Week 1: Training setup + CRO fundamentals

Course requirements

Introduction to CRO

B.J. Fogg model

MECLAB framework

Motivation: off site examples

Motivation: on-page examples

CRO Methodology

Bonus: interview with Cobus Taylor "The conversion landscape"

Bonus: The Persuasion Slide: 4 Factors for Guiding Your Prospects to a Purchase

Week 1 catch up

Week 2: CRO Audit (part 1)

Welcome to week 2

How to put together a CRO audit?

Let's create our own CRO audit

Google Analytics: Health Check

Mobile Optimisation Report

Markov Attribution model

CRO audit #1: Data Analysis

CRO audit #2: Technical analysis

Bonus: Craig Sullivan's mining device technique

Bonus: Accessibility report template

Bonus: CXL presenting their audit!

Week 2 Catch up

Week 3: CRO Audit (part 2) - Heuristics Analysis

Introducing the Heuristic Analysis Framework

Align Digital's way to run Heuristic Analysis

Mobile heuristic Analysis of Ecowool - example

Ecommerce: analysing two sites from a heuristic point of view

Lead generation: analyzing a typical lead gen site from a heuristic point of view

Extras: Unbounce chrome extension

The CXL massive heuristic/UX guidelines

Google UX playbook

Form optimization by Zuko

Week 3 catch up

Week 4: Landing pages & Funnels

Funnels: why do we need them

Horizontal Funnel: how to put together a funnel on GA

Design principles: CCD (customer centric approach)

Ecowool homepage redesign & optimisation + User testing

Landing page example: Hitch car rentals

Homepage redesign example: Prep based meals

Bonus: how to put together a great Value Proposition

Week 5: Experimentation

Experimentation vs Testing

How and what to test

When testing goes well

When testing goes South!

Week 5 catch up

Week 6: CRO as a service

CRO as a service (in a nutshell)

CRO for SEO practitioners

CRO for designers

CRO for developers

Example of CRO agencies (and different business models)

Final CRO Audit: Ecowool conversion research

Week 6 catch up

How to put together a CRO audit?

Full audit:

CXL conversion research (PDF)

Bonus!

#1 CXL – CRO audit proposal PDF (heaps of value for setting expectations!)

#2 How CXL advertise the audit on their site version 1 (PDF)

#3 How CXL advertise the audit on their site version 2 (PDF)