E-Commerce & Digital Marketing GPeC Winter School

Breakup with your CRO approach: How to drive more conversions with a customer-first CRO strategy that actually works

All the AI tools, best practices and technologies in the world will never help you create high-converting customer journeys if you fail to leverage the one component that matters more than anything else in optimization: Emotion.

During this session, Talia Wolf will show you how to break away from guesswork and run meaningful conversion optimization experiments that not only increase conversions but answer critical business questions, break silos and inform your entire marketing strategy.

In this talk, you’ll learn:

• How to get into your customers’ heads and hearts and uncover why they really buy from you and not your competitors
• The emotional targeting framework Talia and her team use to optimize funnels (with real-life examples and case studies)
• How to know what changes to make to your copy and designs so you can generate more conversions, leads and sales

English Session

Beyond SEO – A Survival Guide in the Age of A.I.

The A.I. revolution and Google’s algorithm updates in recent years have fundamentally reshaped digital marketing practices. Traditional SEO, based on keywords and backlinks, no longer delivers the same results. This course is designed to equip you with the knowledge needed to build a sustainable SEO strategy that aligns with these new realities. You’ll learn how to create relevant content, gain Google’s trust, and truly leverage the advantages of A.I.

This workshop offers a hands-on perspective on the latest SEO techniques, ensuring your business stays competitive for the long term.

What You’ll Learn:

• Contemporary SEO techniques that are effective in today’s Google landscape.
• How to prepare your business for Google’s near-future evolution.
• What it takes to establish your brand as trustworthy in Google’s eyes and benefit from ranking advantages enjoyed by top brands.
• How to create impactful content that turns your blog into a conversion-driving asset rather than just a collection of unread articles.
• Insights into how Google perceives A.I.-generated content and how to maximize this technology without harming your business.
• Advanced SEO and content marketing techniques to earn long-term visibility and credibility in Google’s ecosystem.
• By the end of this course, you’ll have step-by-step instructions and actionable strategies that you can implement immediately to transform your business.

Lunch Break

Data Storytelling with GA4: A Workshop for Business Owners

In the GA4 Workshop, you’ll learn a new approach to qualifying conversion-prone audiences to increase the efficiency of your online marketing campaigns.

We’ll explore the most useful reports in GA4, learn how to customize them, and extract answers to key business questions directly from the Analytics interface.

We’ll also engage in a practical exercise to identify user engagement patterns based on business typology, assign a scoring system for each relevant action, and segment website audiences into three categories: top, middle, and bottom of the funnel.

These insights will then be sent to Google Analytics 4, and you’ll learn how to leverage them in Google Ads, as well as other ad networks like Meta Ads and TikTok Ads.

Break

Practical Guide to Setting the Budget and Online Marketing Plan for 2025 for an E-Commerce Business

In this 90-minute workshop, Raluca will guide you through the key steps to craft your online marketing strategy for 2025, audit your 2024 results, and build a coherent plan and realistic online marketing budget for 2025. You’ll receive clear templates during this workshop, including:

• Practical guide for auditing your 2024 digital marketing results – covering Google Ads, Meta Ads, and TikTok Ads.
• Setting digital marketing performance indicators (KPIs) for 2025 based on the conversion funnel stage and online marketing channel, using historical performance data.
• Calculating your 2025 online marketing budget per channel (Google Ads, Meta Ads, TikTok Ads, SEO, Email Marketing) and estimating expected results for each conversion funnel phase.
• Step-by-step guide to creating a practical monthly online marketing plan.
• 2025 digital marketing trends and an analysis of how they might impact the outcomes of your marketing plan and budget.
• 20+ examples of online marketing campaign types (messages and creatives) to consider in your 2025 marketing plan.

Break

12 Brain Science Secrets that Increase Response

New research by behavioral scientists confirms people don’t “take” decisions. Often, they just act based on hardwired, decision-making shortcuts without even thinking! And while that can sound discouraging, it actually presents a big opportunity for you.

Because if you’re aware of these decision defaults that your customers and prospects use, you can increase your success. When your emails, landing pages, and ads tap into the hardwired behaviors of customers and prospects, engagement and response go up – automatically.

Find out how to apply the latest brain science findings to your marketing messages. See lots of examples from a variety of companies. And discover how you can use the surprisingly powerful Endowment Effect, Availability Bias, Scarcity Principle and more to prompt the behaviors you want.

Key takeaways:

• Discover how people really decide to read emails and ads (It’s not what you’ve been told!)
• Gain 12 proven, science-backed ways to make your marketing messages irresistible
• Take your marketing campaigns to the next level and crush your competition with these easy, effective creative hacks

English Session

Mastering SEO with ChatGPT: A Practical Guide for E-Commerce

Discover how to leverage AI-powered tools like ChatGPT to optimize your product pages and drive more traffic. This hands-on workshop will walk you through the dos and don’ts of using AI for SEO, highlighting real-world examples of success and failure. Learn how to boost visibility without risking penalties and explore actionable steps to enhance your e-commerce SEO strategy using AI effectively.

English Session

Break

Google Ads: How 2024 Looked and What to Expect in 2025?

Lunch Break

Post purchase experience. Going beyond the “Thank You” e-mail.

The post purchase experience for customers is scary. Will it arrive? Will it be the right size? Can I really afford it? As retailers, sending a simple “Thank You” email isn’t enough, and in a time when spending is lower and in an era where returns are high and costly, it’s time to act.

During this workshop, Adam Pearce will:

• Explain the fear stages that customers go through.
• Provide you with examples of how you reduce this fear and give an opportunity to assess how these would work within your business.
• Explain the touchpoints you can create with customers post purchase, and allow you to create your own plan.

English Session

Break

Legislative Updates 2025 and Classic Challenges – Issues, Opportunities, and Solutions for Romanian Online Commerce

We will delve into new legislative aspects that will impact us in 2025 (e.g., the new CAEN codes or the law on e-commerce website accessibility) and unresolved issues from previous years that remain unclear (e.g., DSA, cookies). Let’s not overlook the most common classic challenges in online commerce, such as returns and promotions.

What I’ve Learned in the Last 18 Years That Is ESSENTIAL for Growing an E-Commerce Business

Everyone in e-commerce already knows that the number of visitors is far less important than the number of conversions.

Yet, many companies still apply the “just wing it, go with the flow” method. Meaning: they don’t understand their customers, they don’t analyze their behavior, they don’t identify which brands and products generate the highest long-term profits, they lack what’s called “reverse funnel modeling,” they fail to monitor all the critical KPIs, and they miss out on amplification through their own happy customers.

At the same time, these companies continue to invest heavily in online advertising and complain about how expensive it is.

In this session, I’ll share a proven framework and a series of actionable models that can be implemented immediately to drive e-commerce growth.

Lunch Break

SEO Trends & Non-Trends for 2025

• AI Generated Content
• SGE – AEO – ChatGPT as search engines
• EEAT – New evidence
• Google Shopping Graph – New Visibility for eCommerce
• Technical Updates: How to Prepare Your Website for 2025?
• Structured Data Product Variations
• Core Web Vitals: INP Recap and Learnings 2024
• Site Authority: Brand vs. Link Building

Break

UX, CRO & Marketing Tips for Online Stores

A hands-on analysis of the participating online store websites with practical recommendations for improving user experience to increase conversion rates: from UX to Marketing to CLV.

Closing of GPeC Winter School 2025 & See you again soon!

SEO Trends & Non Trends in E-Commerce 2023

Pseudo trends:

• Artificial Intelligence
• Voice Search
• Mobile Friendly Website

Real Trends:

• Content Helpful content update, core updates
• Domain level signals vs. Link Building, Link spam updates, brands, entities
• EEAT Experience -> content keeps getting more expensive, but also makes the internet a better ecosystem
• Long form content
• Reduced Crawling and Indexing Frequency

Lunch Break

E-Mail Marketing – modul 1

E-Mail Marketing-ul – acceptat în industrie ca fiind canalul de comunicare cu cel mai mare ROI – poate funcționa și pentru tine eficient dacă respecți principiile de bază.

Descoperă aspectele de care trebuie să ții cont în planificarea acțiunilor de e-mail marketing pentru a-ți îndeplinii obiectivele:

• Cum să îți crești bazele de date
• Organizarea și segmentarea bazei de date
• Planificarea și crearea mesajelor pentru comunicările periodice
• Folosirea automatizărilor

Break

E-Mail Marketing – modul 2

• Trenduri în e-mail marketing
• Implementarea noilor standarde tehnice
• Folosirea sistemelor de AI
• Impactul Apple MPP
• Optimizarea e-mail-urilor pentru Dark Mode
• Optimizarea proceselor de customer journey
• Folosirea tehnolgiei AMP

Break

Profit First: How To Thrive During A Recession

Strategies for running a thriving e-commerce business during a recession.

Find out how to protect your store from the latest Apple privacy update, supply chain issues, inflation, and more.

Ezra will show you how to maximize your resources, uncover the advertising strategies that are working in 2023, and let you walk away with his most powerful funnel to date.

English Session