Interpret and apply the behavioural data often examined in analytical tool reports to evaluate and optimize websites and other digital offerings. Explore the concept of personas and how they can be used to illuminate visitor behaviour and help you design strategies for visitor retention. Examine information architecture and navigation, content structure, internal page and link strategy, and the optimization of internal website search engines. This course includes a PDF version of The Big Book of Key Performance Indicators by Eric T. Peterson.
Note: We recommend taking Introduction to Web Analytics (IV201) prior to this course.
Course topics include:
- Visitor activity analysis including visitor departure and path analysis
- Strategies to improve shopping cart abandonment rates
- How web visitors (including search engine crawlers) interact with a website to accomplish goals, including onsite search, search analytics metrics and creating onsite search forms
- identifying components of a website that can be measured and improved
- Using web analytics to optimize search engine rankings and conversion
- Exploring design for evaluation and compensating for limitations in tracking methods and analytic tools
- Understanding technical issues that may affect analysis
- Applying to the Visitor Value Model
Digital Analytics Association Members qualify for a special member rate of $640 CAD. Enter the associated coupon code from the membership section of the Digital Analytics Association website to receive this discount.
This course can be applied to the Certificate in Digital Analytics.
Course Format
This course is 100% online. Our online courses are structured to provide a positive learning environment for participants to engage in and interact with the content and other participants, as well as with the online tutor – an industry professional. Tutors facilitate the learning throughout the course and are available to provide feedback and guidance as you navigate through the content. Courses are delivered online over approximately six weeks and involve an average of six-to-ten hours of study per week.
Prior to 4pm PST on the start date of the course, an email will be sent to all registered participants containing instructions on how to access the online course.