The Conversion Multiplier: Turn More Traffic Into Buyers

Research friction, improve offers and pages, optimize forms and calls to action, run experiments, and grow profit

Created byDr. Law Payne

Last updated 11/2026

English

What you'll learn

Build a complete conversion optimization system connecting customer research, friction, offers, pages, forms, testing, and profit.
Diagnose motivation, anxiety, clarity, and drop-off across the customer decision journey.
Improve offers, pages, forms, calls to action, and conversion paths with evidence.
Run reliable experiments and connect conversion gains to profit, retention, and customer value.

Course content

2 sections • 11 lectures • 1h 49m total length

The Conversion System and Customer Decision Journey10:03
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind the conversion system and customer decision journey. Students apply the framework to a continuing case and complete a practical assignment.
Research Friction Motivation and Drop-Off9:57
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind research, friction, motivation, and drop-off. Students apply the framework to a continuing case and complete a practical assignment.
Improve Offers Pages Forms and Calls to Action9:50
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind offers, pages, forms, and calls to action. Students apply the framework to a continuing case and complete a practical assignment.
Run Experiments That Produce Reliable Learning9:47
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind experiments that produce reliable learning. Students apply the framework to a continuing case and complete a practical assignment.
Connect Conversion Gains to Profit and Retention10:02
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind connecting conversion gains to profit and retention. Students apply the framework to a continuing case and complete a practical assignment.

Workshop 1: The Economics Behind Customer Acquisition9:47
Work through the practical lesson: The Economics Behind Customer Acquisition. This applied study preserves the original Customer Acquisition Economics - Scale Marketing Profitably case context, then transfers its decision method to The Conversion Multiplier: Turn More Traffic Into Buyers.

Complete Strategy Decision Brief and Measurement and Learning Plan. Make a specific business decision visible before selecting activities or tools. Select a small set of defined measures and use them to make decisions rather than report activity.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 2: Calculate CAC Contribution Margin and Payback10:04
Work through the practical lesson: Calculate CAC Contribution Margin and Payback. This applied study preserves the original Customer Acquisition Economics - Scale Marketing Profitably case context, then transfers its decision method to The Conversion Multiplier: Turn More Traffic Into Buyers.

Complete Data Quality and Analysis Preparation and Business Analysis and Verification Memo. Prepare a business dataset with a reproducible record of definitions, cleaning choices, and limitations. Turn an analysis into a defensible business recommendation with checked calculations and bounded conclusions.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 3: Understand LTV Retention and Cohort Behavior10:07
Work through the practical lesson: Understand LTV Retention and Cohort Behavior. This applied study preserves the original Customer Acquisition Economics - Scale Marketing Profitably case context, then transfers its decision method to The Conversion Multiplier: Turn More Traffic Into Buyers.

Complete Acquisition Economics Worksheet and Pricing and Packaging Test Plan. Calculate customer acquisition economics using consistent definitions and explicit assumptions. Compare price and packaging options using customer value, delivery cost, and evidence of choice.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 4: Attribution Incrementality and Channel Decisions9:46
Work through the practical lesson: Attribution Incrementality and Channel Decisions. This applied study preserves the original Customer Acquisition Economics - Scale Marketing Profitably case context, then transfers its decision method to The Conversion Multiplier: Turn More Traffic Into Buyers.

Complete Advertising Campaign Brief and Experiment Design Card. Connect campaign objectives, audience, creative, offer, and measurement before buying traffic. Design a controlled test that can distinguish a useful mechanism from noise or wishful thinking.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 5: Forecast Scenarios and Scale with Financial Discipline10:02
Work through the practical lesson: Forecast Scenarios and Scale with Financial Discipline. This applied study preserves the original Customer Acquisition Economics - Scale Marketing Profitably case context, then transfers its decision method to The Conversion Multiplier: Turn More Traffic Into Buyers.

Complete Retention and Expansion Diagnostic and Forecast Assumptions and Scenario Review. Understand recurring value, loss of value, and appropriate expansion rather than treating all customers alike. Build a forecast from explicit drivers and compare scenarios that are plausible enough to inform decisions.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 6: Edit Test and Improve Conversion Copy9:59
Work through the practical lesson: Edit Test and Improve Conversion Copy. This applied study preserves the original High-Converting Copywriting - Write Words That Sell case context, then transfers its decision method to The Conversion Multiplier: Turn More Traffic Into Buyers.

Complete Measurement and Learning Plan and Ethical Influence Design Review. Select a small set of defined measures and use them to make decisions rather than report activity. Assess how a message or experience influences choice while preserving clarity and customer autonomy.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.

Requirements

No coding experience is required; basic marketing, product, or ecommerce familiarity is helpful.

Description

This course contains the use of artificial intelligence.

Conversion optimization is not a collection of button-color tricks. It is a disciplined system for understanding customer motivation, reducing friction, improving clarity, testing meaningful changes, and connecting better decisions to profit and retention.

This course gives you a practical framework for analyzing and improving the complete customer decision journey. You will learn how to conduct useful research, identify drop-off, diagnose anxiety and confusion, strengthen offers, improve landing pages, simplify forms, clarify calls to action, and design experiments that produce reliable learning.

Across five focused lectures, you will build the complete conversion optimization system. The course covers the conversion journey, customer research and friction, offers and pages, experimentation, and the relationship between conversion, profit, and retention. Each lecture connects concepts to a continuing case and a practical assignment so that you can apply the framework to a real website, product, service, funnel, or client.

This course is designed for marketers, founders, product teams, ecommerce professionals, consultants, analysts, and growth leaders. No coding experience is required. Basic familiarity with marketing, products, or ecommerce is helpful but not necessary.

Dr. Law Payne combines advanced business education with extensive experience in entrepreneurship, marketing, organizational leadership, teaching, and coaching. The emphasis is on evidence, customer clarity, disciplined experimentation, practical execution, and economically meaningful improvement.

By the end, you will have a repeatable conversion optimization system that improves learning, customer experience, profit, and retention.

Who this course is for:

Marketers, founders, product teams, ecommerce professionals, consultants, analysts, and growth leaders.

The Conversion Multiplier: Turn More Traffic Into Buyers

What you'll learn

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Course content

Build the Complete Conversion Optimization System5 lectures • 50min

Applied Workshop Lab: Evidence, Experiments and Execution6 lectures • 1hr

Requirements

Description

Who this course is for: