Conversion Optimisation Masterclass

Lecture 1: Conversion Optimization As A Process (13 videos)

• Traditional Website Optimization
• Evolutionary Website Optimization
• Introduction to A/B/n-Testing
• Conversion Cycle: A Process For Optimizing Conversions
• Conversion Cycle Step 1: Analysis
• Conversion Cycle Step 2: Hypothesis
• Conversion Cycle Step 3: Variation
• Conversion Cycle Step 4: Technical Setup
• Conversion Cycle Step 5: Monitoring
• Conversion Cycle Step 6: Interpretation
• Conversion Cycle Step 7: Implementation

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Lecture 2: Repeatable Learnings From 2000+ Experiments (18 videos)

• The Average Customer Doesn't Exist
• Emotional Selling With The Limbic® Map
• There Are No Best Practice
• More Leads Through Better Form Placement
• Don’t Trust The HiPPO
• Don't Reinvent The Wheel
• Pixel Discussions & CI In A/B Testing
• Use Your Header Whitespace
• Document And Report
• Find Your Best Performers
• Let Your Team Know What Works And What Doesn't Work
• Utilizing 3rd Persons' Opinions For High Conversion Rates
• Overlays / Modal Windows / Popus
• Find The Right Words To Convert Your Visitors
• Optimizing Low Traffic Pages
• Stop Using (Only) Burger Menus

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Lecture 3: Directing Attention & Convincing Visitors (16 videos)

• Directing Attention With The Primacy-Recency Effect + Contrast
• Directional Cues + People vs. Visual Hierarchy
• More Ways To Direct Attention
• Aim For A 1:1 Attention Ratio
• Introduction: Convincing People
• The First Impression
• Perception Of Value
• How To Use Your Header Whitespace To Increase Conversions
• Using Understandable Imagery
• Transform Features Into Benefits
• How To Write Really Good Calls-To-Action (CTA Headline Formula + Reason To Complete Formula)
• Button Colours Don't Matter
• How To Make People Read Your Content
• Conversion Element Placement

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‍Lecture 4: Landing Page Optimization (50 videos)

• The Navigation
  - Navigation Menu
  - External Links
  - Avoid Uncommon Interaction & Test Innovation

• The Headline
  - Content
  - Word Order
  - Sub Headline

• The Hero Shot
  - Emotional or Explanatory?
  - Mirror Neurons
  - Animated or Static? (Videos, Sliders, ...)
  - Stockphotos

• The Benefits
  - Benefits Beat Features
  - Bullet Lists
  - Identify The Right Triggers

• The Trust Elements
  - Company Identification
  - Promise Of Service & Reachability
  - Be Local
  - Awards, Seals, Memberships

• The Social Proof
  - Testimonials
  - Show Off Your Clients
  - Reviews & Ratings
  - Scarcity

• The Objection Handling
  - Time
  - Complexity
  - Security

• The Content
  - Skimming
  - Readability
  - What To Say?
  - Short Copy vs Long Copy

• The Design
  - Perception of Value
  - Visual Hierarchy
  - White Space
  - Form Follows Function

• The Conversion Element
  - How Many Conversions Goals?
  - Headline / Call-To-Action
  - Form
  - Button
  - Placement
  - Lead Gen Giveaway

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‍Lecture 5: Email Marketing & List Building (42 videos)

• Email Is The Marketing Channel With The Highest ROI
• Why I Love Beta Sign Ups
• Build A Top-notch Landing Page
  - There’s No Perfect Landing Page
  - Headline
  - Sub Headline
  - Call-To-Action
  - Conversion Element
  - Content
  - Objection Handling
  - Value Propositions
  - What Else To Mention On Your Landing Page?

• Generating Subscribers From Your “Normal” Visitors
• Convincing People To Sign Up (Without Offering Vouchers)
• Never Call Your Newsletter “Newsletter”
• How To Build A Very Usable Sign-up Funnel
• How To Get Relevant Subscribers Without Being Annoying
• Test Different Marketing Channels & Campaigns
  - Facebook Groups
  - Product Hunt
  - Instagram
  - YouTube
  - Autoresponder / Drip Campaigns
  - Offline Marketing

• Focus Deeply On One Channel At A Time
• Build A Machinery To Help You Be Consistent
• Use Your Thank You Page
• Viral Distribution Through Social Sharing
• Let People Pay With A Share
• Your Newsletter Content
• Segment Recipients To Increase Relevance
• Sender, Subject Line & Preheader
• Opening Rate Is A Vanity Metric
• How To Structure Your Email Content To Increase Your Click-Through Rate
• Don’t Write Newsletters For The Sake Of Writing Newsletters
• Gather Tons Of Feedback & Never Stop Experimenting
• My Favorite First Experiment: Designed Template Vs Plain Text Template
• Prevent Sending To The Spam Folder
• How To Reduce Your Opt-out Rate
• Tool Recommendation For Email Marketing‍

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Lecture 6: Mobile Conversion Optimization (12 videos)

• Mobile Is Not About Removing Content
• Making It As Fast And Easy As Possible
• Mobile Usability
• Test Everything In Landscape View
• Optimize Image
• Interaction Items & Sausage Finger Conformity
• (Mobile) Objection Handling
• Use HTML 5 Input Types
• Shorten Input Times
• Never Forget Mobile Quality Assurance‍

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Lecture 7: Developing & Prioritizing Hypotheses (11 videos)

• Never Test Without Hypothesis
• Where, What & How
• A Blueprint For Good Hypotheses
• How To Prioritize Hypotheses
• Calculating Impact
• Calculating Effort
• Calculate Your Hypothesis Rating
• When Should I Focus On: Quick Wins, High Impact, High Frequency
• Copy & Paste My Hypotheses Spreadsheet
• Putting The Hypotheses Spreadsheet To Work‍

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Hands-on 1: A/B Testing & Experimentation With Google Optimize
(13 videos)

• Picking A Testing Tool
• Signing up for Google Optimize
• Installing Google Tag Manager
• Installing Google Analytics Via Google Tag Manager
• Installing Google Optimize Via Google Tag Manager
• Connecting Google Optimize With Google Analyrics
• Experiment Setup
• Variant Editor
• Goal Setup
• Starting Your Experiment
• Experiment Reports in Google Optimize
• Experiment Data Analysis In Google Analytics‍

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Hands-on 2: Creating Meaningful A/B Test Reports & Documentation
(12 videos)

• Why You Should Write Test Reports
• The Anatomy Of A Highly Practical Test Report (Copy & Paste My Template)
  - Title Slide
  - Quick Overview Slide
  - Learnings Slide
  - Original / Control Slide
  - Variant Slide(s)
  - Experiment Result Slide(s)
  - Next Steps Slide

• Document Your Learnings
• Create An Optimization Culture‍

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Newly Added Content: Q&As, Site Clinics, etc (5 videos)

• Q&A: Conversion Optimization As A Process
• Q&A: Repeatable Learnings From 2,000+ Experiments
• Q&A: Directing Attention + Convincing Visitors
• Q&A: Landing Page Optimization
• Q&A: Email Marketing + List Building
• more added regularly‍

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Quizzes: Test Your Knowledge, And Get Your CRO Masterclass Certificate (7 quizzes)

• Quiz 1: Conversion Optimization As A Process
• Quiz 2: Repeatable Learnings From 2,000+ Experiments
• Quiz 3: Directing Attention + Convincing Visitors
• Quiz 4: Landing Page Optimization
• Quiz 5: Email Marketing + List Building
• Quiz 6: Mobile Conversion Optimization
• Quiz 7: Developing + Prioritizing Hypotheses

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As you can see, the content is massive, and you will definitely learn a lot.

Once I join, how long can I access the masterclass?
You will have lifetime access, and there will be more and more content added regularly.

Will all content be available immediately?
Absolutely. You will get immediate access to 200+ video lessons, all quizzes, and the CRO masterclass certificate.

Who is this course right for?
This course is made for beginners and advanced marketers.
It is great for you to improve your skills in any marketing discipline – not only conversion optimization.
We have students from UX/design, SEO, social media, product development, etc.
If wish to make more people convert with what you build, you should definitely join.

How long does it take to complete the course?
With the current content, you can be done in 1 day.
You can access all video content forever thanks to your lifetime access.

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