Ecommerce: Improving the User Journey

Digital Masterclass led by Lycia Lobo, Commercial Director at English Heritage, an organisation that welcomes around 1 million visitors to their online shop annually. 

This one-day digital Masterclass is for organisations across the culture and heritage sector who have established ecommerce platforms and wish to improve and develop them further.
Across the session you will learn how to make small changes to the user experience, which will deliver overall growth and improvements. We will look at real life examples and work with colleagues to come up with solutions as part of the workshop.

Who is it for?

Managers and those responsible for retail ecommerce platforms.

What will I learn?

  • How to map out your ecommerce customer journey
  • How to plan, prioritise and improve your online User Experience (UX)
  • How to maximise your KPIs – Footfall, Conversion & AoV
  • How to reduce your abandonment rate

This Masterclass will be delivered over one day and will be a mix of discussion, breakout and feedback sessions to encourage networking and sharing of results.

Full programme to follow.


Lycia joined English Heritage as Commercial Director in 2019 and oversees the Charity’s commercial strategy and operations. She formally worked for the Ashmolean, V&A and various high street retailers, including H Samuel, Thorntons and Waterstones. Lycia is on the Board of Trustees for the Charles Dickens Museum, and chairs the ACE South East Region for Talking Shop. She has led on a number of ecommerce growth projects including – strategy, brand, single basket integration and re-platforming.


Full Member: £99
Associate Member: £125
Partner/NPO: £150
Non-Member: £175

All prices exclusive of VAT at 20%

View our Cancellation Policy here. Please note we reserve the right to refuse bookings where admission may compromise trainers.


3 March 2021 10:00 through 15:50
United Kingdom
Event Fee(s)
Ticket Type
Full Member £ 118.80
Associate Member £ 150.00
Partner/NPO £ 180.00
Standard £ 210.00

Help spread the word

Please help us and let your friends, colleagues and followers know about our page: Ecommerce: Improving the User Journey

You can also share the below link in an email or on your website.

Have a Cookie

This website uses cookies to help improve your user experience.