Course Overview

Throughout the programme, participants will be introduced to responsible, practical uses of AI to support analysis, planning and decision-making, with a strong emphasis on human oversight and business relevance.

Course Content

Throughout the programme, participants will be introduced to responsible, practical uses of AI to support analysis, planning and decision-making, with a strong emphasis on human oversight and business relevance.

Session 1: Website Audit, Customer Experience & Conversion (with AI-supported insights)

Focus: Helping participants critically assess their website performance and customer journey, using a combination of human evaluation frameworks and AI-supported analysis tools to identify priority improvements.

Key Topics:

• Structured website audit framework for SMEs.
• Understanding customer intent and behaviour across key pages.
• User experience (UX) principles that influence trust and conversion.
• Mobile performance, accessibility and page speed fundamentals.

Using AI-supported tools to:

• Identify usability issues.
• Analyse page content clarity.
• Benchmark against competitor sites.
• Conversion optimisation basics: calls to action, forms and checkout flows.

Session 2: Digital Marketing, Traffic Growth & AI-supported Content Planning

Focus: Enabling participants to attract qualified traffic to their eCommerce sites through focused channel selection, realistic campaign planning and responsible use of AI to support content and campaign efficiency.

Key Topics:

• Understanding where eCommerce traffic should come from (and where it shouldn’t).
• SEO fundamentals for product and category pages.
• Paid search and paid social: when it makes sense for SMEs.
• Email marketing as a driver of repeat business and lifetime value.

Content strategy for eCommerce:

• Product content.
• Category content.
• Seasonal and promotional campaigns.

Using AI responsibly to:

• Support content ideation and planning.
• Improve messaging clarity.
• Speed up content drafting (with human review).

Practical Activities:

• Channel prioritisation exercise for each business.
• Campaign planning template walkthrough.
• Examples of AI-assisted content workflows suitable for SMEs.

Session 3: Measurement, Optimisation & AI-informed Decision-Making

Focus: Helping participants understand what to measure, how to interpret performance data, and how to use AI-supported insights to make better, faster marketing and eCommerce decisions.

Key Topics:

• Key eCommerce metrics that matter for SMEs.
• Understanding traffic, behaviour and conversion data.
• Introduction to Google Analytics (GA4) reporting concepts.
• Using dashboards and reports to avoid “data overload”.

AI-supported analysis for:

• Identifying trends and anomalies
• Summarising performance data
• Prioritising optimisation actions

Testing, optimisation and continuous improvement planning.

Please note:

By booking this course you agree to share your booking details with the trainer.

Meet our Trainer

Content Plan is an Irish digital strategy, marketing and training consultancy specialising in eCommerce growth, digital capability building and SME mentoring. They design and deliver practical, outcomes-focused programmes for Local Enterprise Offices, Skillnet Ireland, public bodies and SME networks nationwide. Their work focuses on enabling business owners and managers to:

• Increase online visibility and traffic
• Improve website performance and customer experience
• Convert digital activity into measurable commercial results
• Build sustainable digital capability within their businesses

Their trainers have extensive experience delivering multi-session training programmes combined with structured one-to-one mentoring, tailored specifically to the needs and constraints of Irish SMEs.