Learning Conversion Rate Optimization (2018) – Chris Goward

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Conversion rate optimization (CRO) is one of the most profitable marketing strategies for businesses. It allows you to test alternative versions of webpages and optimize your website based on actual user response. With this course, marketers, small business owners, and web designers can learn the best way to approach CRO. Marketing expert Chris Goward explains howto identify your CRO goals and use qualitative research to better understand your customers. Then discover how to prioritize testing opportunities, create hypotheses, and set up and run tests. Finally, learn how to analyze test results to draw actionable insights that have immediate impact on the bottom line. Chris illustrates each section with cases studies that show how top companies like Google and Electronic Arts are lifting profits with these same CRO strategies.

Topics include:

• Recognize that focusing too much on conversion rate optimization can hurt sales.
• Distinguish the area of CRO that focuses on the transaction portion of a business.
• Identify which business goals CRO testing is most effective for.
• Predict which type of pages you can test quickly that will have the largest impact to your business.
• Explain the difference between PODs, POPs, and POIs.
• Describe the two overarching goals of CRO experiments.

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