NEW: How to Build an Amazing Digital Brand Workshop & Guide

Web Analytics & Testing

You can't improve what you don't measure. Learn the ins and outs of web analytics, including conversion optimization and A/B testing.

OMI web analytics and data classes drive deep insight into building key performance indicators (KPIs), analytics dashboards, predictive analytics, conversion tracking and all the landing page optimization and conversion tactics available. These courses offer a great way to get up to speed on the latest big data and analytics tools, platforms and technology used to excel in today’s fast-paced digital world.

Featured Classes

Essential Classes

Strategy Classes

"How To" Classes

 

All Web Analytics & Testing Classes

Sort by
  • Web Analytics & Testing
    Examine and test two different versions of 10 different web pages. Which test wins? You’ll be surprised, not only by which test wins, but also by how much you learn from the experience.
    38 min  •  Basic  •  Strategy & Planning
    3
  • Web Analytics & Testing
    In this class, learn how to go beyond traditional analytics with "attitudinal analytics": a forward-thinking, scientifically-based approach to measuring and analyzing customer satisfaction. This innovative process and patented technology will change how you think about measurement, analytics, your current practices, and possibly your entire business.
    54 min  •  Advanced  •  Optimization
    4
  • Web Analytics & Testing
    In today's digital world we are awash with data, but do you understand how much you have, what you can source, how to make it actionable and who else is making a profit from it? CMOs have come to realize that data is critical but are rarely using it to its full potential because they lack some of the basic...
    37 min  •  Intermediate  •  Optimization
    5
  • Web Analytics & Testing
    Learn a systematic, repeatable framework that consistently increases conversion rates on landing pages, micro-sites, and entire websites by 30% - 250% and beyond.
    43 min  •  Intermediate  •  How To
    3.5
  • Web Analytics & Testing
    Learn about practical hands-on tools that can be used to quickly improve conversion rates. No conversion ninja would be caught dead without these.
    36 min  •  Intermediate  •  Optimization
    4
  • Web Analytics & Testing
    As the old adage goes, “You can lead a horse to water, but you can’t make him drink.” In a digital world, a lack of ability to convert website visitors into customers can crush your business. Rather than invest in driving more traffic to your website, money is better spent maximizing the value of existing visitors through conversion optimization.

    Take...
    45 min  •  Intermediate  •  Essentials
    4
  • Web Analytics & Testing
    An examination of how human information-processing and decision-making are influenced by website design and usability, this class considers perception, cognition, memory, and attention to enable designers everywhere to create neurologically aware sites that affect visitor behavior in just the right way.
    74 min  •  Basic  •  How To
    3.5
  • Web Analytics & Testing
    To address the evolving needs of web users, this class establishes best practices for gathering key data - from contextual inquiries to persona definition and evaluation - and promotes competent, targeted site design by analyzing wireframes, sitemaps, storyboards, process flows, and more.
    61 min  •  Basic  •  How To
    3.5
  • Web Analytics & Testing
    You’ve done your due diligence, it’s all being tracked and now you’re drowning in a massive sea of seemingly disorganized site data. Analytics expert, Sage Lewis, will discuss how to best stay afloat by isolating and organizing the most important data and the most essential goals. Lewis will also highlight common flailings of the online marketing manager including managing campaigns...
    54 min  •  Basic  •  How To
    3
  • Web Analytics & Testing
    This class gives you a framework for testing landing pages as well as several case studies that demonstrate its effectiveness.
    35 min  •  Advanced  •  Optimization
    4
  • Web Analytics & Testing
    Your opinion doesn’t matter. Your visitors don’t care about your company or your products. Wait, what?! If your visitors don’t care about your company and products, why are they on your website? These are just two of the unexpected website formulas in this Crash Course that will shake the very foundation of your idea of a website.

    This class, is...
    55 min  •  Basic  •  Optimization
    4.5
  • Web Analytics & Testing, Search Engine Marketing
    Many agencies and in-house paid search departments use analytics to drive their decisions. This means it is even more crucial to understand what your competitors are doing. Marketers must develop a framework to analyze data differently in order to capitalize on their competitors' weaknesses.

    Find out how to use PPC analytics to define and improve your campaign KPIs. You'll discover secrets...
    28 min  •  Intermediate  •  Essentials
    4
  • Web Analytics & Testing, Integrated & Digital Marketing
    The three laws of online marketing fundamental principles that govern all online behavior. Whether you want to improve your results from paid search advertising, social media campaigns, or increase your website conversion rates, the laws never change and always apply. If you don’t know them (and you probably don’t), you are leaving money on the table.

    Regardless of your industry, your...
    53 min  •  Intermediate  •  How To
    4
  • Web Analytics & Testing
    In the last five to ten years, a number of factors have begun to drive changes in marketing. Marketing dollars are being shifted from traditional channels to digital channels, so marketers are under more pressure to present accurate and reliable data In addition, most marketers are drowning in data, but they don’t know what to do with it. Without the...
    35 min  •  Intermediate  •  Essentials
    4.5
  • Web Analytics & Testing
    Ask any marketing executive the importance the web plays in marketing their message, and you will be hard pressed to get any answer other than “critical!”. Ask these same executives the specific results each of the marketing activities have in achieving their goals, and the responses may not be as definitive. With most marketing budgets on the decline, it has...
    47 min  •  Basic  •  How To
    4.5
  • Web Analytics & Testing
    The Google Analytics platform is always evolving. What are the latest capabilities of Google Analytics? Find out in this class.
    34 min  •  Basic  •  How To
    4.5
  • Web Analytics & Testing
    The new bidding system on the Google Display Network is an easier, more transparent way to bid exactly the right amount for your consumer without the need to set up a complex campaigns. This class will walk you through how to fine-tune your bids to reach the right users in the right context.
    18 min  •  Intermediate  •  Optimization
    4.5
  • Web Analytics & Testing
    Learn tips and tricks on how analytics tools collect data. You will be better able to interpret, report and analyze the numbers that can be confusing and even sometimes inconsistent.
    35 min  •  Basic  •  How To
    4.5
  • Web Analytics & Testing
    Marketers have a tremendous amount of data at their fingertips, from web analytics, to social, to mobile, and more. But the sheer amount of data that marketers have access to can be overwhelming, and it's critical to know how to leverage this data to benefit the organization. And while it's easy to associate measurement with technology, it's more important to...
    45 min  •  Intermediate  •  Optimization
    4
  • Web Analytics & Testing
    Like gasoline, landing pages are powerful but volatile. They can power the engine of your online or burn through leads with little to show. When done right, landing pages will reduce the cost of your advertising. They make everything we do online less expensive by reducing the cost of getting new customers and leads. The good news is that with...
    46 min  •  Basic  •  Optimization
    4.5
  • Web Analytics & Testing
    Join Sally Lowery, Director of Marketing at ion interactive as she explores the key ingredients to the perfect landing page. From content to creative - she will outline how create a landing page that drives performance and engagement.
    28 min  •  Intermediate  •  How To
    4
  • Web Analytics & Testing
    The Analytics Dashboard is the document that you’ll be regularly presenting to your boss. Its function is to summarize your online marketing efforts. In this lesson, you’ll learn what it is, what it isn’t, what it should be, what it shouldn’t be, how to build it, and what it needs to do for you. It’s all here.
    33 min  •  Basic  •  Essentials
    4.5
  • Web Analytics & Testing
    A quick overview of an undersold online marketing tactic: conversion optimization.
    14 min  •  Intermediate  •  How To
    4
  • Web Analytics & Testing
    Like gasoline, landing pages are powerful but volatile. They can power the engine of your online or burn through leads with little to show. When done right, landing pages will reduce the cost of your advertising. They make everything we do online less expensive by reducing the cost of getting new customers and leads. The good news is that with...
    46 min  •  Basic  •  Optimization
    4.5
  • Web Analytics & Testing
    Understanding your social media analytics is the best and fastest way to increase your ROI. MIT Sloan shows 67% of users gain competitive advantage using analytics, and McKinsey reports this practice among firms results in a 15-20% increase in ROI. This class will show you where to start in utilizing analytics to promote your brand, optimize content marketing and track...
    22 min  •  Intermediate  •  Optimization
    4.5
  • Web Analytics & Testing
    Segmentation is the single most important analysis technique when it comes to analyzing online customer behavior. In this class, you will take a deeper look at segmentation with Google Analytics, and learn how this practice can be used to improve website performance.
    14 min  •  Basic  •  How To
    4.5
  • Web Analytics & Testing
    It's important to have a plan in place when collecting and analyzing web analytics data to ensure that you will have the most accurate results possible. In this class, you will be guided through this process and shown step by step how analytics tags work, how to make sense of your data and what you can do with...
    40 min  •  Intermediate  •  Essentials
    4.5
  • Web Analytics & Testing
    While having a strong knowledge of setting up web analytics tags is helpful, it is very important to assure you tests your tags to assure your capturing the right data correctly. This class will show you exactly why testing is so important by showing you step by step how to develop a testing plan, check your source code, recommended tools...
    32 min  •  Intermediate  •  Optimization
    4.5
  • Web Analytics & Testing, BtoB Digital, New Releases
    By predicting when leads are ready to buy, you can leverage that information to deliver the most relevant and effective marketing, alert sales of leads and opportunities, and better measure marketing effectiveness.

    Start developing your predictive analytics program today with a proven model that has been statistically validated with an 85% accuracy rate. With this model, you'll be able to correlate...
    29 min  •  Advanced  •  Optimization
    4.5
  • Email Marketing, Web Analytics & Testing, Digital Advertising & Affiliates
    How do grapes sell shirts? Of all the tests we’ve done at Conversion Sciences the thing that consistently makes the biggest difference is the copy. Yet we struggle with the headlines, ads and messages that work on our websites, ads and emails. For you, this struggle is about to come to an end. In this Crash Course, Writing Killer Conversion...
    57 min  •  Intermediate  •  How To
    4.5
  • Web Analytics & Testing, Search Engine Marketing
    You know that you want to get the most out of every dollar you spend on search engine marketing, but what you may not know is exactly how to accomplish that goal.

    Learn how to successfully implement and integrate testing and analytics to get the most from SEM (search engine marketing) efforts. Plus, get an overview of both free and...
    50 min  •  Advanced  •  Optimization
    4.5
  • Web Analytics & Testing
    Foundations of Web Analytics- Begin your learning by focusing on the end. You’re going to be measuring and reporting on your digital marketing efforts. So before you learn about each of the tactics, it’s important to understand what to measure and how to measure it. Keep this lesson in mind as you complete all the remaining classes.
    55 min  •  Intermediate  •  How To
    4
  • Web Analytics & Testing, Digital Advertising & Affiliates
    According to research done by Nielsen, Internet advertising is outpacing traditional channels. By 2015, one out of every four marketing ad dollars will be spent online. More companies are increasing investment in digital and online advertising, given that the Internet has proven to be more cost effective than traditional channels. In this class, you will learn about your online advertising...
    37 min  •  Advanced  •  Strategy & Planning
    4
  • Web Analytics & Testing, BtoB Digital
    Having a dedicated landing page for your PPC prospects is the key to converting them into leads. This lesson will provide an overview of the all-important landing page, as well as landing page optimization tactics to create consistency and a direct path to purchase in the B2B market. For you, that means optimizing that path.
    38 min  •  Intermediate  •  Optimization
    5
  • Web Analytics & Testing
    Virtually all companies cite ROI as a primary marketing concern, but only 20% of companies say they’re good at measuring it. Welcome to the 20%.
    28 min  •  Basic  •  Strategy & Planning
    4
  • Web Analytics & Testing
    Ecommerce presents the unique opportunity to measure digital success all the way through to the sale, providing definitive ROI for marketing efforts. Find out the best way to set up and measure your digital marketing efforts for your ecommerce site and how to use Google Analytics to measure success, including Google Analytics Ecommerce Module, Attribution Modeling, and Google Experiments.
    32 min  •  Basic  •  How To
    5
  • Social Media Marketing, Web Analytics & Testing
    This social media impact measurement class covers best practices for measuring the effects of social media engagement using Google Analytics. By using best practice techniques for measuring social media marketing efforts on Google Analytics marketers can prove social media’s role in driving conversions, isolate and analyze social referral traffic, and view which pages or blog posts bring the most visitors...
    30 min  •  Intermediate  •  How To
    4
  • Web Analytics & Testing
    This class focuses on the analysis, optimization, and upkeep of website design by instructing students in closed card sorting, IA tree testing, moderated and unmoderated usability testing, and group usability walkthroughs, with time also given to the specific applications each process has.
    45 min  •  Basic  •  How To
    3.5
  • Web Analytics & Testing
    Successful marketers know conversion paths routinely span search, social and other channels. So how should marketers award each channel its fair share of credit for a conversion?

    To best optimize media buys based on a transaction or some other conversion event, advertisers must account for every step in the consumer’s path that led them to that conversion. Multi-touch attribution helps...
    18 min  •  Intermediate  •  Essentials
    4.5
  • Web Analytics & Testing, Search Engine Marketing, New Releases
    A lot of companies have increased their investments in online marketing because it is more measurable, as opposed to conventional media such as television. Tracking what leads to sales conversion, however, has become increasingly complicated. Everyone also knows last click or first click attribution are too simple to meaningfully represent today's omni-channel ultra-connected consumer. Indeed, they can steer you in...
    16 min  •  Intermediate  •  Optimization
    4.5
  • Social Media Marketing, Web Analytics & Testing, BtoB Digital
    Social media classes that focus on measuring social media metrics enable businesses to effectively measure the results of their social media campaigns, and then leverage the information gained from these social metrics to better reach their leads and prospects. Businesses that can track and measure social media leads and purchases, as well as measure cost savings from their social media...
    31 min  •  Intermediate  •  How To
    4
  • Web Analytics & Testing
    An exploration of what makes a truly great user experience, this class is the perfect complement to data-driven usability testing, covering the long-term strategic elements - distilled into 4 main points, though not limited to them - that will assure your site visitors always leave converted and satisfied.
    45 min  •  Basic  •  How To
    3.5
  • Web Analytics & Testing
    Display advertising is now critical for today's marketing strategies. In this class, you will focus on the Google Display Network solutions that can help develop the best strategy for display advertising. You will also learn how to combine audience and contextual products to get the most out of your efforts with the Google Display Network.
    26 min  •  Intermediate  •  Strategy & Planning
    4.5
  • Web Analytics & Testing
    Marketing executives and business leaders are drowning in data. They have access to powerful tools that produce endless streams of information about prospects and customers. However, data without analysis is simply noise.
    Your agency must excel at bringing structure and meaning to the numbers. Be proactive in assessing your performance, and be willing to adapt digital strategies in real-time based on...
    28 min  •  Intermediate  •  How To
    4.5
  • Web Analytics & Testing, Digital Advertising & Affiliates
    How do you measure attribution? First click? Last click? Here’s a way to assign value to various actions so that each click earns its own portion of the credit.
    45 min  •  Basic  •  Strategy & Planning
    4
  • Marketing Automation, Web Analytics & Testing
    Online marketing is a giant game, and metrics is your scoreboard. Without effective measurement it’s impossible to know when you’re winning or losing the game.

    In this class, you'll discover what metrics your marketing must have to gauge success. In addition, find out why it’s also not enough to have them; you must also know how to use them. You will...
    43 min  •  Basic  •  Essentials
    4.5
  • Web Analytics & Testing, Search Engine Marketing
    Don’t believe the hype, keywords aren’t dead. They’re just evolving. Targeting the right keywords is still just as important as it was 5 years ago… and 5 years before that. What matters the most is not only your strategy for finding great keywords, but how you implement them into your content, your onsite optimization and even your paid search campaigns....
    25 min  •  Intermediate  •  How To
    4.5
  • Web Analytics & Testing
    A comprehensive study of the top-tier processes that create and refine user-centered design, this class surveys everything from multiple methods of user research, whether personas or profiles are appropriate, and effective information architecture, to the key types of usability testing and other polishing techniques that are critical for a fully user-optimized website.
    80 min  •  Basic  •  How To
    3.5
  • Social Media Marketing, Web Analytics & Testing
    This class will detail the importance of experience-driven social marketing as a conversation starter, the pay-off from these campaigns and strategies for maximizing and measuring their success. Successful executions of such word of mouth and social campaigns will be given with details on how they were measured. Students will leave with the answers they need to measure and justify social...
    28 min  •  Intermediate  •  Essentials
    4
  • Web Analytics & Testing
    Marketers have more data than ever before at their fingertips, but making it actionable is the challenging next step that often slows us down. We will explain how to use your web analytics to identify changes that you can make to improve business results quickly.
    49 min  •  Intermediate  •  Strategy & Planning
    5
  • Web Analytics & Testing
    This class centers on the acquisition and interpretation of web data, offer students insight into performance metric selection, determining meaningful trends, and how to turn that data into strategic recommendations that bring the organization closer to its business goals.
    47 min  •  Basic  •  How To
    3.5
  • Web Analytics & Testing
    The world of digital analytics is changing quickly. In this class, Google's own analytics evangelist discusses three important ideas you need to incorporate into your analytics organization to stay ahead of the digital measurement curve. Plus, we dive deep into the ways Google Analytics is evolving to tackle these challenges and opportunities.
    20 min  •  Intermediate  •  Strategy & Planning
    5
  • Web Analytics & Testing, BtoB Digital
    Some marketing questions require robust analytics. For example, understanding what mix of channels are driving sales for a particular product or in a particular customer set or what sequence of channels is most effective. These types of questions often require large sets of data, or what is being referred to as Big Data.

    Study after study shows that marketers are struggling...
    27 min  •  Intermediate  •  How To
    3.5
  • Web Analytics & Testing, Digital Advertising & Affiliates
    A groundswell push for validated impressions is the hottest topic in our industry today. The ANA, IAB and 4As are calling for new standards of measurement, and key constituents across the industry are talking about “viewable” and “brand-safety.” But what does this mean for you?

    Get a thorough understanding of the systemic issues related to the delivery and measurement of digital...
    48 min  •  Advanced  •  Optimization
    4
  • Web Analytics & Testing
    In the past, marketers have always complained about lack of access to data and measurement. In today's multi-channel, multi-device world, it's just the opposite, and marketers are now bombarded with data. This tutorial will show you the power of segmentation and proven methodology to derive insights, taking your analytics practice to the next level.
    46 min  •  Intermediate  •  Essentials
    4.5
  • Web Analytics & Testing
    This class is an introduction to the fundamentals of usability, user-centered design, user experience, and human-computer interaction, drawing important distinctions between tactical usability and strategic user experience, and generally defining terms that students will encounter in professional settings.
    29 min  •  Basic  •  How To
    3.5
  • Web Analytics & Testing
    Big data sounds scary. However, we now work in an age where more and more of our marketing efforts can be effectively measured, allowing us to make better and more cost-effective business decisions. Big data is big opportunity for companies that understand how to harness it to leap ahead of their competitors.

    Find out how CMOs and VPs of Marketing can...
    58 min  •  Advanced  •  Strategy & Planning
    4

Start Learning Today.

Join over 41,000 Professionals improving their skills, career, and digital ROI.

Get instant access to every class.
 

I'm proud to say, we've got the entire team learning digital marketing in a scalable, standardized way. The level of engagement we're seeing with OMI's Digital Essentials eLearning Program with JWT employees all over world has been unlike any training program I've ever known.   

John Baker

Global Vice President, Digital
JWT