Ecommerce Exam Preparation

Written by: Jonathan Briggs

November 26, 2009 [1745 views]

Here are a set of mock questions for the forthcoming ecommerce exam. The final paper will have exactly the same questions but the cases used will be different. Please note that next week's lecture on budgeting will be important for question 3.

1. You have been asked to provide some ecommerce consulting advice for a company who currently have an ecommerce website illustrated in the following screengrab:

Mock Ecommerce Exam (448 KB)

a. List 2 features of their current site (visible in the pages illustrated) that are highly effective for ecommerce and for BOTH explain your reasoning (4 marks)
b. Make 3 specific detailed suggestions for improvements (based on what you can see in the pages illustrated) that will help the business achieve improved conversion rates. c. Explain your reasoning in each case with direct reference to what you can see in the current site (6 marks).
d. Make 2 specific suggestions for potential improvements to the site to encourage longer term customer relationships. Explain why these would be worthwhile (4 marks)
e. List 3 questions around products and availability that you would pose to the company to help you understand the complexity of their specific business. For each, explain clearly why this information would be necessary and what sorts of effect it would have on your proposals. Frame your questions around specific ideas you can see from their existing site. (6 marks)

2. You have been asked to design an PPC/SEO campaign for a client with the following profile:

The client is a small specialist audio equipment shop selling and renting out amps, turntables, mixers and disco lighting based in Muswell Hill. They are looking for local DJs and small clubs as clients as well as weddings and parties.

a. Create 2 Google Adwords ads (compliant with Google’s criteria) and a list of 8 keywords or phrases that you would propose to the client based specifically on the information you have been given above. Explain your thinking carefully. (8 marks)
b. Create a list of 8 negative words that you would apply to the campaign and explain in detail why these are necessary for this specific client (4 marks)
c. Discuss using details from the profile above specific features of the client’s ecommerce site that you would check are in place in order to make sure that the site ranks highly in organic search. (8 marks)

3. You are being asked by a client to make a proposal for the optimisation of their current ecommerce business. Here are their details:

Your client is gourmet pizza delivery company in London with a chain of 6 take-away restaurants in the north and west of the city. They currently have a non-transactional site and want to upgrade it so that orders can be taken and paid for online before being transmitted to the closest take-away for preparation and delivery. The current site was built 4 years ago in PHP/MySQL and cost the company £4000.

Prepare an outline plan for the technical work likely to be involved to help them make the improvements they have indicated. You plan should make direct reference to their needs and suggest at least 2 different options. Include an indication of the likely budgets for this project and explain your reasoning. (20 marks).

 

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