E-Commerce Profitability: Online Merchandising Using Office FrontPage 2003

ICI Systems, Inc.
Washington, District of Columbia, United States

Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced

Course Description:

'' Building a profitable e-commerce site takes more than design and technology. For an e-commerce site to succeed, it has to merchandise products effectively. Microsoft® Office FrontPage® 2003 features make building a site accessible to millions; yet for managers, marketers, and e-commerce entrepreneurs with a vested interest in achieving and optimizing sustainable profitability, organizing and displaying products and product information to appeal to customers and lead directly to a purchase decision is a deep challenge. This course leads students with intermediate-to-advanced FrontPage skills through a way of thinking about online merchandising—how to present products effectively online and boost sales. The primary goal is to introduce best practices that will enable the students to improve sales, lower costs, and build better customer relationships, which all add up to better Web site profitability.

Course Outline

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
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
After completing this module, students will be able to:

Understand how specifying goals can translate to return on investment.
Distinguish among goals, tasks, and features.
Identify specific company goals for an e-commerce Web site and the goals a customer has in visiting the site.
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.
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
Putting the Goods Out in the Open
Exercise: Creating Store “Aisles�
Discussion: How Will Customers Achieve Tasks?
Demonstration: Labeling and Creating Pages
After completing this module, students will be able to:

Understand why and how an e-commerce site is more effective when it is structured like a store.
Organize an e-commerce site’s structure to address both the company’s goals and the goals a customer has when visiting the site.
Create site navigation to present a product mix that attracts business.
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
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
After completing this module, students will be able to:

Identify content areas on a page and assign priorities based on company goals and customer goals.
Lay out product pages that give the customer the information needed to lead directly to a purchase decision.
Create and use opportunities for selling related products, selling higher-priced products or bundled products, and offering support for the sale of the product.
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
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
After completing this module, students will be able to:

Analyze traffic and sales data to improve the customer experience and focus on revenue-producing results.
Measure success more accurately based on company goals and customer goals.
Evolve an e-commerce site by making appropriate modifications based on set goals and appropriate measures of success.
...''

Phone:202 887 0510

School Address:

ICI Systems, Inc.
1150 17th Street, NW, Suite 100
Washington, DC 20036


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