Marketing: Conversion Rate Optimization

Course details

Convert more of your existing traffic into paying customers or qualified leads through conversion rate optimization. This course teaches marketers and business owners how to best approach the often intimidating world of website testing and optimization. Learn how to use data, surveys, and testing to better understand your target audience and website visitors. See how to best prioritize testing opportunities, create great test hypotheses, and then set up and run tests. Finally, discover how to analyze the test results to draw actionable insights that can have immediate impact on your bottom line. This is a great course for anyone who wants to improve conversions of all types, filled with case studies and personal insights acquired from instructor Jim Huffman's years of experience as an in-demand growth consultant.
Topics include:
CRO frameworks
Designing a landing page
Identifying key performance indicators
Performing qualitative and quantitative research
Establishing your testing priorities
Setting up testing tools and equipment
Analyzing results
Building a culture of testing

Concepts

Introduction

Defining what CRO really means

Overview of Conversion Rate Optimization (CRO)

Introducing a framework for CRO
How CRO fits into your business
CRO 101 - Landing pages

Setting CRO Goals

Finding the right KPIs
Quantifying the impact of testing
Case study - Identify where to focus

Conducting CRO Research

Performing quantitative research
Performing qualitative research
Case study - Research-driven experiments

Prioritizing Testing Opportunities

Running a prioritization framework
Evaluating impact and ease of tests
Creating a test hypothesis

Setting Up Your Tests

Using testing tools
Selecting your type of experiment
Product page case study

Analyzing and Optimizing Experiments

Understand your analytics
Gaining insights from experiments
Free trial case study

Culture of Testing

Building a culture of testing