In this initial project assignment, you will select and provide background information for your client for whom you will complete a web analytics and conversion optimization strategy. In addition, you must discuss the types of metrics that will be used to help determine success for your strategy.

In a 2 – 4 page document, complete the following:

Part One – Client Overview 

You will perform competitive analysis for your client by performing the following:

• Provide a detailed description of the selected client. 
  • The description should include adequate background information to acquaint your peers about the client.
• Define a unique value proposition (UVP) for the client.
• Identify the top three competitors for your client. 
  • Create a list of their names and Web sites
• Explain the value of web analytics as well as the measurable business value for using conversion metrics.
• Site Overview-provide a basic analysis of the site for your selected client.

Part Two – SWOT Analysis

• Perform a SWOT analysis for your client and your client’s top three competitors. 
  • You may not find all the information you need for the competitors. Make and state plausible assumptions.
• Provide an overview of potential opportunities (at least three) in which your selected client should be utilizing web analytics tools.

Any sources must be cited in APA format.