16+ years conversion experience
2,000+ A/B tests with 300+ clients
Multiple best speaker awards
at renowned marketing conferences
Built Europe's 2nd biggest CRO agency
Now: Sharing knowledge independently
Nils Kattau presents:

The conversion optimisation masterclass.

All you need to increase your conversions.

Watch the 60 second trailer
Start your first lesson

Watch the trailer now, and find out if the conversion masterclass is right for you.

It only takes 60 seconds.
Can't listen now? Turn the subtitles on by clicking the CC icon in the player.
See what you will get
Video lessons
200+
Become PRO at conversion optimisation.
Quiz questions
150+
Test your knowledge and get your CRO Masterclass Certificate.
Students
190+
Waiting for you in our exclusive CRO Masterclass community.

This is why you should join my masterclass.

Become great at conversion optimisation.

Gain in-depth knowledge from hours of exclusive video lessons. 200+ clips that are easy to navigate.

Get many more sales, leads, and sign-ups.

Learn from hundreds of practical tips and tactics, and implement them into your own websites and projects.

Built for beginners and advanced optimisers.

If you're just starting out, or if you already have experience in conversion optimisation – you will increase your expertise massively.

Join once, learn forever.

Become better and better. Thanks to lifetime access, and new content added and extended regularly.

Get certified in conversion optimisation.

Impress people on who read your CV or LinkedIn profile – with the CRO Masterclass Certificate of Completion.

Bonus: Join our exclusive community on Slack.

From marketers for marketers: Access our exclusive community, and get feedback on your own conversion projects, tests, pages, and funnels.

Guaranteed no bullshit.

Everything you learn in the CRO Masterclass has been thoroughly tested in many projects and experiments.

This is not an "automatically get rich quick" online course. They don't exist. Put in the work.

You will understand conversion optimisation through the masterclass, and you will be able to implement what you learn. This way you will make a real, sustainable impact on your revenue and conversions.

"My mind is blown."

"My mind is blown. Like for real. What an amazing amount of info Nils shares in this course. I didn’t expect it to be this extensive. I will FOR SURE go through the whole course again and again because there is still SO MUCH to learn."
Kim Brass, UX Designer

"There was so much I did not know!"

"I have been doing online marketing for 15+ years and have been involved with 100+ websites. I thought I knew my way around conversion optimization. But let me tell you: the CRO Masterclass proved me wrong. There was so much I did not know!"
Malte Landwehr, Digital Marketing Specialist

"I took so many notes"

"I took so many notes from Nils' talks, and many of them have a special permanent place on my desk to remind me of how to do things right. I can't wait for even more content being added!"
Kamala Kibi, Marketer

Meet your instructor

Nils Kattau is one of the leading conversion optimisation experts. Since 2004, he has run 2,000+ A/B/n-tests for more than 300 companies, and built one of the biggest agencies specialised in conversion optimisation.

Since leaving his agency in 2016, he has been focusing on his own projects, and online marketing events. He is co-author of several books about conversion optimisation, online marketing, and growth hacking.

Each year, he speaks on the stages of many popular conferences, and well-known companies. Nils frequently shares his knowledge in webinars, and social media.

Also, he is the first CRO university lecturer for Google’s European Digital Marketing Degree.

Nils works with brands like Facebook, Airbnb, PayPal, Amazon Audible and ebay with the goal to improve their conversions or knowledge in the field.

Made in Germany. Living abroad. (Thanks, internet.)
See the curriculum

"This was the best I have seen in a long time – by far.
‍Thumbs up, absolutely outstanding!"

Sascha Blank
Director Inbound Marketing at UNIQ

The masterclass curriculum

Click on the lectures to see the details.

"In his masterclass, Nils provides years worth of conversion knowledge. Compressed into practical tips that you can apply immediately. This is worth gold."

Udo Raaf, CRO masterclass student
Getting started (6 videos)
A quick intro to the masterclass.
Welcome to the conversion optimisation (CRO) masterclass
1:29
About your instructor: Nils Kattau / @nilskattau
2:39
What you will learn in this masterclass
1:06
The agenda of the CRO masterclass
1:31
Always ask your questions
0:24
Join our CRO masterclass community on Slack
0:24
Lecture 1: Conversion optimisation as a process (11 videos)
In this lecture, you get a quick introduction to conversion optimisation.

I show you how to have long-term success in CRO, a step-by-step approach to optimise the right way, and why research is so important.
Traditional website optimisation
1:34
Evolutionary website optimisation
0:33
Introduction to a/b/n testing
1:41
Conversion Cycle: A process for optimising conversions
1:27
Conversion Cycle step 1: Analysis
1:27
Conversion Cycle step 2: Hypothesis
2:04
Conversion Cycle step 3: Variation
2:40
Conversion Cycle step 4: Technical setup
2:10
Conversion Cycle step 5: Monitoring
5:53
Conversion Cycle step 6: Interpretation
2:56
Conversion Cycle step 7: Implementation
0:56
Lecture 2: Repeatable learnings from 2,000+ a/b tests (16 videos)
In this lecture, I share my conversion "dos" and "don'ts" from 16+ years of optimising with you.
You get a big amount of tested practices, and winning principles to implement to your website immediately.
The average customer doesn't exist
2:24
Emotional selling with the Limbic® Map
3:36
There are no best practices
1:19
More leads through better form placement
1:42
Don’t trust the HiPPO
1:19
Don't reinvent the wheel
3:05
Pixel discussions & CI in a/b testing
1:07
Use your header whitespace
1:20
Document and report
0:29
Find your best performers
0:20
Let your team know what works and what doesn't work
0:34
Utilizing 3rd persons' opinions for high conversion rates
2:26
Overlays / modal windows / popups
2:44
Find the right words to convert your visitors
1:20
Optimizing low traffic pages
0:38
Stop using (only) burger menus
1:10
Lecture 3: Directing attention + convincing visitors (14 videos)
In this lecture, you learn how to influence people's attention, and decisions.

Techniques to take control of where people look, sure-fire ways to make people understand your website fast, how to make people buy online without tricking them, and how to write irresistible calls-to-action.
Directing attention with the primacy-recency effect + contrast
3:33
Directional cues + people vs. visual hierarchy
2:41
More ways to direct attention
1:18
Aim for a 1:1 attention ratio
2:04
The first impression
1:46
Perception of value
1:16
How to use your header whitespace to increase conversions
3:22
Using understandable imagery
2:12
Transform features into benefits
1:23
How to write really good calls-to-action with the CTA headline formula + reason to complete formula
2:12
Button colours don't matter
1:08
How to make people read your content
1:40
Conversion element placement
0:54
Lecture 4: Landing page optimisation (48 videos)
In this lecture, you get tons of practical tips for every crucial part of a landing page.
The navigation
0:03
› Navigation menu
2:10
› External links
0:46
› Avoid uncommon interaction, and test innovation
1:34
The headline
0:12
› Content
0:41
› Word order
1:08
› Sub headline
0:32
The hero shot
0:11
› Emotional or explanatory?
0:17
› Mirror neurons
1:22
› Animated or static? (Videos, sliders, ...)
2:57
› Stockphotos
1:00
The benefits
0:08
› Benefits vs features
0:49
› Bullet lists
0:43
› Identify the right triggers
0:50
The trust elements
0:14
› Company identification
1:30
› Promise of service & reachability
0:53
› Be local
0:18
› Awards, seals, memberships
0:15
The social proof
0:10
› Testimonials
0:42
› Show off your clients
0:47
› Reviews & ratings
1:12
› Scarcity
0:33
The objection handling
0:06
› Time
0:19
› Complexity
0:31
› Security
1:20
The content
0:08
› Skimming
1:33
› Readability
1:10
› What to say?
0:52
› Short copy vs long copy
0:39
The design
0:41
› Perception of value
0:58
› Visual hierarchy
0:19
› White space
0:12
› Form follows function
0:49
The conversion element
0:06
› How many conversion goals?
0:31
› CTA headline
1:50
› Form
3:41
› Button
1:07
› Placement
0:49
› Lead gen giveaway
1:24
Lecture 5: Email marketing & list building (40 videos)
In this lecture, you learn how to utilise one of the best marketing channels.

I show you how to use product launches to grow your mailing list without a marketing budget, how to make people sign up to your mailing list, and how to keep them as valuable readers.
Email is the marketing channel with the highest ROI
1:43
Why I love beta sign-ups for list building
1:20
Building a high-converting sign-up page
0:24
› There is no perfect landing page
0:41
› Headline
0:38
› Sub headline
0:13
› Call-to-action
0:16
› Sign-up form
0:49
› Content
0:30
› Objection handling
0:17
› Value propositions
0:23
› What else to mention on your landing page
1:26
Converting your regular visitors to subscribers
0:23
Convincing people to sign up (without offering vouchers or similar)
1:27
Never call your newsletter "newsletter"
0:29
How to build a very usable sign-up funnel
3:51
How to get relevant subscribers without being annoying
0:13
Test different marketing channels & campaigns
0:12
› Facebook groups
0:27
› Product Hunt
0:23
› Instagram
0:32
› YouTube
0:27
› Drip campaigns
0:19
› Offline marketing
2:07
Focus deeply on one channel at a time
1:07
Build a machinery to help you be consistent
1:04
Utilise your thank you page
1:17
Viral distribution through social sharing
1:26
Let people pay with a share
1:04
Your newsletter content
0:10
Segment recipients to increase relevance
0:44
Sender, subject line, pre-header
3:59
Opening rate is a vanity metric
0:52
How to structure your email content to increase click-throughs
0:50
Don't write newsletters for the sake of writing newsletters
0:25
Gather tons of feedback & never stop experimenting
0:46
My favourite first email a/b test
0:36
How to stay out of the spam folder
2:03
How to reduce your opt-out rate
1:50
Tool recommendations for email marketing
1:50
Lecture 6: Mobile conversion optimisation (10 videos)
In this lecture, you learn how to optimise your website for mobile visitors.

What’s important to optimise your mobile conversions, how to deal with people’s mobile-specific FUDs (fears, uncertainties, and doubts), and why mobile CRO quality assurance is crucial.
Mobile optimisation is not about removing content
2:45
Make it as fast and easy as possible
2:15
Mobile usability
3:27
Testing in landscape view
1:26
Optimize images
1:32
Interaction elements on mobile
2:33
Mobile objection handling
2:08
HTML5 input types
0:40
Shorten input times
0:55
Mobile quality assurance
1:15
Lecture 7: Developing & prioritising hypotheses (10 videos)
In this lecture, I show you a great framework for impactful test hypotheses.

Why you should never test without a hypothesis, and how to rate and prioritise your test ideas for the best outcome.
‍
Also, you get to download my worksheet to write, rate, and prioritise hypotheses.
Never test without a hypothesis
0:53
How to identify conversion potentials
1:24
A blueprint for good hypotheses
2:25
How to prioritise hypotheses
2:17
Forecasting test impact
2:12
Forecasting test effort
0:53
Calculating your hypothesis rating
0:55
When to focus on quick wins, high impact testing, or high frequency testing
0:48
Copy & paste my hypotheses spreadsheet
0:21
Tutorial: Putting the hypotheses spreadsheet to work
4:22
Hands-on 1: A/B testing with Google Optimize (12 videos)
In this lecture, I show you how to implement Google Optimize with Google Tag Manager.

You learn how to set up an A/B test. No coding skills required for simple tests.
Picking a testing tool
1:08
Signing up for Google Optimize
0:33
Installing Google Tag Manager
0:46
Installing Google Analytics via Google Tag Manager
1:49
Installing Google Optimize via Google Tag Manager
0:56
Connecting Google Optimize with Google Analytics
0:29
Experiment setup
1:09
Variant editor
2:11
Goal setup
1:36
Starting your experiment
0:42
Experiment reports in Google Optimize
0:54
Experiment data analysis in Google Analytics
1:03
Hands-on 2: Creating meaningful a/b test reports + documentation (12 videos)
In this lecture, you learn why you should write test reports, and how to use them to develop an optimisation culture in your company.

I show you the anatomy of great test reports, and you get to download my test report template
Why you should write test reports
0:26
The anatomy of a highly practical test report (copy & paste my template)
1:01
› Title slide
0:58
› Quick overview slide
2:14
› Learnings slide
0:36
› Original / control slide
0:52
› Variant slide(s)
0:50
› Experiment results slide(s)
0:58
› Next steps slide
0:33
Document your learnings
0:28
Create an an optimisation culture
0:30
Quizzes: Test your knowledge + get your conversion masterclass certificate (7 quizzes)
Finish challenging quizzes to test your conversion knowledge.
‍
Get your official Conversion Optimisation Masterclass Certificate Of Completion after beating all quizzes.
Quiz 1: Conversion optimisation as a process
Quiz 2: Repeatable learnings from 2,000+ a/b tests
Quiz 3: Directing attention + convincing visitors
Quiz 4: Landing page optimisation
Quiz 5: Email marketing + list building
Quiz 6: Mobile conversion optimisation
Quiz 7: Developing + prioritising hypotheses
+ more valuable content
The conversion optimisation masterclass gets extended regularly.

You will find conversion Q&As, site clinics, and newly added content.

"I was actually a bit surprised by the level of psychology that is involved, and love that he always tells you why he does or doesn’t do certain things.

So this way you can actually understand it for yourself, and not just follow him blindly (although by now I totally would)."

Kim Brass, Freelance UX Designer

And more, more, more benefits

Comprehensive in-detail video lectures.
200+ easy-to-navigate videos. Learn all you need to increase your (or your client’s) conversions.
Copy & paste my worksheets.
Easy-to-use reporting, and spreadsheet templates. Start high-level CRO immediately.
Follow step-by-step walk-throughs.
Learn how to set up an a/b testing tool, and start your own a/b tests. Even without coding skills.
Challenging quizzes – certification included.
Test your knowledge, and become certified in CRO.
Join our CRO Masterclass community on Slack.
Get valuable community feedback to your pages, and discuss CRO topics.
190+ members already!
Regular Q&As with Nils.
Get expert feedback to your CRO questions.
Lifetime access, with new content added regularly.
Stay up-to-date with the latest CRO knowledge.
Start here, and join the conversion optimisation masterclass
Start your first lesson – for free!
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More words from masterclass students

"Thank you so much Nils for a cornucopia of excellent tips and advice!"
Craig Sullivan
"Thank you for the amazing masterclass, actually took a day off for this, well worth it!"
Sebastian Grünwaldt
"This was the best I have seen in a long time – by far. Thumbs up, absolutely outstanding!"
Sascha Blank
"Thx a million for the effort, the input, the tips & tricks and the fun I had all along."
Carsten Blauth
"Thank you a lot for the effort of sharing so many insights and so much valuable content."
Rodrigo De
"The way he delivers it is just fun (his meme game is on-point) and casual, he’s not making things overcomplicated. I honestly think Nils might be one of the true heroes of the internet."
Kim Brass
"I have been doing online marketing for 15+ years and have been involved with 100+ websites. I thought I knew my way around conversion optimization. But let me tell you: the CRO Masterclass proved me wrong. There was so much I did not know!"
Malte Landwehr
"Nils provides years worth of conversion knowledge. Compressed into practical tips that you can apply immediately. This is worth gold."
Udo Raaf
"Mastermind."
Maximilian Greif
Optimising conversions
since 2004.
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