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Conversion Rate Optimization (CRO)

Marketing Analytics & Tools

Conversion Rate Optimization (CRO)

Get more value from the visitors you already have. This e-learning material explains how to find where people drop out of your website, understand why, and plan improvements that can be tested and measured. It suits marketers, store owners and website managers who want a structured approach to conversion rate optimisation rather than a list of quick tips.

Levels: 4
Starting from: 300 credits
Category: Marketing Analytics & Tools

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Unlock levels with the credits in your balance. Top up whenever you need more.

Every level is unlocked on its own

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Select a level to see what it includes

Beginner

What this level covers

You work through what a conversion is, how conversion rate is calculated, the main stages of a visitor journey, common reasons people leave a page, clear calls to action, trust signals such as reviews and contact details, and simple page checks anyone can run.
Who it suits

This level suits website owners, small business founders and new marketers who have visitors but are unsure why so few of them buy, enquire or sign up. No technical background is needed, only access to a website you want to improve.
What you can apply afterwards

You should be able to define the conversions that matter for your site, calculate your current rate and review a key page for obvious barriers. You can then list practical fixes to try first, ordered by how simple they are.

Level 1

300 credits

Intermediate

What this level covers

This level covers funnel analysis in analytics tools, heatmaps and scroll maps, visitor recordings, simple surveys, writing a testable hypothesis, prioritising ideas by impact and effort, improving forms and checkout steps, and running a basic A/B test from plan to result.
Who it suits

This level is for marketers and site owners who understand the basics of conversion and now want a structured way to find problems and test improvements. It suits people with some analytics access who want to move beyond guesswork.
What you can apply afterwards

You will be ready to diagnose where visitors drop out, turn research into clear hypotheses and run tests in a sensible order. Each change you make can then be judged by evidence, and your improvement plan becomes a repeatable process.

Level 2

500 credits

Advanced

What this level covers

You work through statistical significance and sample size, test duration, segment analysis, multivariate testing, personalisation, pricing and offer tests, avoiding false positives, testing across devices, combining qualitative and quantitative research, and planning a testing roadmap for a busy team.
Who it suits

This level suits experienced optimisation specialists, growth marketers and e-commerce managers working on sites with meaningful traffic and several teams involved. It fits people who must make testing decisions under pressure while balancing speed, accuracy and competing requests.
What you can apply afterwards

You can then run more demanding tests with confidence, read results that are close or conflicting without jumping to conclusions and keep a roadmap that several teams can follow. Decisions about pages, pricing and offers will rest on sounder evidence.

Level 3

800 credits

Expert

What this level covers

This level covers building an experimentation structure without heavy bureaucracy, test governance and documentation, sharing learning across teams, long-term effects on customer value, balancing short-term gains against brand trust, choosing tools and partners, and linking optimisation work to overall business strategy.
Who it suits

This level is for senior growth leaders and optimisation leads responsible for experimentation across a whole business. It suits people shaping how decisions are made, setting standards for testing and guiding others in building a culture where ideas are checked with evidence.
What you can apply afterwards

Afterwards you should be able to design how testing works across the organisation, weigh quick wins against long-term trust and guide teams in sharing what they learn. Optimisation then becomes part of strategy rather than a string of isolated experiments.

Level 4

1,100 credits

Inside this material

Conversion rate optimisation is often reduced to changing button colours, yet the real work is understanding people. This e-learning material follows a clear sequence: measure where visitors leave, investigate why, form a hypothesis, test a change and learn from the result.

Early levels cover mapping your conversion funnel, using analytics to find weak pages, and gathering qualitative evidence through heatmaps, recordings, surveys and usability checks. Later levels explore persuasion and clarity in copy and design, reducing friction in forms and checkout, prioritising ideas by likely impact and effort, and running tests that give trustworthy answers.

Working through your own website as the case study, you build an optimisation roadmap with ranked ideas and a simple routine for testing them over time.

Conversion Rate Optimization (CRO)

Conversion Rate Optimization (CRO)

Beginner

What this level covers

Who it suits

What you can apply afterwards

Intermediate

What this level covers

Who it suits

What you can apply afterwards

Advanced

What this level covers

Who it suits

What you can apply afterwards

Expert

What this level covers

Who it suits

What you can apply afterwards

Inside this material