Introduction to Conversion Rate Optimization
  • Course goals and benefits
  • Captions, playback rate and update
  • What is Conversion Rate Optimization & A/B testing?
  • Hierarchy of evidence
  • Introduction to the case
  • Course material
Conversion Rate Optimization data research
  • Conversion Rate Optimization research
  • Know your company goals and KPIs
  • Web analytics for Conversion Rate Optimization
  • Introduction to GA4
  • Relevant GA4 updates since last recording
  • Make sure everything is tracked
  • General data in GA4
  • GA4 Explore
  • Funnel analysis in GA4
  • Path exploration in GA4
  • Segmentation in GA4
  • Non-e-commerce websites, comparisons & filters
  • Web interaction analysis
  • Form analysis
  • Page speed and mobile friendliness
  • Document findings
  • Data research wrap up
  • Data research quiz
Conversion Rate Optimization user research & science
  • Introduction to user research & science
  • Polls, surveys & feedback tool
  • Recordings
  • Usability test
  • Web accessibility
  • Customer service and user feedback
  • Other forms of user research
  • Science
  • User research & science wrap up
  • User research and science quiz
Expert review, psychology basics & competitor analysis
  • Expert review, psychology basics & competitor analysis
  • Clarity
  • Relevancy
  • Friction
  • Focus
  • Motivation and psychology
  • Reciprocity
  • Commitment & consistency
  • Social proof
  • Authority
  • Liking
  • Scarcity
  • Landing page and product page best practices
  • Checkout best practices
  • Copy writing best practices
  • Competitor analyses
  • Expert review & competitor analysis wrap up
  • Expert review quiz
Combine insights, prioritization, and hypotheses
  • Combine insights, prioritization, and hypotheses
  • Behavioral hypotheses
  • Combine insights
  • PIE, ICE and PXL
  • An evidence-based framework
  • Test hypotheses
  • Combine insights, prioritization and hypotheses wrap up
  • Setting up test ideas and hypotheses quiz
Pre-test analysis
  • Pre-test analysis
  • Type I and type II error
  • Minimal detectable effect terms
  • Minimal detectable effect calculation
  • Minimal detectable effect Sheet
  • Regular expressions
  • Binomial and non-binomial KPIs
  • Conversion Rate Optimization for low traffic websites
  • Pre-test analysis wrap up
  • Pre-test analysis quiz
Setting up an A/B test
  • Setting up an A/B test
  • Setup & AA test
  • Design
  • Setting up the A/B test in a testing tool
  • Data tracking for A/B tests
  • Data tracking for high-traffic websites
  • Adding extra events
  • Heatmaps and polls for A/B tests
  • Element in view
  • Page targetting
  • Quality assurance using a query parameter
  • Quality assurance using a cookie and IP address
  • Audience targetting
  • Multiple tests at the same time
  • Other forms of testing
  • Client-side vs server-side
  • Test documentation
  • Setting up an AB test wrap up
  • Setting up an A/B test quiz
A/B test live
  • Setting the A/B test live
  • Keeping track of the A/B test
  • Sample Ratio Mismatch