Conversion Rate Optimization (CRO) & Experimentation

Packt via Coursera

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Effort

9 weeks, 1 hour a week
Sessions

Self-Paced
Level

Intermediate
Subtitles

English

Found in

Overview

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Unlock the power of Conversion Rate Optimization (CRO) with this step-by-step guide. You'll learn everything from data gathering, testing, and personalization to analyzing test results and refining strategies for better performance. Perfect for marketers looking to boost business performance. This course is designed to help you understand Conversion Rate Optimization (CRO) and experimentation techniques. It starts with a foundational understanding of what CRO is, why it’s essential, and the common misconceptions surrounding it. You'll learn how to gather insights from both qualitative and quantitative data, including analytics, customer feedback, and live chat, to inform your strategies. The course emphasizes a structured approach to testing, from A/B testing to multivariate and split URL testing, ensuring you can choose the right method for your goals. You'll dive deep into how to target and personalize user experiences, helping you optimize content and interactions to improve conversion rates. We also cover key aspects of measurement, including understanding business objectives, primary vs secondary metrics, and establishing a baseline for comparison. The course teaches you how to plan and execute experiments, analyze results, and communicate progress with stakeholders. In the final sections, you'll explore the process of experimentation from start to finish, ensuring you understand when to stop experiments, how to handle test results, and how to scale successful strategies. With practical tips and best practices, this course will help you confidently manage and optimize CRO efforts to maximize business growth. This course is ideal for digital marketers, growth hackers, and professionals seeking to apply CRO techniques to optimize digital performance. Whether you're new to CRO or looking to refine existing skills, you’ll benefit from actionable strategies and insights. No prior CRO experience is required, though a basic understanding of digital marketing and analytics will be helpful. This course offers a practical, hands-on approach with real-world examples and case studies. Each module is designed to help you understand CRO and experimentation methods through engaging lessons, demonstrations, and actionable tips. Post-course challenges ensure that you can immediately apply your knowledge and implement CRO strategies effectively. This course is based on A Step by Step Guide to Conversion Rate Optimisation (CRO) & Experimentation, by Andy McKenna. This course is licensed and distributed by Packt. All rights reserved. Packt is one of the world's most prolific publishers of cutting-edge technical content. For over two decades we've made it our mission to curate and publish the knowledge of only the very best technical experts. We focus on real-world courses that help our customers get the job done, with coverage that extends across a wide range of established and cutting-edge technical topics. If you're an individual or an organisation that embraces learning by doing, Packt is the perfect fit for you.

Syllabus

Introduction to CRO
- This module provides an overview of conversion rate optimization (CRO) and its importance in digital marketing. Learners will gain a clear understanding of what CRO is, why it matters, and how it differs from other marketing strategies. The content also highlights the benefits of implementing CRO effectively.
The Optimisation Process
- This module covers the key stages of the conversion rate optimization (CRO) process, including how to gather insights, conduct testing, and implement personalization strategies. Learners will gain practical knowledge on improving user experiences and driving continuous improvement through data-driven decisions.
Measuring Success
- This module covers the essential strategies for defining and measuring success in digital optimization. It explores how to build a measurement framework, align metrics with business goals, and differentiate between key performance indicators. Learners will gain practical skills to set baselines and document objectives effectively.
Insight Gathering
- This module explores various methods for gathering insights to improve conversion rates and user experience. Learners will understand how to collect and analyze both quantitative and qualitative data from multiple sources, including surveys, analytics, and customer feedback. The module equips learners with practical strategies to identify user friction and optimize website performance.
Testing & Iteration
- This module explores various types of website testing methods, including A/B testing, multivariate testing, and split URL testing. Learners will gain an understanding of when and how to apply each method to optimize user experiences. The module also covers decision-making strategies for selecting the most suitable testing approach.
Before Testing
- This module covers foundational steps for preparing and executing effective A/B tests, including team building, hypothesis development, experiment planning, and quality assurance. Learners will gain skills in defining test objectives, selecting target audiences, and ensuring rigorous testing processes.
During Testing
- This module covers essential strategies for managing and interpreting online experiments, including understanding statistical significance, determining test completion, and making data-driven decisions. Learners will gain practical skills in analyzing p-values, managing experiment validity, and scaling traffic safely. The content equips learners to run effective experiments and make informed adjustments during testing.
After Testing
- This module covers post-test analysis techniques, strategies for interpreting experiment results, and methods for communicating outcomes to stakeholders. Learners will gain skills in evaluating test performance, making data-driven decisions, and planning for continuous improvement.
Targeting & Personalisation
- This module explores the fundamental concepts of targeting and personalisation in digital marketing, covering their importance, core elements, and associated risks. Learners will gain an understanding of how to implement effective personalisation strategies while addressing challenges like data privacy and scalability. The module also provides practical insights into starting small to achieve sustainable results.