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About this learning plan

Ecommerce buyers arrive with an agenda and from the first interaction, the pressure is on to understand their needs and guide them to purchase. Converting Traffic to Buyers takes you through the purchase funnel, from how to set the scene with navigation and browse and deploy landing pages that convert, to winning the digital shelf, providing seamless checkout experiences and preventing cart abandonment.

Course 1: Introduction to converting traffic to buyers

Course 2: Optimising global navigation and onsite search

Optimising Global Navigation and Onsite Search: Before a prospect becomes a paying customer, they have to find something they want. This course looks at onsite search and browsing behaviours and how to optimise them, as well as how to ensure optimal UX and set KPIs to measure for success.

By the end of the course you will be able to:

• Connect the roles that Search and Browse play in ecommerce operations
• Make the case for investment in Search and Browse
• Conduct a review of Search and Browse components and make decisions on which features work best for your site
• Set targets for Search and Browse optimisation

Course 3: Creating landing pages

You can optimise anything in digital, but few opportunities have greater potential for real impact on conversion than your landing pages. This course dives into the relationship between landing pages and channels, methods of optimisation, and how to make the most of landing pages for paid and organic media.

By the end of the course you will be able to:

• Make the case for investment in optimising landing pages
• Articulate the differences between landing pages for paid media vs other channels
• Implement key optimisation tactics to improve the effectiveness of landing pages
• Measure the success of your landing pages and adopt a test and learn approach to optimisation

Course 4: Winning the digital shelf

The digital shelf is the moment of truth in ecommerce, where customers decide whether to spend or leave. Winning the Digital Shelf will teach you how to approach and optimise the key elements of product/service display, from product pages to product lists, as well as examining how to prevent stock availability from impacting conversion and using reviews to boost it.

By the end of the course you will be able to:

• Describe what the digital shelf is
• Select the relevant tactics for your merchandising strategies, including how to increase conversion through product page and product listing page optimisation
• Explain the importance of managing stock availability and which systems can support this
• Manage reviews and ratings, including negative reviews

Course 5: Successful shopping basket and checkout experience

The closer prospects get to purchase, the greater the friction. The shopping basket and checkout are essential stages in your visitors’ journey and the experiences you provide can determine whether the result is a purchase, or site abandonment.

This course will help you create seamless experiences in the shopping basket and checkout, while also examining how to deploy payment methods to keep up with the digital customer.

By the end of the course you will be able to:

• Define and contexualise the roles that shopping basket and checkout play within ecommerce operations
• Make the case for investment in shopping basket and checkout optimisation
• Manage a review of shopping basket and checkout components and make decisions on which features work best for your site
• Choose the most relevant payment methods for your company and customers

Course 6: Cart abandonment

Cart abandonment can never be zero, but there are many approaches to minimise it. This course looks at how to improve UX to reduce abandonment, retarget visitors who have put things in their baskets, increase trust and reduce confusion.

By the end of the course you will be able to:

• Describe the impact that cart abandonment has on ecommerce operations
• Make the case for investment in initiatives that can reduce the likelihood of cart abandonment
• Manage a review of shopping basket and checkout page components and their impact on cart abandonment rates
• Implement reengagement activities