Ecommerce Analytics and Conversion Optimisation Course

Lesson 1 • What Conversion Optimisation Means

Defines conversion rate, micro- and macro-conversions, and their business impact. Anchors all subsequent techniques in measurable revenue outcomes.

Lesson 2 • The E-Commerce Purchase Funnel

Maps awareness-to-purchase stages and identifies drop-off points. Provides the structural framework used throughout the course.

Lesson 3 • Key Performance Indicators for CRO

Introduces essential KPIs including CVR, AOV, RPV, and bounce rate. Students learn to select metrics aligned with specific business goals.

Lesson 4 • Data-Driven Decision-Making Mindset

Contrasts opinion-based and evidence-based optimisation approaches. Establishes the analytical discipline required for all course projects.

Lesson 1 • Web Analytics Platform Configuration

Covers account structure, property setup, and view filters for e-commerce tracking. Correct configuration prevents the data gaps that undermine later analysis.

Lesson 2 • Tag Management Fundamentals

Introduces tag management systems for deploying tracking without code releases. Reduces implementation friction and improves data consistency across campaigns.

Lesson 3 • Data Quality Auditing

Teaches methods to detect duplicate events, missing transactions, and sampling errors. Clean data is a prerequisite for statistically valid experiments.

Lesson 4 • Event and Goal Tracking

Defines events, goals, and funnels within analytics platforms. Accurate goal tracking is the foundation for measuring every experiment in later chapters.

Lesson 1 • Revenue and Product Performance Reports

Analyses product list performance, checkout behaviour, and revenue attribution. Connects product-level data to site experience decisions.

Lesson 2 • Funnel and Path Analysis

Quantifies drop-off at each funnel step and maps common navigation paths. Outputs a prioritised list of pages requiring immediate optimisation.

Lesson 3 • Traffic Source and Attribution Analysis

Evaluates how acquisition channels influence conversion rates and revenue. Guides budget allocation decisions covered in advanced strategy chapters.

Lesson 4 • Segmentation and Cohort Analysis

Breaks aggregate data into meaningful audience segments and time-based cohorts. Segmentation reveals which user groups drive or suppress conversion rates.

Lesson 1 • Moderated and Unmoderated Usability Testing

Recruits representative users to complete purchase tasks whilst thinking aloud. Uncovers navigation confusion and trust barriers invisible in analytics.

Lesson 2 • On-Site Surveys and Feedback Tools

Designs targeted micro-surveys to capture exit intent and task completion barriers. Survey responses directly inform the hypothesis statements used in A/B tests.

Lesson 3 • Heuristic and Expert Evaluation

Applies established usability principles to identify friction without user recruitment. Provides fast, low-cost insights that guide early hypothesis formation.

Lesson 4 • Session Recording and Heatmap Analysis

Uses behavioural visualisation tools to observe real user interactions on key pages. Reveals click patterns, rage clicks, and scroll depth that quantitative data misses.

Lesson 1 • A/B Testing Tool Implementation

Configures experimentation platforms for traffic splitting and variant delivery. Correct implementation prevents data contamination and flicker issues.

Lesson 2 • Results Analysis and Decision-Making

Interprets test outcomes using frequentist and Bayesian frameworks to guide ship decisions. Connects experiment learnings back to the optimisation backlog.

Lesson 3 • Statistical Foundations for Testing

Covers significance, power, sample size, and error types essential for valid experiments. Prevents common mistakes that lead to false positives and wasted resources.

Lesson 4 • Experiment Design and Prioritisation

Translates research hypotheses into structured test plans with clear success metrics. Proper design ensures each test answers a single, actionable question.

Lesson 1 • Landing Page Anatomy and Messaging

Deconstructs high-converting landing pages into headline, value proposition, and CTA components. Message-to-market match is the primary lever for improving entry-page CVR.

Lesson 2 • Product Page Trust and Persuasion

Identifies trust signals, social proof elements, and scarcity cues that reduce purchase hesitation. Each element is tied to a testable hypothesis from the research phase.

Lesson 3 • Mobile-First Page Design

Adapts desktop CRO principles to mobile interaction patterns and thumb-zone navigation. Mobile optimisation is critical given the majority share of e-commerce traffic.

Lesson 4 • Page Speed and Core Web Vitals

Quantifies the revenue cost of slow load times and teaches technical remediation techniques. Speed improvements compound with UX changes to amplify conversion gains.

Lesson 1 • Cart Abandonment Diagnosis

Uses funnel data and session recordings to pinpoint where and why shoppers abandon carts. Diagnosis outputs a ranked list of checkout friction points to address.

Lesson 2 • Cart Abandonment Recovery Campaigns

Designs email and retargeting sequences that re-engage abandoners with personalised incentives. Recovery campaigns extend on-site CRO efforts into post-session channels.

Lesson 3 • Guest Checkout and Account Creation

Balances conversion-friendly guest checkout with post-purchase account creation prompts. Reduces forced-registration abandonment whilst preserving customer data capture.

Lesson 4 • Payment and Trust Optimisation

Expands payment method coverage and reinforces security signals at the payment step. Payment friction is amongst the top causes of last-step abandonment.

Lesson 1 • Multivariate and Sequential Testing

Extends A/B testing to simultaneous multi-element and sequential experiment designs. Advanced test designs accelerate learning when traffic volumes support them.

Lesson 2 • Personalisation at Scale

Implements machine-learning-driven personalisation across segments, channels, and lifecycle stages. Scales individual page-level personalisation into a site-wide experience strategy.

Lesson 3 • Building an Experimentation Roadmap

Translates the prioritised backlog into a quarterly testing calendar with resource allocation. A structured roadmap prevents ad hoc testing and maximises learning velocity.

Lesson 4 • Governance and Continuous Improvement

Establishes test review processes, knowledge repositories, and cross-functional ownership models. Governance ensures optimisation gains are sustained and compounded over time.