Usability and Persuasion in E-commerce Training

Date	1st March 2011 (9:30am – 4:30pm)
Venue	Econsultancy London, London, United Kingdom
Trainer	Paul Rouke
Duration	1 day
Cost	$800.00

About the course

Overview

Usability and persuasion techniques are proven to increase e-commerce conversion rates. From search and navigation through to product pages, shopping bag and checkout, this course will arm you with a wealth of insights that you can begin using on your own e-commerce customer experience.

Programme

This engaging, audience participation course will provide you with a comprehensive understanding and appreciation of a wide variety of usability and persuasion techniques. The course presents a detailed look at how blue-chip and multi-channel retailers are using a wide range of persuasive design techniques to improve conversion, encourage visitors to spend more and deliver a more engaging and memorable online experience.

Included are a wealth of links to expert articles, case studies and tools to help retailers understand their visitors, prioritise improvement opportunities and begin implementing and testing site changes to increase key performance indicators.

Who should attend?

This course is ideal for e-commerce professionals working on both mid-level and enterprise scale operations, involving large ranges of products across multiple categories, who want to adopt and implement best practice usability principles across the shopping experience.

How will I benefit?

Upon completion of this course, you will be able to:

Understand key usability & persuasion principles for search, navigation & browsing
Understand key usability & persuasion principles for product page design
Determine how shopping bag design can be improved to increase click-through to checkout
Understand essential usability & persuasion techniques for delivering an intuitive, streamlined checkout process, for new and returning visitors
Gain first hand, up-to-the-minute insights from blue chip retailers from both the course leader and industry peers taking part in the training

What will I learn?

Introduction – challenges

What are your key challenges?
Industry insights and statistics
Key principles which encourage visitors to buy
The benefits & ROI of improving usability & persuasion in e-commerce

Search, Navigation & Browsing

How can online shopping replicate and improve the offline experience?
How can the search experience deliver an intuitive, engaging experience?
How to present persuasive triggers through the browsing journey

Product Page

How to keep visitors in browsing and buying mode
What are the most influential and persuasive elements to include on your product page?
How to focus visitors attention on what is most important for them and you
How to encourage visitors to buy more than they intended to

Persuasion

Overview of designing for persuasion, emotion and trust
Understanding the most influential persuasive techniques through the online journey
Learn ways to emotionalise your proposition and empathise with visitors
Understand the importance of trust and ways to build and maintain it through the online journey

Shopping Bag

What is the objective of the shopping bag?
How to remove friction and encourage checkout
Introduce persuasive techniques to nudge visitors towards checkout
Advanced techniques which provide a more intuitive experience

Checkout

Understand the most common and damaging causes of checkout abandonment
Why to enclose checkout and how best to deliver this
How to encourage more first time customers to become loyal account customers
Why checkout form usability is crucial to the success of your site
Why testing & optimisation are the next big thing

Trainer

Paul Rouke

User Experience Director, PRWD

Paul Rouke is a consultant and trainer in usability, customer research & conversion optimisation with over 12 years experience working with blue-chip brands. Brands that have benefited from Paul’s expertise include Speedo, Lakeland, Monsoon Accessorize, AllSaints, Molton Brown, Stella McCartney, Bank of America, Booking.com, Manchester Tourist Board, Footasylum, Oxfam, British Cycling, Mothercare, Argos, House of Fraser, Waitrose, Barclays & American Express.Paul runs usability and conversion optimisation consultancy PRWD and is one of the most respected Econsultancy trainers in these specialist areas. Paul also delivers training across Europe in areas of e-commerce usability, persuasion & conversion optimisation for pure-play and multi-channel retailers.

He is extremely passionate about both delivering conversion & profit improvements and sharing best practice usability and persuasion, with a particular focus on improving the performance of ecommerce platforms.

Paul regularly publishes articles on usability and conversion optimisation including writing for Econsultancy, and all these articles are available online at http://bit.ly/CROresources.

Paul can also be seen speaking at conferences in the UK and Europe alongside speakers from some of world’s most respected brands such as Google, Microsoft and Apple.