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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.

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  • 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  •  Research and Planning
    3
  • 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
    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
    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  •  Research and Planning
    5
  • 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
  • Social Media Marketing, Web Analytics & Testing, Content Marketing
    As personalization of content takes over the web, leveraging Google+ Marketing through Google+ marketing best practices becomes more and more crucial in developing your search engine marketing strategy to provide brand exposure. Influential social media marketers understand this relationship between social marketing, content development, and search marketing, and how to overcome the personalization filter. Overcoming this personalization filter...
    38 min  •  Intermediate  •  Research and Planning
    3.5
  • 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  •  Research and Planning
    4
  • Web Analytics & Testing, Search Engine Marketing, Content Marketing, Digital Advertising & Affiliates, New Releases
    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  •  Research and Planning
    4
  • 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
    Key Performance Indicators (KPIs) are those measurements that truly reflect how your business is doing. Learn what good KPIs are and how to use them.
    23 min  •  Basic  •  Essentials
    3
  • 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
    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
    Get your desired action out of your users and impact your conversion! Learn how to stimulate a good experience for your customers.
    58 min  •  Intermediate  •  How To
    3
  • Web Analytics & Testing, New Releases
    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, Search Engine Marketing, New Releases
    Google rankings often provide unanticipated surprises, displaying our rankings differently in short periods of time without warning. Perhaps what seems to be an insignificant change to your website can result in a severe loss in rankings. Whatever the reason, these alterations can damage your potential traffic and decrease your conversion rate. In this class, you will learn how to achieve...
    38 min  •  Intermediate  •  How To
    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
    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
    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 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
    A quick overview of an undersold online marketing tactic: conversion optimization.
    14 min  •  Intermediate  •  How To
    4
  • Web Analytics & Testing, BtoB Digital
    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.

    So why is this a problem?

    With most marketing budgets...
    47 min  •  Basic  •  How To
    4.5
  • Web Analytics & Testing, New Releases
    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, New Releases
    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, Search Engine Marketing, Content Marketing, New Releases
    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, New Releases
    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, 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
    How are your landing pages performing? Could they be performing better? Learn how to measure, test, and optimize those all-important landing pages in this class.
    42 min  •  Intermediate  •  Optimization
    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  •  Research and Planning
    4
  • 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
    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, 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
  • 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, New Releases
    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  •  Optimization
    4.5
  • Social Media Marketing, Web Analytics & Testing, New Releases
    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
    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
    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  •  Research and Planning
    5
  • Web Analytics & Testing, BtoB Digital
    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, 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
    4
  • 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
    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
    This module 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
  • Social Media Marketing, Web Analytics & Testing
    Social media classes which focus on social metrics can help businesses best allocate social media resources to maximize ROI, as well as target the most relevant audiences. Marketers can develop social media metrics that matter, including metrics based on objectives, audiences, and platforms. Furthermore, marketers can use meaningful social metrics to properly factor in audience growth and behavior change in...
    36 min  •  Intermediate  •  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  •  Research and Planning
    4
  • 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

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