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All lessons in Digital and Web Analytics Lesson 5.4 of 32

Module 1: Introduction to Digital Analytics

  1. 1.1What is digital analytics?
  2. 1.2The four types of analytics
  3. 1.3Connecting analytics to business objectives and KPIs

Module 2: Analytics Data and Measurement Planning

  1. 2.1How to build a measurement plan
  2. 2.2Key metrics for each marketing channel
  3. 2.3Data sources, collection, and data quality
  4. 2.4Segmentation and personalization

Module 3: Web Analytics Fundamentals

  1. 3.1Users, sessions, page views, and events
  2. 3.2Traffic sources, channels, and UTM parameters
  3. 3.3Landing pages and user behavior
  4. 3.4Engagement metrics and conversion metrics
  5. 3.5Reading reports, trends, and anomalies

Module 4: Analytics Tools and Platforms

  1. 4.1Google Analytics 4 fundamentals
  2. 4.2Google Search Console performance data
  3. 4.3Adobe Analytics overview
  4. 4.4Tag management and tracking implementation
  5. 4.5Connecting tools and choosing the right stack

Module 5: Conversion Funnels and Optimization

  1. 5.1What is a conversion?
  2. 5.2Conversion funnels and drop-off points
  3. 5.3How to calculate conversion rate
  4. 5.4Prioritizing conversion improvements
  5. 5.5Introduction to A/B testing

Module 6: Digital Marketing Performance Analysis

  1. 6.1Measuring SEO and paid advertising performance
  2. 6.2Social, content, and landing page performance
  3. 6.3Comparing acquisition channels
  4. 6.4Evaluating campaigns and avoiding vanity metrics

Module 7: Reporting, Visualization, and Insights

  1. 7.1Building a marketing performance report
  2. 7.2Data visualization and dashboards
  3. 7.3Comparing periods and benchmarking
  4. 7.4Turning data into actionable recommendations

Module 8: Analytics Projects and Practical Assessment

  1. 8.1Analytics case study: Isla Coffee Co.
  2. 8.2Final assessment: digital analytics case study

Prioritizing conversion improvements

Covered here

  • Why not every fix should come first
  • How to score ideas with ICE
  • How analytics feeds your CRO backlog

Short answer

Conversion rate optimization, or CRO, is the process of improving the share of visitors who convert. Since you cannot fix everything at once, score each idea with ICE: impact, confidence, and ease, each from 1 to 10. Average the scores and work from the top. Analytics data raises your confidence in each idea.

The ICE model

  • Impact: how much will this improve conversions?
  • Confidence: how sure are we, based on data?
  • Ease: how easy is it to implement?

Score each idea 1 to 10 on each factor, average them, and work from the top.

IdeaImpactConfidenceEaseICE
Add GCash at checkout8867.3
Show shipping fee on product page7797.7
Redesign homepage5323.3

Try it: score your ideas

Columns: Idea, Impact (1-10), Confidence (1-10), Ease (1-10), ICE average, Data that supports it

Opens in Excel, Google Sheets, or Numbers.

Quick quiz

1. What does ICE stand for?
2. What raises the confidence score?

Your action

Key terms

CRO
Conversion rate optimization.
ICE score
Impact, confidence, and ease, scored 1 to 10.
Backlog
A list of ideas waiting to be done.
Hypothesis
A testable guess about why something will work.

Questions beginners ask

Is ICE the only model?

No. PIE and RICE are similar. ICE is the simplest to start with.

Where do CRO ideas come from?

Funnel data, heatmaps, recordings, customer questions, and surveys.

Related lessons

Want someone to set up your analytics and reporting while you learn? The team at Remar Digital can help.