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CRO Track

Growth Experiments & CRO

Master conversion optimisation through systematic testing and experimentation. Learn to optimise for revenue, not vanity metrics. Combine with Performance Measurement for data-driven optimisation decisions.

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Landing Page Analysis

Module 1

Analyse landing pages systematically to identify conversion opportunities. Learn frameworks for evaluating effectiveness and prioritising improvements.

📚 What You'll Learn:

  • ⚡ Page structure analysis and layout evaluation
  • ⚡ Conversion path evaluation and friction identification
  • ⚡ User experience assessment methodologies
  • ⚡ Optimisation opportunities prioritisation
  • ⚡ Heatmap and session recording analysis
  • ⚡ Form and CTA optimisation techniques
  • ⚡ Mobile vs desktop experience analysis

💻 Try It Yourself:

Conduct a comprehensive landing page analysis: 1) Use heatmap tools (Hotjar, Crazy Egg) to identify user behaviour. 2) Analyse conversion funnel drop-off points. 3) Audit page elements (headline, value proposition, CTA placement, trust signals). 4) Check mobile experience and page speed. 5) Review form fields and completion rates.

📈 Real-World Results:

45% conversion increase, 67% abandonment reduction, 38% revenue improvement View Case Studies →
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Conversion Copywriting

Module 2

Write copy that converts. Learn psychological principles and copywriting frameworks that drive action and improve conversion rates.

📚 What You'll Learn:

  • ⚡ Copywriting frameworks (AIDA, PAS, FAB, Before-After-Bridge)
  • ⚡ Psychological triggers and persuasion principles
  • ⚡ A/B testing copy variations effectively
  • ⚡ Headline optimisation and attention-grabbing techniques
  • ⚡ Value proposition articulation
  • ⚡ Objection handling in copy
  • ⚡ Social proof and urgency in messaging

💻 Try It Yourself:

Rewrite a landing page using conversion principles: 1) Analyse current headline (does it match user intent?). 2) Apply AIDA framework (Attention, Interest, Desire, Action). 3) Rewrite headline using power words and specificity. 4) Strengthen value proposition (benefits over features). 5) Add social proof (testimonials, numbers, logos).

📈 Real-World Results:

45% conversion increase, Improved copy effectiveness View Case Studies →
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Test Design

Module 3

Design and execute A/B and multivariate tests properly. Learn to plan tests, avoid common pitfalls, and interpret results with statistical rigor.

📚 What You'll Learn:

  • ⚡ Test planning and hypothesis formation
  • ⚡ Statistical significance and sample size calculation
  • ⚡ Result interpretation and decision-making
  • ⚡ Common testing pitfalls and how to avoid them
  • ⚡ Multivariate testing vs A/B testing
  • ⚡ Test duration and stopping rules
  • ⚡ Documentation and learning capture

💻 Try It Yourself:

Design a complete A/B test plan: 1) Define business objective and success metric. 2) Formulate hypothesis (If we change X, then Y will happen because Z). 3) Calculate required sample size for statistical significance. 4) Determine test duration (accounting for day-of-week effects). 5) Create variant designs (control vs treatment).

📈 Real-World Results:

45% conversion increase, 38% revenue improvement, Systematic testing program View Case Studies →
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Personalisation Tactics

Module 4

Implement personalisation strategies that improve conversion rates. Learn segmentation, dynamic content, and behavioural triggers that create relevant experiences.

📚 What You'll Learn:

  • ⚡ Segmentation strategies (demographic, behavioural, contextual)
  • ⚡ Dynamic content implementation
  • ⚡ Behavioural triggers and automation
  • ⚡ Personalisation tools and platforms
  • ⚡ Data collection for personalisation
  • ⚡ Privacy considerations and compliance
  • ⚡ Measuring personalisation impact

💻 Try It Yourself:

Design a personalisation strategy for an e-commerce site: 1) Map customer journey stages (awareness, consideration, purchase, retention). 2) Identify personalisation opportunities at each stage. 3) Define segments (new vs returning, high-value vs low-value). 4) Design personalised experiences (product recommendations, content, offers).

📈 Real-World Results:

45% conversion increase, Improved personalisation effectiveness View Case Studies →

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