Course 2 Syllabus

Web Analytics for Web Site Optimization


Module 1: Preparing for Visitor Analysis - Personas

This module explains the kind of efforts you should go through before an analysis to better prepare yourself to understand the behavioral data you will be examining in the analytical tool.

Lesson 1: Introduction to Personas
Lecture 1: Are You Designing for Usability or Sales?
Lecture 2: Wireframing Persona Experience
Lecture 3: Map Scent Trails That Lead to Better Conversion
Lesson 2: Advanced Persona Development
Lecture 1: Making Personas Sparkle Like Diamonds
Lecture 2: Empathy, Empathy, Empathy
Lecture 3: Building Persuasive Scenario Dashboards
Lecture 4: Exercise: The Trail of the Perfect Diamond


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Module 2: Understanding Visitor Behaviors

This module deals with understanding how web visitors (including search engine crawlers) interact with a web site to accomplish their goals.

Lesson 1: Fundamental visitor activity analysis
Lecture 1: Visitor arrival analysis.
Lecture 2: Departure Analysis
Lecture 3: Path Analysis
Lecture 4: Case Study: Path Analysis
Lecture 5: Analyzing shopping cart abandonment
Lesson 2: Onsite Search
Lecture 1: Introduction to Onsite Search
Lecture 2: Search Analytics Metrics
Lecture 3: Creating helpful onsite search forms
Lecture 4: Onsite Search Case Study 


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Module 3: Site Architecture Analysis

Identify components of the web site which can be measured and improved.

Lesson 1: Navigation and Site Analysis
Lecture 1:"The ideal web site" for visitors and analytics
Lecture 2: Site Components and Supplemental Navigation
Lecture 3: Preparing for Forms Analysis
Optional Exercise:  Victoria's Secret 
Lesson 2: Content Analysis
Lecture 1: Why group website content? 
Lecture 2: Analyzing content heavy sites
Lecture 3: Intranet Analysis
Lecture 4: Intranet Analysis: Content Case Study and Productivity Examples
Project: Strategy and Planning Brainstorming Session
Lesson 3: Site Technology - What to Watch Out For
Lecture 1: Technical issues you should be aware of
Lecture 2: Site characteristics that complicate analytics
Lecture 3: Analytics with Content Management Systems and Dynamic page generation

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Module 4: Advanced Topics in Site Optimization

Lesson 1: Optimizing for Conversion
Lecture 1: Understanding the Behavior of Visitors from Search
Lecture 2: Exercise: Broken Scent Trails
Lecture 3: Case study: Online Advertising Effectiveness? Tell Me About It! - Part 1
Lecture 4: Case study: Online Advertising Effectiveness? Tell Me About It! - Part 2
Lecture 5: Using Analytics for Search Engine Optimization
Lesson 2: Tracking Visitor Behavior and Value over Time
Lecture 1: The Visitor Value Model
Lecture 2: Measuring Potential Value with LifeCycle Metrics
Lecture 3: Trip Wire Marketing - The Latency Metric
Lecture 4: Using the Latency Metric to Map the Customer LifeCycle
Lecture 5: Recency - Predictive Marketing
Lecture 6: Recency - Visitor Behavior Predicts Visitor Value
Lecture 7: Visitor Momentum and Friction