Web Usability Certification

Making Dollars and Sense from Usable Web Design

With the website being the first representation of a company, visitors assume that if your website is dysfunctional, so are your products and services. But user experience and efficient website design has much more of an impact than just branding. Research shows that usability has a direct affect on sales and conversions with percentages reaching up to 225%, which means the stakes are especially high for ecommerce businesses.

As the digital age continues to evolve, consumers expect websites to be usable and informative. Consequently, more and more companies seek out qualified user experience professionals to maximize online marketing, help improve ROI and appease customer needs and desires.

In association with leading research firms and industry associations, the Online Marketing Institute has developed practical usability training and professional guidance on how to design for users needs and leverage variables pertaining to human-computer interactions.

Certification Benefits:

  • Develop a strong understanding of user experience design, including tools and strategies that will help you analyze business opportunity.
  • Learn how to evaluate, measure, and improve websites with proven design and usability tactics and strategies.
  • Receive web usability credentials and valuable skills in less time and money than a degree would require.
  • Be recognized for your web usability expertise and commitment to evolving your skill set.

What You'll Learn:

  • Review the fundamentals of usability, user-centered design, and user experience with close detail to human-computer interactions.
  • Understand how humans interact with computers and the psychology of memory and attention as well as user conceptual models.
  • Realize the distinction between tactical usability and strategic user experience.
  • Analyze websites for design iteration and validation and user-centered agile methods.
  • Design sitemaps, lo-fidelity sketches, wireframes, page/screen type patterns, and more.
  • Discover the value of measurement and testing, such as group usability walkthroughs, IA tree testing, tandem testing and closed card sorting.
  • Learn how humans process information and make decisions and how to translate these actions into usability design.
  • Implement key data gathering techniques, such as contextual inquiry and interviewing, task identification and analysis, and persona definition and evaluation.
  • Interpret data to drive improved performance and organizational changes via conversion, stickiness, satisfaction, and ecommerce metrics.
  • Develop an overarching strategy for user experience design for each page.
Class 1

Web Usability Definitions

This module is an introduction to the fundamentals of usability, user-centered design, user experience, and human-computer interaction, drawing important distinctions between tactical usability and strategic user experience, and generally defining terms that students will encounter in professional settings.
Instructor: Paul Sherman
Class 2

Deeper Dive in Human-Computer Interaction

An examination of how human information-processing and decision-making are influenced by website design and usability, this module considers perception, cognition, memory, and attention to enable designers everywhere to create neurologically aware sites that affect visitor behavior in just the right way.
Instructor: Paul Sherman
Class 3

The High-Level Process of User-Centered Design: Deeper Dive in Human-Computer Interaction

A comprehensive study of the top-tier processes that create and refine user-centered design, this module surveys everything from multiple methods of user research, whether personas or profiles are appropriate, and effective information architecture, to the key types of usability testing and other polishing techniques that are critical for a fully user-optimized website.
Instructor: Paul Sherman
Class 4

Discovering and Designing For User Needs

To address the evolving needs of web users, this module establishes best practices for gathering key data - from contextual inquiries to persona definition and evaluation - and promotes competent, targeted site design by analyzing wireframes, sitemaps, storyboards, process flows, and more.
Instructor: Paul Sherman
Class 5

Methods for Iterating And Validating Your Design

This module focuses on the analysis, optimization, and upkeep of website design by instructing students in closed card sorting, IA tree testing, moderated and unmoderated usability testing, and group usability walkthroughs, with time also given to the specific applications each process has.
Instructor: Paul Sherman
Class 6

Translating the Data to Dollars

This module centers on the acquisition and interpretation of web data, offer students insight into performance metric selection, determining meaningful trends, and how to turn that data into strategic recommendations that bring the organization closer to its business goals.
Instructor: Paul Sherman
Class 7

Strategic User Experience Design

An exploration of what makes a truly great user experience, this module is the perfect complement to data-driven usability testing, covering the long-term strategic elements - distilled into 4 main points, though not limited to them - that will assure your site visitors always leave converted and satisfied.
Instructor: Paul Sherman
Course Exam

Web Usability Certification Exam

Course Electives

Testing, Behavioral Analytics & Metrics Best Practices

How do you measure attribution? First click? Last click? Here’s a way to assign value to various actions so that each click earns its own portion of the credit.
Instructor: Tami Dalley

Landing Page & Conversion Foundations

B2B Landing Page Best Practices for Success- They’ve found you. Now give them what they want and show them the path to buying from you by providing a point of entry for those who have decided to click on your ad. Having a dedicated landing page for your PPC prospects is the key to converting them, so your course continues with an overview of the all-important landing page.
Instructor: Scott Brinker

B2B Website Design

B2B website design involves content, design, and a well-developed strategy. What’s right? What’s wrong? What works? What doesn’t? After watching this class, you’ll know how to identify problems and implement solutions.
Instructor: Chris Harmon

Landing Page Optimization

How are your landing pages performing? Could they be performing better? Learn how to measure, test, and optimize those all-important landing pages in this class.
Instructor: Jamie Smith

E-Commerce Testing To Dramatically Lift Sales

This class gives you a framework for testing landing pages as well as several case studies that demonstrate its effectiveness.
Instructor: Chris Goward
Vice President, Analytics & Insights, Buddy Media

Outgoing, industry thought leader with over ten years of international experience in marketing, strategy and web analytics. Capabilities include online measurement and web analytics, campaign measurement, sales analysis,A/B and Multivariate testing, customer profiling and business forecasting. A talent for seeing the bigger picture, attention to detail and a passion for translating statistics into simplistic business solutions.


Co-Founder and CTO, ion interactive, inc.

As ion’s president and chief technology officer, Scott leads the company’s product development and technical operations from the firm’s Boston office. He has over 20 years of experience in developing and marketing commercial online services and software.

Before co-founding ion interactive, Scott was the managing partner of CyberOps, a web technology consultancy for clients such as Fujitsu, CBS Sportsline, and Tribune Interactive. Prior to that, he was the president of Galacticomm, the leading provider of bulletin board system (BBS) software with more than 25,000 customers worldwide, including Boeing, Dell, Citibank, GE, Intel, and Sony. He started his career as a young entrepreneur, creating early social media software and multiplayer games in the 1980’s, while operating the largest pay-for-play, dial-up online service in the southeastern US.

A passionate advocate of post-click marketing, Scott has written articles for Advertising Age,Adweek, BtoB Marketing, MarketingProfs.com, and DM News. He is a regular contributor toSearch Engine Land and MediaPost and frequently speaks at industry events such as SMX,SES, Pubcon, and Search Insider Summit. He is co-editor of the Post-Click Marketing Blog and a co-author of the book Honest Seduction: How Post-Click Marketing Turns Landing Pages into Game Changers.

Scott has a BS in Computer Science summa cum laude from Columbia University, where he graduated as valedictorian of his class. He also has an MBA from MIT, where he was a Sloan Fellow. He writes a personal blog on marketing technology, Chief Marketing Technologist.

Principal, theBATstudio

Chris Harmon helps brands create meaning.As founder and principal at theBATstudio Chris leverages deep expertise in the interaction between Brand, Art and Technology to provide consulting services to clients directed by, and designed to, realize tangible business objectives.Chris refined his approach to brand with a process he coined Brand Synthesis™. The word synthesis reflects his perception that most organizations already have the key ingredients needed to develop compelling, cross-channel brand communications — they just require a little help in identifying and leveraging their knowledge and assets. Chris writes about strategy, design and interactive in his regular blog posts and point of view papers for theBATstudio. He also regularly presents for a variety of organizations, including most recently, the Online Marketing Summit.Chris is passionate about family, sports, politics and education. He is an active member of his community and his children's schools in Oakland, California where he and his family reside. On weekends you'll likely find him outdoors, coaching sports, playing with the family, or enjoying a good read.

Chairman & Chief Executive Officer, Engine Ready

Jamie Smith, CEO of Engine Ready Software got an early entrepreneurial start during the beginning of the Internet boom building and selling websites. Mr. Smith has over 10 years of Internet Marketing experience, continually staying on top of the newest opportunities in the ever-changing Internet business landscape.

In 1998, Mr. Smith founded World Methods, an Internet marketing agency headquartered on the Island of Martha's Vineyard.

World Methods and Engine Ready merged in September of 2001 putting together a robust online services organization with a talented group of Internet software visionaries. Under Smith's tenure, Engine Ready has transformed from a local Internet marketing services company into a leading strategic software development firm.

Mr. Smith studied Business Administration at the University of Vermont and has a Bachelor of Science in Management and Occupational Safety from Keene State College.

Founder & CEO, WiderFunnel

Chris Goward was one of the first people to look at online content and say: “We should test that!” From that revelation he founded WiderFunnel – the full-service marketing optimization company that pioneered landing page and conversion rate optimization methods for companies such as Google, Electronic Arts, Citrix and BabyAge.com. He is the brains behind the LIFT™ and Kaizen™ methods and speaks at conferences and seminars around the world to evangelize how marketers should test their marketing to get more leads, sales and revenue. Chris is author of the book, "You Should Test That," published by Wiley Sybex Jan 2013. 

Founder & Principal Consultant, ShermanUX

Paul Sherman is founder and principal consultant at ShermanUX. He has worked in the field of usability and user-centered design for the past 12 years. He was most recently Senior Director of User-Centered Design at Sage Software in Atlanta, Georgia, where he led efforts to redesign the UI and improve the overall customer experience of the Peachtree Accounting desktop application and ePeachtree web-based app.

While at Sage he also designed and implemented a customer-centric contextual innovation program that sought to identify new product and service opportunities by observing small businesses "in the wild". He also led efforts to modernize and make consistent Sage North America's product user interfaces.

In the 1990's he was a Member of Technical Staff at Lucent Technologies in New Jersey, where he led efforts to develop cross-product user interface standards for several telecommunications management applications. As a consultant he has conducted usability testing and interface design for banking, accounting and tax preparation applications, Web-based financial planning and portfolio management applications, and ecommerce Web sites.

Paul received his Ph.D. in 1997 from the University of Texas at Austin. His research focused on how pilots' use of computers and automated systems on the flight deck affects their individual and team performance. Paul is Past President of the Usability Professionals' Association, was the founding President of the UPA Dallas/Fort Worth chapter, and serves on the UPA's Board of Directors and Executive Committee. He is also contributor and editor of the Gower book Usability Success Stories: How Organizations Improve by Making Easier-to-Use Software and Web Sites, published in October 2006. He writes a regular column for the online user experience magazine UXmatters and has presented at conferences around North America as well as Asia, Europe, and South America. Email Paul at paul@shermanux.com.


How much does this certification cost?
The cost of this certification is $859.

How long does the certification take?
Each certification is broken up into a series of 5-11 classes. Each included class may run between 20-70 minutes in length.

How long do I have to take the certification? 
You are given 6 months to complete your certification following enrollment, so plan to dedicate your time in completing the coursework accordingly. All classes are available on demand and you can take them at your own pace. More time to access the material may be provided on a case-by-case basis. 

What is a passing exam score? How long does the exam take, and how many times can I take it?
After finishing all classes in the certification, you will be ready to take the final exam. To begin click the “Start Exam Now” button underneath the last class in the certification.  The untimed final exam consists of 30-50 multiple-choice and true/false questions. Allow 45 to 60 minutes to complete the exam. Ideally the exam should be taken in one sitting, however, your answers are saved if you need to come back and finish at a later time.

You must pass with a score of 70% or higher to receive a certification of completion. You will have up to 3 chances to pass this exam. You will receive a digital certification via email upon successfully passing the exam.

Will I be tested on the classes that are electives?
No. Electives are available to supplement the main certification coursework, so you will not be tested on any of the material covered in those classes as they are optional to watch.

Do I receive a physical or virtual certificate or both? 
Upon completion, OMI will send you a digital certificate via email.

What is the teaching style of certifications? Live or prerecorded?  
Certifications feature prerecorded presentations. Essentially, they consist of 20-70 minute video recordings of a narrated slide presentation.

Can I get a copy of presentation slides or other reference material to print/download? 
At this time, course content and other reference materials are not offered in a non-video format. 

How current is the content for the certification programs? 
OMI's Certifications are constantly being updated to match the industry's latest trends and tactics in digital marketing. Content is either updated or replaced entirely in accordance to the most relevant and current information.

Are OMI certification programs accredited?
The Online Marketing Institute has been involved in online education for digital marketing longer than nearly all other organizations in the space. To address the topic of accreditation, since there is no accrediting body, OMI has gained accreditation from the States of California and Colorado and has been endorsed (and used by) major non-profit associations within the industry including: The Internet Advertising Bureau (IAB), Direct Marketing Association (DMA), Email Experience Council (EEC), Local Business Marketing Association(s), Word of Mouth Marketing Association (WOMMA) and more. OMI’s certification programs were then built through Wharton and it's Interactive Media Initiative to build an academically verified method to teach, train and test.


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