CRO (Conversion Rate Optimisation) Training Course

Course overview

• Getting visitors or subscribers to your website or email campaign is only half the battle. The other half is converting them into customers by getting them to click, buy, or inquire. Without achieving this, your marketing efforts may be wasted if visitors leave your site or delete your email without taking any positive action.
• Often, you may be too close to your own content to see it from a customer's perspective. You understand your copy, navigation, and the value of your products and services, but your customers might not. They may have less patience and understanding, leading to disengagement.
• This CRO training course combines traditional training with consultancy. CRO theory is explained using attendees' websites, which the trainer reviews before the course. Additionally, exercises throughout the day allow you to apply CRO principles to your website with the support of our experienced CRO trainer.

Benefits

• Understand the key elements of a Conversion Rate Optimisation strategy
• Learn how to implement CRO techniques for your website, email, or app
• Identify factors that can negatively impact conversions
• Discover the core ingredients of successful landing pages
• Learn how to set up, implement, and measure A/B split-tests

Curriculum

The Psychology of Conversion Rate Optimisation

• Understanding the psychology behind CRO
• The importance of perceived value and cost
• What is Thought Sequence and why it matters
• The critical role of Eye-Path
• Improving a web page's Visual Sequence

Value Proposition & CRO

• Expressing your Value Proposition to improve outcomes
• The 6 types of Value Propositions
• The 3 essential qualities of an effective Value Proposition
• Finding evidence to support your Value Proposition
• Confirming the validity of your Value Proposition
• Deciding which Value Proposition to use when you have more than one

Friction - Minimising Customer Effort

• What is Friction
• Understanding funnel length
• When to use long versus short pages
• The issue of multiple Call-To-Actions and choice
• Designing forms to minimise friction
• Using incentives to counter perceived friction

Anxiety - Minimised Perceived Risk

• How anxiety impacts potential conversions
• Understanding different types of Anxiety
• Addressing each type of Anxiety
• Discovering if your visitors have Anxiety

Moment of Orientation - The Critical First 5 Seconds

• Understanding the critical first 5 seconds
• Discovering orientation issues from analytics
• The vital importance of scent
• The 3 questions all landing pages must answer
• Overview of the 4 essential elements for all landing pages
• Benefits of using a familiar template
• Why and how to perform a 5-second test

A/B Split-Testing

• Explaining A/B split-testing methodology
• Popular A/B split-testing tools
• The importance of Statistical Significance
• Setting up a successful A/B split-test
• Common mistakes made when A/B testing

Who will benefit from this course?

• This CRO training course is suitable for anyone looking to optimise their website content or emails through a structured testing programme.
• Typical attendees include digital project managers or producers, digital designers, user experience professionals, web analysts, or budding CRO professionals.
• Delegates are requested to bring a WiFi-enabled laptop for exercises throughout the day.