This training course is designed to help learners develop a solid understanding of the basic concepts and techniques that they will encounter as practitioners in the web analytics field. Topics of major concern that are discussed in Module 1 include a summary of web analytics concepts and important terms, along with the organizations and personnel who use web analytics. The course defines key performance indicators and discusses how they are chosen and implemented. A discussion of segmentation follows, with strategies for how to categorize website visitors. Students will also learn how to plan and assess website business strategies using web analytics. In Module 2, learners will explore reporting and dashboards as they relate to web analytics. Students will gain an understanding of how to plan for and design dashboards and how qualitative research offers deeper business insights. In addition, students will learn how to conduct split and multivariate testing, and implement web analytics best practices.
Completion Time
3.5 hours
Access Time
90 Days
Outcome
Individual Skill Course
Language
English
Training Level
Beginner
Delivery Information:
Description
Learning Outcomes
- Define web analytics
- Define key terms used in web analytics
- Explain how web analytics evolved
- Discuss how different organizations use web analytics
- Identify who uses web analytics in an organization
- Explain the difference between search engine optimization (SEO) and search engine marketing (SEM)
- Describe the difference between metrics and KPIs
- Describe what segmentation is and how it can improve the usability of a website
- Describe what dashboards are and why they are useful
- Identify what should go into a dashboard
- Define the difference between implicit and explicit data
- Explain the use of dynamic content
- Describe landing page optimization best practices
- Articulate the importance of experimentation and testing in web analytics
- Explain the differences between A/B and multivariate testing
- Identify where a visitor is in the buying cycle and purchase funnel
- Define common e-commerce metrics
- Describe how surveys and qualitative information is used in web analytics
- Identify when it is appropriate to include developers and page tagging
Additional Information
This course includes an “Ask the Expert” feature. You can use this feature to submit questions about course content. A subject matter expert will provide guidance or point you to additional resources for the topics you’re studying. Questions are answered as quickly as possible and usually within 24 hours.
Learners must achieve an average test score of at least 70% to meet the minimum successful completion requirement and qualify to receive IACET CEUs.
Requirements
Technology Requirements
Hardware Requirements: This course can be taken on either a PC, Mac, or Chromebook.
Software Requirements: Software must be installed and fully operational before the course begins.
- PC: Windows 8 or later.
- Mac: macOS 10.6 or later.
- Browser: The latest version of Google Chrome or Mozilla Firefox are preferred. Microsoft Edge and Safari are also compatible. Cookies and JavaScript must be enabled
- The latest Adobe Reader/Acrobat Reader ( free download available at https://get.adobe.com/reader/ )
- Any modern Office suite: Microsoft Office, Apple iWork, OpenOffice, or LibreOffice
- Reliable internet connection. Broadband cable or highspeed DSL is recommended for optimal experience.
- E-mail account (to be able to register and to receive e-mail from the course system regarding registration, course status, etc.)
Reviews
"The information was accurate and very helpful. I like that the content was rich in different formats: videos, text, practices scenarios, game shows, etc."
Raymundo G.
"I thoroughly enjoyed learning about web analytics."
Chloe T.
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