Conversion Rate Optimization Management


How to manage in-house or outsourced/freelance conversion optimization experts so you don’t have to do it yourself.

What you will learn

Define the roles and responsibilities of a conversion rate optimization department manager

Understand the methods, terminology and opportunities that can be explored in any conversion optimization improvement effort

Prioritize conversion improvement ideas and marketing tests so you go for the lowest-hanging fruit

Detect funnel leaks and conversion snags in various parts of your customer journey and sales funnel.

Propose, fund, create and manage a conversion optimization department to test out ways to improve your company’s KPIs.

Where to constantly find testing and improvement ideas to get your site, apps and communication pieces to persuade, seduce and get users to convert.

Description

If you want to reap the benefits of conversion rate optimization without having to learn all the strategies and techniques, this course is for you.

It is designed for the marketing and online sales manager who wants to either create a conversion optimization department or outsource it to experts.

Conversion rate optimization is extremely sophisticated so it can take years to learn. In this course, you learn all the aspects: strategies, tactics, and terminologies, as well as managing your CRO freelancer or in-house team, so that you can drastically increase results.

What you’ll learn:

Managing CRO experts is not easy, but it is easier than having to become one. In less than 3 hours, you will learn about:

which KPIs conversion rate optimization can help improve.

  • What scientific method is used in this area of marketing?
  • The customer journey in the sales funnel.
  • How to spot leaks in the funnel.
  • Psychological triggers will influence your visitors and persuade them.
  • Dozens of places you can find test ideas.
  • How to strategize your testing roadmap for fast results.
  • How to Propose Funding for a Conversion Optimization Department.
  • What is the ideal profile of a CRO specialist?
  • The tools, testing grounds, and database access your team will need.
  • Keep your optimization experts motivated to keep improving.
  • How conversion rate optimization will change over the next decade.

Why conversion rate optimization?

CRO is still the secret sauce for most online giants, whether it is Amazon, Shopify, Airbnb, GoDaddy, Expedia, etc. etc. Before you invest in traffic, your site should be persuasive — it should convert. Getting help from optimization experts is an essential step to making your company’s KPIs grow.


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If someone’s going to spearhead such a crucial department, it might as well be you.

Why a course for managers?

Conversion rate optimization is a vast field, so most CRO experts tend to cover only part of it. Very few cover it all. Whether you hire a freelance optimization expert or create an in-house department, you will need to know what is possible and what is likely to work. Without this course, your team is likely to sell you excuses (their limitations disguised as CRO limitations) instead of producing amazing results.

What you’ll learn

In under 3 hours, you will understand this area of growth hacking sufficiently to know how to select conversion experts, identify marketing experiments and create a testing timeline that produces the most impressive results from the get-go.

Topics discussed in this course:
Conversion Rate Optimization, Funnel, Getting Something From User/Visitor, Money, One Time Purchase, Subscription Or Saas, Start Investment, Donation, Signup, Newsletter, Vote, Get Notifications, Become User, Free, Freemium, Trial, Download Or Install, Share, Like Or Follow, Resell And Promote, Affiliate Program, Revshare, Visibility, Attention, Ad To Get Viewer To Visit Site, Product + Solution, Opportunity + Idea, Interest, Landing Page, Opportunity + Idea, Product + Solution, Desire, Product Page, Benefits And Features, Action, Sales Page, Its The Best Cost X Benefit, Why Buy Now, Why Buy Here, Testing Dept, Importance, “Fail Fast To Succeed Sooner”, Buy In From Board And Ceo, Key Ingredient For Growth, Bump In Kpis, Saves On Traffic Purchase, Creation Of Conversion Optimization Culture, Integral Part Of Company Valuation, In-House, Takes Time, Company Secret Sauce, What Will Outsourced Firm Do With Findings?, Ongoing And Not One-Time, Outsourced Firm Will Only Have Hunches… No Guarantees, Resources, Budget, For Ads And Traffic, Email, Search, Ppc, Ppv, Banner Ads, For Surveys And Qualitative Tests, Focus Groups, Video Ethnography, Eye Tracking, Specialist(S), Profile, Experienced, Fast, Creative, Logical, Numerical, Curious, 2 Good Cro Is Better Than 1 Great Cro, They Can Bounce Ideas Off Each Other, They Question Each Other, They Can Focus On Diff Parts Of The Funnel, Access To Resources, Ceo And Mkt Director, Design, Copywriting, Programmers, Operations, Marketing Dept, Data Analyst, Tools, Testing, Vwo, Optimizely, Google Optimize, Adobe Target, Split Testing Script, For Html Or WordPress Or Shopify, Ads, Google, Youtube, Bing, Linkedin And Facebook Ads, Analytics, Google Analytics, Yandex, Hotjar, Crazy Egg, Kiss Metrics, Mixpanel, Tracking, Programatic (Server Side), Cookies (Client Side), Mkt Automation, Active Campaign, Getresponse, Mailchimp, Sales Force, Marketo, Hubspot, Testing Area, Allotment Of Traffic, Mailing List, Time Or Location, Secondary (Unassociated) Site, Third Party Services, Disqo, Dscout, Usertesting, Mechanical Turk, Fiverr, Reddit, Leads And Customers Db, For Creation Of Personas, Ideal Leads Profile, What Do Different Personas Want And Value In Your Product, Purchase, Shopping Journey For Diff Personas, Usage, How Diff Profiles Use Your Product/Service, How Diff Profiles Re-Buy, Evangelism, For Testing And Interviews, Ideas To Test Come From, Inside Company, Operations, Faster, Cheaper Or Free, Better, More Features Or Bundling, Design, User Experience (Ux), Graphic Designers, Photographers, Customer Support, 5 Star Reviews, Look For Unique Appreciations And Lingo, Poetry And Spot On Adjectives, 1 Star Reviews, What Were They Expecting?, Marketing, New Hires And Interns, Copywriters And Ad Strategists, Programming, Faster Or Less Steps In Funnel, Predictive Funnels, Mkt Automation, Outside The Company, Competitors, Other Websites And Success Stories, Review Sites, Blogs And Articles, Cro Consultants, Upwork And Fiverr, Gurus, Cro Routine (Always Be Testing), On Different Stages In Funnel, Pages, Communication Msgs (Email, Sms Etc), Lead Nurturing Stage, Calendar Dates, Holidays, Events, Reports, Monthly, On End Of Test, Documentation, On Failure, On Success, Champagne, Analysis Stages, Before Scrutinizing, Virgin Eyes, Record And Verbalize Your Opinions, Get Bitchy, What Puts You Off, What Looks Weird?, Heuristics, Similar Cases, How Do Other Funnels Looks Like, Is There An Opportunity?, Have They Tested Everything?, Is There A New Technique Being Used Elsewhere?, Areas To Improve, Technical Errors, Page Speed, Images, Gif, Webp, Unnecessary Scripts, External Files, Test It, Gtmetrix, Google Pagespeed, Pingdom, Page Render, Devices, Pc X Laptop X Tablet X Iphone X Android, Browsers, Chrome X Opera X Firefox X Safari, Languages, Countries, Signup And Payment Scripts, Alternate Payment Methods, Signup Forms, Download Servers, Flow, Look, Coherent Design Between Pages, Page Structure, Colors, Logos, Keywords And Jargon, Emotional Flow, Dont Ask For Marriage Too Early, The Pricier The More Stages, Insert Great Story, Copywriting, Size Of Page, Long = Better Than Many Small Pages, Amazon, Short = Ideal For Simple Products/Services, Content Density, Busy To Busy (Amazon), Simple To Simple (Apple), Busy To Simple (Fashion Stores), Benefit Sequence, New, Innovative User Interface, Savings, Save On Gas, Belonging, Join The Tesla Social Club In Your City, Technical Supremacy, More Horse Power, Punchy Headlines, Copywriting, Power Images, Graphic Designer, Video, Irresistible Offers, Pricing, Why Is This The Best Invesment?, Sale, Why On Sale, Bundling, Great With, Cross Sell, But If Your Goal Is Y, Try Our Competitors Product, Upsell, Go Gold For An Extra $, Delivery, Free Product But Paid Delivery, Pricey But Free Delivery, Trust Signals, Safe, Info, Payment Details, Popular, # Of Users, Customers, Followers, Views, Listens, Downloads, Loved, Ratings, Trustpilot, G2, Capterra, App Store, Amazon, Google Maps, Tripadvisor, Yelp, Rotten Tomatoes, Testimonials, Each One Highlighting One Benefit, Make Them Look Real (Screenshots), Link To Proof, Refund, Triple Refund, Dont Like It, Didnt Use It, Couldnt Get It T Work Properly, Serious Company, Blogs, Hiring, Awards And Associations, Causes, Tv Ads, Street Address, Social Media, After Your Analysis, Organize Sequence Of Tests, Hypothesis, Area, Complexity To Setup, Html, Copywriting, Design, Script, Media, External Work, Achievement, Technical Improvement, Cost, Type Of Test, Ab/Multivariate/Multiple Pages, Funnel Level, Pre-Funnel, Top Of Funnel, Mid, Or Lower, Possible Increase, Minor, Major, Goal, Increase The Metrics/Goals, What Are You Trying To Do?, Great For, Sites That Already Convert, Making A Persuasive Site Before Bringing In Visitors, Not Good For, Sites That Dont Have A Product Market Fit, Sites That Just Want To Inform, Ambition-Less Sites, Conversion Rate, Goals Divided By Visitors, Ex: Sales Divided By Unique Visitors, Clicks Divided By Email Opens, Subscriptions Divided By Freemium Signups, App Downloads Divided By Page Views, Method, Scientific, Scientific Method, Hypothesis, I Got An Idea For What Might Help Sell!, Method, Create Version B Page With Hypothesis/Pitch, Experiment, Invite Visitors To View Both Versions In Equal Amounts, Measuring Goals, Wait For Clear Winner, Results, Compare Goals To See Which Did Better, Conclusion, Why Did One Version Do Better, Test Again If There Are 2 Reason Or Possibilities, Documentation / Sharing, Share Your Findings Upwards Or With Peers, Document In Testing Log Doc Or Create Screencapture Video Or Before/After Image, Controlled Tests, Test One Variable At A Time, Must Have A Reference (Control Version), Actions That Can Be Measured, Clicks, Page Visit, Download, Media Play/View/Listen, Button Pressed, Scrolls, Time On Page, Form Fills, Signups, Payment, Online Calculator, Split Testing, Ab Test, Splitting Script, Vwo, Optimizely, Mailchimp, Multivariate Test, Google Optimize, Vwo, Optimizely, Abtesting, Multiple Tests Multivariate, Adobe Target

English
language

Content

Introduction

Introduction to Conversion Rate Optimization

What is Conversion rate?

What is conversion rate?

Conversion optimization goals

Conversion Goals

Conversion Optimization Methods

The Scientific Method
Measureable actions (What can be measured online?)
Split tests

The “funnel” and the customer’s journey

What is the sales funnel?
AIDA

The analysis so you can find “leaks” in your funnel

Overview of your CRO analysis
Before Scrutinizing
Overview of Areas to Improve
Areas to Improve- Technical Errors
Areas to Improve- Flow
Areas to Improve- Size of Pages
Areas to Improve- Content Density
Areas to Improve- Benefit Sequence
Areas to Improve- Copywriting
Areas to Improve- Power Images
Areas to Improve- Irresistible Offers
Areas to Improve- Trust signals
Testing strategy
Testing strategy – sequence of tests

How to request, fund, hire and setup your testing department

Your testing department – overview
Your testing department – Importance
Your testing department – Resources needed – Funding and Experts
Your testing department – Resources- Tools
Your testing department – Resources- Testing area
Your testing department – Resources – Databases
Your testing department – Testing ideas
Your testing department – Department Routine
Your testing department – Summary

What is the future of conversion optimization?

The Future of CRO
CRO and its Future

Course summary

CRO for Managers – Summary

CRO Course Summary

Summary

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