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Course Description

An online store is a necessity for almost every business. You also want a physical store that attracts customers. Yet even if you offer the same thing online that you sell in a brick-and-mortar store, you need a different approach for your online store.

In this course, you will explore two frameworks to help you make the most of your online store. The first framework offers recommendations for bringing more people to your website then turning those visitors into customers. The second framework explores how to use the three key drivers of human behavior — attention, emotion, and coherence — to improve your online store. By the end of this course, you will have an improved understanding of the behaviors driving the metrics that your teams track to better engage customers online.

You are required to have completed the following courses or have equivalent experience before taking this course:

  • Introduction to Behavioral Science
  • Drivers of Consumer Behavior: Attention, Emotion, Coherence

Faculty Author

Manoj Thomas

Benefits to the Learner

  • Consider strategies for bringing more traffic to your website
  • Determine how to capture and keep the attention of customers
  • Explore strategies for triggering positive emotions and avoiding negative ones in your online store
  • Identify how you will ensure that your web presence is coherent

Target Audience

  • Marketers
  • Brand managers
  • Product managers
  • Engineers and software developers
  • Tech leaders
  • Project managers
  • UX and web design professionals
  • Entrepreneurs

Applies Towards the Following Certificates

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Cornell’s Johnson Graduate School of Management
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