Maths and Stats for Web Analytics and Conversion Optimization: The journey from 'data driven' to 'data smart'

The role of maths and statistics in the world of web analytics is not clear to many marketers. Not many talk or write about the usage of statistics and data science in conversion optimization. This book has been written to fill this knowledge gap.

Often big heavy books on Maths and Statistics teach you more than you need to know, things that you may never use in your working life. Not only such books waste your time and money but they also constantly push you to give up on learning key maths and stats skills.

This expert guide will teach you exactly what you need to know. It will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions which can quickly improve the bottom-line of your online business. Every topic covered in this book has something to do directly with your day to day job. 

This is not a book to become a full-fledged statistician/data scientist or a book to be used to pass your maths/stats college exam. You don't need a math or stats background in order to understand this book. Every topic has been explained in plain english. 

This book explains some of the most useful statistics terms/concepts one by one and will also show you their practical use in web analytics and conversion optimization, so that you can take advantage of them straightaway.

Why do you need to know the maths and stats behind web analytics and conversion optimization?

It is not just about what you should know but is more about what you are expected to know esp. if you deal with businesses day in, day out. Here are few questions for your consideration:

Q1. When your website conversion rate jumps from 10% to 12% then is it 2% rise in conversion rate or 20% rise in conversion rate?

Q2. Can you double your sales by simply doubling your marketing budget?

Q3. Should you focus on large number of low value customers instead of few high value customers to maximize profit?

Q4. If campaign 'A' conversion rate is 10% and campaign 'B' conversion rate is 20%, does that mean campaign 'B' is performing better than campaign 'A'?

Q5. Average time on your website is 5 minutes. Does that mean website visitors actually spend 5 minutes on an average?

Himanshu Sharma is a digital marketing consultant and founder of OptimizeSmart.com.

He specializes in attribution modelling, fixing website tracking issues and helping businesses to better understand their analytics data. He has over 12 years' experience in web analytics and digital marketing.

He was nominated for the Digital Analytics Association's Award for Excellence. The Digital Analytics Association is a world-renowned, not-for-profit association which helps organizations overcome the challenges of data acquisition and application.

Himanshu is also the author of two best-selling books on analytics and conversion optimization:

#1 Attribution Modelling in Google Analytics and Beyond
#2 Master the Essentials of Email Marketing Analytics


In addition to these books, he has published more than half a dozen ebooks on Google Analytics and Google Tag Manager, which are available on optimizesmart.com.

Himanshu run one of the world most popular blogs on Google Analytics. He also provides web analytics training and has currently got more than 800 students.