University of California, Irvine
Strategies for Converting and Retaining Customers Online
University of California, Irvine

Strategies for Converting and Retaining Customers Online

This course is part of E-Marketing Specialization

Taught in English

Some content may not be translated

Stephane Muller

Instructor: Stephane Muller

6,086 already enrolled

Included with Coursera Plus

Course

Gain insight into a topic and learn the fundamentals

4.7

(100 reviews)

Beginner level

Recommended experience

10 hours (approximately)
Flexible schedule
Learn at your own pace

What you'll learn

  • Explore how to leverage keywords and search engine marketing in your ad campaigns

  • Analyze a landing page and identify successful and unsuccessful elements

  • Identify tactics of customer conversion and retention to add to your digital marketing plan

Details to know

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Assessments

4 quizzes

Course

Gain insight into a topic and learn the fundamentals

4.7

(100 reviews)

Beginner level

Recommended experience

10 hours (approximately)
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

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This course is part of the E-Marketing Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
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There are 4 modules in this course

Welcome to Module 1: Introduction to Search Engine Marketing. In this module, we will cover the terminology and foundational concepts associated with Search Engine Marketing or SEM. We will review the tactics and strategies that will make your website more visible on the Internet, and how to use Search Engine Optimization and Keywords to attract new consumers and grow your customer base.

What's included

1 video3 readings1 quiz1 discussion prompt

Welcome to Module 2: Pay-Per-Click (PPC) and Search Engine Optimization (SEO). In this module, we will explore aspects of the PPC online marketing strategy. We will cover the main differences between paid and organic search engine optimization models, and how each model will affect the search results your potential customers will find. Finally, we will use this knowledge to weigh the pros and cons of each strategy and discuss how to decide which one is best for your business or website.

What's included

3 readings1 quiz1 discussion prompt

Welcome to Module 3: Landing Pages. In this module, we will explore the elements of an effective landing page and which aspects to focus on for successful conversion. We will review what mistakes to avoid when building a landing page and common problems to consider. And finally, we will build on the concepts you have learned in the previous modules to draw connections between various search engine marketing models and how they influence landing pages in terms of advertisement rankings and quality scores.

What's included

1 video4 readings1 quiz1 discussion prompt

Welcome to Module 4: Conversion and Retention. In this module, you will begin to think about conversion as a journey that the customer takes. You will also study how you can influence this journey with a creative digital strategy. You will then discuss tactics for achieving audience conversion before moving onto a lesson about the final step in the process: retention. You will learn why retention is so important in a sales strategy and the digital tactics that contribute to retaining customers. Finally, you will study microsites and how they can be instrumental in reaching the target niche audiences for your website or business.

What's included

1 video5 readings1 quiz1 discussion prompt

Instructor

Instructor ratings
4.6 (28 ratings)
Stephane Muller
University of California, Irvine
12 Courses55,447 learners

Offered by

Recommended if you're interested in Marketing

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