Course list

Conversion rate
Optimization Academy

A full list of CRO courses and training lessons including release schedule

Value-proposition_course_icon
COURSE

VALUE PROPOSITION THAT CONVERTS

Foundation course that covers the fundamental construction elements of your Value Proposition (VP). The Value Proposition is what your visitors buy. There is nothing more important.

CRO training course syllabus >
  1. Value Proposition: Introduction
  2. Value Proposition: Definition
  3. Value Proposition: What it is
  4. Value Proposition: What it does
  5. Value Proposition: How it compares
  6. Value Proposition: What it looks like
  7. Value Proposition: How to use it
  8. Value Proposition: Its benefits
  9. Value Proposition: Examples
  10. Value Proposition: Summary
Incentive_course_icon
COURSE

DESIGNING EFFECTIVE DISCOUNTS ANS INCENTIVES

The incentive course breaks down the elements that make discounts, sales and free stuff.  We provide you a framework for designing your discounts and testing them.

CRO training course syllabus >
  1. Incentives: Incentive definition
  2. Incentives: Types
  3. Incentives: Positioning and placement
  4. Incentives: Different attributes
  5. Incentives: Type and usage matrix
  6. Incentives: profit warning
Friction_course_icon
COURSE

UNDERSTANDING WEBSITE FRICTION

This fundamental course will explain the difference between content and the containers that display that content on your website. The distinctions are essential to increasing website conversion rates. 

CRO training course syllabus >
  1. Friction: introduction
  2. Friction: Blueprint analogy
  3. Friction: Content containers
  4. Friction: Content containers examples
  5. Friction: Containers are like Russian dolls
  6. Friction: The Wax-on Wax-off approach
  7. Friction: Content containers examples
  8. Friction: Function
  9. Friction: Function examples
  10. Friction: Design
  11. Friction: Design examples
  12. Friction: Design color size and shape
  13. Friction: Labels
  14. Friction: Label examples
  15. Friction: The link between friction and content
  16. Friction: Conclusion
Anxiety-course_icon
COURSE

PRINCIPLES OF PURCHASE ANXIETY

Anxiety courses break down the elements that create visitor fear and prevent them from going through a sales transaction.

CRO training course syllabus >
  1. Anxiety: introduction
  2. Anxiety: Dan Ariely example
  3. Anxiety: mnemonic word "forward"
  4. Anxiety: Trust in the brand
  5. Anxiety: Trust in the product
  6. Anxiety: Trust in the delivery
  7. Anxiety: Summary
Value-tipping-point_course_icon
COURSE

THE CONVERSION VALUE TIPPING POINT

In this course we explain how the mind works with its constant evaluation of the value your content and website offers versus the effort to pursue the user journey.

CRO training course syllabus >
  1. Value Tipping Point: Equation summary
  2. Value tipping point: Proof is in the box
  3. Value tipping point: The table conversion elements
User-journey-course_icon
COURSE

WHAT ARE THE 4 STAGES OF THE USER JOURNEY

Fundamental framework to understand each stage the visitor goes through before converting. Each stage in the journey has a different psychological state.

CRO training course syllabus >
  1. User journey stages: Introduction
  2. User journey stages: Supermarket parallel
  3. User journey stages: Defining each stage
  4. User journey stages: Pages types
  5. User journey stages: Position and direct
  6. User journey stages: Search and find
  7. User journey stages: Persuade and select
  8. User journey stages: Exchange and transact
  9. User journey stages: Conclusion
Icon_4
COURSE

VISUAL ATTENTION

For content to exist in the visitors' mind... he needs to pay attention to it. This course covers the principles of visual attention, how it flows through a page and how you need to manage it.

CRO training course syllabus >
  1. Visual attention: Introduction
  2. Visual attention: Definition
  3. Visual attention: Focal point definition
  4. Visual attention: Elements of focal point
  5. Visual attention: Focal point examples
  6. Visual attention: Heatmap
  7. Visual attention: Conclusion
Attention-gaz-tank_course_icon
COURSE

ATTENTION GAS TANK

Visitors have limited attention span. When attention runs out, the visitor is gone. This course will explain how important attention span is and how it works. 

CRO training course syllabus >
  1. Attention gas tank: Introduction
  2. Attention gas tank: Cognitive effort
  3. Attention gas tank: Attention attrition
  4. Attention gas tank: Element to recharge
  5. Attention gas tank: Focus attention to convert
  6. Attention gas tank: Conclusion
Perceptual-blindness-course_icon
COURSE

PERCEPTUAL BLINDNESS

As the marketer, just because the content is on a page doesn't mean the visitor sees it. We call that "Perceptual Blindness". Understanding it is key to avoiding missed content that affects conversion.

CRO training course syllabus >
  1. Perceptual blindness: Introduction
  2. Perceptual blindness: Invisibility
  3. Perceptual blindness: Invisibility examples
  4. Perceptual blindness: Relevance
  5. Perceptual blindness: Complexity
  6. Perceptual blindness: You know too much
  7. Perceptual blindness: Conclusion
Reflex-decision-course_icon
COURSE

PREVENT COGNITIVE OVERLOAD

Based on the learning of John Ridley Stroop, we focus on the cognitive conflict we unknowingly create, generating cognitive overload in our website visitors and turning them away.

CRO training course syllabus >
  1. John Ridley Stroop: Introduction
  2. John Ridley Stroop: Visual stimuli processing
  3. John Ridley Stroop: Creating cognitive conflict
  4. John Ridley Stroop: JRS affect on conversion rate
  5. John Ridley Stroop: Banking website example
  6. John Ridley Stroop: Hardware website example
  7. John Ridley Stroop: Conclusion
Reflex-decision-course-icon
COURSE

REFLEX DECISION

Learn how you can design a quick decision that help the user experience as well as detect where you’re creating difficulty in choices visitors are forced to make.

CRO training course syllabus >
  1. Reflex decision: Introduction
  2. Reflex decision: First game
  3. Reflex decision: Second game
  4. Reflex decision: Example
  5. Reflex decision: Conclusion
Perception-course_icon
COURSE

PERCEPTION

What your website says is not what visitors... perceive. Knowing how perception works can allow you to increase the influence of your content.

CRO training course syllabus >
  1. Perception: Understanding perception
  2. Perception:  Example of online perception
  3. Perception: Psychological effects and mechanisms
  4. Perception: Your brain tricks you
  5. Perception: Ads and opinions
  6. Perception: A bit O practice
Grasping-at-the-unknown-course-icon
COURSE

GRASPING THE UNKNOWN

The brain can't handle anything new... So what happens in the visitor's mind when he sees your new product?

CRO training course syllabus >
  1. Grasping at the unknown: Introduction
  2. Grasping at the unknown: Concepts
  3. Grasping at the unknown: Principles
  4. Grasping at the unknown: Anchoring a product
  5. Grasping at the unknown: Formula explained
  6. Grasping at the unknown: Examples
  7. Grasping at the unknown: Conclusion
Expert-vs-Novices-course_icon
COURSE

EXPERTS VS NOVICES

Deep thought Vs. Shallow thought. All visitors are one or the other and each one needs distinct content in order to convert.

CRO training course syllabus >
  1. Experts vs novices: Introduction
  2. Experts vs novices: Shallow Vs Deep Thought
  3. Experts vs novices: Content by differential needs
  4. Experts vs novices: Improving your product pages
  5. Experts vs novices: Take-away summary
Eye-flow-course_icon
COURSE

EYE FLOW - BASICS

As a conversion rate expert, you have to know how to guide the visitor's eye flow. This course explains the principle of eye flow management

CRO training course syllabus >
  1. Eye flow management basics: Introduction
  2. Eye flow management basics: Definition
  3. Eye flow management basics: Scan-Latch-Focus
  4. Eye flow management basics: Distance & direction
  5. Eye flow management basics: White noise
  6. Eye flow management basics: Managing eye flow
  7. Eye flow management basics: Blockers to eye flow
  8. Eye flow management basics: Summary
Eye-flow-tool-kit-course_icon
COURSE

EYE FLOW - TOOL KIT

In this course you learn how to influence visual attention and guide visitor's eye flow to key content, in the best order, to maximize your content persuasion power.

CRO training course syllabus >
  1. Eye flow management tool kit: Introduction
  2. Eye flow management tool kit: Size
  3. Eye flow management tool kit: Shape
  4. Eye flow management tool kit: Colour
  5. Eye flow management tool kit: Position
  6. Eye flow management tool kit: Direction
  7. Eye flow management tool kit: Movement
  8. Eye flow management tool kit: Eye flow management methods
  9. Eye flow management tool kit: Groupings & Clusters
  10. Eye flow management tool kit: Linearity & Hierarchy
Positionin-script-rules_course-icon
COURSE

POSITIONING RULES

Anchoring the visitor the second he arrives on a web page is key to reducing bounce rate and increasing engagement. This course focuses on the web page masthead.

CRO training course syllabus >
  1. Position script rules: Introduction
  2. Position script rules: Physical reaction
  3. Position script rules: 5-second first impression
  4. Position script rules: Position power
Text-rules-course_icon
COURSE

TEXT OPTIMIZATION RULES

These are miracle rules and the heart of conversion. Apply these rules to your website text to increase your content conversion rate efficacy.

CRO training course syllabus >
  1. Text rules: Introduction
  2. Text rules: Subheading power
  3. Text rules: Paragraph size
  4. Text rules: 1 idea 1 block
  5. Text rules: AND | OR
  6. Text rules: Bullets and bold
  7. Text rules: Unquantifiable & Undefined
  8. Text rules: Summary
Image-That_convert-icon
COURSE

IMAGES THAT CONVERT

Humans are visual creatures. Yet websites are loaded with pointless stock imagery. This course covers the methods to create highly effective imagery to supercharge your conversion rate.

CRO training course syllabus >
  1. Images that convert: Introduction
  2. Images that convert: Bad imagery
  3. Images that convert: Part of a story
  4. Images that convert: Image layers
  5. Images that convert: Summary
Text-rules-course_icon
COURSE

ACCESS AND CLARITY

You've been told to make your text clear? If visitors can't find key content, don't worry, here are 2 methods to trace access problems and bring clarity to your website content.

CRO training course syllabus >
  1. Clarity: Introduction
  2. Clarity: Identifying confusing content
  3. Clarity: Definition explained
  4. Clarity: Usage of Clarity rule
  5. Access: Click through rate degradation
  6. Access: Distance to Value Proposition
  7. Access: Click counting rule
  8. Access: Clarity rule applied
Visitors_purchase_criteria_course_icon
COURSE

CODING WEBSITE SURVEY RESULTS

In this conversion rate optimization course, you'll learn how to categorize survey answer questions to know decision criteria.

CRO training course syllabus >
  1. Coding survey results: Approach and methods
  2. Coding survey results: Categories of answers
  3. Coding survey results: Single category results
  4. Coding survey results: Complex survey categories
  5. Coding survey results: Producing survey graphics
visitors-research-tools-course_icon
COURSE

VISITOR RESEARCH TOOLS AND METHODS

In this course we cover the tools and tricks  to get an in-depth understanding of your visitors' thought process and needs so you can optimize your content to increase conversion rates.

CRO training course syllabus >
  1. Research tools: Introduction
  2. Research tools: Tool categories
  3. Research tools: Analytics
  4. Research tools: Skimming Reviews
  5. Research tools: Heat maps and click maps
  6. Research tools: Deep and pointless surveys
  7. Research tools: Dynamic surveys
  8. Research tools: Usability testing
  9. Research tools: Attention modelling
  10. Research tools: Typical mistakes to avoid
Research-behavioural-course_icon
COURSE

BEHAVIOURAL RESEARCH

To guide and track your conversion rate optimization testing, you need to have basic analytics and tracking. This is all explained in this course.

CRO training course syllabus >
  1. Behaviour: Introduction
  2. Behaviour: Action Vs Though
  3. Behaviour: Analytics key metrics
  4. Behaviour: Analytics what to use
  5. Behaviour: Analytics with AB testing
  6. Behaviour: Heat and Click maps
  7. Behaviour: Interpretation of visual maps
  8. Behaviour: Segmentation analysis
  9. Behaviour: Detecting conversion bottle necks
  10. Behaviour: Touch Vs Keyboard data
  11. Behaviour: Mapping to conversion goals
  12. Behaviour: Summary
Research-Attitudinal-course_icon
COURSE

ATTITUDINAL RESEARCH

Before you optimize what visitors do, you need to know what visitors think, that attitudinal mindset is explained in this course.

CRO training course syllabus >
  1. Attitude: Introduction
  2. Attitude: Right tool for the job
  3. Attitude: Perception and psychology factors
  4. Attitude: 3 categories of insights
  5. Attitude: Research questions matrix
  6. Attitude: How much input needed
  7. Attitude: Visitor decision criteria
  8. Attitude: Identifying purchase intent
  9. Attitude: What's my problem?
  10. Attitude: For whom are you buying?
  11. Attitude: What words they use?
  12. Attitude: In-lab testing is pointless, save your cash
  13. Attitude: Death by survey
  14. Attitude: Off-site research approach
  15. Attitude: Coding answers
  16. Attitude: Using your insights
  17. Attitude: Price perception
  18. Attitude: Summary
AB-testing-fundamentals-course_icon
COURSE

AB TESTING FUNDAMENTALS

In this course we cover the basic approach and setup of AB tests, goals and coding options.

  1. AB Testing foundation: AB testing life cycle
  2. AB Testing foundation: How AB testing tech works
  3. AB Testing foundation: WYSIWUG Vs Custom coding
  4. AB Testing foundation: AB Test variations
  5. AB Testing foundation: Primary and secondary goals
  6. AB Testing foundation: Testing objectives
  7. AB Testing foundation: Sample size rules
  8. AB Testing foundation: Selecting an audience segment
  9. AB Testing foundation: Test impact calculator
  10. AB Testing foundation: Page versus Journey testing
  11. AB Testing foundation: Test duration guidelines
  12. AB Testing foundation: Running simultaneous AB tests
  13. AB Testing foundation: Statistical relevancy requirements
  14. AB Testing foundation: Variation management
  15. AB Testing foundation: Interpretation of AB test
  16. AB Testing foundation: What is a nul test
  17. AB Testing foundation: Typical stupid errors
AB-test-Hypothesis-course_icon
COURSE

TRUE AB TEST HYPOTHESIS

95% of test hypotheses are complete BS and lead to nothing. Learn how to build the hypothesis that yield conversion rate insights and growth.

  1. Test Hypothesis: Purpose
  2. Test Hypothesis: If this then that
  3. Test Hypothesis: Building in learning objectives
  4. Test Hypothesis: Purpose and reasoning
  5. Test Hypothesis: Hypothesis substantiation
  6. Test Hypothesis: Reusable insight
  7. Test Hypothesis: Compound or sequential hypothesis
  8. Test Hypothesis: Removing opinion
  9. Test Hypothesis: How amateurs test
Run-AB-test-course_icon
COURSE

HOW TO RUN AB SPLIT TESTS

How to schedule, sequence, plan and launch all your tests without creating hidden errors and looking like a dork.

  1. Running AB tests: Introduction
  2. Running AB tests: Building a schedule
  3. Running AB tests: Building a production cycle
  4. Running AB tests: AB tests on dynamic content pages
  5. Running AB tests: Interlaced AB test launch
  6. Running AB tests: Leveraging seasonality
  7. Running AB tests: Audience exclusions
  8. Running AB tests: Crossed AB test audiences
  9. Running AB tests: Monitoring of active tests
  10. Running AB tests: Shutting down variations
  11. Running AB tests: Conclusion
8-AB-testing-mistakes-course_icon
COURSE

8 MASSIVE AB TEST MISTAKES TO AVOID

AB Testing is complicated so newbies and amateurs keep making these mistakes that just waste time and money.

  1. Amateur mistakes: Introduction
  2. Amateur mistakes: Poor impact planning
  3. Amateur mistakes: Accepting low validation rates
  4. Amateur mistakes: Duration mistakes
  5. Amateur mistakes: Too many tests
  6. Amateur mistakes: Conflicting conversion elements
  7. Amateur mistakes: Bad test goals
  8. Amateur mistakes: Missing segmentation data
  9. Amateur mistakes: No segregation of test variables
  10. Amateur mistakes: Summary
AB-test-design-course_icon
COURSE

DESIGNING AB TEST VARIATIONS

This course covers techniques and rules to create effective AB test variations and minimize test running duration.

  1. AB test variations: Introduction
  2. AB test variations: How many variations?
  3. AB test variations: Exploratory variations
  4. AB test variations: Compound test approach
  5. AB test variations: Contribution test approach
  6. AB test variations: Segmentation variations
  7. AB test variations: Validation variations
  8. AB test variations: Summary
managing-live-test-variation-course_icon
COURSE

MANAGING LIVE TEST VARIATIONS

While an AB test is live, there are a lot of things and critical elements to manage. This course is your test management checklist.

  1. Test management: Introduction
  2. Test management: When to launch
  3. Test management: QA your tests
  4. Test management: Launch protocols
  5. Test management: First three days O data
  6. Test management: Crossing data lines
  7. Test management: Isolating losing variations
  8. Test management: Early shut down
  9. Test management: Detecting instrumental errors
  10. Test management: Detecting environmental errors
  11. Test management: Extending test duration
  12. Test management: Summary
Optimization-of-homepage_course_icon
COURSE

OPTMIZATION OF HOMEPAGES

Coming soon
Homepages are the key to conversion rate, but how do you approach homepage optimization? This course will give you key methods to follow.

  1. Homepage optimization: Introduction
  2. Homepage optimization: Bad homepages
  3. Homepage optimization: Purpose of homepages
  4. Homepage optimization: First point of contact
  5. Homepage optimization: Point of reference
  6. Homepage optimization: Navigation bar
  7. Homepage optimization: Search box
  8. Homepage optimization: Retail structure
  9. Homepage optimization: Positioning masthead
  10. Homepage optimization: Page script
  11. Homepage optimization: Introducing features
  12. Homepage optimization: Pointing to content categories
  13. Homepage optimization: Elevator principle
  14. Homepage optimization: 2-speed homepage
  15. Homepage optimization: Refresh and update rates
  16. Homepage optimization: Mistakes to avoid
  17. Homepage optimization: AB testing
Optimization-of-List-pages_course_icon
COURSE

WHAT TO TEST ON LIST PAGES

Coming soon
If you can't find a product, if you can't find key information, then you will not transact, List pages are the cornerstone of providing options visitors can use to transact.

  1. List pages: Introduction
  2. List pages: Positioning for marketing ROI
  3. List pages: AB test goals of a list page
  4. List pages: Navigation
  5. List pages: Navigation functionality
  6. List pages: Item list filters
  7. List pages: Filter design and position
  8. List pages: Results order and quantity
  9. List pages: Product summary modules
  10. List pages: Product summary content
  11. List pages: Product summary module order
  12. List pages: Price and conditions
  13. List pages: Choice complexity
  14. List pages: Value proposition tipping point
  15. List pages: Value proposition quantity
  16. List pages: Summary
9-product-page-are-course_icon
COURSE

9 PRODUCT PAGE AREAS TO IMPROVE

Coming soon
Product pages are the core to conversion rate. This is where you persuade your visitors, this is what they decide to buy from you. In this course we show you the key areas to optimize.

  1. Product page: Introduction
  2. Product page: 2-speed page
  3. Product page: Masthead positioning
  4. Product page: Carousel of death
  5. Product page: Page script
  6. Product page: Content block usage
  7. Product page: Elements of Value Proposition
  8. Product page: Integration of incentive
  9. Product page: Call to action
  10. Product page: Alternative paths
  11. Product page: Addressing objections
  12. Product page: Dead ends
  13. Product page: Summary points
Checkout-optimization-course_icon
COURSE

12 CHECK-OUT OPTIMIZATION TECHNIQUES

Coming soon
You can only lose visitors at check-out. In this course you will learn what to target and improve to better "Lubricate" the check out and increase conversion rates.

  1. Check-out: Introduction
  2. Check-out: Form structure
  3. Check-out: Labels
  4. Check-out: Error management
  5. Check-out: Hierarchy of titles
  6. Check-out: Terms and conditions
  7. Check-out: Value proposition echo
  8. Check-out: Incentive echo
  9. Check-out: Security concerns
  10. Check-out: Complex instructions
  11. Check-out: Trust factors
  12. Check-out: Perpetual shopping carts
  13. Check-out: Journey progress
  14. Check-out: Distractions
  15. Check-out: Calls to action and links
  16. Check-out: Summary
Urgency_scarcity-course_icon
COURSE

URGENCY AND SCARCITY

Coming soon
People want what they can't have. In this course we will learn how to use urgency and rarity on list and product pages to increase the propensity to complete a purchase.

  1. Urgency and scarcity: Introduction
  2. Urgency and scarcity: What is urgency?
  3. Urgency and scarcity: Building a time matrix
  4. Urgency and scarcity: Displaying urgency
  5. Urgency and scarcity: AB testing urgency
  6. Urgency and scarcity: What is scarcity?
  7. Urgency and scarcity: Artificial scarcity signals
  8. Urgency and scarcity: Format of scarcity
  9. Urgency and scarcity: AB testing scarcity
  10. Urgency and scarcity: Summary
Badging-callout-course_icon
COURSE

BADGING AND CALL OUTS

Coming soon
Used in retail for centuries, the art of badging is misused. Calling out information and guiding the eye flow to key areas, in order to facilitate product shortlist, is the key to this course.

  1. Badging and call outs: Purpose
  2. Badging and call outs: Design elements
  3. Badging and call outs: Placement and usage
  4. Badging and call outs: Defining frequency rules
  5. Badging and call outs: Inside images
  6. Badging and call outs: AB testing badging rules
  7. Badging and call outs: Update and refresh rates
  8. Badging and call outs: Summary
Expectation_gap-course_icon
COURSE

VISITOR EXPECTATION GAP

Coming soon
In this lesson you will learn to bridge the gap in the visitor journey, between clicking on an ad and getting to the first point of contact that is the landing page.

  1. Expectation gap: Introduction
  2. Expectation gap: Negative effect on marketing ROI
  3. Expectation gap: The ad promise
  4. Expectation gap: First point of contact
  5. Expectation gap: Story continuity
  6. Expectation gap: Unexpected cognitive processing
  7. Expectation gap: Link to landing pages
  8. Expectation gap: Summary
Anatomy-of-a-web-page-course_icon
COURSE

ANATOMY OF A LANDING PAGE

Coming soon
In this lesson we cover the key areas of a landing page, the key elements of a page and the strategies for AB testing that will reduce your landing page bounce rates.

  1. Landing pages: Introduction
  2. Landing pages: Purpose and metrics
  3. Landing pages: Landing pages for paid marketing
  4. Landing pages: Message continuity
  5. Landing pages: Titles and sub titles
  6. Landing pages: Link options and ratios
  7. Landing pages: What they get
  8. Landing pages: Benefit summary
  9. Landing pages: Visualise it
  10. Landing pages: Trust factors
  11. Landing pages: Call to action
  12. Landing pages: Page layout simplification
  13. Landing pages: Dynamic keyword insertion
  14. Landing pages: Segmentation landing pages
  15. Landing pages: Basic AB testing strategy
  16. Landing pages: Segmentation landing pages
  17. Landing pages: Summary
Landing-page-AB-testing-course_icon
COURSE

7 LANDING PAGE AB TESTING TECHNIQUES

Coming soon
Your first landing pages won't be perfect in the beginning. This course provides a list of AB tests to optimize your landing page.

  1. What to test: Introduction
  2. What to test: Positioning
  3. What to test: Visual elements
  4. What to test: Script length
  5. What to test: CTA intro and context
  6. What to test: Position and page structure
  7. What to test: Short Vs long
  8. What to test: Visual Vs written
Landing-page-segmentation-course_icon
COURSE

LANDING PAGE SEGMENTATION

Coming soon
In this course we cover how many your landing pages should be and how specific to individual audience segments.

  1. LP Segmentation: Introduction
  2. LP Segmentation: Focusing on paid marketing
  3. LP Segmentation: Individual paid channels
  4. LP Segmentation: Social media landing pages
  5. LP Segmentation: Dedicated or Dynamic landing pages?
  6. LP Segmentation: Defining sub-segment variations
  7. LP Segmentation: Using dynamic content
  8. LP Segmentation: Device-specific landing pages
  9. LP Segmentation: Product category landing pages
  10. LP Segmentation: Incentive continuity
  11. LP Segmentation: Summary
Building-optimization-strategy-course_icon
COURSE

BUILDING AN OPTIMIZATION STRATEGY

Coming soon
Businesses think that CRO is a sequence of tactical little tests... They are wrong. CRO success hinges on your ability to define simple strategies and stick to them.

  1. Optimization strategy: Introduction
  2. Optimization strategy: Not a tactical test list
  3. Optimization strategy: Strategy definition
  4. Optimization strategy: Structure of a testing strategy
  5. Optimization strategy: Team and strategy buy-in
  6. Optimization strategy: What is the outcome?
  7. Optimization strategy: What are the components?
  8. Optimization strategy: Supportive tactics
  9. Optimization strategy: Time-frame expectations
  10. Optimization strategy: Planning and production pitfalls
  11. Optimization strategy: Summary
Strategy-to-implement-course_icon
COURSE

6 CONVERSION STRATEGIES TO IMPLEMENT

Coming soon
In this course we cover a number of different CRO strategies that you can implement and use to practice developing your own business-specific strategies.

  1. Strategies: Introduction
  2. Strategies: Homepage retailing strategy
  3. Strategies: Content or offers strategy
  4. Strategies: Developing incentive calendars
  5. Strategies: Integration of incentives to Value Proposition
  6. Strategies: Value Proposition segmentation strategies
  7. Strategies: Up-sell strategies
  8. Strategies: New design validation strategy
  9. Strategies: Summary
Mobile-adpative_course_icon
COURSE

MOBILE ADAPTIVE PAGE OPTIMIZATION BASICS

Coming soon
There is a lot of confusion regarding adaptive mobile web pages and how to optimize them. In this course we set the foundations.

  1. CRO for mobile: Introduction
  2. CRO for mobile: Port size and devices
  3. CRO for mobile: Mobile segment targeting
  4. CRO for mobile: Break point rules
  5. CRO for mobile: Different content?
  6. CRO for mobile: Goals and analytics
  7. CRO for mobile: Mobile specific CRO testing
  8. CRO for mobile: Summary
Hamburger-course_icon
COURSE

HAMBURGER SYNDROME KILLS CONVERSION RATES

Coming soon
The biggest cause of low mobile conversion rates is rooted in the misuse of compressed navigation menus. This CRO testing course covers this specific major problem.

  1. Mobile device: Introduction
  2. Mobile device: What is menu compression?
  3. Mobile device: Effect on the user experience
  4. Mobile device: Restricted user journey
  5. Mobile device: Website navigation alternatives
  6. Mobile device: Summary
Testing-mobile-page-break-course_icon
COURSE

TESTING MOBILE PAGE BREAK POINT RULES

Coming soon
When your website pages shrink to fit mobile devices, the rules that drive the content affect the user experience, this course cover key rules to focus on and optimize.

  1. Break point rules: Introduction
  2. Break point rules: Break rules for headings
  3. Break point rules: Break rules for images
  4. Break point rules: Break rules for content block stacking
  5. Break point rules: Break rules for calls to action
  6. Break point rules: Break rules for navigation
  7. Break point rules: Break rules for text reduction
  8. Break point rules: Summary
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COURSE

7 MUST FIX MOBILE PAGE TESTS

Coming soon
To help you increase mobile page conversion rates, this course covers a series of mobile-specific page elements you can AB test.

  1. Mobile page AB tests: Introduction
  2. Mobile page AB tests: Image type usage
  3. Mobile page AB tests: Image layers
  4. Mobile page AB tests: Text reduction and compression
  5. Mobile page AB tests: Test breaks and itemization
  6. Mobile page AB tests: Font size and colour contrast
  7. Mobile page AB tests: CTA position and size
  8. Mobile page AB tests: CTA stalker types
  9. Mobile page AB tests: Summary
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COURSE

WHAT TO DEMAND FROM YOUR CRO AGENCY

Coming soon
Many companies will need support from agencies and contractors to implement their AB testing and CRO programs. In this course we cover some deliverables to expect from them.

  1. CRO agency deliverables: Introduction
  2. CRO agency deliverables: Research fundamentals
  3. CRO agency deliverables: Resource allocation
  4. CRO agency deliverables: Test plan management
  5. CRO agency deliverables: Objectives
  6. CRO agency deliverables: Process documents
  7. CRO agency deliverables: AB Test documentation
  8. CRO agency deliverables: Compound business insight
  9. CRO agency deliverables: Active test management
  10. CRO agency deliverables: Integrated analytics
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COURSE

8 SIGNS OF CRO INCOMPETENCE

Coming soon
In this course we cover what to look for as indicators that your CRO AB testing program is run by plebs.

  1. Incompetence CRO: Introduction
  2. Incompetence CRO: AB test inventory
  3. Incompetence CRO: AB test rational
  4. Incompetence CRO: AB test variations
  5. Incompetence CRO: Reporting
  6. Incompetence CRO: Team structure
  7. Incompetence CRO: Statistical significance
  8. Incompetence CRO: AB Test frequency
  9. Incompetence CRO: Analytics integrations
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COURSE

ADVANCED INCENTIVE OPTIMIZATION

Coming soon
Businesses love to discount, but is it worth it? Are you doing it right? This course covers more complex incentive testing methods.

  1. Incentive testing: Introduction
  2. Incentive testing: Incentive size and ranges
  3. Incentive testing: Incentive type Vs product type
  4. Incentive testing: Incentive duration
  5. Incentive testing: Added value incentive variations
  6. Incentive testing: Incentive restriction integration
  7. Incentive testing: Incentive content integration
  8. Incentive testing: Incentive introduction in UX journey
  9. Incentive testing: Summary of key points
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COURSE

ADVANCED PRODUCT MIX TESTING

Coming soon
How product choices are presented affects "Add to cart" and overall conversion rates. This CRO course covers product display specific optimization options.

  1. Product mix: Introduction
  2. Product mix: Psychology of choice
  3. Product mix: Amount
  4. Product mix: Differentiation
  5. Product mix: Size and layout
  6. Product mix: For retail sector
  7. Product mix: For travel sector
  8. Product mix: For single product | service
  9. Product mix: Summary
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COURSE

ADVANCED BENCHMARK AB TEST DESIGN

Coming in Q2, 2019
Compound or Benchmark AB tests are super effective test variations design techniques. Here is what you should do.

  1. Benchmark AB test: Introduction
  2. Benchmark AB test: Objective of test type
  3. Benchmark AB test: Conversion elements involved
  4. Benchmark AB test: Insights you want to get
  5. Benchmark AB test: Test design approach
  6. Benchmark AB test: Result interpretation scenarios
  7. Benchmark AB test: Summary
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COURSE

ADVANCED SITE WIDE AB TESTING METHODOLOGIES

Coming in Q2, 2019
The most annoying and complex tests are those that cover the entire User Journey through the whole site. Here are some considerations for these experiments.

  1. Site wide AB testing: Introduction
  2. Site wide AB testing: Purpose and objectives
  3. Site wide AB testing: Design principles
  4. Site wide AB testing: Single message tests
  5. Site wide AB testing: Sequential message tests
  6. Site wide AB testing: Timing and duration
  7. Site wide AB testing: Coding the test
  8. Site wide AB testing: Goal setting
  9. Site wide AB testing: Results interpretation
  10. Site wide AB testing: Summary
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COURSE

BMF CTA: BIG MOTHER F*CK*NG CALL TO ACTION

Coming in Q2, 2019
CTA testing and optimization is key, it has its own rules and key methods and we cover the important ones in this course.

  1. BMF CTA: Why so rude?
  2. BMF CTA: Size matters
  3. BMF CTA: Congruent design
  4. BMF CTA: CTA pinch method
  5. BMF CTA: CTA text rules, IMPORTANT!
  6. BMF CTA: Quantity of CTA
  7. BMF CTA: CTA variations
  8. BMF CTA: CTA AB Testing 
  9. BMF CTA: Summary
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COURSE

HINGE CONTENT MODULES | LINKS

Coming in Q3, 2018
In this course we introduce and explain what a hinge between two page types is and how CRITICAL they are to increasing conversion rates.

  1. Content hinge: Introduction
  2. Content hinge: What hinges look like
  3. Content hinge: Buyer psychology involved
  4. Content hinge: Content on both sides
  5. Content hinge: Front or back loading VP
  6. Content hinge: Hinge visibility
  7. Content hinge: AB testing your hinges
  8. Content hinge: Summary
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COURSE

7 ATTENTION DILUTION MISTAKES

Coming in Q2, 2019
In this course we look at the typical content and design elements on web pages that distract the visitor’s attention, reduce content engagement and eventually hurt your conversion rate.

  1. Attention dilution: Introduction
  2. Attention dilution: #1 Homepage peripheral blocks
  3. Attention dilution: #2 Navigation link ratio
  4. Attention dilution: #3 Tabulated mastheads
  5. Attention dilution: #4 Social media blocks
  6. Attention dilution: #5 Non-core product pages
  7. Attention dilution: #6 Non-layer imagery
  8. Attention dilution: #7 Non-targeted check-out fields
  9. Attention dilution: Summary
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COURSE

PRICING OPACITY MISTAKES TO AVOID

Coming in Q2, 2019
Price is correlated to perceived Value. In this course we list the 7 elements that harm the price-to-value ratio.

  1. Price opacity: Introduction
  2. Price opacity: Product availability conditions
  3. Price opacity: Terms and conditions
  4. Price opacity: Correlated Value Proposition
  5. Price opacity: Cancellation clarity
  6. Price opacity: Buyers conditions
  7. Price opacity: Summary
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COURSE

PSYCHOLOGICAL PRICE ANCHORING

Coming in Q2, 2019
Products can look cheap and expensive at the same time. Price-anchoring psychology can change the way a visitors perceives "Cost", here is how to trick them.

  1. Pricing anchoring: Introduction
  2. Pricing anchoring: Psychological principle
  3. Pricing anchoring: Pieces of the anchoring puzzle
  4. Pricing anchoring: Anchoring methods
  5. Pricing anchoring: AB Testing price anchoring
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COURSE

WHEN TO INTRODUCE PRICE

Coming in Q2, 2019
Visitors buy value proposition so when you bark out your prices everywhere, all visitors perceive is how much they need to spend. You can do better.

  1. Introducing price: Introduction
  2. Introducing price: Introduction rules
  3. Introducing price: Relationship to Value proposition
  4. Introducing price: What are the options?
  5. Introducing price: Testing where to introduce price
  6. Introducing price: Summary
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COURSE

PRODUCT CHOICE ARCHITECTURE

Coming in Q2, 2019
In this course we cover how choices are made and how they can be facilitated to reduce the cognitive burden of picking the right product.

  1. Product choice: Introduction
  2. Product choice: Psychological rules of choice
  3. Product choice: Rational choice
  4. Product choice: Impulse and emotional selection
  5. Product choice: Overwhelming choice
  6. Product choice: Optimizing your product line-up
  7. Product choice: Testing your product mix
  8. Product choice: Visitor choice activation
  9. Product choice: AB testing your product or service line-up
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COURSE

LOW | HIGH DECOY PRODUCTS

Coming in Q2, 2019
You love messin' with the visitor’s mind, right? This course covers how to build products or packages that seem to be on sale but are in fact designed to influence value perception and average price.

  1. Decoy products: Introduction
  2. Decoy products: Psychological theory
  3. Decoy products: Pushing up average value
  4. Decoy products: Product differentiation levels
  5. Decoy products: Decoy price levels
  6. Decoy products: Examples of low ball decoy products
  7. Decoy products: Examples of high ball decoy products
  8. Decoy products: Testing decoy products
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