Getting users to your site is only half the battle. Getting them to purchase, to register, to fill out your form, to convert them from visitors to customers — that is your end goal. Michael & Toyin provide a comprehensive overview of landing page optimization, and take you through some real-world examples of what works, what doesn’t, and what steps you can take to, as Bryan says, “always be testing.” In this course, you’ll use video training modules as well as Bryan Eisenberg’s book, Always Be Testing, to create a multi-pronged approach to the material.
Recommended prerequisites: Fundamentals: Conversion
Conversion Optimization (40 Hours)
Introduction to Conversion Optimization
In this introductory overview, you’ll get a good feel for what it means to embrace an “always be testing” culture, including a series of short training videos from Google on Website Optimizer that will enable you to easily add a variety of critical tests on your site.
Now that you have a good sense of what conversion optimization is, what’s required to create a solid optimization culture, and some of the tools available to set up and run your tests, it’s time to jump in and develop some concepts and strategies. In Developing a Framework, you’ll learn how to identify and qualify your website traffic so you can better understand which leads are most likely to result in conversions.