Conversion Rate Optimisation

About This Course

Websites that fail to convert traffic into leads and customers represent a direct and measurable cost to any organisation investing in digital marketing. Conversion Rate Optimisation (CRO) is the discipline that addresses this gap systematically, using data-driven experimentation, user experience analysis, and behavioural economics to remove friction and improve on-site performance.

This course develops practical CRO capability across the full optimisation workflow. Trainees will learn to analyse and manage website performance using industry-standard analytics tools, identify where and why visitors drop off, apply heuristic analysis frameworks to surface user experience gaps, and generate design concepts for landing pages and conversion funnels, developing wireframes and information architecture that turn those concepts into structured improvements.

Behavioural economics in design runs through the design decisions in this course: trainees analyse consumers' decision making processes to predict how they would behave when interacting with a website, examine consumer behaviour to uncover insights on how people behave and make decisions, and apply cognitive biases and motivation principles to design pages that convert. These sit alongside the principles of user experience design and the applied skills of wireframing, A/B testing, and CRO tool configuration, with emphasis on a repeatable, evidence-based approach to managing website performance across home pages, product pages, sales pages, and lead capture pages.

By the end of the course, trainees will be able to conduct heuristic analyses, generate and test design concepts for high-converting landing pages, run data-informed experiments, and manage a prioritised CRO action plan that reports outcomes against conversion benchmarks and delivers measurable improvements to website conversion performance.