Equinet Academy
Optimise Your Website to Multiply Your Conversion Rates
Course Description
What is This Course About?
This Conversion Rate Optimisation (CRO) course will transform you into a data-driven conversion rate specialist.
Companies globally are spending almost $626.9 billion in advertising dollars. But many are leaking revenue and wasting money with their advertising/marketing efforts because of poor and inefficient websites.
It doesn’t matter how much ad dollars and promotions you do if your website is underperforming.
To improve website ROI and performance, you’ll need to implement a methodical process called Conversion Rate Optimisation.
It is a process that allows you to optimise your on-site goals by running data-driven experiments to remove friction and increase conversions.
This helps you to increase qualified leads from existing website traffic, improve prospect retention and most importantly, close more sales online.
Sign up for this course if you:
- Have been studying your analytics reports month after month, but can’t understand why your traffic isn’t converting – Learn how and what to analyse in order to spot and fix any high friction elements
- Need to optimise your landing page conversions, but are unsure where to begin.
- Are not getting positive returns for your paid advertising campaigns – Doubling your conversion rates means reducing your ad spend
- Don’t know how to read your reports nor identify gaps in your conversion funnels – Address these gaps and achieve quick wins to boost your conversions
- Don’t really understand what your customers really want – Apply consumer psychology principles and see from your customers’ perspective
By the end of this course, you will learn step-by-step how to improve your bottom-line through landing page optimisation, website testing, identifying digital insights and implementing actionable strategies.
This 2-day hands-on course will take you through proven CRO digital tools, case studies, real examples and key consumer psychology concepts behind conversion rate optimisation.
Tools Covered
Inside your toolbox
Work with the same powerful tools the pros trust, practical, proven, and built to help you succeed from day one.
Target Audience
Made for the BOLD!
User Experience Professionals, Web Designers, Graphic Designers, Content Developers, Copywriters, Marketing Professionals, and anyone who wants to increase conversion rates on websites.
Prerequisites
What You’ll Need to Get Started
Trainees should be proficient in web surfing and be able to write and converse in English.
Course Highlights
What You’ll Learn
In this Conversion Rate Optimisation course, you will:
- The latest Conversion Rate Optimisation (CRO) principles & heuristics to maximise conversions on your website (Home page, product page, sales pages, contact pages, download pages, lead pages and more).
- How to develop landing page wireframes to turn more visitors into leads and customers.
- Landing page optimisation: How to identify and remove negative friction to increase efficiency of your landing pages (With industry-standard Analytics tools).
- Understand modern consumer psychology and implement powerful persuasion techniques on your landing pages.
- How to find and craft a strong value proposition that stands out and get website visitors to take action now.
- What to test, when to test, and how to test using proven, repeatable A/B testing and multivariate testing tools.
- Develop conversion funnels across your marketing channels and platforms to achieve business objectives
- How to effectively develop and manage a conversion rate optimisation plan – Whether or not you’re in an agency or in-house.
- And much more
Course Objectives
What You’ll Takeaway
By the end of this course, you will be able to:
- Describe the key principles of user experience, conversion rate optimisation & consumer psychology trends
- Deploy the Heuristics analysis framework and apply website design trends across industries to identify gaps in user experience
- Break down and critique the technical components and user flow of different landing page types (Home page, Category Page, Product Page, Sales Page)
- Develop wireframes that enhance user experience, align with the customer journey, and make changes supported by a UX information architecture
- Utilise a heuristics analysis and user engagement model to identify optimisation opportunities on a website
- Recommend compatible analytic tools for management of usability testing and understanding of user behaviour
- Prioritise, track, and report conversion rate optimisation actions within a document
Skills Gained:
CRO Fundamentals Mastery
Gain a strong understanding of core CRO principles, heuristics, and consumer psychology to identify friction and boost conversions.
Landing Page Optimisation
Learn to analyse, redesign, and improve landing pages using data, wireframes, and UX best practices to increase visitor actions.
Website Heuristic Analysis
Develop the ability to spot UX issues, identify optimisation opportunities, and diagnose barriers across different page types.
A/B and Multivariate Testing
Acquire skills to plan, execute, and evaluate testing experiments that validate ideas and improve conversion performance.
CRO Tools and Analytics
Build confidence using industry-standard CRO tools to measure engagement, prioritise changes, and track optimisation progress.
Certification Track
Level up!
Get certified. Get noticed. Get ahead.
This course is part of the Certified Digital Marketing Analyst (CDMA) Programme.
Module 1: Digital Marketing Analytics & Optimisation (Google Analytics 4)
Module 2: Google Tag Manager
Module 3: Conversion Rate Optimisation (CRO)
Module 4: Advanced Digital Marketing Analytics (Google Analytics)
A SkillsFuture WSQ Statement of Attainment (SOA) – User Experience Design under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Conversion Rate Optimisation (CRO) course assessment and achieved at least 75% attendance.
Course Code: TGS-2022015573
Course Support Period: 07 Sep 2022 – 06 Sep 2026
Course Code: TGS-2022015575
Course Support Period: 07 Sep 2022 – 06 Sep 2026
Course Outline
Inside the course
This WSQ Conversion Rate Optimisation (CRO) course covers CRO fundamentals, user experience design, consumer psychology, heuristic analysis, and landing page optimisation. Learn to identify friction, design high-converting pages, run experiments, and prioritise CRO actions using data and analytics.
Foundations of Conversion Rate Optimisation (CRO) & User Experience Design
Introduction to Conversion Rate Optimisation
- What is Conversion Rate Optimisation and Why is it Important
Overview of the Conversion Rate Optimisation framework
- When is Conversion rate optimisation needed
- The CRO Framework: Persuasive, Intuitive, Useable, Accessible, Functional
- Examples and case studies of CRO framework effectiveness in real-world scenarios
Consumer Psychology, Heuristic Analysis & User Experience Design
Understanding user psychology, preferences, and web design principles
- The Fogg behaviour model
- Robert Cialdini’s principle of motivation
- Cognitive Biases & Mental Model
- Fundamentals of Persuasive web design
- Examples and discussion of user experience best practices by industries
How to test user experience with Heuristics analysis & web usability principles:
- Perform Heuristic analysis: Relevance
- Perform Heuristic analysis: Trust
- Perform Heuristic analysis: Orientation
- Perform Heuristic analysis: Stimulance
- Perform Heuristic analysis: Security
- Perform Heuristic analysis: Convenience
- Perform Heuristic analysis: Confirmation
Perform a complete heuristic analysis and make recommendations for user experience testing
- Conduct a 7-step heuristic analysis on case studies from various industries
- Create recommendations and feedback for each analysis
- Design scoring system of user experience performance gaps
- Landing page teardowns and examples
Customer research techniques for analysing user experience
- Analysing user experience through the 5 stages of consumer awareness
- Visualise and design relevant copy to enhance UX based on stage of awareness
- Design a value proposition that is scannable and aligns with user’s concerns and needs
Fundamentals of Landing Pages - What Makes a High-Converting Landing Page
Fundamentals of a Landing Page
- Define the anatomy of an effective landing page
- Explain why landing page optimisation is important
- Classify and compare the differences between each of the following pages: Home page, sales page, category page, product page.
- Identify trends and best practices across layout, grids, typography, site navigation, forms, imagery, and video graphics.
Designing an information architecture of a landing page based on UX principles
- Explain how information architecture and organisation works
- Applying best practices for above the fold
- Applying best practices for CTA (Call to action), hero shots, headlines/subheadlines, use case sessions, social proof.
- Practice and apply information architecture on industry case studies
Design an Effective Landing Page
Designing a complete landing page based on information architecture and wireframes
- Examine and learn wireframing tools
- Assemble and design an information architecture and user flow of a sales page
- Develop a wireframe based on the information architecture with wireframing tools (i.e. Figma, Landing page builders, Microsoft Word)
Identifying Optimisation Opportunities on a Website
- Evaluate wireframe prototype with user feedback and heuristics analysis
- Design and Implement modifications variations for a/b testing and testing
Conversion Rate Optimisation Tools
- Discover UX optimisation opportunities with Google analytics
- Utilise heat maps, click maps, and site session recordings to optimise user journey
- Overview of Conversion rate optimisation tools compatibility with website setup
Prioritisation, Tracking and Reporting for Conversion Rate Optimisation (CRO) Actions
- Understand the ICE prioritisation framework
- Develop a optimisation tracking plan to prioritise UX changes
- Use data and set optimization goals
- Describe the RASCI (Responsible, Accountable, Support, Consulted, Informed) model to communicate and manage stakeholders
Assessment Component
- Case Study with Written Questions
- Individual Project Presentation
Trainers
Meet Your Educators
Trainer Bio
Jeremiah Maximus Lim
Jeremiah is the Founder of UNGRUMP.CO, a digital marketing agency specialised in the F&B industry. Coming from a family of chefs and restauranteurs, Jeremiah has had his roots in F&B, and started in digital marketing, specialising in Social Media Marketing and Traditional Marketing after he graduated from university. Jeremiah has a decade of experience in both B2B and Consumer Marketing and another six years of experience as a WordPress Developer / Graphic Designer. He worked in-house as Head of Marketing with several F&B groups before starting UNGRUMP, where he has worked with clients such as Tongue Tip Lanzhou Beef Noodles, Fitness First, Impact Investment Exchange, Workwell.SG and many more clients across Southeast Asia.
Course Fee & Funding
Fund Your Brain Gain
Access funding opportunities and resources designed to fuel your learning goals.
Course Fee After Eligible SSG Subsidies:
From S$297.00 after SSG Subsidies
Full Course Fee (without funding)
S$990.00
Course Schedule
Mark Your Calendar!
Discover course schedules crafted with you in mind, structured for balance, driven by your goals, ready for action.
| Learning Mode | Course Dates | Duration | Trainer |
|---|---|---|---|
| In-Person | 23, 24 Jun 2026 (Tue, Wed) | 9.00am - 6.00pm | |
| In-Person | 20, 21 Oct 2026 (Tue, Wed) | 9.00am - 6.00pm |
Click on the course dates above to register online.
Frequently Asked Questions (FAQs)
The Need-to-Know Stuff, Fast
Everything you need to know about the course. Can’t find the answer you’re looking for? Please contact our friendly team.
Conversion Rate Optimisation is the process of optimisations your website or ad experience to get more visitors to take specific actions. (i.e buying your product, filling your web form, Adding to cart and more).
While knowledge of Google Analytics, psychology and digital psychology is useful, these are not pre-requisites other than basic computer knowledge. In-depth CRO concepts will be covered in this course and you’ll be able to execute without prior technical background.
Yes! You will be working on real-life case studies through group activities. While there will be fundamental theory and concepts, majority of the course is activity-based. You will get to explore industry-recognised CRO tools, checklist, guides and templates.
Trainees should be proficient in web surfing and be able to write and converse in English.
For in-person training, do bring along a laptop. You also have the option to loan a laptop from us for the duration of the course. You may also want to bring along a jacket in case the room gets cold.
As there will be WSQ assessments conducted in this course, you are required to bring along your NRIC or any form of photo identification for ID verification purposes.
You may be eligible for up to 70% SkillsFuture subsidies. For funding information, please see the course funding section on this page.
Yes, you may contact your trainer after the course. There are other post-training support channels such as the Equinet Academy Insider Community where you may network with like-minded individuals and industry experts and live Ask Me Anything sessions where you may seek advice from a subject matter expert.
Testimonials
Word on the Street!
Experience matters, discover honest feedback and stories from learners who shaped their future with us.
Brochure Dowload
See What’s Inside: Get the Brochure
Explore the course outline, key topics, and learning outcomes you will gain from this training.
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