Target Audience: The goal of this course is to introduce best practices that will enable the students to improve sales, lower costs, and build better customer relationships. It is designed for managers, marketers, and entrepreneurs, particularly in small-size to mid-size businesses, who have a vested interest in achieving and improving sustainable profitability.

Pre-requisites: Before attending this course, students must have the following pre-requisites:

• Experience as a business professional charged with building or maintaining an e-commerce Web site that sells products.
• Working familiarity with FrontPage and other Microsoft Office applications.
• Experience in FrontPage creating a basic Web site.
• Experience in Word creating documents and experience in Excel creating formulas.
• An awareness of the distinction between an e-commerce site’s front end (the interface) and back end (the database and transaction system).

Purpose: After completing the course, students will be able to identify correlations between both a company’s goals and the goals of a customer; organize the site’s navigation to present a product mix addressing both goals; lay out product pages that lead directly to a purchase decision; plan and prioritize content areas on product pages to boost sales by offering appropriate cross-selling (selling related items), upselling (selling higher-priced items), and product support; analyze traffic and sales data and synthesize to improve the customer experience and focus on revenue-producing results.