Home > Award of Achievement in Web Analytics - Program Format and Curriculum - Web Analytics for Site Optimization

Course Details: Web Analytics for Site Optimization

Course Description:

Successful web sites require continuous reviewing and maximizing conversion rates for defined success actions to improve the user experience and increase web site traffic.  This course focuses on optimizing the visitor experience at the web site.  Site optimization topics include information architecture and navigation, content structure, internal page and link strategy, and the optimization of internal web site search engines.  This course uses best practice methods and case studies to show you how to define, track, evaluate, and optimize your web site to improve visitor conversion goals, providing examples of how to create simple tests to define and evaluate the value of web site changes.

Recommended Prerequisite: Introduction to Web Analytics

Course Topics include:

• Understand the behavioral data often examined in the analytical tool reports
• Introduction to personas
• Understand the concepts of Character Diamonds and Masks, and how these concepts are used to improve on basic persona design
• Fundamental visitor activity analysis including visitor, departure and path analysis
• Determine the strategies to improving shopping cart abandonment rates
• Understand how web visitors (including search engine crawlers) interact with a website to accomplish their goals including onsite search, search analytics metrics and creating onsite search forms
• Identify components of a website which can be measured and improved
• Understand the behavior of visitors from search
• Understand how to use web analytics for optimizing search engine rankings and conversion
• Explore design for evaluation, compensating for limitations in tracking methods and analytic tools
• Understand technical issues that may affect analysis
• Understand the concept and metrics of Recency and apply these concepts to the Visitor Value Model

 

"I found the course [Web Analytics for Site Optimization] to be well-designed and the content applicable, informative, and well-written. The concepts flow fairly seamlessly and do a good job of painting the bigger analytics picture.”

- Jaimie Scott,
student of the Web Analytics for Site Optimization course
Developer Evangelism & Programs - Web Analyst Intel Corporation

Core Instructional Team

Online Tutors

UBC's online tutors are business professionals experienced in online adult education. They are charged with the online instruction and guidance of students on a one-to-one and group basis. The online tutors guide and grade through continuous email communication as well as online discussions, assignments and projects to make sure that you get the most out of your learning experience.

Alex Langshur, PublicInsite Inc.

Dan Linton, dan-linton.com

James Ollunga, McCann World Group

Jeff Young, Jeff Young Consulting

Ned Kumar, Ned Kumar Consulting

Stephane Hamel, Immeria

Instructor

The Instructor guides the design of the curriculum and is one of the main authors of the online content.

Jim Novo, Drilling Down Project

Associate Instructors

Associate Instructors are subject matter experts who contribute to the curriculum in their area of expertise.

Jim Sterne, Target Marketing of Santa Barbara

Steven Liversedge, ICEtracks.com

Vicky Brock, Highland Business Research

Bryan Eisenberg, Future Now

Jeff Weidner, Illinois State University

Andrea Wiggins, Enlighten

Brian Hashemi, Crutchfield Corporation