About this course

Course code TP43
Duration 1 Day

Research by Econsultancy has shown that over 70% of companies now use Google Analytics systems to report online performance. However, frequently the tool hasn't been configured to tailor reports to make full use of its capabilities and drive business results.

This practical small group workshop will help you get the most out of Google Analytics to improve your tracking, website and marketing campaign efficiency. Your own site will also be reviewed by an industry expert, who will suggest recommendations on 'quick win' improvements for you to consider.

Prerequisites

Who Should Attend?

This course is ideal for anyone responsible for increasing online leads and sales from a website. The analysis techniques and best practice approaches discussed will help all types of site owners from online sales and marketing managers, customer acquisition managers, content owners or editors and specialists in usability, design and analytics.

Please note that this is an advanced course and it is recommended that you should be familiar with the basic principles of effective digital campaigns, usability and web analytics.

Delegates will learn how to

  • Configure Google Analytics to best report and improve performance of your campaigns and website
  • Audit your site using web analytics reports and expert review techniques to identify 'quick win' conversion improvements across key page types including the home page, category and product pages
  • Define improvements to different page elements for key conversion page types including landing pages, search results pages and, if applicable, faceted navigation, shopping basket and checkout pages
  • Refine your messaging hierarchy and use persuasive copywriting techniques to maximize conversion for response pages
  • Ensure improvements to page template elements such as site navigation, headings, copy, videos and images are consistent with SEO Best Practice to attract visitors from Google's natural listings
  • Improve integration of your site with different online and offline campaign referrers
  • Create a structured testing plan for a site to improve results through AB and multivariate testing

Outline

  • How best to engage first time and repeat visitors to reduce bounce rate
  • What to watch for when performing clickstream analysis such as forward and reverse path analysis
  • Recommendations on the best advanced and custom reports to use to segment visitors by traffic source to understand their behaviour
  • Integrating Web 2.0 approaches such as personalization, reviews, ratings, social bookmarking, video and other widgets into your site
  • How to maximize landing page, basket and checkout conversion rates
  • How to plan and manage AB and multivariate testing of pages using tools such as Google Website Optimizer

1 Day

Duration

This is a QA approved partner course

Delivery Method

Delivery method

Classroom

Face-to-face learning in the comfort of our quality nationwide centres, with free refreshments and Wi-Fi.

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