced items), and product support. - Analyze traffic and sales data and synthesize to improve the customer experience and focus on revenue-producing results.

Prerequisite Comments:
Experience as a manager, marketer, entrepreneur, or other business professional charged with building or maintaining an e-commerce Web site that sells products.
Working familiarity with FrontPage and other Microsoft Office applications (particularly Microsoft Word and Excel).
Experience in FrontPage creating a basic Web site; including opening an existing page and inserting text, creating a bulleted or numbered list, adding an image, and posting a page.
Experience in Word creating documents and experience in Excel creating formulas.
An awareness of the distinction between an e-commerce site front end (the interface) and back end (the database, transaction system and other behind the scenes systems).


Outline: Top
Lesson 1: Identifying Company Goals and Customer Goals
The Online Merchandising Challenge
What Are Goals, Tasks, and Features?
Discussion: E-Commerce Goals—Two Points of View
Demonstration: Correlating Goals and Tasks
Exercise: Identifying Correlations for an E-Commerce Site
Discussion: Basing Decisions on Specified Goals
Top
Lesson 2: Presenting the E-Commerce Product Mix
Planning from the Ground Up
Putting the Goods Out in the Open
Exercise: Creating Store “Aisles�
Discussion: How Will Customers Achieve Tasks?
Demonstration: Labeling and Creating Pages

Lesson 3: Creating Product Pages That Sell
Giving Customers What They Want
Templates Benefit Everyone
Discussion: Information That Enables Purchase Decisions
Giving Customers More of What They Want
Demonstration: Viewing a Page Template
Exercise 1: Creating a Product Page Template
Exercise 2: Maximizing Sales Opportunities
Discussion: Looking at Possible Solutions

Lesson 4: Focusing on Revenue-Producing Results
Methods of Measuring E-Commerce Success
Exercise 1: Measuring Traffic with FrontPage
Exercise 2: Calculating the Conversion Rate
Visit Value and Feature Investment Breakeven
Basing Modifications on Business Value
Discussion: E-commerce in the Real World

In this course, students with intermediate/advanced FrontPage skills learn about online merchandising, how to present products effectively online and boost sales. The goal is to introduce best practices that result in Web site profitability.

Who Should Attend:
This course is designed for managers, marketers, and entrepreneurs, particularly in small-size to mid-size businesses, who have a vested interest in achieving and improving sustainable profitability. This audience uses FrontPage to sell products online directly or through the affiliates model and is either building a site or seeking to optimize an existing one.

At Course Completion:
After completing this course, students will be able to: - Identify correlations between both the company’s business goals for the site and the goals a customer has when visiting the site. - Organize the site’s navigation to present a product mix that addresses both the company’s business goals and the customer goals. - Lay out product pages that give the customer the information needed to lead directly to a purchase decision. - Plan and prioritize content areas on product pages to boost sales by offering apropriate cross-selling (selling related items), upselling (selling higher-priced items), and product support. - Analyze traffic and sales data and synthesize to improve the customer experience and focus on revenue-producing results.

Prerequisite Comments:
Experience as a manager, marketer, entrepreneur, or other business professional charged with building or maintaining an e-commerce Web site that sells products.
Working familiarity with FrontPage and other Microsoft Office applications (particularly Microsoft Word and Excel).
Experience in FrontPage creating a basic Web site; including opening an existing page and inserting text, creating a bulleted or numbered list, adding an image, and posting a page.
Experience in Word creating documents and experience in Excel creating formulas.
An awareness of the distinction between an e-commerce site front end (the interface) and back end (the database, transaction system and other behind the scenes systems).


Outline: Top
Lesson 1: Identifying Company Goals and Customer Goals
The Online Merchandising Challenge
What Are Goals, Tasks, and Features?
Discussion: E-Commerce Goals—Two Points of View
Demonstration: Correlating Goals and Tasks
Exercise: Identifying Correlations for an E-Commerce Site
Discussion: Basing Decisions on Specified Goals
Top
Lesson 2: Presenting the E-Commerce Product Mix
Planning from the Ground Up
Putting the Goods Out in the Open
Exercise: Creating Store “Aisles�
Discussion: How Will Customers Achieve Tasks?
Demonstration: Labeling and Creating Pages

Lesson 3: Creating Product Pages That Sell
Giving Customers What They Want
Templates Benefit Everyone
Discussion: Information That Enables Purchase Decisions
Giving Customers More of What They Want
Demonstration: Viewing a Page Template
Exercise 1: Creating a Product Page Template
Exercise 2: Maximizing Sales Opportunities
Discussion: Looking at Possible Solutions

Lesson 4: Focusing on Revenue-Producing Results
Methods of Measuring E-Commerce Success
Exercise 1: Measuring Traffic with FrontPage
Exercise 2: Calculating the Conversion Rate
Visit Value and Feature Investment Breakeven
Basing Modifications on Business Value
Discussion: E-commerce in the Real World

In this course, students with intermediate/advanced FrontPage skills learn about online merchandising, how to present products effectively online and boost sales. The goal is to introduce best practices that result in Web site profitability.

Who Should Attend:
This course is designed for managers, marketers, and entrepreneurs, particularly in small-size to mid-size businesses, who have a vested interest in achieving and improving sustainable profitability. This audience uses FrontPage to sell products online directly or through the affiliates model and is either building a site or seeking to optimize an existing one.

At Course Completion:
After completing this course, students will be able to: - Identify correlations between both the company’s business goals for the site and the goals a customer has when visiting the site. - Organize the site’s navigation to present a product mix that addresses both the company’s business goals and the customer goals. - Lay out product pages that give the customer the information needed to lead directly to a purchase decision. - Plan and prioritize content areas on product pages to boost sales by offering apropriate cross-selling (selling related items), upselling (selling higher-priced items), and product support. - Analyze traffic and sales data and synthesize to improve the customer experience and focus on revenue-producing results.

Prerequisite Comments:
Experience as a manager, marketer, entrepreneur, or other business professional charged with building or maintaining an e-commerce Web site that sells products.
Working familiarity with FrontPage and other Microsoft Office applications (particularly Microsoft Word and Excel).
Experience in FrontPage creating a basic Web site; including opening an existing page and inserting text, creating a bulleted or numbered list, adding an image, and posting a page.
Experience in Word creating documents and experience in Excel creating formulas.
An awareness of the distinction between an e-commerce site front end (the interface) and back end (the database, transaction system and other behind the scenes systems).


Outline: Top
Lesson 1: Identifying Company Goals and Customer Goals
The Online Merchandising Challenge
What Are Goals, Tasks, and Features?
Discussion: E-Commerce Goals—Two Points of View
Demonstration: Correlating Goals and Tasks
Exercise: Identifying Correlations for an E-Commerce Site
Discussion: Basing Decisions on Specified Goals
Top
Lesson 2: Presenting the E-Commerce Product Mix
Planning from the Ground Up
Putting the Goods Out in the Open
Exercise: Creating Store “Aisles�
Discussion: How Will Customers Achieve Tasks?
Demonstration: Labeling and Creating Pages

Lesson 3: Creating Product Pages That Sell
Giving Customers What They Want
Templates Benefit Everyone
Discussion: Information That Enables Purchase Decisions
Giving Customers More of What They Want
Demonstration: Viewing a Page Template
Exercise 1: Creating a Product Page Template
Exercise 2: Maximizing Sales Opportunities
Discussion: Looking at Possible Solutions

Lesson 4: Focusing on Revenue-Producing Results
Methods of Measuring E-Commerce Success
Exercise 1: Measuring Traffic with FrontPage
Exercise 2: Calculating the Conversion Rate
Visit Value and Feature Investment Breakeven
Basing Modifications on Business Value
Discussion: E-commerce in the Real World

In this course, students with intermediate/advanced FrontPage skills learn about online merchandising, how to present products effectively online and boost sales. The goal is to introduce best practices that result in Web site profitability.

Who Should Attend:
This course is designed for managers, marketers, and entrepreneurs, particularly in small-size to mid-size businesses, who have a vested interest in achieving and improving sustainable profitability. This audience uses FrontPage to sell products online directly or through the affiliates model and is either building a site or seeking to optimize an existing one.

At Course Completion:
After completing this course, students will be able to: - Identify correlations between both the company’s business goals for the site and the goals a customer has when visiting the site. - Organize the site’s navigation to present a product mix that addresses both the company’s business goals and the customer goals. - Lay out product pages that give the customer the information needed to lead directly to a purchase decision. - Plan and prioritize content areas on product pages to boost sales by offering apropriate cross-selling (selling related items), upselling (selling higher-priced items), and product support. - Analyze traffic and sales data and synthesize to improve the customer experience and focus on revenue-producing results.

Prerequisite Comments:
Experience as a manager, marketer, entrepreneur, or other business professional charged with building or maintaining an e-commerce Web site that sells products.
Working familiarity with FrontPage and other Microsoft Office applications (particularly Microsoft Word and Excel).
Experience in FrontPage creating a basic Web site; including opening an existing page and inserting text, creating a bulleted or numbered list, adding an image, and posting a page.
Experience in Word creating documents and experience in Excel creating formulas.
An awareness of the distinction between an e-commerce site front end (the interface) and back end (the database, transaction system and other behind the scenes systems).


Outline: Top
Lesson 1: Identifying Company Goals and Customer Goals
The Online Merchandising Challenge
What Are Goals, Tasks, and Features?
Discussion: E-Commerce Goals—Two Points of View
Demonstration: Correlating Goals and Tasks
Exercise: Identifying Correlations for an E-Commerce Site
Discussion: Basing Decisions on Specified Goals
Top
Lesson 2: Presenting the E-Commerce Product Mix
Planning from the Ground Up
Putting the Goods Out in the Open
Exercise: Creating Store “Aisles�
Discussion: How Will Customers Achieve Tasks?
Demonstration: Labeling and Creating Pages

Lesson 3: Creating Product Pages That Sell
Giving Customers What They Want
Templates Benefit Everyone
Discussion: Information That Enables Purchase Decisions
Giving Customers More of What They Want
Demonstration: Viewing a Page Template
Exercise 1: Creating a Product Page Template
Exercise 2: Maximizing Sales Opportunities
Discussion: Looking at Possible Solutions

Lesson 4: Focusing on Revenue-Producing Results
Methods of Measuring E-Commerce Success
Exercise 1: Measuring Traffic with FrontPage
Exercise 2: Calculating the Conversion Rate
Visit Value and Feature Investment Breakeven
Basing Modifications on Business Value
Discussion: E-commerce in the Real World

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