Conversion

The Conversion Optimization Training Course for Professionals

This is a comprehensive conversion optimization training program that will help you become a top conversion optimizer. The skills you gain will turn you into a much sought-after T-shaped marketer.

Once you take all the courses inside, you will unlock the certification test. Pass the test and become a ConversionXL Certified Optimizer.

Each track contains a number of courses. There are 35+ courses all together.

Conversion Optimization 101

Fundamentals of conversion optimization. The goal is to get everyone on the same page about what CRO is and what we’re doing. Courses in this module:

• CRO Foundations
• CRO Copywriting 101

People & Psychology

Your clients are brains. You will learn some of the more important psychological concepts that you need to be aware of in order to convert more sales. Courses in this module:

• Intro to Persuasive Psychology
• Using Social Proof Online
• Developing & Testing an Emotional Content Strategy: emotional triggers and behavioral principles which shape your customer’s decision making process
• Influence & Interactive Design: a framework which synthesizes scientific research on behavior patterns from a neurochemical and evolutionary psychology background
• The Persuasion Slide: a practical model for the persuasion process
• Persuasive Copywriting

Digital Analytics

Every data-driven marketer needs to know how to use digital analytics to make better decisions. Courses in this module:

• Intro to Digital Analytics
• Conducting an Analytics Audit
• Using Analytics to Find Conversion Opportunities

Persuasive Design & UX

Good design sells. But what makes one design better than another design? How can we use design to improve conversions? Courses in this module:

• Opportunity by Design
• Persuasive Web Design

Conversion Research

You need to diagnose the patient before you know how to treat him. Research-driven optimization is what ensures sustainable growth and long-term success. Courses in this module:

• ResearchXL framework to identify problems with your website
• Heuristic Analysis
• User Testing
• Survey Design
• Qualitative Research
• Mouse Tracking
• Fast and Rigorous User Personas

Testing Strategies

Knowing what to test, how to test and when to choose which testing strategy is key to success. Courses in this module:

• Testing statistics
• Common testing mistakes and how to avoid them
• How to run tests: from hypotheses to stopping rules
• Prioritizing tests: frameworks to decide what to test next
• Validity threats: what can skew your test results
• Testing QA

Optimization Strategies

Optimization is more than just testing. You need to know all the aspects of the full customer journey before you can influence it. Courses in this module:

• Managing a redesign
• Optimizing for B2B
• Customer Value Optimization
• Landing Page Optimization
• Creating a Segmentation Strategy
• Testing QA

Conversion Optimization Program Management

How to manage your program to success, and how to sell CRO internally and externally. Courses in this module:

• How to Design, Roll Out, & Scale an Optimization Program
• Evangelizing for Optimization in Enterprise
• Building Your Optimization Technology Stack
• Optimize your Optimization Program
• Selling CRO as an agency

Once you complete all the courses inside the Institute and pass the final test, you will become certified. Certification will help you accelerate your marketing career and/or land better clients.