Rasmussen College lmprove landing page optimization tactics

web analytics

Rasmussen College

Question Description

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

In a 3 - 4 page paper, address the following:

  • Select an article each about CRO and LPO from the search results obtained on
  • Summarize 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 LPO
  • Provide appropriate examples and scholarly references that substantiate the insights gained on the CRO and LPO.


Landing Page Optimization Power Point Presentation

Using 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.

Unformatted Attachment Preview

Running head: CLIENT SELECTION OVERVIEW AND SWOT ANALYSIS 1 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 CLIENT SELECTION OVERVIEW AND SWOT ANALYSIS 2 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 CLIENT SELECTION OVERVIEW AND SWOT ANALYSIS 3 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 CLIENT SELECTION OVERVIEW AND SWOT ANALYSIS 4 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 breathable. Part 2: SWOT analysis Client Strengths 1. Reliable customer when it comes to purchasing 2. Good in maintaining a good relationship 3. Always buy more and willing to pay more 4. Always motivates the staff Weaknesses 1. Does not give feedback on the items she buys 2. Doesn’t validate feelings CLIENT SELECTION OVERVIEW AND SWOT ANALYSIS 5 Opportunities 1. Willing to market the business to her Threats 1. May want to purchase products from friends 2. Looking for a long term membership the competitors 2. Chances of relocation in the business Three competitors a. American giant Strengths Weaknesses 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 Opportunities a) Loyal customers b) Customer demand for unique products Threats a. Competition from emerging businesses b. Border taxes c. Government policies on manufacturing b. American Apparel Strengths Weaknesses CLIENT SELECTION OVERVIEW AND SWOT ANALYSIS 6 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 Opportunities Threats 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 locations consumers 5. Customer demand for unique products c. Amazon Strengths Weaknesses • 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 CLIENT SELECTION OVERVIEW AND SWOT ANALYSIS 7 • Well established online presence • Opportunities Threats • Establishment of more stores • Affiliate relations with other • Regulation from government policies vendors • Increase in insurance costs • Continued expansion • Competition from other • Acquiring additional capital • Development of proprietary players products 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. CLIENT SELECTION OVERVIEW AND SWOT ANALYSIS 8 References 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 services 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®. Running Head: ANALYTICS ACCOUNT 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 1 ANALYTICS ACCOUNT 2 ANALYTICS ACCOUNT. 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 ANALYTICS ACCOUNT 3 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 ANALYTICS ACCOUNT 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. 4 ANALYTICS ACCOUNT 5 References 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 Group. ANALYTICS ACCOUNT 6 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. ANALYTICS ACCOUNT 7 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. ANALYTICS ACCOUNT 8 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 viewed. 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. ANALYTICS ACCOUNT 9 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 products. ANALYTICS ACCOUNT 10 References 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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Final Answer


Running head: WEBSITE DESIGN


The CRO and LPO hashtag analytics
According to various researches and studies, the #CRO and #LPO are critical elements
evident in social media platforms like Twitter that play a vital role in online marketing. Just to
mention, both include various actions on webpages that are meant for marketing purposes.
Important to note, well designed and modified webpages play a critical role in attracting more
visitors who are in turn converted into customers before they leave the webpage ("Hashtag and
Landing Page - B2B Marketing Zone", 2019). In other terms, Conversion Rate Optimization
(CRO) is the process of enabling people to take action immediately they visit a given website.
Using the CRO strategy, a business is likely to increase the number of customers and optimize
their values. On the other hand, Landing Page Optimization (LPO) is a section or part of the
internet marketing technique. It entails the magnification and decoration of various webpages to
attract more customers at the end of the day. Its major agenda for the LPO is to achieve a specific
objective in terms of the quantity and quality of the visitor's response. In this essay, insights of
various articles on the #CRO and #LPO will be critically analyzed.
Fast forward, various researches indicate that the Conversion Rate Optimization is a vital
element that promotes product marketing to a very great extent. Since the technique categorically
deals with the online marketing of items, it's essential to make all online marketing platforms
appealing and attractive. By doing so, more customers will be attracted to certain websites more
than others (Bullock, 2019). For the #CRO the webpage must attain certain given conditions to
optimize its objectives. However, most of the conditions to be attained in this context are majorly
aimed at making the website look appealing and attractive. Consequently, this will enable the site
to attain popularity and fame.

Various sc...

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