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Scale Your Business With Web Analytics & Conversion

The powerful combination of web analytics, usability & conversion rate optimization can increase sales for any website

Created byChristine Maisel

Last updated 8/2023

English

What you'll learn

Understand how to combine web analytics, usability, conversion rate optimization & SEO efforts
Create and review detailed web analytics reports specific to the website and business
Analyze sites usability and make improvements
Identify the best web analytics tool for the website
Create specific goals unique to a website and track each goal successfully
Segment website visitors to identify any potential problems and discover what marketing methods are providing the most customers
Identify and create a sales funnel for site visitors to follow strategically
Set-up specific analytics metrics to provide further opportunities for profitable keywords and conversions
Turn web analytic reports into actionable steps to increase online sales
Understand winning web design principles to design, redesign and tweak websites to make the biggest impact on conversion rates
How to reduce a sites bounce rate
Use testing tools to better understand site visitors and make changes to convert more traffic
Create a focused and strategic SEO & CRO action plan
Identify why site visitors are not converting when web analytics doesn't provide insight into the problem
Optimize specific web page elements to best convert website visitors
Better convert e-commerce site visitors
Use psychology to increase online sales
Test a website for different issues that can lower conversion rates if they go undiscovered
Identify specific web analytics and conversion rate optimization services that can be offered to clients

Course content

14 sections • 87 lectures • 5h 1m total length

Introduction to Instructor and Course Topic1:51
An introduction to the instructor as well as the course topic of web analytics, usability and conversion optimization.
What is web analytics, usability and conversion1:56
Learn what web analytics, usability and conversation rate optimization are about and how they all work together. Together these 3 elements are a crucial part of any online marketing strategy.
Common terminology to be familiar with0:18
Before getting started, let's make sure you're familiar with some of the most common terms you're likely to hear so you know what they mean and what they're used for.

Section Intro: What' We're Going to Cover0:26

In this section of the course we're going to take a close look at web analytics. More specifically, we'll cover how to get started with web analytics, your options for tracking analytics, how to review the common metrics and what to keep an eye on.

Is web analysis worth the trouble?1:02
Find out the difference web analysis can truly make for a business' bottom line. The impact can be huge.
Options for tracking your web analytics5:57
There are many options available for tracking your web analytics. Here we'll cover some of the best options available to you so you can pick the one that best matches your style and business.
Getting started with web analytics (and Google Analytics)7:07
Now you've selected the tool you'll use to track your analytics. Now let's look at your first steps for getting started.
Navigating the basic metrics (in Google Analytics)7:05
With data being pulled in, it's time to get familiar with the basic metrics you'll find in your analytics dashboard.
Reviewing your website analytics1:29
How often should you review your web analytics and what exactly should you be reviewing? Let's have a look.
Web Analytics

How to Take Action While Completing This Course0:28

By the end of this course you should be better tracking your business' goals and using data to make positive changes in the business. Here are your first action steps towards making that happen.

Get Started With Web Analytics

Section Intro: What' We're Going to Cover0:43

In this section of the course, we're going to make sure you understand what your business goals are so you know what to track. Having solid goals gives you a better plan for moving forward and will help you be more successful.

How to create a measurement plan and what to measure4:01
Setting goals sounds easy but it can be a challenge. Here we'll discuss how to create goals and targets specifically for your business.

Using key performance indicators to track your progress9:58

Key performance indicators (or KPIs) is a way to measure your performance so you understand how well your business is performing. Here we'll look at several of the most common KPIs you may use to track your performance.

Tracking your website and business goals7:06
Now that you know what your goals are, it's time to start tracking them. Let's take a look at how to track your goals in your analytics program.

Using visitor segmentation to understand the different types of visitors2:43

Different types of visitors will behave differently on a website. It's important to filter through the different visitors to get the most accurate data to work with. Here we'll look at how to do that.

How to use funnel visualization to see how visitors go through your sales proces4:44

Your analytics tool should be tracking your site visitors through your sale funnel. This will help you identify how many visitors are converting and at what point in the sales process. You'll also be able to see if visitors are experiencing difficulty at a point in the funnel so you can correct it to increase sales.

Specific analytics for e-commerce sites5:41
If you run an e-commerce step there are some extra metrics you'll want to know about and we'll take a look at those here.
Additional metrics to set-up and track2:25
Let's take a look at a few final metrics worth setting up and tracking.
Your business goals & measurement plan
Your action steps1:28
We want to make sure your website goals are actionable so before moving forward, make sure to complete the action steps outlined here so you have a solid measurement plan in place.

Section Intro: What We're Going to Cover0:28

In this section of the course, we're going to discuss how to make your web analytics data actionable. After all, there is no use tracking it unless you're going to use it to impact your business and revenue.

How to set-up and use actionable web analytics reports6:15
Now that you're tracking what is important, it's time to set-up insightful reports you can regularly review so you can make the right changes to your site.
Creating custom web analytic reports to match your business goals7:32
Integrating analytics into your business1:54
It's important to integrate analytics into other aspects of your business so everything you do is centered around analytics.

Common mistakes to be aware of7:25

There's nothing worse than needing certain data but you haven't been tracking it. Let's talk about some of the most common mistakes businesses make when it comes to analytics so you can avoid them.

Making web analytics actionable
Your action steps0:44
It's time to set-up your web analytics and integrate them into your everyday business tasks

Section Intro: What We're Going to Cover0:31

In these next two sections of the course, we're going to focus on your website. Your website is a critical marketing tool and when set-up correctly in can convert a higher number of site visitors resulting in more sales and revenue for the business.

The difference between usability and user experience (UX)2:35
Usability and user experience are not the same but they are both important. Here's how they're different.

Winning principles of website usability9:11

As you monitor your analytics, you'll be able to make changes to your website that can truly make an impact. But if you're still in the design phase or would like to make some initial changes, these are some winning principles that are good to keep in mind.

Winning principles of website usability, continued6:55

What bounce rate tells you about your site's UX & how to improve engagement5:24

Bounce rate is always an important metric to keep an eye on. Here's what it can tell you about your website's user experience. We'll also look at what tactics you can use to minimize your bounce rate and improve your user engagement.

Section Intro: What We're Going to Cover0:39

In this section of the course, we will focus on conversion rate optimization (CRO). That is how many of your site visitors turn into paying customers or otherwise take the action you'd like them to.

What does your conversion funnel look like?6:26

The conversion funnel is your sales funnel. That is how your customers are guided through the online sales process. When you understand your own conversion funnel, you can better guide your site visitors through it and optimize it for high conversions.

Real conversion funnel examples8:48
How to prioritize your SEO & CRO efforts3:46
Learn how to prioritize your SEO & CRO efforts so you know where to start.

What does keyword research have to do with conversion optimization?3:05

Your SEO efforts should begin with the keyword research process and knowing your conversion goals at this point in the process is vital as it helps you to drive the right kind of traffic. Let's see how they relate.

The Importance of Search snippets3:58
Are you losing traffic due to search snippets? This is easy to fix and shouldn't be overlooked or you'll likely be losing out on valuable traffic, leads and sales.

Why search traffic doesn't result in customers4:58

If you're getting search traffic but it's not converting for you, there may be a common reason why not. Here are some quick adjustments you can review and fix if needed to quickly increase your conversion rate.

Conversion Rate Optimization
Setting Up Your Conversion Funnel
Additional Action Steps You Should Be Taking1:22
We've covered a lot about conversion rate optimization. How much do you know?

Section Intro: What We're Going to Cover0:38

In this section, we'll look at specific conversion trends (or starting points) so you can see how certain elements of a webpage can be set-up to convert. As we've discussed, your best strategy is to have a pln of action and this section may help you with further developing your plan.

Web forms That Lead to Conversions8:58

Most websites have some type of form and forms are often very closely tied with conversions as they mark a specific goal being completed. Because of this optimizing web forms can have a huge impact.

Buttons & Call-to-actions That Attract Clicks3:22
Buttons help site visitors identify what it is you'd like them to do. Optimizing the buttons on your site can help guide your visitors and increase your conversion rate.
Page length and why it matters1:57
The importance of your page length plays a big role in terms of conversion. Here's why and what you should consider doing.
Call tracking & offline lead generation3:29
Many businesses operate both online and offline even if all that means is accepting phone calls. These offline leads tie into your online conversions and important to track as well.
Pricing pages designed to convert3:42
Learn how your pricing structure can effect your conversion rates and how to guide site visitors towards making the right choice.
How your website speed could be effecting business5:53
The speed of your website effects not only your conversion but other important factors as well. Here's how to test your website speed and improve it.
To use FAQs or not to use2:25
Should you have a FAQs page on your website?
How to personalize your website to the visitor2:57
Personalizing your site to the visitor can have a positive effect. Here are some ways you can personalize your site.
Using schema to get more clicks from less traffic2:44
What is schema and how can it help you generate more leads and sales without any extra traffic.
Conversion trends
Action steps0:24
Now that you understand conversion trends based on specific webpage elements, it's time to review your site. Let's do that now.

Section Intro: What We're Going to Cover0:32
In this section of the course, we're going to discuss specific conversion issues that are unique to e-commerce sites.
Reviewing the e-commerce process1:29
Let's take a look at some of the common e-commerce webpages that need to be taken into consideration during a conversion review.
Important product page elements that help sell7:03
Product page elements that help conversions and how to improve them.
Important product page elements that help sell - continued4:35
Understanding shopping cart abandonment & checkout pages11:18
Shopping cart abandonment is a huge problem for e-commerce businesses and better optimizing this can make a big difference in sales.
A review of top e-commerce sites1:27
Using real, e-commerce examples is an excellent way to get some ideas on what to do and what works.
e-commerce conversion
Action steps for E-commerce Conversion1:20
If you're running an e-commerce site, here are the steps you should be taking to ensure your product pages and checkout process will convert.

Section Intro: What We're Going to Cover0:33
In this section of the course, we're going to look at different tactics for gaining feedback from your site visitors. This feedback can be the most valuable information you can receive.

Customer, Web & Exit Surveys2:21

It's important to understand who you target audience is and what their problems are so you can provide a solution for them. Your site should represent the solultion to their problem. Here we're going to look at a few tactics you can use to better get to know your customers.

Site walkthroughs, screen resolutions, browsers & devices3:50
Some easy to fix technical issues can result in low conversion if not addressed. Luckily these are easy to both identify and resolve.
How to use live chat to improve conversions4:56
Here we'll discuss the benefits of using live chat to increase conversion and how you can further benefit from live chat especially if you are already using it.
User testing to get inside the mind of the site visitors2:36
User testing allows you to get into the mind of the website user and is crucial to having a high conversion rate.
What you can learn about conversion from your site's search box5:13
How visitors use your site search box can tell you a lot.
Gray scale webpage testing1:12
Viewing your website in gray scale can tell you a lot about your design.
Getting feedback from your site visitors
Action steps1:35
Here are the steps you should take now to further research your site's conversion.

Requirements

A basic understanding of how to create a website may be helpful
A basic understanding of web analytics may be helpful but is NOT required
A desire to learn, to take action and to ask for help when needed

Description

Web Analytics, usability and conversion rate optimization are a powerful combination for transforming a business' reach and revenue. This is how business' of all sizes scale their online sales and greatly increase their revenue even without finding new website traffic.

This is your step-by-step actionable guide to creating unique goals for a business that you can track, test and improve.

This course is meant for you to take action and begin tracking your own business goals using Google Analytics (as well as other tools we'll look at) and improving your website based on your findings. Specifically we cover:

How to combine web analytics, usability, conversion rate optimization & SEO efforts
How to create and review detailed web analytics reports specific to the website and business
Identify the best web analytics tool for the website (we'll use Google Analytics as an example)
Use winning principles to design a successful website
Strategically identify and create a sales funnel for site visitors to follow
How to reduce a site's bounce rate
How to use psychology to improve your conversions and persuade visitors to take the action you want them to
How to test a website to make more money from the site's existing traffic
and so much more it's impossible to list it all here

If you'd like to provide web analytics, web design or conversion rate optimization services - this course is a must. We'll cover:

The web analytics and conversion optimization services you can offer to clients
How to manage your clients to keep them happy
The workflow process you can follow
How to price your services

It's all here! I'm also very active inside the course and I encourage you to ask questions and participate as you go through the course. I am happy to help you as you learn to implement your own strategy and see your conversions increase.

If you're ready to improve your online business or help others improve theirs, this is a course that will help you do exactly that. You will have a much different outlook on how you approach creating a site and making strategic changes to improve it.

Let's start scaling your business. Join me now.

Who this course is for:

Anyone with the desire to increase online business revenue with their already existing traffic
Anyone interested in better optimizing their website for visitors
Web designers who would like to design websites that will make a bigger impact on a business' revenue
Web designers & SEOs who would like to provide web analytics and / or conversion rate optimization services to clients
Anyone interested in providing web analytics, SEO & conversion rate optimization services to clients

Scale Your Business With Web Analytics & Conversion

What you'll learn

Explore related topics

Course content

Intro to Web Analytics, Usability Conversion3 lectures • 4min

Web Analytics7 lectures • 24min

Creating Your Website Goals & Measurement Plan9 lectures • 39min

Making Web Analytics Actionable6 lectures • 24min

Usability & User Experience5 lectures • 25min

Usability Review: Testing Your Website For User Experience2 lectures • 4min

Conversion Rate Optimization8 lectures • 33min

Conversion Trends: Understanding Specific Webpage Elements11 lectures • 36min

E-commerce Conversion7 lectures • 28min

Conversion Research: Getting Feedback From Site Visitors8 lectures • 22min

Requirements

Description

Who this course is for: