About this Course

Code TP34
Duration 1 Day

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.


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.

Delegates will learn how 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


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


  • 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


  • 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

1 Day


This is a QA approved partner course

Delivery Method

Delivery method


Face-to-face learning in the comfort of our quality nationwide centres, with free refreshments and Wi-Fi.

Find dates and prices

Online booking is currently not available for this course, to find out more please call us on 0113 220 7150 or email us at info@qa.com to discuss how we can help.

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