Introduction to Conversion Rate Optimization
  • Course goals and benefits
  • Captions and playback rate
  • What is Conversion Rate Optimization & A/B testing?
  • Hierarchy of evidence
  • Know your company goals and KPIs
Conversion Rate Optimization research
  • Conversion Rate Optimization research
  • Introduction to the case
  • Web analytics for Conversion Rate Optimization
  • Google Analytics terms
  • Make sure everything is measured correctly
  • General data in Google Analytics
  • Funnel analysis with Google Analytics goals
  • Segmentation
  • Funnel analysis with segments in Google Analytics
  • Google Analytics events
  • Google Analytics 4
  • Web interaction analysis
  • Polls, surveys, feedback tool & cart sorting
  • Poll and survey questions
  • Customer service and other feedback
  • Usability test
  • Science
  • Page speed and mobile friendliness
  • Document findings
  • Optimization research quiz
  • Resources
  • Checklist / exercises
Expert review, best practices and psychology basics
  • Expert opinion and best practices
  • Clarity
  • Relevancy
  • Friction
  • Distraction
  • Motivation and psychology
  • Reciprocity
  • Commitment & consistency
  • Social proof
  • Authority
  • Liking
  • Scarcity
  • Competitor analyses
  • Landing page and product page best practices
  • Checkout best practices
  • Expert review matrix and documentation
  • Expert review report
  • Expert review quiz
  • Resources
  • Checklist / exercises
Combine insights, hypotheses and prioritization
  • Combine insights
  • Behavioral hypotheses
  • Test hypotheses
  • Documentation of hypotheses
  • PIE, ICE and PXL
  • A more complete framework
  • Setting up test ideas and hypotheses quiz
  • Resources
  • Checklist / exercises
Setting up an A/B test
  • Setup & AA test
  • Binomial and non-binomial KPIs
  • Can you test here
  • Can you test here 2
  • Conversion Rate Optimization for low traffic websites
  • Setting up the A/B test
  • Setting up the A/B test advanced
  • Quality Assurance
  • Targetting
  • Test documentation
  • Multiple tests at the same time
  • MVT and split URL testing
  • Setting up an A/B test quiz
  • Resources
  • Checklist / exercises
A/B test live
  • Setting the test live
  • Keeping track of the test
  • Automated keeping track of the A/B test
  • Sample Ratio Mismatch
  • When to start analyzing
  • A/B test live quiz
  • Resources
  • Checklist / exercises
Analyze the A/B test
  • Frequentist vs Bayesian statistic
  • Analyzing A/B test results
  • Segmenting A/B test results
  • Draw learnings from the A/B test
  • Reporting on A/B test results
  • Example report
  • Automated analysis and reporting
  • Finalize and documentation
  • Analyze the test quiz
  • Resources
  • Checklist / exercises
How to be successful in Conversion Rate Optimization
  • The success formula
  • Get people on board