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The complete Conversion Rate Optimization course

Name: The complete Conversion Rate Optimization course
Rating: 4.7 (2906 reviews)

Master every step of the CRO process, get more A/B test winners and become a Conversion Rate Optimization expert

Bestseller

Highest Rated

Created byRuben de Boer

Last updated 2/2026

English

What you'll learn

Conduct proper optimization research based on data, users, science and own expertise
Set up, track and analyze successful A/B tests to realize continuous optimization
Get a deeper (psychological) understanding of your website visitors
Generate valuable insights and prioritize them to increase the percentage of A/B tests winners
Ability to analyze websites and find conversion killers
Obtain reliable data from A/B tests for trustworthy and valid analyses
Draw the right learnings from A/B tests
Keep increasing your conversion rates by mastering the CRO process

Course content

12 sections • 126 lectures • 8h 49m total length

Course goals and benefits2:42
This lesson will cover the course structure, goals and benefits and tell you some more about me. :-)
Captions, playback rate and update0:56
What is Conversion Rate Optimization & A/B testing?3:35
What is conversion rate optimization and why is it important. This lesson will give you a brief overview.
Hierarchy of evidence2:32
An introduction to the hierarchy of evidence and two tips to get you started will be covered in this lesson. You will learn why the hierarchy of evidence is important for Conversion Rate Optimization.
Introduction to the case3:17
In the course, we will create a testing plan for the website Bookabus.eu. This lesson will give an introduction to their business and website.
Course material2:31

Conversion Rate Optimization research1:58
This lesson will give you a first insight into all the different forms of research a conversion specialist can use. It will also explain why some forms are better than others.
Know your company goals and KPIs3:16
Before you get started with CRO, it is important that you know your company and website goals and KPIs.
Web analytics for Conversion Rate Optimization1:33
This lesson will give an introduction to one of the most important Conversion Rate Optimization research sources: Google Analytics.
Introduction to GA48:01
Make sure everything is tracked5:16
General data in GA46:32
GA4 Explore7:51
Use GA4 explore to build custom reports from blank or templates, including funnels, cohorts, and path exploration to optimize landing pages.
Funnel analysis in GA48:27
Path exploration in GA43:16
Explore path exploration in GA4 to map funnels, identify where users drop off, and test solutions using data from cart, login, and home pages; apply device category breakdown insights.
Segmentation in GA46:53
Non-e-commerce websites, comparisons & filters6:46
Web interaction analysis12:50
In this lesson on web interaction analysis, we will have a look at click maps, scroll maps and recordings. You will learn how to get learnings from these and combine them for more insights. We will do so in the tool Hotjar.
Form analysis6:48
Page speed3:36
The page speed and mobile-friendliness are important for your conversion rates. This lesson will show you how to analyze these with free tools.
Document findings9:07
Documentation is very important for your success in Conversion Optimization. In this lesson, you will learn why as well as get suggestions for tools you can use.
Data research wrap up0:37
Data research quiz

Introduction to user research & science1:48
Explore user research methods like usability tests, postal surveys, and the five second test, with tools for gathering insights; avoid leading and double-barrelled questions by using clear language.
Polls, surveys & feedback tool11:17
By asking questions to your users, you get many more insights about their experience on your website. You can ask these questions through polls, surveys, a feedback tool, and cart sorting. Each will be covered in this lesson.
Recordings2:32
Leverage screen recordings to observe how visitors navigate your site, identify drop-off points, and derive actionable insights for CRO experiments using tools like Hotjar.
Usability test9:40
In this lesson, you will learn everything about usability testing. What equipment do you need and how do you become a great moderator? This lesson is full of tips & tricks.
Web accessibility2:41
Customer service and user feedback1:56
Your colleagues at the customer service department speak with your (potential) customer every day. They have a lot of valuable insights that you can use for your testing plan.
Other forms of user research10:59
Science4:27
Science is perhaps the most underrated form of research for Conversion Rate Optimization. In this lesson, you will learn how to apply science in your CRO practices and how to find the right papers.
AI for research5:20
User research & science wrap up1:37
wrap up the user research and science insights, document findings in Google Sheets, and test conclusions since what people say may differ from what they do.
User research and science quiz

Expert review, psychology basics & competitor analysis2:07
What is an expert review? When should you use it? This lesson will give you an introduction to this section.
Best practices you can quickly test3:45
Clarity9:34
Learn how to increase clarity on your website. Your value proposition, visual hierarchy, and other elements will be covered.
Relevancy3:23
Learn how to increase the relevancy of your website to increase your conversion rates, especially for your landing pages.
Friction4:08
Friction is a major conversion killer. Learn how to find areas of friction on your website in this lesson.
Focus2:37
What information on your website is relevant and what is not? Can you remove this? In this lesson, you will learn how to keep your users focussed on your final conversion.
Motivation and psychology2:20
What are the most successful motivators on your website? And how can you strengthen these with psychology? This lesson is an introduction to the next lessons in this section.
Reciprocity2:34
Learn how to apply reciprocity to strengthen the motivators and increase the conversion rates on your website.
Commitment & consistency2:31
What is commitment & consistency and how can you apply it to your website?
Social proof1:58
Social proof is a well-known online tactic. How can you apply it for your website, and make it more trustworthy?
Authority2:24
Authority has made a huge impact on our history. In this lesson, you will learn how to use it to increase the conversion rates of your website.
Liking1:40
Liking is something that is often overlooked on websites. Liking helps in gaining the trust of your website visitor.
Scarcity1:37
Learn how to apply scarcity to strengthen the motivators and increase the conversion rates on your website.
Landing page and product page best practices2:01
With the knowledge from this section, we can craft some useful best practices for your landing pages. In this lesson, we will also have a look at the landing page for this course.
Checkout best practices1:51
With the knowledge from this section, we can craft some useful best practices for your checkout pages in order to increase your conversion rates.
Copy writing best practices5:04
Competitor analyses3:28
Your competitors can be another useful source for your testing plan. In this lesson, you will learn what you can and cannot use from your competitor's website.
AI for best practices2:24
Expert review & competitor analysis wrap up0:52
Expert review quiz

Combine insights, prioritization, and hypotheses0:57
Section 4 starts with one of the most important lessons for CRO: Combine your research insights in order to come up with successful test ideas.
Behavioral hypotheses8:24
In this lesson, we will have a look at the hierarchy of evidence again and craft strong behavioral hypotheses. These hypotheses help you to learn from your customers' behavior, motivations and needs and really help you to be much more successful.
Combine insights6:06
PIE, ICE and PXL4:40
This lesson will cover the most popular prioritization frameworks. You will learn what makes them useful and what not.
An evidence-based framework7:05
An evidence-based five-step framework for prioritizing ab tests, documenting behavioral hypotheses, calculating win rates and impact, and validating with a second feedback loop to optimize experiments.
Test hypotheses7:13
This lesson will be the start of a lot of lessons on A/B testing. AB testing starts with creating test hypotheses. This will be covered in this lesson.
AI for ideation3:04
Combine insights, prioritization and hypotheses wrap up0:41
Consolidate optimization research into prioritized test ideas and formulate behavioral and test hypotheses for the highest-priority tests. Review the handbook checklist as you prepare for the next pre-test analysis.
Setting up test ideas and hypotheses quiz

Pre-test analysis1:57
Type I and type II error3:02
Differentiate Type I and Type II errors, including false positives and false negatives, and use adequate data to decide whether to implement a conversion rate optimization test winner.
Minimal detectable effect terms7:17
Minimal detectable effect calculation7:35
Minimal detectable effect Sheet4:56
MDE below the fold2:17
Regular expressions4:18
Learn to use regular expressions to target specific website pages in conversion optimization, mastering patterns, metacharacters, and testing tools to match URLs.
Binomial and non-binomial KPIs4:35
There are different kinds of KPI's. Before you start AB testing it is important to be familiar with this and set the right KPI for your A/B test.
Conversion Rate Optimization for low traffic websites5:47
If A/B testing is impossible due to low traffic and conversions, there are several solutions you can try so you can still conduct Conversion Rate Optimization for these websites.
Pre-test analysis wrap up2:03
Pre-test analysis quiz

Setting up an A/B test1:55
Setup & AA test3:26
Before you start AB testing, it is important that the setup of your testing tool is correct and trustworthy. This will be covered in this lesson.
Design2:38
Setting up the A/B test in a testing tool9:15
In this lesson, you will learn everything about setting up A/B tests.
Data tracking for A/B tests5:29
In order to be successful in AB testing, you want reliable and trustworthy data from your A/B tests. You will learn this in this advanced lesson.
Data tracking for high-traffic websites8:05
Adding extra events2:58
Heatmaps and polls for A/B tests4:52
Element in view4:47
Page targetting3:09
Quality assurance using a query parameter9:39
Set up quality assurance for your A/B test by exposing the variation with a query parameter, verify data in Google Analytics, and test across browsers and devices.
Quality assurance using a cookie and IP address4:05
Before you set your AB test live, you want to be absolutely sure that everything is working as it should. This is where the quality assurance comes in.
Audience targetting3:48
In some cases, you might want specific targetting in your A/B test based on your test hypothesis. This lesson will cover the different targeting options for your AB tests.
Multiple tests at the same time6:53
For successful AB testing, you want to run as many A/B tests as possible. This lesson will cover how to run multiple AB tests at the same time.
Other forms of testing5:31
Besides AB testing, there are other forms of tests; Multi variant testing and Split URL testing. These will be covered briefly in this lesson.
Client-side vs server-side4:46
Explore client-side versus server-side experimentation and when to switch to server-side testing. Balance the trade-offs, including setup complexity, cost, development effort, privacy considerations, and the potential to run complex experiments.
Test documentation2:01
You are about to set our A/B test live. Before you do that, you want to document everything correctly.
AI for creating the experiment3:26
Setting up an AB test wrap up1:50
Setting up an A/B test quiz

Setting the A/B test live3:51
After the quality assurance, you can publish your start your AB test and allow visitors to enter the test.
Keeping track of the A/B test6:39
Once you started your A/B test, it is important to do some (data) checks. In AB testing, these checks start two hours after launching your test.
Sample Ratio Mismatch6:54
A very important metric in AB testing, to ensure your A/B tests are running as they should, is the Sample Ratio Mismatch. You will learn how to perform this check in this lesson.
When to start analyzing the A/B test2:53
Once your A/B test reached the minimum sample size and test duration, it is time to stop the test and start analyzing.
A/B test live wrap up1:33
A/B test live quiz

Analyze the A/B test1:14
Explore frequentist and Bayesian statistics, analyze the conversion rate and experiment data with Google Analytics, and outline business case lessons to drive next steps in conversion optimization.
Frequentist vs Bayesian statistic5:12
There are two popular methods in AB testing to analyze your test. Both methods, the Frequentist and Bayesian method, will be covered in this lesson.
Analyzing A/B test results - data3:35
Analyzing A/B test results - calculations8:21
Analyze a/b results using sparrow or ab test calculators to determine minimum-detectable effect and uplift; assess sample size, duration, confidence, bayesian winner probability, and business case with average order value.
Segmenting A/B test results3:05
Segment A/B test results by device and source medium to compare control and variant conversions for desktop, mobile, and tablet, interpret uplift, and assess probability to declare a winner.
A/B test funnel analysis1:58
Extra tracking and heatmap analysis2:10
Test analysis in a testing tool4:28
Analyze AB test results with BigQuery or your testing tool, using a single significance method and prioritizing the primary goal while checking sample size and guardrails.
Users vs. sessions1:58
Non-binomial analysis5:26
Draw learnings from the A/B test2:54
In AB testing it is very important to draw the right learnings from your A/B tests. To be successful in Conversion Rate Optimization, learnings and building on your learnings are of great importance.
Reporting on A/B test results2:53
To reach more people in your Conversion Rate Optimization practices, reports of your AB tests can be very useful. Also for documentation and new colleagues, reporting can help a lot. In this lesson, you will learn what a good A/B test report should contain.
Example report5:25
In this lesson, an example of a proper AB test report is discussed.
Finalize the A/B test and documentation6:25
Your A/B test is almost done. There are a few more steps needed to fully complete it. You will learn these steps in this lesson.
Analyze the A/B test wrap up1:36
Analyze the test quiz

What is personalization2:51
Getting started with personalization2:47
The personalization process5:08
Rule-based personalization3:03
Explore rule-based personalization, using if-then rules and real-time data to tailor experiences for new vs returning customers, locations, and subscriptions; start with simple rules and scale to many.
Machine learning5:07
Examples of personalization4:22
Personalization wrap up1:58
Personalization quiz

Requirements

Eagerness to master CRO and increase conversion rates
You need a website or a landing page
Access to Google Analytics is beneficial
No other particular tool needed. All lessons apply to all tools for data, research, and A/B testing
No coding or statistical knowledge required
No prior knowledge is needed

Description

✓ Updated in 2025; now includes AI for Conversion Rate Optimization

✓ Bestseller in the Udemy “Conversion Rate Optimization” category

✓ 14,000+ students; one of the most popular CRO courses worldwide

Why take this course?

This course gives you a complete, practical Conversion Rate Optimization (CRO) blueprint, based on 15+ years of experience, real client work, and the best books and scientific insights out there.

You'll learn how to:

Increase your conversion rates and improve key KPIs
Discover why users don’t convert using data and user research
Run stronger experiments with clear hypotheses
Use AI to speed up every step of the process
Make smarter, more confident decisions
Set up a scalable process and become more successful in your work

This course is packed with templates, examples, and exercises. And it doesn’t matter what tools you use, all frameworks apply to any research, analytics, or testing tool.

What students say

“Ruben takes you from 0 to expert-level CRO specialist. STRONGLY RECOMMENDED!”

“Hands down one of the best courses on Udemy. Super clear, very practical, and fun to follow!”

“One of the most rigorous and comprehensive courses I’ve taken in my career.”

“Ruben is a natural teacher. I’ll be going through all of his courses.”

“This is the best course I’ve taken so far on Udemy. I enjoyed every minute and learned so much.”

What’s inside the course?

You’ll follow the full Conversion Rate Optimization / experimentation journey, divided into 5 parts:

> Part 1: Research
Learn how to combine data, user research, expert reviews, and behavioral psychology to find your biggest opportunities. You'll learn how to set up and use Google Analytics, run interviews, analyze session recordings, and more.

> Part 2: Insights & Ideation
Turn research into actionable insights. Write strong hypotheses, prioritize test ideas, and build a high-impact roadmap. You'll get a unique prioritization framework and Airtable setup to get started immediately.

> Part 3: A/B Testing
Learn how to properly set up, launch, and monitor experiments, with best practices for tracking, QA, and tools. I’ll also show how to use pre-test calculations like MDE to run more impactful tests.

> Part 4: Analyze & Learn
Master the analysis process: find statistical significance, avoid false positives, and uncover insights you can share across your organization. Includes tips for using GA4 and other analytics tools.

> Part 5: Make it Stick
Learn how to communicate results, improve stakeholder buy-in, and grow your career as a CRO specialist. Includes tips for involving colleagues, experimentation culture, and personalization.

Who is this course for?

✓ Beginners entering the Conversion Rate Optimization or experimentation field

✓ Experienced specialists, marketers, analysts, UX, and product professionals who want to improve

✓ Freelancers, agencies, or in-house teams looking to scale testing

✓ Anyone who wants to run smarter experiments and make better decisions

Why learn from me?

I’m Ruben, a Conversion Rate Optimization/experimentation consultant and trainer with 15+ years of experience. I’ve led experimentation programs for global brands and coached teams across the world.
I’ve won multiple international awards, including the Experimentation Elite and Experimentation Culture Community Award.
I’ve helped over 20,000 students learn Conversion Rate Optimization and experimentation through my courses and newsletter.

I believe that if you find your passion in your work, you should also use it to help and inspire others. That’s why I’m here.

“I’ve taken other Conversion Optimization courses before, but this is the first that made me confident enough to apply what I learned right away.” Student review

What you get

8+ hours of content
Templates, tools, examples, and practical assignments
Lifetime access + all future updates
Ask me anything; I personally reply to every question
30-day money-back guarantee

If you're ready to increase your conversion rates, build a high-impact process, and grow your skills, this course is for you.

Join 14,000+ students and enroll today. Let's start optimizing.

Who this course is for:

Beginner and intermediate Conversion Specialists who want to become an expert in this field
Online marketers and growth hackers who want to learn Conversion optimization
Entrepreneurs and e-commerce managers who want to keep increasing the conversion rate of their websites and beat the competition
Wed designers and web developers who want to increase their knowledge on CRO

The complete Conversion Rate Optimization course

What you'll learn

Explore related topics

Course content

Introduction to Conversion Rate Optimization6 lectures • 16min

Conversion Rate Optimization data research16 lectures • 1hr 33min

Conversion Rate Optimization user research & science10 lectures • 52min

Expert review, psychology basics & competitor analysis19 lectures • 56min

Combine insights, prioritization, and hypotheses8 lectures • 38min

Pre-test analysis10 lectures • 44min

Setting up an A/B test19 lectures • 1hr 29min

A/B test live5 lectures • 22min

Analyze the A/B test15 lectures • 57min

Personalization7 lectures • 25min

Requirements

Description

Who this course is for: