Description

Defining and implementing an operational e-commerce strategy has become essential to establish yourself in your online sector of activity. This course will give you all the keys, all the advice to know how to sell via the Internet and master all the indicators to measure ROI in real time.

Who is this training for ?

For whom ?

Web/e-Commerce project manager, communications manager, e-Business manager, e-Commerce project team.

Prerequisites

Training objectives

Understand the e-commerce market and its development prospects

Structure a merchant website project

Identify and implement the functionalities of your e-commerce site

Integrate social networks into your marketing strategy

Training program

• State of the art of e-commerce

  - n'as pas encore du programme

• The key stages of an e-commerce project
  • - Structuring the product/service catalog.
  • - The case of the multi-catalogue and the specific catalog by type of customer.
  • - Order placement and processes management.
  • - Payment processing.
  • - Customer relationship management.
  • - After-sales service: returns management, Chatel law.
  • - Traffic generation: natural referencing, advertising.
  • - Practical work Robot portrait of the e-buyer: deciphering the e-buyer's journey on the Internet.
• Functional points to mark on an e-commerce project
  • - Management of catalogs, content, administration of prices, promotions.
  • - Implementation of multi-site solutions: multi-country, multi-brand, multi-catalogue.
  • - The pitfalls to avoid.
  • - the structuring of the purchasing funnel.
  • - Customer registration, discount code, saving the basket, payment.
  • - The order tracking process and after-sales management.
  • - Choices in terms of HMI? What type of interface for which customer category? Practical work Design a dynamic home page: the art of the e-showcase.
• The contribution of social functions
  • - Building a positive digital reputation: management of comments, involvement of influencers.
  • - Creation of a reassuring climate to trigger transactions.
  • - Viral marketing: use of general public social networks, creation of your social network.
  • - "Crowdsourcing": collaborative technique to stay in touch with user needs.
  • - Traffic generation mechanisms and their effectiveness: SEO, viral marketing, Serious Game.
  • - Practical work Web-marketing plan to generate qualified traffic on your e-Commerce site.