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WSP 38 — An Introduction to Website Optimization: Increase ROI and Acquire More Customers

Quarter: Summer
Day(s): Saturday
Course Format: On-campus
Duration: 1 day
Date(s): Jul 28
Time: 10:00 am—4:00 pm
Drop Deadline: Jul 21
Unit: 0
Grade Restriction: NGR only; no credit/letter grade
Tuition: $300
Instructor(s): Raj Lal
Status: Open
Please Note: This course has a different schedule than what appears in the print catalogue. The course will meet on Saturday, July 28, from 10:00 am - 4:00 pm.
Summer
On-campus
Saturday
10:00 am—4:00 pm
Date(s)
Jul 28
1 day
Drop By
Jul 21
0 Unit
Fees
$300
Grade Restriction
NGR only; no credit/letter grade
Instructor(s):
Raj Lal
Open
Please Note: This course has a different schedule than what appears in the print catalogue. The course will meet on Saturday, July 28, from 10:00 am - 4:00 pm.
A website can be an extremely effective tool for generating sales and achieving other business goals. But that assumes you’ve “optimized” your website—that you’ve learned the techniques that will let you effectively convert website visitors into customers, whether that means buying a product, downloading your app, signing up for a beta, or scheduling an appointment. There is an art and a science to optimizing your website—or what’s sometimes called Conversion Rate Optimization (CRO)—that can be tremendously useful for marketers, executives, and business owners. This one-day workshop will provide a concise and practical overview of optimization techniques, focusing on four key subjects: mining information from Google Analytics to understand data, users, and devices; analyzing competitors; heuristically reviewing your website for usability; and A/B testing your key content for conversion. Once you have this information you will be able to optimize the layout and remove the bottlenecks in your website that may be preventing your visitors from converting into customers. You will learn how to leverage the data to create a better user flow in your website and use the test-driven framework to continuously improve your website, acquire more customers, and increase your revenue.

Grade restriction: NGR only; no credit/letter grade

Raj Lal, Founder and Chief UX Officer, Pro UX Review

Raj Lal has more than twelve years of experience designing, developing, and measuring large-scale enterprise websites. He is the author of the UX guide Digital Design Essentials: 100 Ways to Better Design Website, Desktop, and Mobile Apps and has contributed to user experience and product design at JPMorgan Chase & Co., Microsoft, Nokia, Sony, Cisco, and other companies.

Textbooks for this course:

There are no required textbooks; however, some fee-based online readings may be assigned.