How to engage users & increase conversions on your website with SEO & ‘Analytics’ tools

Course Overview

How to engage users & increase conversions on your website with SEO & ‘Analytics’ tools

Four practical and interactive workshops that will show you how to be accountable for your website traffic and overall user experience, and in doing so, get more out of those who are already visiting you online as well as any new online traffic. You’ll learn about the importance of developing a well-rounded SEO strategy for your website, as well as how to use tools such as ‘Google Analytics’ and ‘HotJar’ to retrieve vital data from your website and understand key behaviour patterns of your traffic to improve their experience online & increase their chances of performing your desired action!

Session 1: Using Google’s ‘Web Analytics’ tool to learn about your web traffic  
Monday 14 February – 12 noon – 2 pm

In this session, you’ll get to know the highly acclaimed web analytics tool, ‘Google Analytics’. You’ll learn how to navigate the tool, find essential reports for your business, and understand the language around this data-driven environment that will ultimately give you necessary insights into how your web traffic is using & navigating through the content on your website.

Session 2: Maximising your on-page SEO strategy
Monday 7 March – 12 noon – 2 pm

Optimise your web pages for search engines with a foundational understanding of ‘Search Engine Optimisation’ (SEO). We’ll identify what the topic is and its implications for your website & overall exposure online, as well as identifying a solid on-page strategy that you can begin to implement right away.

Session 3: Using ‘HotJar’ to identify & assess key web traffic behaviour online
Monday 4 April – 12 noon – 2 pm

Hard data is all well and good, but you’re often left with as many questions as you started with. That’s because we need context & some form of qualitative data to support this information to make it truly valuable. Introducing ‘HotJar’, the free ‘Behaviour Analytics’ tool that will facilitate this part of your holistic web strategy. In this session we’ll cover the basic elements of the tool, how it could benefit your business and how to get set up with your feedback, surveys and reports.

Session 4: Developing your holistic website strategy
Monday 25 April – 12 noon – 2pm

This final session is designed to bring together the knowledge acquired throughout this programme and help you develop a well-considered holistic approach to optimising your website now & into the future. We’ll combine the major learning points throughout sessions 1-3 and identify how it all fits together sequentially to deliver the information you need to make the ‘right’ changes that will truly benefit your business presence online.

Course Content

1. Using Google’s ‘Web Analytics’ tool to learn about your web traffic   

Having a website is a great asset for any business, but so many of us leave it there without considering the importance of management or data collection from this asset. But understanding how many people access the site, where they’re coming from (e.g. social media or organic traffic) and how they’re using it are all vital pieces of information you need to know when it comes to optimising this asset for your business online. Which is precisely why the first session in this series introduces you to the first piece of your web optimisation puzzle – web analytics.

Whether you’re currently using web analytics tools or not, you’re going to want to develop your knowledge of how to use them effectively & efficiently to help your digital marketing efforts now and into the future.

We will cover:

• What Google Analytics is & the basics of getting set up
• The essentials you need to know about the interface of the tool
• How you can start to identify key metrics, dimensions & reports for your business needs

2. Maximising your on-page SEO strategy

An essential component of any website strategy is to optimise each web page on that site to enable a search engine to better understand, index and then rank its contents in the SERP. Thus increasing the chances of that website being displayed as an answer to someone’s query online. This organic component of a web strategy cannot be overlooked, and so efforts need to be made in one’s understanding of this practice & its implications for your business’s online presence.

We will cover:

• What SEO is and how search engines really work
• On-page SEO and developing your understanding of keyword research
• Other on-page SEO practices that will further optimise your website

3. Using ‘HotJar’ to identify & assess key web traffic behaviour online

Although quantitative data from web analytics tools such as ‘Google Analytics’ provide us with a good indication of how many people visit our site, how they access it and what they do there, they can’t answer questions such as “why is my web traffic not clicking on ‘x’ button?”
This is where qualitative analytics tools come in, such as HotJar, that facilitate things such as on-page feedback, screen recordings, and surveys that enable customers to tell us precisely what they did or didn’t like about their experience online. This session will focus entirely on this tool and how it can further benefit how you optimise your website for your online customers.

We will cover:

• What behavioural analytics are and how they support your web analytics
• The essentials of the HotJar tool and how to get started
• Understanding the HotJar report/feedback options and getting set up with the tool

4. Developing your holistic website strategy

Now that you are aware of both quantitative and qualitative methods to analyse how web traffic navigates around & finds frustration with your website, it’s time to implement these so that you can get ‘more’ out of your existing web traffic and increase the rate of your desired online conversion. Be that email sign ups, purchases, or link clicks.

As part of our final session, we’ll bring together the knowledge gained from this suite of workshops and identify how one component informs the other. Enabling you to identify problem areas of your site, address them, and finally implement a strategy that will truly work.

We will cover:

• The importance of identifying your website’s current objective
• The process of using Analytics tools to identify problem processes on your website
• Your approach to confronting these issues and dealing with them

Course Leaders