Conversion Rate Optimization (CRO) Course Curriculum

Are you ready to master the art and science of Conversion Rate Optimization (CRO)? This course is designed to equip you with the tools, strategies, and insights necessary to transform your digital marketing efforts and drive measurable growth. From understanding the fundamentals of CRO to advanced techniques like A/B testing, UX/UI design optimization, and ethical marketing practices, this curriculum is structured to guide you step-by-step through every essential concept.

Whether you’re a marketer, business leader, or UX specialist, you’ll discover how to align CRO with business goals, utilize data-driven research methods, and build long-term, sustainable growth strategies. Explore key topics such as customer journey mapping, privacy considerations, legal frameworks, and how to prioritize testing workflows. Each module builds on the last, offering practical exercises, real-world examples, and actionable insights that you can apply immediately.

Dive into the detailed course outline below and see how each module is designed to help you maximize conversions and optimize user experiences across your digital channels.

Module 1: Introduction to Conversion Rate Optimization

1.1 What is CRO?

Definition of Conversion Rate Optimization (CRO)
Importance of CRO in inbound marketing
Key CRO metrics
Aligning CRO with business goals
Questions to ask for test idea generation

1.2 Research Methods

Quantitative Research – Common Tools to Analyze User Behaviors
Qualitative Research Methods
Customer Surveys and Interviews
- Tips for writing customer survey questions
- Gathering and Analyzing Customer Feedback
What is Codifying? And how does it work?

Data Collection
Data Familiarization
Generating Initial Codes
Categorization
Theme Development
Data Interpretation
Reporting Findings

1.3 Understanding User Behaviors

Psychology principles to know
Customer Intelligence Packs

User/Customer Journey Maps
Buyer Personas for CROs
Brand design-standards repository

Exercise
Reading

Module 2: Inbound Marketing Principles

2.1 The Inbound Marketing Funnel

History: Overview of the inbound marketing funnel (Attract, Engage, Delight)
How CRO fits into inbound marketing
Lead nurturing and customer journey mapping
Suggested Reading

2.2 Optimizing Landing Pages

Best Practices for Designing High-Converting Landing Pages
C-TER
Exercises
Reading

Module 3: A/B Testing and Statistical Analysis

3.1 Introduction to A/B Testing

What is A/B testing?
Setting Up Successful Tests: Best Practices

3.2 Statistical Significance in A/B Testing

Understanding P-values and Statistical Significance
Avoiding Type I and Type II Errors
The Role of Sample Size
Effect Size and Minimum Detectable Effect (MDE)
Confidence Level and Statistical Power
Test Duration and Traffic Volume
Balancing Speed and Accuracy
Simpson’s Paradox

3.3 Multivariate Testing vs. A/B Testing

Differences between A/B and multivariate testing
Exercise
Reading

Module 4: UX/UI Design Best Practices

4.1 UX Design Principles for CRO

The Importance of User Experience (UX) in Conversion Rate Optimization (CRO)
UX Research Methodologies for CRO Specialists
Designing for Usability and Accessibility in CRO

4.2 UI Design Elements that Boost Conversions

Visual Hierarchy, Layout, and Navigation

Visual Hierarchy
Page Layout
Navigation

Testing Different UI Elements (Buttons, Forms, CTAs)

Buttons
Forms
Calls-to-Action (CTAs)

Conclusion

4.3 Mobile Optimization for CRO

Importance of Mobile-First Design in CRO
Conclusion
Reading

Module 5: Ethical Considerations in Online Marketing

5.1 Online Marketing Ethics

Ethical Marketing Principles in the Digital Age
Transparency in Marketing
Honesty in Digital Marketing
Responsible Advertising
The Benefits of Ethical Marketing
Conclusion

5.2 Understanding Dark Patterns

What are Dark Patterns?
Common Dark Patterns
The Ethical Implications of Dark Patterns
Long-Term Effects on Trust
Conclusion

5.3 Ethical CRO Practices

Building Trust with Users through Ethical Design and Marketing
Prioritizing Transparency and Honesty
Designing for User Empowerment
Avoiding Manipulative Tactics
Fostering Long-Term Relationships
Building Community and Engaging with Users
Respecting Privacy and Data Protection
Long-Term Effects of Ethical Design and Marketing
Conclusion
Reading

Module 6: Privacy and Legal Considerations

6.1 Privacy Laws in Digital Marketing

Overview of Privacy Laws: GDPR, CCPA, and Other Global Regulations

General Data Protection Regulation (GDPR)
California Consumer Privacy Act (CCPA)
Other Global Privacy Regulations

Consent Management and Its Role in CRO

What is Consent Management?

Key Elements of Consent Management for CRO
How Consent Management Impacts CRO
Best Practices for Consent Management in CRO

Conclusion

6.2 Data Collection and User Privacy

Ethical Data Collection Practices

Consent and User Control
Collect Only Necessary Data
Anonymization and Aggregation
Regular Review and Updates

Best Practices for Storing and Handling Customer Data

Data Security and Encryption
Data Retention Policies
Data Backup and Recovery
Compliance with Data Privacy Regulations
Privacy by Design

The Importance of Transparency in Data Use

Clear and Accessible Cookie Policies
Data-Sharing Disclosures
Transparent Privacy Policies
User Empowerment Through Transparency

Conclusion

6.3 Legal Considerations for CRO

Legal Implications of Running A/B Tests (Disclosure, Fairness)

Disclosure Requirements
Fairness in Testing

How to Avoid False Advertising and Misleading Claims in CRO Experiments

Avoiding Misleading Claims in Experiments
Complying with FTC Guidelines and Advertising Standards
Ethical and Legal Implications

Module 7: Prioritizing CRO Tests and Workflows

7.1 How to Prioritize Tests

The PIE framework

Potential
Importance
Ease

Building a CRO roadmap: Aligning tests with business goals

Define Business Goals and KPIs
Conduct a Comprehensive Audit
Prioritize Testing Opportunities
Develop Hypotheses
Create a Testing Calendar
Test Execution and Optimization
Reporting and Communication
Scale and Expand Testing
Adjust the Roadmap Based on Changing Business Priorities
Conclusion: Align CRO with Business Growth

7.2 Test Management and Workflow

Agile Methodologies for CRO: Managing Tests, Sprints, and Iterations
Tools for Tracking and Managing Tests (Trello, Jira)

7.3 Post-Test Analysis and Iteration

How to Analyze Test Results and Extract Actionable Insights
Iterating on Winning and Losing Tests

Module 8: Analytics and Continuous Optimization

8.1 Using Analytics for CRO

Identifying KPIs for Tracking CRO Performance

Key KPIs for CRO Tracking

Tools for Measuring CRO Success

Google Analytics
Adobe Analytics

Other CRO Tools to Consider
Conclusion

8.2 Creating Data-Driven Hypotheses

Steps to Create Hypotheses Based on Behavioral Data
Problem-First Framework for Hypothesis Creation
Common Mistakes in Interpreting Data and How to Avoid Them
Conclusion

8.3 Continuous Optimization

The Importance of Continuous Testing and Optimization

Adapting to Changing User Behavior
Gaining Incremental Improvements
Staying Competitive
Identifying and Fixing New Issues

Long-Term CRO Strategies and Maintaining Growth

Establish a Testing Culture
Data-Driven Decision Making
Iterative Testing and Learning
Personalization and Segmentation
Multi-Channel Optimization
Monitor and Respond to Trends
Maintain Long-Term Focus on User Experience (UX)

Conclusion

Final Project: CRO Strategy Development

Project Brief
Deliverables
Conclusion & Certification
Additional Resources