Course curriculum

  • 1

    Section 1: Introduction to conversion optimisation

    • 1.1 Welcome to this unit!

    • 1.2 Introducing optimising websites

    • 1.3 What this unit will cover

    • 1.4 What you’ll learn

    • 1.5 A note on completing this unit

    • 1.6 Section 1 quiz
  • 2

    Section 2: Best practices for optimising websites

    • 2.1 Welcome to section 2

    • 2.2 Introduction to Conversion Rate Optimisation (CRO)

    • 2.3 The principles of customer behaviour and CRO

    • 2.4 CRO best practices

    • 2.5 Understanding UX and UI

    • 2.6 Creative considerations

    • 2.7 Enhancing content

    • 2.8 Using dynamic content

    • 2.9 Optimising for different devices

    • 2.10 Using A/B and multivariate testing

    • 2.11 Improving hosting and website speed

    • 2.12 Optimising for search engines

    • 2.13 Accessibility considerations

    • 2.14 Section 2 quiz
  • 3

    Section 3: Planning for conversion optimisation

    • 3.1 Welcome to section 3

    • 3.2 Test development framework

    • 3.3 Understanding your target market

    • 3.4 Conducting competitor reviews

    • 3.5 Understanding website architecture

    • 3.6 Evaluating content

    • 3.7 Assessing user experience

    • 3.8 Website research report template

    • 3.9 Prioritising enhancements

    • 3.10 Documenting a conversion optimisation strategy

    • 3.11 Conversion optimisation strategy template

    • 3.12 Creating an implementation plan

    • 3.13 Conversion implementation plan template

    • 3.14 Using monitoring and strategic reviews

    • 3.15 Section 3 Quiz
  • 4

    Section 4: Implementing conversion optimisation

    • 4.1 Welcome to section 4

    • 4.2 Implementing website optimisation

    • 4.3 Identifying user journeys

    • 4.4 Website testing options

    • 4.5 Using heat mapping

    • 4.6 Using eye-tracking

    • 4.7 Website user testing

    • 4.8 Implementing A/B and multivariate testing

    • 4.9 Using in-website surveys

    • 4.10 Other testing tools

    • 4.11 Section 4 quiz
  • 5

    Section 5: Evaluating website performance

    • 5.1 Welcome to section 5

    • 5.2 Reviewing test data

    • 5.3 Analysing user feedback

    • 5.4 Comparing performance to KPIs

    • 5.5 Understanding important performance metrics

    • 5.6 Reviewing budgets

    • 5.7 Developing future optimisation strategies

    • 5.8 Website monitoring report template

    • 5.9 Section 5 quiz
  • 6

    Section 6: Conversion optimisation summary

    • 6.1 Introduction to section six

    • 6.2 Key takeaways

    • 6.3 Encouraging a culture of experimentation

    • 6.4 The future of conversion optimisation

    • 6.5 How to keep your knowledge up to date

    • 6.6 Congratulations and what’s next
  • 7

    BONUS SECTION: Additional Resources

    • 7.1 Bonus section introduction

    • 7.2 The AI Guide to Conversion Optimisation

    • 7.3 The big book of A/B testing case studies from Optimizely

    • 7.4 HubSpot's DIY Guide to Improving Conversions

    • 7.5 10 Conversion Rate Optimisation Must Knows from AdNews

    • 7.6 UserTesting Use Case Guidebook

    • 7.7 Why UX matters to marketing

    • 7.8 Guide to Combining UX and SEO

    • 7.9 Beginner Guide to HTML and CSS for Marketers

    • 7.10 The Ultimate Guide to Web Forms

    • 7.11 Websites in the Real World Survey

    • 7.12 How To Launch a WordPress Website Checklist

    • 7.13 Beginner Guide to Growth-Driven Design

    • 7.14 Every Step it Takes to Build Awesome B2B Landing Pages

    • 7.15 How to Use Website Optimisation to Make the Best First Impression

    • 7.16 The Complete Guide to Website Marketing

    • 7.17 The Essential Website Specification Template

    • 7.18 5 of the Best B2B FinTech Websites

    • 7.19 Visual hierarchy principles every non-designer needs to know

    • 7.20 Glossary of digital marketing terms