Scale Your Business With Web Analytics & Conversion Strategy

The powerful combination of web analytics, usability & conversion rate optimization can increase sales for any website
4.7 (16 ratings)
Instead of using a simple lifetime average, Udemy calculates a
course's star rating by considering a number of different factors
such as the number of ratings, the age of ratings, and the
likelihood of fraudulent ratings.
486 students enrolled
92% off
Take This Course
  • Lectures 87
  • Length 5 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
Wishlisted Wishlist

How taking a course works


Find online courses made by experts from around the world.


Take your courses with you and learn anywhere, anytime.


Learn and practice real-world skills and achieve your goals.

About This Course

Published 11/2016 English

Course 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.

What are the 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

What am I going to get from this course?

  • 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

Who is the target audience?

  • 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

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Intro to Web Analytics, Usability Conversion
An introduction to the instructor as well as the course topic of web analytics, usability and conversion optimization. 
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.
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 2: Web Analytics
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.
Find out the difference web analysis can truly make for a business' bottom line. The impact can be huge.
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.
Now you've selected the tool you'll use to track your analytics. Now let's look at your first steps for getting started.
With data being pulled in, it's time to get familiar with the basic metrics you'll find in your analytics dashboard.
How often should you review your web analytics and what exactly should you be reviewing? Let's have a look.
4 questions

How familiar are you with web analytics and it's impact on your business? Let's find out.

How familiar are you with web analytics and it's impact on your business? Let's find out.
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.
We just covered your options for web analytics programs, how to set up your account and understand the basic metrics. Now it's time to make sure you are using the right analytics tool and have it set up so you can begin tracking your business goals.
Section 3: Creating Your Website Goals & Measurement Plan
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.
Setting goals sounds easy but it can be a challenge. Here we'll discuss how to create goals and targets specifically for your business.
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.
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.
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.
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.
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.
Let's take a look at a few final metrics worth setting up and tracking.
5 questions

est your knowledge of website goals and tracking. If you get stuck, don't hesitate to ask a question inside the course.

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 4: Making Web Analytics Actionable
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.
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 goals
It's important to integrate analytics into other aspects of your business so everything you do is centered around analytics.
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.
4 questions

 Let's test your knowledge of web analytics reports

It's time to set-up your web analytics and integrate them into your everyday business tasks
Section 5: Usability & User Experience
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.
Usability and user experience are not the same but they are both important. Here's how they're different.
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, continued
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 6: Usability Review: Testing Your Website For User Experience
There are many tools available to help with testing the usability of your website. Here we'll look at several that are worth considering depending on your goals and budget.
4 questions

Let's test your understanding of website usability & usability testing

It's time to make sure your website is designed with the end user in mind. 
Section 7: Conversion Rate Optimization
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.
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 examples
Learn how to prioritize your SEO & CRO efforts so you know where to start.
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.
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.
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.
4 questions

Test you knowledge of conversion rate optimization

Now that you understand the importance of creating a conversion (sales) funnel for your website, it's time to make sure you create one. Here you'll identify what your conversion funnel is and start tracking it in your web analytics program.
We've covered a lot about conversion rate optimization. How much do you know?
Section 8: Conversion Trends: Understanding Specific Webpage Elements
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.
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 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.
The importance of your page length plays a big role in terms of conversion. Here's why and what you should consider doing.
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.
Learn how your pricing structure can effect your conversion rates and how to guide site visitors towards making the right choice.
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.
Should you have a FAQs page on your website?
Personalizing your site to the visitor can have a positive effect. Here are some ways you can personalize your site.
What is schema and how can it help you generate more leads and sales without any extra traffic.
6 questions
Let's test your understanding of common conversion trends.
Now that you understand conversion trends based on specific webpage elements, it's time to review your site. Let's do that now.
Section 9: E-commerce Conversion
In this section of the course, we're going to discuss specific conversion issues that are unique to e-commerce sites. 
Let's take a look at some of the common e-commerce webpages that need to be taken into consideration during a conversion review.
Product page elements that help conversions and how to improve them.
Important product page elements that help sell - continued
Shopping cart abandonment is a huge problem for e-commerce businesses and better optimizing this can make a big difference in sales.
Using real, e-commerce examples is an excellent way to get some ideas on what to do and what works.
5 questions

Let's test your knowledge of e-commerce conversion.

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 10: Conversion Research: Getting Feedback From Site Visitors
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.
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.
Some easy to fix technical issues can result in low conversion if not addressed. Luckily these are easy to both identify and resolve. 
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 allows you to get into the mind of the website user and is crucial to having a high conversion rate. 
How visitors use your site search box can tell you a lot. 
Viewing your website in gray scale can tell you a lot about your design.
4 questions
Test your understanding of conversion research.
Here are the steps you should take now to further research your site's conversion.
Section 11: Conversion Testing & Evaluation
In this section of the course, we're going to discuss conversion testing. There are many tools available to you that will help you better test and optimize your conversion and here you'll have a better understanding of what those tools are.
Learn how to calculate your conversion rate and what makes a good conversion rate.
Your conversion rate is up and your thrilled but then for some unforeseen reason, your numbers begin to drop. Here are some things to consider. There are some marketing factors that can make a difference in your conversion rate that you can't specifically test for so these are worth considering depending on the type of business or industry you are in.
If any portion of your business operates offline (phone calls, store front, etc.), then you need to include your offline functions in your testing.
There are different types of conversion tests you can use and we'll look at those options here.
3 questions
Understanding how to test your conversion is the only way to continually improve it. Let's test how well you understand the topic.
Testing is a crucial part of the optimization process, if not the most important. How well do you know how to run conversion tests?
Section 12: Psychology, Usability & Conversion
Psychology and a site's conversion rate are closely related. When you take the time to understand how people think and how they view and use a website, it is a goldmine of information.

Let's take a look at how people view websites. When you understand how visitors see a website, it will better help you design a website to convert and better structure your conversion tests as we'll look at further into the course.

There are many ways to persuade site visitors to take an action you'd like them to. 
The Fogg Behavior Model explains what drives behavior. When we take the time to understand behavior we can design our sites to bring out the behavior we want. 
3 questions

Let's test your knowledge of how understanding psychology impacts conversion.

Students Who Viewed This Course Also Viewed

  • Loading
  • Loading
  • Loading

Instructor Biography

Christine Maisel, Helping Web Design & SEO Startups

Christine is the founder of the Portable Entrepreneur where she directly helps web design and SEO startups through education, coaching and services. 

Christine has been a web designer for nearly 15 years - 10 of which she has been self-employed. Her work has taken her from working for some start-up dot com companies in the early 2000's to working as a contractor for the Office of the Under Secretary of Defense to her own home office.

In her time, she has built 100's of websites and blogs primarily on WordPress and Joomla. Christine has also provided training to individuals and businesses to help them manage their websites on their own with no knowledge of web coding.

Ready to start learning?
Take This Course