Conversion rate
Optimization Academy
A full list of CRO courses and training lessons including release schedule

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.
- Value Proposition: Introduction
- Value Proposition: Definition
- Value Proposition: What it is
- Value Proposition: What it does
- Value Proposition: How it compares
- Value Proposition: What it looks like
- Value Proposition: How to use it
- Value Proposition: Its benefits
- Value Proposition: Examples
- Value Proposition: Summary

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.
- Incentives: Incentive definition
- Incentives: Types
- Incentives: Positioning and placement
- Incentives: Different attributes
- Incentives: Type and usage matrix
- Incentives: profit warning

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.
- Friction: introduction
- Friction: Blueprint analogy
- Friction: Content containers
- Friction: Content containers examples
- Friction: Containers are like Russian dolls
- Friction: The Wax-on Wax-off approach
- Friction: Content containers examples
- Friction: Function
- Friction: Function examples
- Friction: Design
- Friction: Design examples
- Friction: Design color size and shape
- Friction: Labels
- Friction: Label examples
- Friction: The link between friction and content
- Friction: Conclusion

COURSE
PRINCIPLES OF PURCHASE ANXIETY
Anxiety courses break down the elements that create visitor fear and prevent them from going through a sales transaction.
- Anxiety: introduction
- Anxiety: Dan Ariely example
- Anxiety: mnemonic word "forward"
- Anxiety: Trust in the brand
- Anxiety: Trust in the product
- Anxiety: Trust in the delivery
- Anxiety: Summary

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.
- Value Tipping Point: Equation summary
- Value tipping point: Proof is in the box
- Value tipping point: The table conversion elements

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.
- User journey stages: Introduction
- User journey stages: Supermarket parallel
- User journey stages: Defining each stage
- User journey stages: Pages types
- User journey stages: Position and direct
- User journey stages: Search and find
- User journey stages: Persuade and select
- User journey stages: Exchange and transact
- User journey stages: Conclusion

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.
- Visual attention: Introduction
- Visual attention: Definition
- Visual attention: Focal point definition
- Visual attention: Elements of focal point
- Visual attention: Focal point examples
- Visual attention: Heatmap
- Visual attention: Conclusion

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.
- Attention gas tank: Introduction
- Attention gas tank: Cognitive effort
- Attention gas tank: Attention attrition
- Attention gas tank: Element to recharge
- Attention gas tank: Focus attention to convert
- Attention gas tank: Conclusion

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.
- Perceptual blindness: Introduction
- Perceptual blindness: Invisibility
- Perceptual blindness: Invisibility examples
- Perceptual blindness: Relevance
- Perceptual blindness: Complexity
- Perceptual blindness: You know too much
- Perceptual blindness: Conclusion

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.
- John Ridley Stroop: Introduction
- John Ridley Stroop: Visual stimuli processing
- John Ridley Stroop: Creating cognitive conflict
- John Ridley Stroop: JRS affect on conversion rate
- John Ridley Stroop: Banking website example
- John Ridley Stroop: Hardware website example
- John Ridley Stroop: Conclusion

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.
- Reflex decision: Introduction
- Reflex decision: First game
- Reflex decision: Second game
- Reflex decision: Example
- Reflex decision: Conclusion

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.
- Perception: Understanding perception
- Perception: Example of online perception
- Perception: Psychological effects and mechanisms
- Perception: Your brain tricks you
- Perception: Ads and opinions
- Perception: A bit O practice

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?
- Grasping at the unknown: Introduction
- Grasping at the unknown: Concepts
- Grasping at the unknown: Principles
- Grasping at the unknown: Anchoring a product
- Grasping at the unknown: Formula explained
- Grasping at the unknown: Examples
- Grasping at the unknown: Conclusion

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.
- Experts vs novices: Introduction
- Experts vs novices: Shallow Vs Deep Thought
- Experts vs novices: Content by differential needs
- Experts vs novices: Improving your product pages
- Experts vs novices: Take-away summary

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
- Eye flow management basics: Introduction
- Eye flow management basics: Definition
- Eye flow management basics: Scan-Latch-Focus
- Eye flow management basics: Distance & direction
- Eye flow management basics: White noise
- Eye flow management basics: Managing eye flow
- Eye flow management basics: Blockers to eye flow
- Eye flow management basics: Summary

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.
- Eye flow management tool kit: Introduction
- Eye flow management tool kit: Size
- Eye flow management tool kit: Shape
- Eye flow management tool kit: Colour
- Eye flow management tool kit: Position
- Eye flow management tool kit: Direction
- Eye flow management tool kit: Movement
- Eye flow management tool kit: Eye flow management methods
- Eye flow management tool kit: Groupings & Clusters
- Eye flow management tool kit: Linearity & Hierarchy

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.
- Position script rules: Introduction
- Position script rules: Physical reaction
- Position script rules: 5-second first impression
- Position script rules: Position power

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.
- Text rules: Introduction
- Text rules: Subheading power
- Text rules: Paragraph size
- Text rules: 1 idea 1 block
- Text rules: AND | OR
- Text rules: Bullets and bold
- Text rules: Unquantifiable & Undefined
- Text rules: Summary

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.
- Images that convert: Introduction
- Images that convert: Bad imagery
- Images that convert: Part of a story
- Images that convert: Image layers
- Images that convert: Summary

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.
- Clarity: Introduction
- Clarity: Identifying confusing content
- Clarity: Definition explained
- Clarity: Usage of Clarity rule
- Access: Click through rate degradation
- Access: Distance to Value Proposition
- Access: Click counting rule
- Access: Clarity rule applied

COURSE
CODING WEBSITE SURVEY RESULTS
In this conversion rate optimization course, you'll learn how to categorize survey answer questions to know decision criteria.
- Coding survey results: Approach and methods
- Coding survey results: Categories of answers
- Coding survey results: Single category results
- Coding survey results: Complex survey categories
- Coding survey results: Producing survey graphics

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.
- Research tools: Introduction
- Research tools: Tool categories
- Research tools: Analytics
- Research tools: Skimming Reviews
- Research tools: Heat maps and click maps
- Research tools: Deep and pointless surveys
- Research tools: Dynamic surveys
- Research tools: Usability testing
- Research tools: Attention modelling
- Research tools: Typical mistakes to avoid

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.
- Behaviour: Introduction
- Behaviour: Action Vs Though
- Behaviour: Analytics key metrics
- Behaviour: Analytics what to use
- Behaviour: Analytics with AB testing
- Behaviour: Heat and Click maps
- Behaviour: Interpretation of visual maps
- Behaviour: Segmentation analysis
- Behaviour: Detecting conversion bottle necks
- Behaviour: Touch Vs Keyboard data
- Behaviour: Mapping to conversion goals
- Behaviour: Summary

COURSE
ATTITUDINAL RESEARCH
Before you optimize what visitors do, you need to know what visitors think, that attitudinal mindset is explained in this course.
- Attitude: Introduction
- Attitude: Right tool for the job
- Attitude: Perception and psychology factors
- Attitude: 3 categories of insights
- Attitude: Research questions matrix
- Attitude: How much input needed
- Attitude: Visitor decision criteria
- Attitude: Identifying purchase intent
- Attitude: What's my problem?
- Attitude: For whom are you buying?
- Attitude: What words they use?
- Attitude: In-lab testing is pointless, save your cash
- Attitude: Death by survey
- Attitude: Off-site research approach
- Attitude: Coding answers
- Attitude: Using your insights
- Attitude: Price perception
- Attitude: Summary

COURSE
AB TESTING FUNDAMENTALS
In this course we cover the basic approach and setup of AB tests, goals and coding options.
- AB Testing foundation: AB testing life cycle
- AB Testing foundation: How AB testing tech works
- AB Testing foundation: WYSIWUG Vs Custom coding
- AB Testing foundation: AB Test variations
- AB Testing foundation: Primary and secondary goals
- AB Testing foundation: Testing objectives
- AB Testing foundation: Sample size rules
- AB Testing foundation: Selecting an audience segment
- AB Testing foundation: Test impact calculator
- AB Testing foundation: Page versus Journey testing
- AB Testing foundation: Test duration guidelines
- AB Testing foundation: Running simultaneous AB tests
- AB Testing foundation: Statistical relevancy requirements
- AB Testing foundation: Variation management
- AB Testing foundation: Interpretation of AB test
- AB Testing foundation: What is a nul test
- AB Testing foundation: Typical stupid errors

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.
- Test Hypothesis: Purpose
- Test Hypothesis: If this then that
- Test Hypothesis: Building in learning objectives
- Test Hypothesis: Purpose and reasoning
- Test Hypothesis: Hypothesis substantiation
- Test Hypothesis: Reusable insight
- Test Hypothesis: Compound or sequential hypothesis
- Test Hypothesis: Removing opinion
- Test Hypothesis: How amateurs test

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.
- Running AB tests: Introduction
- Running AB tests: Building a schedule
- Running AB tests: Building a production cycle
- Running AB tests: AB tests on dynamic content pages
- Running AB tests: Interlaced AB test launch
- Running AB tests: Leveraging seasonality
- Running AB tests: Audience exclusions
- Running AB tests: Crossed AB test audiences
- Running AB tests: Monitoring of active tests
- Running AB tests: Shutting down variations
- Running AB tests: Conclusion

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.
- Amateur mistakes: Introduction
- Amateur mistakes: Poor impact planning
- Amateur mistakes: Accepting low validation rates
- Amateur mistakes: Duration mistakes
- Amateur mistakes: Too many tests
- Amateur mistakes: Conflicting conversion elements
- Amateur mistakes: Bad test goals
- Amateur mistakes: Missing segmentation data
- Amateur mistakes: No segregation of test variables
- Amateur mistakes: Summary

COURSE
DESIGNING AB TEST VARIATIONS
This course covers techniques and rules to create effective AB test variations and minimize test running duration.
- AB test variations: Introduction
- AB test variations: How many variations?
- AB test variations: Exploratory variations
- AB test variations: Compound test approach
- AB test variations: Contribution test approach
- AB test variations: Segmentation variations
- AB test variations: Validation variations
- AB test variations: Summary

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.
- Test management: Introduction
- Test management: When to launch
- Test management: QA your tests
- Test management: Launch protocols
- Test management: First three days O data
- Test management: Crossing data lines
- Test management: Isolating losing variations
- Test management: Early shut down
- Test management: Detecting instrumental errors
- Test management: Detecting environmental errors
- Test management: Extending test duration
- Test management: Summary

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.
- Homepage optimization: Introduction
- Homepage optimization: Bad homepages
- Homepage optimization: Purpose of homepages
- Homepage optimization: First point of contact
- Homepage optimization: Point of reference
- Homepage optimization: Navigation bar
- Homepage optimization: Search box
- Homepage optimization: Retail structure
- Homepage optimization: Positioning masthead
- Homepage optimization: Page script
- Homepage optimization: Introducing features
- Homepage optimization: Pointing to content categories
- Homepage optimization: Elevator principle
- Homepage optimization: 2-speed homepage
- Homepage optimization: Refresh and update rates
- Homepage optimization: Mistakes to avoid
- Homepage optimization: AB testing

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.
- List pages: Introduction
- List pages: Positioning for marketing ROI
- List pages: AB test goals of a list page
- List pages: Navigation
- List pages: Navigation functionality
- List pages: Item list filters
- List pages: Filter design and position
- List pages: Results order and quantity
- List pages: Product summary modules
- List pages: Product summary content
- List pages: Product summary module order
- List pages: Price and conditions
- List pages: Choice complexity
- List pages: Value proposition tipping point
- List pages: Value proposition quantity
- List pages: Summary

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.
- Product page: Introduction
- Product page: 2-speed page
- Product page: Masthead positioning
- Product page: Carousel of death
- Product page: Page script
- Product page: Content block usage
- Product page: Elements of Value Proposition
- Product page: Integration of incentive
- Product page: Call to action
- Product page: Alternative paths
- Product page: Addressing objections
- Product page: Dead ends
- Product page: Summary points

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.
- Check-out: Introduction
- Check-out: Form structure
- Check-out: Labels
- Check-out: Error management
- Check-out: Hierarchy of titles
- Check-out: Terms and conditions
- Check-out: Value proposition echo
- Check-out: Incentive echo
- Check-out: Security concerns
- Check-out: Complex instructions
- Check-out: Trust factors
- Check-out: Perpetual shopping carts
- Check-out: Journey progress
- Check-out: Distractions
- Check-out: Calls to action and links
- Check-out: Summary

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.
- Urgency and scarcity: Introduction
- Urgency and scarcity: What is urgency?
- Urgency and scarcity: Building a time matrix
- Urgency and scarcity: Displaying urgency
- Urgency and scarcity: AB testing urgency
- Urgency and scarcity: What is scarcity?
- Urgency and scarcity: Artificial scarcity signals
- Urgency and scarcity: Format of scarcity
- Urgency and scarcity: AB testing scarcity
- Urgency and scarcity: Summary

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.
- Badging and call outs: Purpose
- Badging and call outs: Design elements
- Badging and call outs: Placement and usage
- Badging and call outs: Defining frequency rules
- Badging and call outs: Inside images
- Badging and call outs: AB testing badging rules
- Badging and call outs: Update and refresh rates
- Badging and call outs: Summary

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.
- Expectation gap: Introduction
- Expectation gap: Negative effect on marketing ROI
- Expectation gap: The ad promise
- Expectation gap: First point of contact
- Expectation gap: Story continuity
- Expectation gap: Unexpected cognitive processing
- Expectation gap: Link to landing pages
- Expectation gap: Summary

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.
- Landing pages: Introduction
- Landing pages: Purpose and metrics
- Landing pages: Landing pages for paid marketing
- Landing pages: Message continuity
- Landing pages: Titles and sub titles
- Landing pages: Link options and ratios
- Landing pages: What they get
- Landing pages: Benefit summary
- Landing pages: Visualise it
- Landing pages: Trust factors
- Landing pages: Call to action
- Landing pages: Page layout simplification
- Landing pages: Dynamic keyword insertion
- Landing pages: Segmentation landing pages
- Landing pages: Basic AB testing strategy
- Landing pages: Segmentation landing pages
- Landing pages: Summary

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.
- What to test: Introduction
- What to test: Positioning
- What to test: Visual elements
- What to test: Script length
- What to test: CTA intro and context
- What to test: Position and page structure
- What to test: Short Vs long
- What to test: Visual Vs written

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.
- LP Segmentation: Introduction
- LP Segmentation: Focusing on paid marketing
- LP Segmentation: Individual paid channels
- LP Segmentation: Social media landing pages
- LP Segmentation: Dedicated or Dynamic landing pages?
- LP Segmentation: Defining sub-segment variations
- LP Segmentation: Using dynamic content
- LP Segmentation: Device-specific landing pages
- LP Segmentation: Product category landing pages
- LP Segmentation: Incentive continuity
- LP Segmentation: Summary

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.
- Optimization strategy: Introduction
- Optimization strategy: Not a tactical test list
- Optimization strategy: Strategy definition
- Optimization strategy: Structure of a testing strategy
- Optimization strategy: Team and strategy buy-in
- Optimization strategy: What is the outcome?
- Optimization strategy: What are the components?
- Optimization strategy: Supportive tactics
- Optimization strategy: Time-frame expectations
- Optimization strategy: Planning and production pitfalls
- Optimization strategy: Summary

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.
- Strategies: Introduction
- Strategies: Homepage retailing strategy
- Strategies: Content or offers strategy
- Strategies: Developing incentive calendars
- Strategies: Integration of incentives to Value Proposition
- Strategies: Value Proposition segmentation strategies
- Strategies: Up-sell strategies
- Strategies: New design validation strategy
- Strategies: Summary

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.
- CRO for mobile: Introduction
- CRO for mobile: Port size and devices
- CRO for mobile: Mobile segment targeting
- CRO for mobile: Break point rules
- CRO for mobile: Different content?
- CRO for mobile: Goals and analytics
- CRO for mobile: Mobile specific CRO testing
- CRO for mobile: Summary

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.
- Mobile device: Introduction
- Mobile device: What is menu compression?
- Mobile device: Effect on the user experience
- Mobile device: Restricted user journey
- Mobile device: Website navigation alternatives
- Mobile device: Summary

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.
- Break point rules: Introduction
- Break point rules: Break rules for headings
- Break point rules: Break rules for images
- Break point rules: Break rules for content block stacking
- Break point rules: Break rules for calls to action
- Break point rules: Break rules for navigation
- Break point rules: Break rules for text reduction
- Break point rules: Summary

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.
- Mobile page AB tests: Introduction
- Mobile page AB tests: Image type usage
- Mobile page AB tests: Image layers
- Mobile page AB tests: Text reduction and compression
- Mobile page AB tests: Test breaks and itemization
- Mobile page AB tests: Font size and colour contrast
- Mobile page AB tests: CTA position and size
- Mobile page AB tests: CTA stalker types
- Mobile page AB tests: Summary

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.
- CRO agency deliverables: Introduction
- CRO agency deliverables: Research fundamentals
- CRO agency deliverables: Resource allocation
- CRO agency deliverables: Test plan management
- CRO agency deliverables: Objectives
- CRO agency deliverables: Process documents
- CRO agency deliverables: AB Test documentation
- CRO agency deliverables: Compound business insight
- CRO agency deliverables: Active test management
- CRO agency deliverables: Integrated analytics

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.
- Incompetence CRO: Introduction
- Incompetence CRO: AB test inventory
- Incompetence CRO: AB test rational
- Incompetence CRO: AB test variations
- Incompetence CRO: Reporting
- Incompetence CRO: Team structure
- Incompetence CRO: Statistical significance
- Incompetence CRO: AB Test frequency
- Incompetence CRO: Analytics integrations

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.
- Incentive testing: Introduction
- Incentive testing: Incentive size and ranges
- Incentive testing: Incentive type Vs product type
- Incentive testing: Incentive duration
- Incentive testing: Added value incentive variations
- Incentive testing: Incentive restriction integration
- Incentive testing: Incentive content integration
- Incentive testing: Incentive introduction in UX journey
- Incentive testing: Summary of key points

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.
- Product mix: Introduction
- Product mix: Psychology of choice
- Product mix: Amount
- Product mix: Differentiation
- Product mix: Size and layout
- Product mix: For retail sector
- Product mix: For travel sector
- Product mix: For single product | service
- Product mix: Summary

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.
- Benchmark AB test: Introduction
- Benchmark AB test: Objective of test type
- Benchmark AB test: Conversion elements involved
- Benchmark AB test: Insights you want to get
- Benchmark AB test: Test design approach
- Benchmark AB test: Result interpretation scenarios
- Benchmark AB test: Summary

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.
- Site wide AB testing: Introduction
- Site wide AB testing: Purpose and objectives
- Site wide AB testing: Design principles
- Site wide AB testing: Single message tests
- Site wide AB testing: Sequential message tests
- Site wide AB testing: Timing and duration
- Site wide AB testing: Coding the test
- Site wide AB testing: Goal setting
- Site wide AB testing: Results interpretation
- Site wide AB testing: Summary

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

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.
- Price opacity: Introduction
- Price opacity: Product availability conditions
- Price opacity: Terms and conditions
- Price opacity: Correlated Value Proposition
- Price opacity: Cancellation clarity
- Price opacity: Buyers conditions
- Price opacity: Summary

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.
- Pricing anchoring: Introduction
- Pricing anchoring: Psychological principle
- Pricing anchoring: Pieces of the anchoring puzzle
- Pricing anchoring: Anchoring methods
- Pricing anchoring: AB Testing price anchoring

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.
- Introducing price: Introduction
- Introducing price: Introduction rules
- Introducing price: Relationship to Value proposition
- Introducing price: What are the options?
- Introducing price: Testing where to introduce price
- Introducing price: Summary

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.
- Product choice: Introduction
- Product choice: Psychological rules of choice
- Product choice: Rational choice
- Product choice: Impulse and emotional selection
- Product choice: Overwhelming choice
- Product choice: Optimizing your product line-up
- Product choice: Testing your product mix
- Product choice: Visitor choice activation
- Product choice: AB testing your product or service line-up

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.
- Decoy products: Introduction
- Decoy products: Psychological theory
- Decoy products: Pushing up average value
- Decoy products: Product differentiation levels
- Decoy products: Decoy price levels
- Decoy products: Examples of low ball decoy products
- Decoy products: Examples of high ball decoy products
- Decoy products: Testing decoy products