Conversion rate optimization (CRO) is the process of improving the performance of a website or digital marketing campaign by increasing the percentage of visitors who complete a desired action, such as making a purchase or filling out a form. This module provides a foundational understanding of CRO and A/B testing, which is a method for testing two versions of a webpage or marketing campaign to determine which one performs better. Students will learn about the hierarchy of evidence, which outlines the importance of using data and experimentation to support CRO decisions. They will also learn about building a business case for CRO, including identifying goals and KPIs, setting up tracking and measurement, and calculating the potential return on investment (ROI) of a CRO program. Overall, this module provides a solid introduction to the key concepts and principles of CRO, setting the stage for further learning and skill development in this important field.
This module is intended for individuals who are new to Google Analytics 4 and want to learn how to use it to analyze their website’s performance. The module covers the fundamentals of setting up a Google Analytics 4 property, upgrading from the previous version of Google Analytics, and an overview of the various reports available in Google Analytics 4, such as campaign tracking, engagement reports, retention reports, and analysis hub. By the end of the module, students should have a good understanding of the basics of Google Analytics 4 and be able to leverage its features to gain insights into their website’s performance.
The CRO Data Research module is an essential component of the Certificate in Conversion Rate Optimization course as it emphasizes the significance of research and data analysis in the CRO process. This module covers a range of topics, starting from understanding company goals and KPIs to tracking website analytics using Google Analytics 4 (GA4). The students will also learn how to analyze web interactions, conduct funnel and path exploration, and use segmentation to identify opportunities for CRO. By the end of this module, the students will be able to document their findings and present them in a clear and concise manner. The quiz at the end of the module will help test the student’s knowledge and ensure they have understood the concepts covered in the module.
The CRO User Research & Science module is focused on teaching students the importance of user research and scientific method in the process of Conversion Rate Optimization (CRO). This module covers various user research techniques like polls, surveys, feedback tools, recordings, and usability testing, which can be used to gather valuable insights about user behavior and preferences. The module also highlights the significance of web accessibility, customer service, and user feedback in the CRO process. Additionally, it introduces the scientific method and its key elements like hypothesis testing and A/B testing, which are crucial for creating a structured, data-driven approach to CRO. By the end of the module, students will have a clear understanding of the importance of user research and scientific method, and how they can be applied to improve website performance and conversion rates.
The Expert Review & Psychology module focuses on the skills necessary to conduct an expert review, understand the basics of psychology, and analyze competitor performance. The module begins by discussing the key elements of effective landing pages, including design, messaging, and call-to-action. The course also covers essential skills for analyzing product pages and checkout processes, including best practices for product descriptions, pricing, and trust signals. In addition, the module explores psychological principles that impact consumer behavior and decision-making, such as motivation, reciprocity, social proof, and scarcity.
The module focuses on the process of creating an evidence-based framework for testing by combining insights, prioritization, and hypotheses. It emphasizes the importance of identifying and prioritizing testing ideas based on their potential impact and ease of implementation. Students will learn how to use various tools and techniques to generate testing ideas, including web analytics, user feedback, and heuristic evaluations. The course also covers how to create and test hypotheses based on user behavior insights, such as user personas and customer journeys. Additionally, students will learn how to develop a testing plan, including setting testing goals and success metrics, defining test variations, and determining the sample size and duration of the test. The course will also discuss how to analyze and interpret test results and iterate on the testing process to continuously improve website performance.
The Pre-Test Analysis module is a fundamental part of the Conversion Rate Optimization (CRO) course. In this module, you will learn about the importance of statistical analysis before conducting any testing. You will gain an understanding of statistical terms such as Type 1 and Type 2 error, statistical power, sample size, and minimal detectable effect, and how to calculate them. You will also learn about regular expressions and how they can be used to filter data in Google Analytics. For low traffic websites, KPIs are an essential aspect of measuring website performance, and you will learn how to identify and track the most relevant KPIs. By the end of this module, you will be able to use statistical analysis and KPIs to determine if your CRO tests are successful and make informed decisions to optimize website performance.
The module on Google Optimize for Beginners is part of a course that aims to provide a comprehensive understanding of the Google Optimize platform. In this module, students will be introduced to the interface and the different types of experiments that can be conducted using Google Optimize, including A/B tests and multivariate tests. The course covers the process of creating experiments, including setting up the experiment details, selecting the experiment type, and defining the experiment variations. Students will also learn how to target specific audience segments and analyze the results of their experiments. By the end of the module, students should have a solid foundation in Google Optimize and be able to create and conduct their own experiments.
In the Setting Up an A/B Test module, learners will gain a comprehensive understanding of the process involved in setting up and conducting A/B tests for Conversion Rate Optimization (CRO). The module covers the basics of A/B testing, including the different types of tests that can be conducted, the importance of hypothesis testing, and how to choose an appropriate sample size for testing. Learners will also be introduced to A/B testing tools and platforms, and they will learn how to set up and track experiments using Google Optimize. The module also covers quality assurance methods to ensure accurate and reliable test results. By the end of this module, learners will have a solid foundation for designing and executing successful A/B tests to improve website conversions.
The module on setting up an A/B test for Conversion Rate Optimization (CRO) aims to provide students with a comprehensive understanding of the A/B testing process. It covers various steps involved in setting up and conducting A/B tests, such as designing an effective A/B test, choosing the right testing tool, tracking data and events, and performing quality assurance. The module emphasizes the importance of documentation and provides guidance on how to document test results. Additionally, students will explore other forms of testing, such as client-side vs. server-side testing, and gain an understanding of when to use each type. By the end of the module, students should be able to design and set up an effective A/B test for CRO and have a good understanding of the different types of testing available to them.
In this module, students will learn how to analyze the results of an A/B test in order to gain insights and draw meaningful conclusions. The module covers the difference between frequentist and Bayesian statistics, and how to apply them to analyze A/B test results. Students will learn how to segment data, perform funnel analysis, and create reports to communicate their findings. The module also covers automation techniques that can streamline the analysis and reporting process. Overall, this module will provide learners with the skills and knowledge they need to confidently interpret and report on the results of A/B tests.
The Personalization Fundamentals module provides an overview of personalization and its benefits, as well as the personalization process. It discusses the two main types of personalization: rule-based and machine learning, and their respective applications and benefits. The module also covers best practices for personalization, examples of successful personalization, and ways to get started with personalization. Overall, the module is designed to give learners a solid foundation in personalization and how it can be applied to improve user experience and business outcomes.
This module is designed to help learners understand the strategies and techniques for increasing the frequency and likelihood of successful CRO experiments. The module begins by discussing the importance of overcoming confirmation bias and involving stakeholders in the CRO process. It then covers various techniques for generating test ideas, building a CRO team, and taking CRO to the next level. Students will also be introduced to the concept of the CRO Success Formula, which involves identifying conversion blockers, developing a hypothesis, creating a test plan, and analyzing results. By the end of the module, students will have a comprehensive understanding of the key strategies and techniques for achieving success in CRO.
The conclusion module for the Certificate in Conversion Rate Optimization is designed to provide a summary of the key concepts and skills covered in the course and reinforce the importance of CRO in digital marketing. Participants will review the CRO process, from identifying business goals and user behavior insights to testing and analyzing results. They will also learn about the different types of tests, tools, and strategies used in CRO, as well as best practices for personalization and overcoming confirmation bias. The module will conclude by highlighting the value of ongoing CRO and the role of a CRO team in driving continuous improvement.
