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After analyzing the data from various reports, the next step is to take actionable measures on your Web site.Use the Internet to research the following hashtags:#CRO-the hashtag for conversion rate optimization (CRO)#LPO-the hashtag for landing page optimization (LPO)Then perform a search on (or complete a general internet search if you do not have Twitter) for the #CRO and #LPO hashtags and complete the following:Select one article each about CRO and LPO from the search results obtained on a 3 – 4 page paper, address the following:Select an article each about CRO and LPO from the search results obtained on the information presented in each of the articles you selected.Summarize the insights you gained about CRO and LPO on the basis of the article you selected.Create a scenario within which you can apply some of the knowledge you gained on CRO and LPO.Compare and contrast CRO and LPOProvide appropriate examples and scholarly references that substantiate the insights gained on the CRO and LPO.PART 2 SEPARATE DOCUMENT USING POWERPOINT Landing Page Optimization Power Point PresentationUsing the information provided by the different Google Analytics reports, create a 3-5 SLIDE POWERPOINT presentation to include the following:Explain how best to perform landing page optimization tactics.
For example, this could be through the use of the Google Web site Optimizer tool or other landing page strategies. Provide at least five strategies.Identify at least two competitors and describe how these changes will provide the selected client with an advantage over these competitors.Produce a list of at least 10 keywords that the landing page should contain to improve optimization.Discuss how this optimization may vary for a different target audience.Provide specific examples of how best to perform optimization tactics.
For example, take one page on a Web site, make a slight alteration and present the page to users doing a 50/50 split-50 percent view the control page and 50 percent view the altered page.


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Module 01 Course Project
Client Selection Overview and SWOT Analysis
Matthew Marquette
Rasmussen College B434/MAR4355
Author Note
This paper is being submitted on February 17th, 2019 for Professor Warren Eck
B434/MAR4355 Section 01 Web Analytics – Online Plus
Background of my client
My client is a loyal type of customer who has been buying my products for a long time.
Her name is Becky and is 33 years old. She lives a few blocks away from where my clothing
enterprise is located. Becky is a jovial and outgoing person who has a clear vision in her life. She
always comes to my business 3-4 times in a month for some items especially the latest dresses
and high heels. She told me she recently graduated with a master’s degree and looks forward in
pursuing her doctorate. Becky works as an executive director of a food service restaurant. In
addition to her daily work, she told she is also running a food service chain that employs more
than 30 employees in her birthplace. She told she enjoys swimming and hanging out with friends
whom she promised to introduce them to my cloth line. Her communication preferences include
Instagram, Pinterest, loyalty app and direct mail.
Unique value proposition (UVP) for the client
The unique value proposition for my client focuses on ensuring value in what they
purchase. The unique proposition for the client is: “Wondering what to wear for the occasion, get
the latest dressing tips and fashions today at no extra costs.”A majority of our clients normally
don’t know what to wear when they want to attend or participate in different activities. We do
deliver on our clients’ needs because I understand what they are looking for in the clothing and
fashion sector. When Becky came to our shop for the first time, she didn’t know what to wear for
her interview. I simply gave her some tips on how to look presentable when attending the
interview. After that, I chose a couple of official clothes for that occasion and from that day; she
decided to be a long time customer. This is a unique value proposition (UVP) that not only
provides the product but also the service to the client. I did come up with this to target clients
who face many dilemmas in choosing what to wear on different occasions or places. I am simply
telling the client that, they will get the best service from our business not only getting the latest
items but also the latest fashion tips.
Top three competitors
I believe the top three competitors for my client will be American giant, American apparel and
Brass clothing.
a) American giant website is
b) American Apparel can be found on
c) Amazon Inc. can be found on
Web analytics and conversion metrics
Web analytics is an essential feature in online marketing that guides a user in knowing the
source and density of traffic on a website. Web analytics is valuable because it guides a
foundation of content on a website. Having a quality content targeting a group of customers will
convert a business into a sustainable brand. It also establishes the legitimacy of business
especially when potential clients search and find what they are looking for in a website (Clifton,
2010). If the clients find it authentic and legitimate, there is a benefit of conversion and
retention.Conversions and traffic amount to increased revenue and value. Organic content in a
website persist and therefore increases the exposure of business online over time.
Conversion metrics are significant because it indicates the performance of a business and
whether its goals have been achieved within a given time frame. Sales revenue, for instance, is a
good indicator of the interest customers have in a product or service. It is worth tracking monthly
sales for better planning and formulation of better strategies based on the needs of the customers.
It is a useful tool for predicting the success or decline of business by identifying the strongest
parts. If the website gets better conversion rates, it will cut on the ad budget needed to cover
more ground (Sharma, 2016).
Site Overview
The site generally deals with clothing and the latest fashions. You can also find the
business hours on this site which is from 8:00 AM to 5:00 pm on weekdays. This site also
provides services like consultations, free delivery, and design based on the needs of the
customer. In this website, there are a variety of features that make the clients online shopping
easier, for instance, the shopping cart, shipping, and clothing categories. The site concentrates on
AdWords, SERP ads and social ads especially Instagram, Facebook and Pinterest in directing
customers to the online store. Some of the products that are available on this site include hats,
suits, shorts, t-shirts, shoes of all types, synthetic clothing, rain gear, pants, and waterproof
Part 2: SWOT analysis
1. Reliable customer when it comes to
2. Good in maintaining a good
3. Always buy more and willing to pay
4. Always motivates the staff
1. Does not give feedback on the items
she buys
2. Doesn’t validate feelings
1. Willing to market the business to her
1. May want to purchase products from
2. Looking for a long term membership
the competitors
2. Chances of relocation
in the business
Three competitors
a. American giant
a. Rapid growth in sales
a. Struggle to meet the orders
b. Well established online presence
b. Delayed shipments
c. Production of quality products
d. Stable customer base
a) Loyal customers
b) Customer demand for unique products
a. Competition from emerging
b. Border taxes
c. Government policies on
b. American Apparel
1. Stores worldwide
1. No trends in clothing style
2. High-quality products
2. No variations in their products
3. Clear clothing style
3. Too sexual in advertising
4. Socially responsible
4. CEO with many scandals
5. Full control on production
1. Following new trends
1. Competition from other players
2. Improve on advertising
2. No diversity on adverts
3. Attracting new customers
3. Quite expensive
4. Establishing new shops in the best
4. Change of style from current
5. Customer demand for unique products
c. Amazon

Ability to sell online

Limited flexibility in pricing

Limited start-up risk

High transportation costs

Very high gross margins

Limited start-up costs

Limited competition

Competition from other

High barriers to entry
players offering similar

Highly experienced owner
products faster

Well established online


Establishment of more stores

Affiliate relations with other

Regulation from government

Increase in insurance costs

Continued expansion

Competition from other

Acquiring additional capital

Development of proprietary
Potential opportunities in utilizing web analytics tools
The client can get the best deals and products when they utilize web analytics tools. This is
because it will be easy to target them and know their preferences. It can also be an opportunity to
earn money through referrals to other customers. Another opportunity is the opportunity of being
a brand ambassador of the business based on the multiple visits to the site. The client will also
have an opportunity to give her feedback on the items she receives.
Clifton, B. (2010). Advanced Web Metrics with Google Analytics. Indianapolis, Ind: Wiley Pub.
Sharma, H. (2016). Maths and stats for Web analytics and conversion optimization.
Module 01 Course Project
Client Metrics Presentation
Matthew Marquette
Rasmussen College B434/MAR4355
Author Note
This paper is being submitted on February 17th, 2019 for Professor Warren Eck
B434/MAR4355 Section 01 Web Analytics – Online Plus
Metrics beneficial to my client
 Unique visitor conversion
 Return visitor conversion
 Interactions per visit
Why would these metrics be more productive than others?
 Focuses on a client’s satisfaction and
needs within a business
 One on one interaction
 Client is allowed to give her feedback
 Gives an opportunity of improving the
Scenarios to apply the metrics
 Website visits
• Tracking
• Monitoring
 Return to the site
 Conversion rate
Type of metrics being utilized by at least two of the
client’s competitors
 Amazon sources for incoming traffic
 Direct visitors
 Search visits
 Referrals
 American apparel uses return visitor conversion
The productivity of the metrics
 Increased traffics
 More conversions
 Increased subscriptions, downloads, purchases
 Improved interactions
 Return customers
Scholarly references
 Clifton, B. (2012). Advanced web metrics with

Google Analytics. Hoboken, N.J: Wiley.
Bly, R. W. (2018). The digital marketing handbook:
A step-by-step guide to creating websites
that sell.
Croll, A., Yoskovitz, B., & O’Reilly Verlag.
(2016). Lean Analytics: Use data to build a better
startup faster. Beijing: O’Reilly®.
Module 02 Course Project
Implementing an Analytics Account
Matthew Marquette
Rasmussen College B434/MAR4355
Author Note
This paper is being submitted on February 24th, 2019 for Professor Warren Eck
B434/MAR4355 Section 01 Web Analytics – Online Plus
Part one
Web analytics is an essential feature in online marketing that guides a user in knowing the source
and density of traffic on a website. Conversion metrics are significant because they indicate the
performance of a business and whether its goals have achieved within a given time frame.
The following is the process of implementing an analytics tool for a client.
First is to come up with the business objectives and KPIs. Business objectives are the goals of
the business and the steps involved in the goals. Then the next step is assigning appropriate KPIs.
For instance, the conversion rate and the number of active users is one of the KPIs the client can
use. Come up with steps to accomplish every task in the website features. The measures will help
to visualise the actions that the user performs to accomplish each task. Next step is to transform
every user action into an event. Transformation is achieved by giving your events different levels
of importance and determining the best metrics according to the KPIs that are in use. Some of the
ways to track actions of the users include keeping track of specific URLs, track how much time
the user spends on a particular page and also the number of pages a user goes through before
they leave. Next step is to formulate a plan to track your users. Often a spreadsheet is used is
very convenient for this type of work. Next is to choose an analytics tool that you will use and it
must meet the requirements. Next is to put your analytics tool into use. Add tracking code and
modifications necessary to track additional things. Design and set the user interface of your
analytics and should maximise on the events outlined in the tracking plan. Analytics will help to
achieve your objectives. There should be some different views as well as different filter for the
user to choose what kind of data he needs to view and in what type of format. Permission should
also be available to users for them to see reports of their choice and even the dashboard. Next is
to create a panel and unique descriptions for each data view. They should include some more
information about the user actions on the website. Make sure that the reports are accurate and
give the desired output.
The following are types of analytics reports that are used by the client.
Reports are a critical tool for maintaining the right track of your goals and how far you have
gone to achieve them. For a successful generation of substantial reports, there must be great
attention from the business end users and computer professionals.
Some of the types of analytics reports used by the client include:
Dashboard reports- They contain company data that consists of the performance and comparison
indicators. At a glance, the manager can have an overview of the business. Dashboards report on
how the key performance indicators, metrics and analytics are at a particular time. For instance,
you can have a panel that displays the sales revenue generated in a certain period presented on a
pie chart.
Multidimensional reports- Mostly they contain information ranging from different varieties;
however, you can still filter this information to get the descriptions of your choice. The wide
range of data allows for more precise and meaningful reports. For instance, you are having the
sales revenue generated by each item category and then presenting it in a table format. You can
opt to filter for the items according to your liking.
Technical reports- They involve research none on the business metadata by the data analysts and
also data modellers. For instance, you can have a user’s data on the most clicked item on the
website and even the page he spends his most time on and from this two data sets be able to
predict what his interests are.
Burby, J., Brown, A., & WAA Standards Committee. (2007). Web analytics
definitions. Washington DC: Web Analytics Association.
Creese, G., & Veytsel, A. (2000). Web analytics: Translating clicks into business. Aberdeen
Part 2
How a google analytics account can be implemented
Google analytics is a free tool that provides statistics for your blog or website for the sole
purpose of marketing. Any person with a Google account can open a google analytics account
for his business. Google Analytics account gives you an overview of channels that are making
your website have high traffic. Some of these channels include searches performed on your
website (search traffic), social media links on your website if another website links to a page on
your site and someone clicks the link (referrals) and also when people type the address of your
site manually (direct traffic). Google analytics will be implemented on my client’s website in the
following ways:
Tracking. It is vital since it makes you aware of how many people visited your site, and also their
location. Google analytics helps you to set up goals when a particular event is complete on your
website. Through this, the client will have items that she loves viewing on the first page when
she logs in.
Interaction- google analytics allows you to get statistics on how well users get to interact with
your website and how efficiently they accomplish tasks. These metrics give information on how
the customer has associated with your website. The bounce rate shows the percentage of users
who defect from your site without interaction. Pages provide the average number of pages visited
by a user. Session time involves the period spent by a user on the site.
Device analysis- shows the kind of device the traffic is coming from and thus showing how
efficient is the website in that device. This includes the desktop and mobile version and how
active they are.
Functions that a google analytics account provides
Google analytics account keeps track of the visitor actions on the website. Thus providing its
functionalities. One of its tasks is to show when visitors enter and leave your funnel. This will
help you know where in the funnel path do people tend to move away from your website, what is
making them go and where is the best part of your site that people spend much time.
Google analytics keeps a database of the previous time and performs comparisons of the current
and past. This helps you to keep track of your objectives and see if you are fulfilling them. It is
thus helping you to monitor your goals closely.
Google analytics provide annotations. They tell you why traffic on a particular day was low or
high. This is important since it gives you a rough idea on when the website is busy to maximise
on it; however, they are less useful if frequently used. Make sure you reserve them for the
essential tasks.
Reports in Google Analytics account.
Mobile performance report: this report indicates how well your website responds to a mobile
browser. It also includes suggestions as to how they should make improvements if your website
is not up to standards. In my client’s website, this report will help in ensuring that the site the
client is using will give the optimum performance and efficiency in performing all the activities.
Traffic acquisition report: this report gives an overview of the channels that generate traffic on
your website and whether or not it is translating into tangible results. This report will be
incorporated into the client’s website to give a good idea of how productive the site is and what
can be done to maximise the conversion rates.
Content efficiency report: This report is developed to generate essential metrics that will come in
handy to help you identify which website is performing well content-wise. This will help to
remove the kind of content that is less important to the client and add much of what is mostly
Keyword analysis report: this report analyses the most frequent incoming keywords to your
website. This data is then used to figure out the kinds of keywords that are contributing to your
goal. This report will help to know which keywords will make my client’s site available to a
more significant group of people and making use of them.
Bounce rate versus Exit rate report: this report gives a comparison of the percentage of visitors
who leave your website without taking any action and the visitors who visit more than one page
before going. This report will be vital since it will help in identifying the reasons as to why the
users leave when they visit a specific page and make sure I remedy the situation.
The Comparison of Google analytics tools to other analytics tools.
Google Analytics is a well-known tool used for tracking, analysing, and reporting website data.
It is known for its comprehensive reports and viable solutions to business online marketing
problems. One of the significant advantages of google analytics is its connectivity with a wide
range of Google products. All the data sources are interconnected thus giving it the ability to
generate clear data visualisation, custom reports that help you market your business better.
However, this denies you privacy rights, the thing that makes some of the companies that deal
with sensitive data opt for other solutions.
Webtrends is one of the companies that offer analytics services that are provided in the SaaS
model. Webtrends is one of the highly customizable tools and serves thousands of customers and
enterprises. One of its best things is the presence of a heat map feature, that allows you to make
decisions associated with the design. However, it has fewer integration capabilities with other
Siemens, G. (2013). Learning analytics: The emergence of a discipline. American Behavioral
Scientist, 57(10), 1380-1400.
Hess, K. M. (2012). Discovering digi …
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