Conversion Optimization Mastery

Conversion Optimization Mastery Course

A Step-by-Step Course to Launch a Successful CRO Program that Increases Conversions

“We taught this process at different closed conferences and it has been adopted by hundreds of marketers and developers.”

Reviews

Most in-depth CRO course to date

Idrees Butt

This course covers everything you need to know about Conversion Optimization, brilliantly structured with a nice blend of theoretical and practical/technical...

This course covers everything you need to know about Conversion Optimization, brilliantly structured with a nice blend of theoretical and practical/technical knowledge of CRO. I will be revisiting the course contents every now and then.

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Must Have CRO Course To Level Up!

Aazar Ali Shad

Learning from the course with real case studies, examples, and mindset was useful. This course will be my basis for everything I do in CRO.

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Very Detailed Course

Hamed Kian

I have found this course very comprehensive and detailed. If you are just beginning your journey in the world of conversion optimization, this the must cour...

I have found this course very comprehensive and detailed. If you are just beginning your journey in the world of conversion optimization, this the must course. It covers everything you need to know to become a knowledgeable conversion optimization expert. And if you are already an expert, you can use this course as a reference and use it's well organized syllables to review whatever you need.

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This comprehensive CRO course is all you need to master CRO

Ken Moo

I take a lot of courses every year. But it's a challenge to find a good one. Because many of them are regurgitated info that you can find on youtube! Invesp'...

I take a lot of courses every year. But it's a challenge to find a good one. Because many of them are regurgitated info that you can find on youtube! Invesp's CRO Mastery is different. They system taught in the program (S-H-I-P) is broken down into actionable steps that even a beginner can follow easily. And even if you are a CRO expert, you'll still be able to learn a ton. This course is highly recommended for all who are serious about CRO.

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Amazing course that covers the whole spectrum of CRO acti...

Danylo Fedirko

I've known Invesp for some time before they released the course. When they did - I was sure that I should attend. It really helped me to see the full picture...

I've known Invesp for some time before they released the course. When they did - I was sure that I should attend. It really helped me to see the full picture of the CRO process. This will help me, as Head of Marketing, run experiments inside our company, and better manage the CRO agencies we hire.

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Powerful tool to develop the skills necessary for CRO!

James Mason

The Conversion Optimization Mastery course by Invesp is well constructed and a powerful tool for honing your craft of CRO. It provides a complete and thoroug...

The Conversion Optimization Mastery course by Invesp is well constructed and a powerful tool for honing your craft of CRO. It provides a complete and thorough explanation of the process developed by Invesp through years of experience in the industry and breaks it down into digestible sections for easy learning. As someone that is new to CRO, I feel confident in my abilities to apply what I have learned from this course and translate it into success for me and my clients.

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It's Mastery with it's full meaning

Nicholas Menelaou

The team put every bit of knowledge - and sweat - creating a complete master course. I love how each framework and stage is broken down into step-by-step ins...

The team put every bit of knowledge - and sweat - creating a complete master course. I love how each framework and stage is broken down into step-by-step instructions and tips to help you take your skills to the next level. You think you know Conversion Optimization until you take this course. If you truly want to master Conversion Optimization, this is the one course you need to take.

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Thorough Conversion Optimization Class

Tyler Botts

I gained a lot from the insights of Invesp Academy and their Conversion Optimization Mastery class. From practical planning and implementation strategies to ...

I gained a lot from the insights of Invesp Academy and their Conversion Optimization Mastery class. From practical planning and implementation strategies to case studies from real clients, it's a great class for CRO pros and beginners alike.

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Not held back anything

Rahi Jain

Invesp - a team of leading CRO experts doing optimisation for over a decade has not held back anything. With 100+ videos, it's a comprehensive peek inside th...

Invesp - a team of leading CRO experts doing optimisation for over a decade has not held back anything. With 100+ videos, it's a comprehensive peek inside their process. It always pays to learn from the real performer who delivers day in and out. For me, after years in product, insights were profound and actionable. For us, adapting the process delivered big time improving our tests success rates.

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You will NEVER feel stuck, annoyed, or stagnant in doing CRO or running experiments ever again.

Here is what we will teach you

1

Introduction
- Roll up Your Sleeves
- Introduction to Conversion Rate Optimization
- What is a conversion rate?
- How to Succeed in Conversion Rate Optimization?
- The Big Yes
- Throwing Things at the Wall
- Does it make sense to run CRO on my site?
- The Ship process
- The Ship Process Diagram
2

Jobs To Be Done
- Jobs To Be Done #JTBD
- JTBD for CRO
- #JTBD case study
- Defining the jobs in the JTBD Framework
- Polls and Surverys
- Holes and Drills
- Progress
- The interview
- Using JTBD framework on conversion projects
- Steps to JTBD
- The Analysis
- JTBD Analysis Overview
- The Competition
- Conducting JTBD Interviews
- An Interview Script
- Script: The Mattress Store Customer Interview
- JTBD interview with Khalid
- Live JTBD interview
3

Expert Review
- Conversion rate optimization is a science
- Intro to Expert Review
- The 10 Heuristics
- What Is a Heuristic Evaluation?
- Consistency and Standards
- Recognition Rather Recall
- Aesthetics and Minimalist Design
- Error Prevention
- Visibility of the System Status
- Match Between the Website and the Real World
- Control and Freedom of Users
- Flexibility and Efficiency of Use
- Help Users Recognize, Diagnose ,and Recover from Errors
- Help and Documentation
- The Conversion Framework
- Elements of the Conversion Framework
- Website-centric Factors
- Visitor-centric Factors
- Trust & Confidence
- The Trust Circle
- How Trust Relates to FUDs
- FUDs, Engagement and Incentives
- Causes of FUDs
- Cognitive Progression and FUDs
- What are Incentives
- How Do You Conduct an Expert Review?
4

Data Analysis
- What Data Doesn't Tell You
- Data Accuracy
- Data Completeness
- Using Google Analytics Goals For CRO
- Creating goals in Google Analytics
- Shortcomings of Goals in Google Analytics
- Funnel Visualization Report in Google analytics
- Workaround for Funnel Visualization Report
- Google Analytics Goals for Ecommerce Websites
- How do you create segments in Google analytics?
- Google Analytics Goals for SaaS and Lead Generation Websites
- Data Segmentation Mantra
- How do you create segments in Google analytics?
- Potential purchasers segment (ecommerce)
- Potential Subscribers Segments (SaaS)
- Data Sampling in Google Analytics
- On Bounce Rates
- When to Use Bounce Rates?
- When Should You Ignore Bounce Rates?
- Exit Rates
- Google Analytics Walkthrough
- You Should Know: Mobile Performance Report
- You Should Know: Traffic Acquisition Report
- You Should Know: Content Efficiency Report
- You Should Know: New vs. Returning Visitors
- You Should Know: Landing Pages Report
- What is an abandonment rate?
- What Does Cart Abandonment Rate Measure?
5

Prioritizing
- The Million Dollar Question
- What do you look for when optimizing for conversion?
- Bugs, usability issues, and conversion blockers
- Prioritization Frameworks
- Pie Prioritization Framework
- Hotwire framework
- ICE Score
- PXL framework
- A Better Approach
- Understanding your initial AB test plans: the research opportunities list
- Invesp Prioritization Framework
- Elements of the Invesp Prioritization Framework
- How do we calculate the score in the framework?
- Download the Invesp Prioritization Worksheet
- Mapping Abandonment Rates to Visitor Intent
- Pre-product Page Abandonment Rate
- What Does Pre-product Page Abandonment Rate Measure?
- Product to Category View Ratio
- Cart Abandonment Rate
- What is the Average Cart Page Abandonment Rates?
- Checkout Abandonment Rates
- What Does Checkout Abandonment Rate Measure?
6

Hypothesis & Design
- Your Initial Hypothesis
- Macro vs. Micro Goals
- Hypotheses Framework
- Creating your designs
- Emotional Design
- The User of Colors
- Color Example - Bold Yellow
- Color Example: Fresh Colors
- Color Example: Orange
- Color Example: Celebrating Femininity
- Images and visuals
- Reduce Cognitive Load
- Clarity and Ease
7

Implement
- Development of AB Tests
- Guilty or Not - Here I come!
- What is the significance of this?
- Sample vs. Population
- How long should I run a test for?
- When Running a Test
- The Difference in Conversion Rates Between Control and Variations
- Avoid Statistical Errors
- Calculating Sample Size For An AB Test
- MDE - Minimum Desired Effect
- Not Enough Visitors
- Early stopping of an AB test
- Multiple Testing Problem
- Send Your AB Testing Data to Google Analytics
- Sampling & AB Testing
- What Is Sample Pollution?
- Biased Sample
- Small Sample Size (Underpowered Tests)
- Data Pollution Due to External Factors
- Data Pollution Due to Test Implementation
- The Flicker Effect
- Data Pollution Due to Internal Factors
8

Propagate
- Iterate FIRST!
- What Went Wrong?
- Tests Per Day, Per Month and Per Year
- Growth Teams
- SEO vs. CRO
- Evaluating an SEO project from a CRO perspective
- A/B testing impact on SEO
- Should you focus on CRO, SEO or both?
- Conversion optimization During the Holidays
- Why Do Some Companies Avoid Running AB Testing During the Holidays?
- Why Do We Recommend Testing During the Holidays?
- Do You Have to Run a Test for a Typical Full Cycle While Testing During the Holidays?
- Certification Exam

Start on this course right away.

By this time next week, you will learn the exact process to answer all your conversion questions.

GET STARTED TODAY

Become a certified CRO PRO

How this Course sets you up for Success

You will never get stuck, frustrated, or confused when optimizing any website.
You will learn how to uncover conversion roadblocks of any website.
You will learn how to prioritize conversion issues on any website.
You will master the art of conducting website data analysis.
You will learn how to build and design hypotheses for marketing experiments.
You will the ins and outs of all things A/B testing

Skip the guesswork, start getting results

Whether you're a CRO newbie, a marketing pro, work in-house or OWN the house, our conversion mastery class will help you learn the ins and outs of experimentation, skip the guesswork, and start getting results.

Nuts and bolts course on getting the job done

We run conversion teams on three different continents. We deal with world top brands and fastest growing startups. So, you will get a hands-on, step-by-step process that we implement on our projects.

A better and faster way to grow

We will show you a repeatable conversion optimization process that you can use to grow and improve conversions of any website – be it a SaaS, e-commerce, or Lead generation.

Frequently Asked Questions – About the Course

When does the course start and finish?
The CRO Mastery course is self-paced and this means each student may take as long as they need to complete it. There is no time limit for completion.
How long will I have access to the course?
Once you enroll in the CRO Mastery course you will have lifetime access to it.
How do I access the course material?
Go to the Invesp Academy home page and click the Sign-in in the upper right of the page. All course videos are only viewed through the platform and are not available for download. For some items, such as course worksheets, you can easily take screenshots.
What skills will this course teach me?
The CRO Mastery course will turn you into a conversion optimization pro. This means you will learn how to conduct JTBD customer interviews, heuristic analysis, data analysis, prioritization frameworks, experimentation hypothesis, and design, A/B testing development and implementation, etc.
What equipment/tools will I need to complete the course?
Initially, what you need is a computer with a good internet connection. Most of the lessons in this course are not easy to understand (if you are a beginner), you will also need to have a notepad and a pen to take notes so that you can revise later on.
What if I’m unhappy with the course?
Oh no! If you feel like this course didn’t live up to your expectations, let us know within the first 7 days by emailing cool@invesp.com and we will gladly give you 100% of your money back.
What do I do if I need help?
For any questions about accessing the course materials or your billing, email cool@invesp.com. If you have a question about how you apply the lessons in the course to your own business, we encourage you to reach out to the course instructors, Khalid and Ayat, via LinkedIn.

MEET YOUR COURSE INSTRUCTORS!

Hello, this is Khalid Saleh and Ayat Shukairy.
We're the founders of Invesp (the 2nd CRO company in the US) and authors of Amazon.com's bestselling book: Conversion Optimization: The Art and Science of Converting Visitors into Customers.

Since launching Invesp in 2006, we've led 600+ CRO projects and worked with companies like eBay, 3M, Discovery Channel, Z Gallerie, Dish, Washington Diamond, Iron Plane, Home Gallery Stores, Show Her Off, and many more.

Over the years of working with big and small clients, we've learned a lot about what works and what doesn't. In 151 lessons, the CRO Mastery course gives you everything you need to become a conversion optimization pro.

Experience optimization

Develop a deeper understanding of experience optimization and what it takes to achieve it for the end customer

Real customer insights

Use an icon and text to communicate the value proposition and share the specific benefits of your offering. What makes it unique in your market?

AB testing statistics

Learn statistics you need to run a valid experimentation program.

Hypothesis & design creation

How to create multiple valid testing hypotheses and how to design them.

Proven process

A step by step process to achieve consistent wins in your CRO program.

Prioritization

Discover our process for prioritizing testing ideas, so you generate real wins.

Get Started Right Away

Great CROs make the best marketers and even better experimenters. THIS COURSE WILL MAKE YOU A GREAT CRO.

GET STARTED TODAY

“We taught this process at different closed conferences and it has been adopted by hundreds of marketers and developers.”

You will NEVER feel stuck, annoyed, or stagnant in doing CRO or running experiments ever again. Here is what we will teach you

Become a certified CRO PRO

How this Course sets you up for Success

MEET YOUR COURSE INSTRUCTORS!

You will NEVER feel stuck, annoyed, or stagnant in doing CRO or running experiments ever again.

Here is what we will teach you