This course is designed to provide marketers and business people an overview of methods, technologies and strategies for improving the performance of brand websites and other online properties. Examine how effective site optimisation and personalization programs improve the relevance of content and offers for end users that result in increased online conversions and engagement. The course will address common obstacles to optimising conversion, techniques to avoid them and will introduce the primary components of an effective site optimisation program, including: A/B and multivariate testing, audience segmentation and experience personalization via content targeting and recommendations. You will also gain a foundational understanding of the brand optimisation technologies and methods that yield positive returns for businesses and create relevant experiences for end users.

Distance Learning