Website Optimisation (Conversion Rate Optimisation) Course

Learn how to Optimise Your Landing Pages and Multiply Your Conversion Rates

Reserve your seat today

Corporate Clients

Be assured of the highest quality of training in the classroom.

Course Description

This Website Optimisation (Conversion Rate Optimisation) course will transform you into a data-driven conversion rate specialist.

Companies globally are spending almost $3.03 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, 15+ case studies, real examples and key consumer psychology concepts behind conversion rate optimisation.

Target Audience

User Experience Professionals, Web Designers, Graphic Designers, Content Developers, Copywriters, Marketing Professionals, and anyone who wants to increase conversion rates on websites.

Course Highlights

What you’ll learn:

  • 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

By the end of this course, you will be able to:

  • Adopt the mind-set of a conversion rate optimiser and demonstrate an understanding of the fundamental concepts of conversion rate optimisation
  • Apply persuasion techniques through understanding consumer psychology to increase conversion rates
  • Optimise landing pages and develop wireframes that enhance user experience, leading to higher conversion rates
  • Analyse performance of marketing channels through digital analytics tools and develop conversion funnels
  • Conduct customer research and user centred testing to understand user behaviour on technical platforms
  • Develop and manage a conversion rate optimisation plan

Course Outline

Download the full course brochure here.
Foundations of Conversion Rate Optimisation (CRO)
Instructor-Led | Lecture, case study, class discussion, group discussion, group project work, group presentation

  • What is Conversion Rate Optimisation and Why is it Important
  • Understand the Conversion Rate Optimisation Process
  • Overview of the best practices in CRO
Understand User Behaviour
Instructor-led | Lecture, case study, group discussion, group presentation, group project work

  • Consumer Psychology 101: Fogg’s behavior model, Caldini’s principle of motivation, Neuromarketing & LIFT Model
  • Overview of Cognitive biases & Heuristics Analysis
  • How to find objections, problems and desires of your customers
  • Build a buyer’s journey across your website
  • Organize research and craft an effective Value Proposition
Landing Page, Website and Ad Creative Optimisation
Instructor-led | Lecture, demonstration and modelling, concept formation, drill and practice, case study, group discussion, group presentation, group project work

  • What is landing page optimisation and why is it important
  • How to conduct a landing page teardown
  • How to perform Heuristics Analysis and Conversion Rate Audit
  • Overview of Conversion Copywriting
  • How to structure your site information for higher conversions
  • Create a Landing Page with Higher Conversions
  • Learn copywriting techniques to optimise ad creative & copy
Research, Test, Optimise
Instructor-led | Lecture, demonstration and modelling, drill and practice, case study, individual project work

  • Overview of conversion research methodologies
  • Qualitative vs Quantitative data
  • Data gathering: Using analytics to know what metrics to improve
  • Identify low hanging opportunities and quick fixes to increase conversions
  • Behavioural analysis tools: Heat maps, Mouse Tracking, User Testing, Web analytics
  • How to create and prioritise conversion hypothesis
  • Anatomy of a/b testing: Develop an A/B testing strategy
  • Analyse conversion testing results
  • Design a Customer Optimization Plan
Managing and Scaling an Optimisation Program
Instructional-led | Lecture, demonstration and modelling, case study

  • Choosing the right Optimisation tools
  • Key metrics to track for program growth
  • How to plan, design, implement and scale a conversion optimisation program


A Certification of Completion will be issued upon achieving at least 75% attendance for the course.


Shaun Lee Digital Marketing
Shaun Lee

Shaun comes from a rich background of B2B sales, social media marketing, demand generation, marketing operations and marketing strategy. Playing a key role in previous marketing agencies, Shaun had the opportunity to consult top brands like Grab, Oracle, Microsoft, Salesforce, NUS (and more) with their online marketing & go-to market strategy.

Social Media Marketing and Content Marketing Trainer at Equinet Academy Walter Lim
Jeremiah Maximus Lim

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.


“There was a good mix of theory and hands-on activites, as well as tips and tools to help with CRO.”

Mandy Kho, Schneider Electric

“The CRO course from Equinet is a great course that goes hand-in-hand with other courses such as Ad Words and SEO Optimisation. I’m an entrepreneur that manages several websites for service based products. The CRO information is essential for me and for my businesses.”


“The learning pace of the class was just nice and easy to understand. Shaun was also helpful and able to clarify my questions clearly.”

Brian Tan Zhixiang

Why Learn at Equinet?

Get expert advice, learning resources, and post-training support for up to 3 years.

Complimentary Refresher

1 free refresher seat (re-sit the course online) within 3 years after the course.

Ask Me Anything Sessions

Unlimited complimentary 2-hour Ask Me Anything sessions with industry experts for up to 3 years.

Equinet Academy Insider

Be part of an exclusive support group where you can post questions, discuss, and get feedback from fellow learners and experts.

Career Assistance

Fast track your career in digital marketing through our job placement assistance program.

Course Resources

Get 3-year access to constantly updated Conversion Rate Optimisation course resources.

Course Schedules

Unfamiliar with how online classes are run? Check out the online classroom learner’s guide.
Signing up for in-person classroom learning? Read the additional safety measures.

Choose from online classroom and in-person (face-to-face) classroom learning.

In-Person Course Dates
Enhanced safety measures in place aligning to MOH's guidelines.

Course Duration:
2 Days (9am - 6pm)

Course Schedules:

There are currently no course dates available. You may contact us to register your interest for dates when they become available.
Online Classroom Course Dates
Unfamiliar with how our online classes are run? Read the Online-Based Classroom Learner Guide before signing up for a class.

Course Duration:
2 Days (9am - 6pm)

Course Schedules:
17, 18 Nov 2022 (Thu, Fri), 9am - 6pm

(Click on the course dates above to register online)

Course Fees

Course Fee:
S$798 S$535.00 (inclusive of GST)


Questions? Check out the frequently asked questions below.
What is Conversion Rate Optimisation (CRO) and why is it important?

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).

Do I need a technical background for this course?

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.

Is this course hands-on?

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.

Do I have to prepare anything before attending the course?

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.

For online classes, do ensure you have a functional laptop and have Zoom installed prior to class. For more details, you may read the Online-based Classroom Learner Guide.

Do you offer career assistance for job seekers looking to get into digital marketing?

Yes. We offer career assistance and job placements through our digital marketing hiring and career assistance programs. Visit our career portal for more information.

If I have any questions after the course, can I consult the trainer?

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.

What is the difference between online classroom and in-person classroom learning modes?

Typically, in a traditional classroom, classes are conducted with 1 trainer to 20 – 24 learners in a cluster or classroom seating format. Group discussions, group presentations, lectures, peer-to-peer coaching are all conducted face-to-face (in-person).

In an online-based classroom, lessons will be delivered via a video conferencing software, Zoom. Lectures will be conducted via screensharing, while group discussions and group brainstorming will be conducted via “breakout” rooms (individual virtual rooms) to split up discussions into smaller groups. Both learning modes essentially offer the same course content and learning outcomes.

Read the Online-based Classroom Learner Guide for a more detailed comparison on both formats.

Can't I learn everything over the internet?

Our courses offer a very hands on approach so that you will be able to apply what you learn immediately. Moreover, our trainers are industry practitioners who will be able to answer your questions and offer expert advice in real time.

We also offer post-training support which includes 2-hour Ask Me Anything sessions with an industry expert for up to 3 years, an online refresher seat within 3 years post-training, access to an insider community, and 3-year access to up-to-date courseware via the learning management system.

Will there be video recordings of the session made available for reference after class?

Unfortunately, we are unable to provide video recordings of the class due to PDPA regulations (Personal Data Protection Act). However, all courseware and e-learning videos are accessible online via the learning management system for 3 years. You may also sign up for a complimentary online refresher course for up to 3 years post-training.

Are these short courses sufficient to achieve desirable learning outcomes?

Equinet Academy’s courses are meticulously designed to provide bite-sized yet comprehensive information that are highly relevant to the industry’s needs. Through a combination of individual project work, peer-to-peer interaction, and practice and feedback, trainees can immediately apply the concepts learnt in class to their real world projects.

If you feel that you have not met the learning objectives at the end of the course, you are always welcomed to re-sit the course online without any additional cost. You will also have full access to the courseware online which you may review during and after the course, and post-training support to address any challenges you may face along your learning journey through consultation with subject matter experts.

I'm still unsure whether this course can help me meet my objectives.

If you are unsure about your learning objectives, you may use the Course Selector Tool to get course recommendations tailored to your needs. If you are still unsure whether this course is suitable for you, please leave your contact details here. A course consultant will get in touch with you to recommend appropriate course(s) based on your learning objectives.

Still have unanswered questions? Check out the FAQs page or submit an enquiry.

Course Fee


inclusive of GST

Website Optimisation (Conversion Rate Optimisation)

Learn How to Optimise Your Landing Pages and Multiply Your Conversion Rates

Reserve your seat today

Course Fee