Scale Your Business With Web Analytics & Conversion Strategy
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Scale Your Business With Web Analytics & Conversion Strategy

The powerful combination of web analytics, usability & conversion rate optimization can increase sales for any website
Best Seller
4.5 (68 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.
1,210 students enrolled
Created by Christine Maisel
Last updated 5/2017
English [Auto-generated]
Current price: $15 Original price: $200 Discount: 92% off
30-Day Money-Back Guarantee
  • 5 hours on-demand video
  • 13 Articles
  • 4 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Assignments
  • Certificate of Completion
What Will I 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
View Curriculum
  • 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

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 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
Curriculum For This Course
87 Lectures
Intro to Web Analytics, Usability Conversion
3 Lectures 04:06
An introduction to the instructor as well as the course topic of web analytics, usability and conversion optimization. 
Preview 01:51

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.
Preview 01:56

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.
Common terminology to be familiar with
Web Analytics
7 Lectures 23:34
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.
Preview 00:26

Find out the difference web analysis can truly make for a business' bottom line. The impact can be huge.
Preview 01:02

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.
Options for tracking your web analytics

Now you've selected the tool you'll use to track your analytics. Now let's look at your first steps for getting started.
Getting started with web analytics (and Google Analytics)

With data being pulled in, it's time to get familiar with the basic metrics you'll find in your analytics dashboard.
Navigating the basic metrics (in Google Analytics)

How often should you review your web analytics and what exactly should you be reviewing? Let's have a look.
Reviewing your website analytics

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.
Web Analytics
4 questions

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.
How to Take Action While Completing This Course

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.
Get Started With Web Analytics
2 questions
Creating Your Website Goals & Measurement Plan
9 Lectures 38:52
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.
Preview 00:43

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

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.
Using key performance indicators to track your progress

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.
Tracking your website and business goals

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.
Using visitor segmentation to understand the different types of visitors

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.
How to use funnel visualization to see how visitors go through your sales proces

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.
Specific analytics for e-commerce sites

Let's take a look at a few final metrics worth setting up and tracking.
Additional metrics to set-up and track

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

Your business goals & measurement plan
5 questions

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.
Your action steps
Making Web Analytics Actionable
6 Lectures 24:20
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.
Preview 00:28

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.
How to set-up and use actionable web analytics reports

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.
Integrating analytics into your business

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.
Common mistakes to be aware of

 Let's test your knowledge of web analytics reports

Making web analytics actionable
4 questions

It's time to set-up your web analytics and integrate them into your everyday business tasks
Your action steps
Usability & User Experience
5 Lectures 24:36
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.
Preview 00:31

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

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

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.
What bounce rate tells you about your site's UX & how to improve engagement
Usability Review: Testing Your Website For User Experience
2 Lectures 04:28
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.
Tools for usability testing

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

Website usability
4 questions

It's time to make sure your website is designed with the end user in mind. 
Your action steps
Conversion Rate Optimization
8 Lectures 33:07
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.
Preview 00:39

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.
What does your conversion funnel look like?

Real conversion funnel examples

Learn how to prioritize your SEO & CRO efforts so you know where to start.
How to prioritize your SEO & CRO efforts

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.
What does keyword research have to do with conversion optimization?

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.
The Importance of Search snippets

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.
Why search traffic doesn't result in customers

Test you knowledge of conversion rate optimization

Conversion Rate Optimization
4 questions

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.
Setting Up Your Conversion Funnel
3 questions

We've covered a lot about conversion rate optimization. How much do you know?
Additional Action Steps You Should Be Taking
Conversion Trends: Understanding Specific Webpage Elements
11 Lectures 36:30
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.
Preview 00:38

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.
Web forms That Lead to Conversions

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.
Buttons & Call-to-actions That Attract Clicks

The importance of your page length plays a big role in terms of conversion. Here's why and what you should consider doing.
Page length and why it matters

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.
Call tracking & offline lead generation

Learn how your pricing structure can effect your conversion rates and how to guide site visitors towards making the right choice.
Pricing pages designed to convert

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.
How your website speed could be effecting business

Should you have a FAQs page on your website?
To use FAQs or not to use

Personalizing your site to the visitor can have a positive effect. Here are some ways you can personalize your site.
How to personalize your website to the visitor

What is schema and how can it help you generate more leads and sales without any extra traffic.
Using schema to get more clicks from less traffic

Let's test your understanding of common conversion trends.
Conversion trends
6 questions

Now that you understand conversion trends based on specific webpage elements, it's time to review your site. Let's do that now.
Action steps
E-commerce Conversion
7 Lectures 27:46
In this section of the course, we're going to discuss specific conversion issues that are unique to e-commerce sites. 
Preview 00:32

Let's take a look at some of the common e-commerce webpages that need to be taken into consideration during a conversion review.
Reviewing the e-commerce process

Product page elements that help conversions and how to improve them.
Important product page elements that help sell

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.
Understanding shopping cart abandonment & checkout pages

Using real, e-commerce examples is an excellent way to get some ideas on what to do and what works.
A review of top e-commerce sites

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

e-commerce conversion
5 questions

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.
Action steps for E-commerce Conversion
Conversion Research: Getting Feedback From Site Visitors
8 Lectures 22:27
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.
Preview 00:33

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.
Customer, Web & Exit Surveys

Some easy to fix technical issues can result in low conversion if not addressed. Luckily these are easy to both identify and resolve. 
Site walkthroughs, screen resolutions, browsers & devices

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.
How to use live chat to improve conversions

User testing allows you to get into the mind of the website user and is crucial to having a high conversion rate. 
User testing to get inside the mind of the site visitors

How visitors use your site search box can tell you a lot. 
What you can learn about conversion from your site's search box

Viewing your website in gray scale can tell you a lot about your design.
Gray scale webpage testing

Test your understanding of conversion research.
Getting feedback from your site visitors
4 questions

Here are the steps you should take now to further research your site's conversion.
Action steps
4 More Sections
About the Instructor
Christine Maisel
4.5 Average rating
6,110 Reviews
76,979 Students
14 Courses
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.