Marketing Free course · Certificate included
Conversion Rate Optimization (CRO)
Research, test and improve funnels with evidence — from customer insight to statistically sound, well-tooled experiments
- Advanced
- 7 h 4 min
- 20 lessons in 6 modules
- 2 h 53 min of video lectures
- Updated Sep 2026
About this course
Traffic is expensive; converting more of it is often the fastest route to growth. But real CRO is not button colours and copied 'best practices' — it is a disciplined loop of research, hypotheses, prioritisation, experimentation and learning.
You will diagnose funnels in GA4 and with Core Web Vitals, uncover why visitors hesitate with recordings, surveys, user tests and UX research methods (card sorts, tree tests, prototype tests), and write evidence-backed hypotheses. You will learn A/B testing statistics hands-on — sample size and power calculators in Python, SRM checks, the peeking problem, sequential testing caveats and CUPED — and choose an experimentation stack after Google Optimize (VWO, Optimizely, AB Tasty, Convert, GrowthBook, PostHog and more).
Finally, you will personalise responsibly, audit checkouts, avoid dark patterns that regulators now target, use AI with verification, and report impact credibly. For growth marketers, ecommerce managers, agency strategists and founders.
Tools you’ll use
- GA4
- Microsoft Clarity
- Hotjar
- VWO
- Optimizely
- AB Tasty
- Convert
- GrowthBook
- PostHog
- Statsig
- LaunchDarkly
- Lyssna
- Maze
- Optimal Workshop
- PageSpeed Insights
- BigQuery
- Figma
- Python
Skills
- Conversion rate optimization
- A/B testing
- User research
- Landing page optimization
- Experiment design
- UX heuristics
- Personalization
- Experiment statistics
What you’ll be able to do
- Diagnose where and why a funnel leaks using analytics, speed data, recordings, surveys and UX research methods
- Write testable, evidence-backed hypotheses and prioritise them with transparent scoring and feasibility checks
- Audit landing pages, forms and checkouts against UX, copy, accessibility and local-payment heuristics
- Plan A/B tests with Python sample size calculators, SRM checks and pre-registered decision rules
- Explain peeking, sequential and Bayesian caveats and use CUPED-style variance reduction appropriately
- Choose and validate an experimentation stack after Google Optimize, including feature flags and A/A tests
- Run an ethical, well-governed CRO programme and report impact conservatively with holdouts
Recommended first
Curriculum
Syllabus
- Modules
- 6
- Lessons
- 20
- Reading time
- 3.5 h
- Assessment questions
- 25
What conversion optimisation really is, how to locate the biggest opportunities, and how to persuade ethically.
- What CRO really is (and is not)Video lecture, 9′Video · 10 min
- Funnel diagnosis: finding the biggest opportunitiesVideo lecture, 8′11 min
- Persuasion psychology and ethical boundariesVideo lecture, 9′11 min
Find where and why visitors hesitate with analytics, speed and search data, behavioural tools, voice-of-customer research and UX research methods such as card sorts, tree tests and prototype tests — using AI to speed up synthesis, with human verification.
- Quantitative research: analytics, forms and speedVideo lecture, 8′11 min
- Qualitative research: heatmaps, recordings and user testingVideo lecture, 9′11 min
- Voice of customer: surveys, interviews and reviewsVideo lecture, 9′11 min
- UX research methods: card sorts, tree tests and prototype testingVideo lecture, 8′8 min
Turn research into testable hypotheses, score them transparently and decide what to test, build or drop.
- Writing strong hypothesesVideo lecture, 9′10 min
- Prioritisation with ICE, PIE and evidence scoringVideo lecture, 9′11 min
- Test, build or drop: choosing the right actionVideo lecture, 8′10 min
Apply proven structures and heuristics to landing pages, forms and checkouts — as starting points for evidence, not rules.
- Landing page anatomy and message matchVideo lecture, 9′11 min
- UX and copy heuristics for conversionVideo lecture, 8′11 min
- Optimising forms and checkoutVideo lecture, 9′11 min
Design sound experiments, calculate sample size and power in Python, understand peeking, sequential and Bayesian caveats, choose a post-Google Optimize experimentation stack and reduce variance with CUPED.
- A/B test fundamentals and experiment designVideo lecture, 9′11 min
- Sample size, significance and powerVideo lecture, 8′Video · 12 min
- Peeking, pitfalls and reading results honestlyVideo lecture, 9′11 min
- Experimentation platforms, CUPED and variance reductionVideo lecture, 9′8 min
Personalise responsibly, manage a CRO programme with the right cadence and tools, and report impact credibly.
- Personalisation and segmentation that pays offVideo lecture, 9′11 min
- Running a CRO programmeVideo lecture, 9′11 min
- Measuring and reporting CRO impact crediblyVideo lecture, 8′10 min
- Final assessment
Your certificate
Finish with a credential anyone can check
Earn the Certified Conversion Optimization Specialist badge: The holder can diagnose funnels with quantitative, qualitative and UX research, write and prioritise evidence-based hypotheses, audit pages and checkouts, design statistically sound A/B tests with correct sample sizes, apply sequential and variance-reduction concepts, choose experimentation tools, avoid dark patterns and report CRO impact credibly.
Completed all lessons and scored at least 80% on the final assessment.
- A public verification page
- A PDF certificate to download
- An Open Badge you can share
- One click to your LinkedIn profile
Final assessment
- 25questions drawn from a larger pool
- 40 mintime limit
- 80%pass mark
- 3attempts per 24 hours
Start learning today. It’s free.
Every lesson is free to read. A free account saves your progress, unlocks the final assessment and issues your certificate.