City Road
London, England EC1V 2TT

This practical course will help you identify specific improvements to your website to deliver better results from your digital marketing.

All companies routinely use web analytics systems to report online performance. But research by Econsultancy has shown that few are taking full advantage of their tools' capabilities to drive business results.

This course focuses on applying Google Analytics, the most widely deployed tool, through advanced configuration and customization of reports. If you are using another tool, the best practice recommendations on page design improvements will be relevant.

Workshop format
The workshop has an interactive, small-group format designed to enable sharing of tips and techniques plus expert review and recommendations of your sites by course tutor, Dave Chaffey. Sites reviewed as examples of best practice will include a range of consumer and business lead generation and transactional sales sites including retail, travel, financial services, publishing and business-to-business. Attendees own sites submitted before the workshop will also be reviewed by Dave with recommendations on improvements to consider.

The core part of the course gives recommendations on best practice to improve customer journeys and conversion paths across common page types. These include the home page, product category and detail pages, search pages and, of course, landing pages.

Added by E-consultancy on September 2, 2009

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