Week 5 – Improving performance and overcoming challenges (2 Hours)

Session 9: Using analytics to plan and achieve growth

Your ecommerce channels are the source of valuable data, but you need to know how to use it.  This session covers the key metrics that matter for online sellers including impressions, traffic, conversion rates, bestseller rankings, advertising return on spend and customer satisfaction scores.   Familiarise yourself with the different analytics approach taken by google and other search engines.  Compare data on your website and different marketplaces to see where your products do best.

Session 10: Common challenges and how to overcome them

The final session works through the most common challenges online sellers face including slow or no sales, low traffic, poor conversion rates, cart abandonment, pricing pressure, building reviews, handling negative feedback and complaints, understanding marketplace compliance rules, managing returns, delivery problems, handling overseas orders and accessing marketplace support. For each one we'll look at the likely causes and the practical steps you can take to put things right.