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Module 1. Profit Optimization

This module is about the truth behind conversion optimization, the mindset you need to be a truly great optimizer and what it really takes to get high conversion rates.


Here’s what you’ll learn:

Lesson 1 – Conversions 101

Get up to speed with what CRO means today and remove any myths and misconceptions you have around CRO that are causing you to make mistakes and fail


Lesson 2 – CRO Process

Learn the big picture process for conversion optimization, finally a proven step by step CRO process, with steps in sequential order, without “holes” or something missing


Lesson 3 – Terminology

Discover the vocabulary and insider terms that are constantly referred to in case studies and online publications, get a grounding in how you will talk about CRO within the context of the course


Lesson 4 – Customer Theory

Learn the documents and frameworks needed to create your customer theory, what it encompasses and how it structures your data collection and analysis processes for actionable learning that gets results


Lesson 5 – Business Objectives

Understand in detail what your business looks like now, what to track, and how to measure conversion optimization processes correctly so you can understand return on investment


Lesson 6 – Google Analytics Setup & Audit

Get your Google Analytics set up right so the data you collect is actionable and not skewed. Don’t waste time and money collecting bad data



Module 2. Data Collection

This module is all about qualitative and quantitative data collection. Here you’ll learn not only the theory behind what to collect and why, you’ll learn step-by-step processes in granular detail so you can execute the same processes and skip all the learning and costly mistakes we endured to refine our approach.


Here’s what you’ll learn:

Lesson 1 – Mouse Tracking

Learn how to setup and capture mouse tracking data for insights on how visitors use your website, learn which layouts are working and which need changing to improve conversion rate


Lesson 2 – User Testing

Learn how to conduct live user testing workshops and how to setup and capture data from automated user testing software. Learn how customers behave on your website and how to improve your sales funnel and conversion rates


Lesson 3 – Form Testing

See how to setup and collect data from your forms, learn which fields have the highest dropout rates, cause the most validation errors and improve form completion conversion rates


Lesson 4 – Live Chat

Discover how to setup and capture live chat transcripts from your visitors. Learn what common concerns your visitors have when considering to buy and remove them with improved copywriting


Lesson 5 – Customer Surveys

Learn how to skillfully conduct customer surveys and collect data than improves your value proposition and customer messaging


Lesson 6 – Customer Development Interviews

See how to conduct customer development interviews the right way, how to capture the data, what questions to ask. Turn customer insights into higher conversion rates with improved copy and a more targeted brand voice


Lesson 7 – Website & Exit Intent Polls

Learn why users are leaving your website, target high traffic high bounce rate pages and fix leaks in your sales funnel to increase profits


Lesson 8 – Welcome emails

The best way to greet a new subscriber and learn what products and services they desire the most. Collect data that teaches you what products and services will convert highly before even offering them


Module 3. Data Analysis & Hypothesis

This module is all about data analysis and hypothesis creation and prioritization. Learn the exact and detailed processes I created to analyse all your data sources for killer insights. Learn how to make that data actionable and turn it into test hypotheses. Ideas to test for improved conversion rates on your website. Learn how to build on your customer theory based on the data analysed and how it translates into value propositions, customer personas and brand positioning statements.


Here’s what you’ll learn:

Lesson 1 – Hypothesis

Discover how to write a real hypothesis and how the conversion hierarchy affects your tests


Lesson 2 – Mouse Tracking

Learn my step by step process for analysing mouse tracking data. Learn how to translate the data into design changes and improved conversion rates


Lesson 3 – User Testing

Get the insider tips on analysing user testing data from live in-person workshops and automated testing so you can improve your usability and sales funnel and increase sales


Lesson 4 – Form Testing

Interpret field level form analytics and gain insights into which fields to remove, change or redesign to increase form completion conversion rates


Lesson 5 – Live Chat

Learn how to extract visitor vocabulary lists from live chat data and analyse results to create brand messaging that is aligned with the visitors needs and how they describe them


Lesson 6 – Customer Surveys

Discover how to interpret and analyse survey data for insights to improve value propositions and product positioning statements


Lesson 7 – Customer Development Interviews

Learn my three step process for analysing interview data for deeper insights and learnings. Develop your customer understanding and theory and increase conversions


Lesson 8 – Website & Exit Intent Polls

Find out the reservations and common concerts visitors have and why they leave your website, then plug those holes in your funnel through poll analysis and hypothesis creation


Lesson 9 – Welcome Emails

Learn how to analyse your welcome email data, learn about the problems your customers have and how they describe them. Invert this learning into powerful copywriting and sales messages


Lesson 10 – Usability Evaluation

Discover the 247 checkpoint list of user experience best practices I’ve created to ensure your website is usable and learnable for your visitors. No more confused visitors and high bounce rates


Lesson 11 – On page SEO

Learn the step by step process to optimize a page for higher google rankings and better on page seo. Drive more visitors into the top of your funnel and increase your revenue


Lesson 12 – Accessibility Evaluation

A step by step process that teaches you how to be compliant with accessibility rules Google counts as ranking factors. Improve your UX for all handicap levels and improve your SEO


Lesson 13 – Sales Funnel

Learn how to analyse Google Analytics Conversions data. Including Goal Flows and Funnel Visualizations. Discover at which points in your sales funnel visitors are leaving and learn to cross reference qualitative data to find out why


Lesson 14 – Browser & Device

Dissect browser and device Google Analytics reports and segment conversion data for deeper insights. Use these learnings to inform browser testing and device optimization


Lesson 15 – Visitor Segmentation and Personalization

Learn how to analyse demographic Google Analytics reports and segment conversion data for deeper insights. Use these learnings to inform personalization, location based offers and visitor segmentation conversion optimization


Lesson 16 – Search

Learn what people are searching for on your sites and what that means. Leverage search insights to increase conversion rate and learn how to improve search usability


Lesson 17 – Shopping Cart Abandonment

Learn best practice around shopping cart abandonment and follow my step by step process to get more of your visitors coming back to your website and checking out


Lesson 18 – Hypothesis Prioritization

Learn how to test the most important things first without wasting time or money on bad or incorrect test sequencing and methodology


Module 4. Execution

In this module you learn how to execute your website change and redesigns ready for testing. I’ll walk you step by step through copywriting, wireframing and designing your new website pages based on your data. You’ll also learn design principles, principles of persuasion and development best practices for seo and speed. I’ve created a sales framework for landing pages and any sales messages you can follow that gets consistent results and that can drive leads and sales for your business.


Here’s what you’ll learn:

Lesson 1 – Customer Theory

Iterate on your customer theory based on your data collection and analysis, ready for input to your copywriting and design changes


Lesson 2 – Visitor Vocab Lists

Build a list of visitor vocabulary and common phrases as input to your copywriting. Align your messaging with how your prospect describes their goals for higher conversions


Lesson 3 – Customer Journey

Based on your data create a customer journey to help inform sales message hierarchy and content


Lesson 4 – Sales Framework

Learn a proven framework for landing pages, lead magnets and all sales messages


Lesson 5 – Copywriting

Learn best practice and a step by step process for copywriting your new website and landing pages


Lesson 6 – Wireframing

Discover the best tools and techniques to wireframe quickly and efficiently, iterate your way to a better design results quicker


Lesson 7 – Design Principles

Get an education in UX design principles and learn about the Axis of Interaction and Grid System amongst other topics


Lesson 8 – Persuasive Design

Learn about Cialdini’s six principles of persuasion and how to use them correctly to increase your conversion rates


Lesson 9 – Development Best Practice

Learn my development best practice checklist, with tips for better page speed, CDN, caching and SEO


Module 5. Testing

In this module you learn how to test your new website changes. You’ll learn about the different types of testing, testing rules and how to implement and interpret tests.


Here’s what you’ll learn:

Lesson 1 – Testing Types

Discover the different types of tests you can run to validate your hypothesis. Learn how to choose the right tests that will get you the most actionable results in the shortest timeframe


Lesson 2 – Rules of Testing

Learn the common mistakes that render test results unusable and how to avoid them. Learn about the flicker effect, regression to the mean and statistical significance


Lesson 3 – Planning Tests

Get a step by step process for planning and executing tests


Lesson 4 – Customer Theory

Iterate on your customer theory based on test results and interpretation


Lesson 5 – Business Objectives

Create new business objectives, goals, KPI’s and targets based on your new customer theory and previous test results

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