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AI in E-Commerce Masterclass
AI in E-Commerce Masterclass The two-day masterclass for shop decision-makers who want to turn individual AI tools into…
CRM & Retention Masterclass
CRM, Retention & Customer Lifetime Value The two-day seminar for shop owners who want to turn first-time buyers into re…
Data Analytics Masterclass
Data & Analytics Pro The two-day seminar for shop decision-makers who want to derive clear decisions from data: a reduc…
Performance Marketing Masterclass
Performance Marketing Mastery The two-day seminar for shop decision-makers who want to scale paid channels profitably:…
Growth & Performance is the second of the three levels in the Alpha E-Commerce Institut programme. It assumes a shop is already running and deals with the question that follows: how do the visitors who are already there turn into more revenue? That needs channels that pay off, pages that convert, and numbers you can trust.
What is performance marketing?
Performance marketing is any form of marketing whose result is measurable. The term does not describe one channel, it describes a way of working: you define a measurable goal in advance, such as orders at a given cost, and then decide on budget and continuation based on the outcome. Traditional advertising is paid for and hoped for; performance marketing is paid for and checked.
In practice this concerns the paid channels, meaning search engines, social networks, marketplaces and comparison sites, plus the metrics you steer those channels with. What matters is not the individual channel but whether you can separate the cost per order, the share of new customers and the contribution to revenue.
What conversion optimisation means
Conversion optimisation is work on the steps that turn visitors into customers. It does not change the traffic, it changes the ratio of visitors to purchases. The starting points are category pages, product pages, cart, checkout, and also load times and how everything looks on a phone.
The lever is often bigger than it appears. A shop with 100,000 visitors a month and a purchase rate of one percent makes 1,000 sales. Raise the rate to 1.3 percent and it makes 1,300 orders, without spending a single euro more on advertising. That is why this level puts conversion before buying extra reach.
Which metrics matter in e-commerce
Metrics are only useful when they trigger a decision. The following figures are enough to steer a mid-sized shop. Anything beyond that gets measured but rarely used.
| Metric | What it answers |
|---|---|
| Revenue | How much was sold, without saying whether it pays off |
| Conversion rate | How many visitors buy |
| Average order value | How much a single order brings in |
| Cost per order and contribution margin after ad spend | Whether a channel earns money or costs money |
| Share of returning customers | Whether revenue is stable or every order must be bought again |
| Customer lifetime value | What one customer brings in across the whole relationship |
| Return rate | How much of the revenue comes back |
| Checkout drop-off | Where willing buyers get lost |
What the seminars cover
The level combines three perspectives on the same subject. Performance Marketing Mastery covers channels, budgets and bidding. Conversion Fundamentals and Data & Analytics Pro deal with the stretch between click and order and with the question of which numbers you can trust. CRM, Retention & Customer Lifetime Value looks at the customer relationship after the first purchase, AI in E-Commerce Masterclass at the tools that now speed that work up.
Who this level is for
- Shop owners and marketing managers who want to know which channel pays off
- Teams that no longer know which number to trust as ad budgets grow
- Anyone who suspects conversion problems but cannot prove them
- People running ad accounts who have to justify their decisions
- Companies that want to turn a first purchase into a customer relationship
How a seminar runs
Two days on site or live online, plus a self-learning track. We work with numbers and screenshots from your own accounts, as far as participants bring them. Anyone without their own data works on sample cases we provide in the seminar.
Every participant receives the AEI certificate of attendance naming the course, the level and the date. It can be looked up through a verification link. The cancellation rules are the same as in every seminar: free up to 28 calendar days before the start, then in stages. The details are in the terms and conditions.
Where to start and where to go next
If you do not know the fundamentals yet, start with E-Commerce Masterclass: Fundamentals. If you have to steer the business as a whole rather than individual channels, continue with Strategy & Leadership.
For several people from one company, in-house training fits better, because we work on your own accounts and pages. Questions about funding routes are answered on the funding page.
Frequently asked questions
Performance marketing describes a way of working: advertising with a measurable result, steered by metrics. Growth marketing is broader and also covers everything that drives growth without ad spend, meaning conversion, pricing, range, retention and repeat purchases. The seminars in this level cover both perspectives.
Conversion optimisation is work on the steps that turn visitors into buyers, from the category page through the product page and cart to the checkout. It does not change how many visitors arrive, it changes the ratio of visitors to orders. The effect is often larger than an extra ad campaign, because it makes better use of the traffic you already have.
For a mid-sized shop, revenue, conversion rate, average order value, cost per order, contribution margin after ad spend, share of returning customers, customer lifetime value, return rate and checkout drop-off are enough. What matters is not the number of figures but that each one has a decision attached to it.
Helpful, but not required. Anyone who can bring their own numbers works more concretely. If they are missing, we work on sample cases from the seminar. You never have to hand over credentials or customer and revenue data in advance.
Tests only produce reliable results above a certain amount of traffic and orders. With small numbers it makes more sense to remove obvious obstacles in the checkout first. Part of the seminar is therefore about when a test is worth running and when it only costs time.
1,090.00 euro net per seminar, plus 19 percent VAT. That covers two days on site or live online, the self-learning track, the materials, catering on the days on site and the AEI certificate of attendance. Free cancellation is possible up to 28 calendar days before the start.