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Optimising the customer funnel

In this one-hour webinar, presented by Matthew Walsh, Director of Data and Retail at IMRG, you will learn the market benchmarks and tips for improving your conversion rates for shoppers using smartphones and desktop devices.

IMRG are the UK eCommerce association and were founded in 2000. They provide market data and insights to retailers selling online. They are best known for their Market Benchmarking, which comes from a panel of 150 retailers who share with them their website sales figures each week.

IMRG also produce a wide variety of best practice and optimisation guides to help retailers improve their websites. All of the recommendations are based on the activities and behaviours of the top retailers in the UK who have shared their performance data with IMRG.

In this session, you will learn:

  • What a good/average/bad sales conversion looks like
  • The features employed by the best converting websites
  • How delivery influences checkout conversion
  • Which functionalities to put on your product pages

There will also be a live Q+A session with Matthew, hosted by the Digital Culture Network team.

Attendees will get extra value if they are able to pull out their own customer funnel figures before the session so they can compare against the market as the presentation progresses.

What level is it?

Intermediate to Advanced – This session is for organisations who have pre-existing online sales data, who are looking to improve their current sales conversion on site and understand customer drop off.

What type of webinar is it?

Instructional format with presentation slides. You will be able to ask questions using the Q+A function and engage with the presenters using the chat. This session will be hosted as a Zoom Webinar.

Can I book a place?

This webinar is presented as part of a funded programme for arts and cultural organisations. Free places are available for anyone who works with or for a publicly funded arts and cultural organisation and for those currently in receipt of or usually eligible for Arts Council funding.

This webinar will be live captioned, but we would be very pleased to book a BSL interpreter upon request. Please get in touch or request the booking at registration. We ask you give a minimum of 10 days’ notice where possible.

Can I ask questions?

Yes and we actively encourage it to shape the content. You can ask in advance on Twitter using the hashtag #DigitalCultureNetwork or message @ace_dcn. Alternatively, you can add your questions as part of the sign-up process.

You can also ask questions on the day using the live stream chat facility.

Can I receive 1-2-1 support?

The Digital Culture Network is part of a funded programme for arts and cultural organisations. We have a team of nine Tech Champions across the country, who can provide free 1-2-1 support in a range of areas including digital strategy development, websites, social media, data analytics, digital content creation, SEO and paid marketing, CRM, box office and ticketing systems and email marketing. This support is available for those currently funded by, or usually eligible for, Arts Council England funding. You can indicate whether you would like to be contacted by a Tech Champion as part of the sign-up process.

Please get in touch if you have any questions about your eligibility.

Date not convenient or you didn’t get a ticket?

Don’t worry! We regularly add new webinars to our event schedule. Sign up to our newsletter below to be the first to hear when we announce new events and head to our Knowledge Hub to watch recordings of previous webinars.


Please email us on for more information about the Digital Culture Network. To request free 1-2-1 support from a Tech Champion visit our Ask a Tech Champion page or find us on Twitter @ace_dcn.


When you register for an event, please refer to Arts Council England’s privacy notice to see how we use your personal data. Please note that in line with this policy, we may share your basic data (name, job title and organisation) with other participants and event partners. We will only share your contact details with partners should you opt-in to do so during the registration process.

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