The complete Conversion Rate Optimization course

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.

This lesson will give an introduction to one of the most important Conversion Rate Optimization research sources: Google Analytics.

If you are not too familiar with Google Analytics yet, this lesson will be useful for you. It will cover the basic terms, which you will come across throughout this course and in Google Analytics.

Before you dive into Google Analytics, it is very important that your data is being measured correctly. This lesson will cover some important settings for your CRO research.

When you start in Google Analytics, it is important to first get a general idea of what is happening on your website. What are the popular pages? What are the important landing pages? And exit pages? This will be covered in this lesson.

A very important lesson for Conversion Rate Optimization. In this lesson, we will perform a funnel analysis in Google Analytics. You will find drop-off points, bugs, and errors and many other useful insights.

To get even more valuable insights, you can use segmentation in Google Analytics. This will help you compare different groups of users in your data.

In this lesson, you will set up an advanced funnel for your website using Google Analytics. By using sequences in the segmentation, you get to learn the number of users who progress, click back and exit the pages in your funnel.

The last lesson on Google Analytics, for the CRO research phase, will guide you through Google Analytics events. Through events, you get to learn about interactions that take place on your pages and give you extra valuable insights.

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.

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.

This is a list of useful questions you can ask in your polls and surveys.

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.

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.

The page speed and mobile-friendliness are important for your conversion rates. This lesson will show you how to analyze these with free tools.

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.

In this short quiz we will cover a few important concepts from this section. The quiz is not mandatory and there is no minimum score required. The quiz simply repeats some of the information which helps you learn and check if you understood everything correctly.

What is an expert review? When should you use it? This lesson will give you an introduction to this section.

Learn how to increase clarity on your website. Your value proposition, visual hierarchy, and other elements will be covered.

Learn how to increase the relevancy of your website to increase your conversion rates, especially for your landing pages.

Friction is a major conversion killer. Learn how to find areas of friction on your website in this lesson.

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.

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.

Learn how to apply reciprocity to strengthen the motivators and increase the conversion rates on your website.

What is commitment & consistency and how can you apply it to your website?

Social proof is a well-known online tactic. How can you apply it for your website, and make it more trustworthy?

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.

Liking is something that is often overlooked on websites. Liking helps in gaining the trust of your website visitor.

Learn how to apply scarcity to strengthen the motivators and increase the conversion rates on your website.

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.

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.

With the knowledge from this section, we can craft some useful best practices for your checkout pages in order to increase your conversion rates.

Of course, we will end this section with documentation as this is vital for Conversion Rate Optimization.

This lesson covers an example report based on your expert review.

In this short quiz we will cover a few important concepts from this section. The quiz is not mandatory and there is no minimum score required. The quiz simply repeats some of the information which helps you learn and check if you understood everything correctly.

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.

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.

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.

Of course, you want to document all your hypotheses. This will be covered in this lesson using different tools.

This lesson will cover the most popular prioritization frameworks. You will learn what makes them useful and what not.

Based on the pros and cons of the popular frameworks, I created my own framework for prioritization. You will learn how to apply this framework for your test hypothesis, helping you to become more successful in A/B testing.

In this short quiz we will cover a few important concepts from this section. The quiz is not mandatory and there is no minimum score required. The quiz simply repeats some of the information which helps you learn and check if you understood everything correctly.

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.

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.

This lesson will dive deeper into the statistics before you start A/B testing.

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.

In this lesson, you will learn everything about setting up A/B tests.

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.

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.

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.

You are about to set our A/B test live. Before you do that, you want to document everything correctly.

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.

Besides AB testing, there are other forms of tests; Multi variant testing and Split URL testing. These will be covered briefly in this lesson.

In this short quiz we will cover a few important concepts from this section. The quiz is not mandatory and there is no minimum score required. The quiz simply repeats some of the information which helps you learn and check if you understood everything correctly.

After the quality assurance, you can publish your start your AB test and allow visitors to enter the test.

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.

When you run a lot of A/B tests, you want to automate your analyses. In this lesson, you will learn how to automatically keep track of your AB test by using the Google Analytics API and Google Sheets.

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.

Once your A/B test reached the minimum sample size and test duration, it is time to stop the test and start analyzing.

In this short quiz we will cover a few important concepts from this section. The quiz is not mandatory and there is no minimum score required. The quiz simply repeats some of the information which helps you learn and check if you understood everything correctly.

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.

Your AB test is done, in this lesson, you will learn how to analyze your AB tests, which is again an essential part of AB testing.

To get even more insights, you can segment your AB test results. You do need sufficient data for this. How you can do this will be covered in this lesson.

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.

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.

In this lesson, an example of a proper AB test report is discussed.

This is a second lesson in automating your analysis. When you run a lot of A/B tests you want to automate your analysis, so you can run even more tests and be more successful in Conversion Rate Optimization.

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.

In this short quiz we will cover a few important concepts from this section. The quiz is not mandatory and there is no minimum score required. The quiz simply repeats some of the information which helps you learn and check if you understood everything correctly.

To be successful in Conversion Rate Optimization, it is important to get colleagues on board of your CRO practices. This lesson will cover several things you can do to get more people involved.

The confirmation bias is deeply rooted in our behavior. For a Conversion Specialist, this can be a major pitfall. In this lesson, you will learn what the confirmation bias is and how to overcome it.

Building a knowledge database is essential to keep building on your CRO success.

CRO maturity and the Conversion Rate Optimization team evolve within an organization. This lesson shows what phases there are and how your team and your own position within the organization can evolve.

We are never done learning. This lesson shows some great newsletters, blogs, and events for you to keep learning.

Before the course comes to an end, this lesson will cover the ethical side of CRO.

Thank you and final words.