WSQ Website & Landing Page Conversion Optimisation Course

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

This course is co-validated and marketed by Equinet Academy and conducted by @ASK Training.

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Up to 90% Subsidy. Reserve your seat today.

*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders

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Course Description

This Website Optimisation (Conversion Rate Optimisation) 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.

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.

Target Audience

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

Minimum Entry Requirements

1 GCE ‘O’ level or equivalent (≥ 21 years old); or
NITEC/Higher NITEC (≥ 21 years old); or
Mature candidates (≥ 30 years old with 8 years’ work experience); or
Candidates with other qualifications will be considered on a case-by-case basis

You are required to have basic computer navigational skills such as opening and closing, dragging and dropping, copying and pasting of files.

Some knowledge of sales and marketing concepts will be useful, although not a requirement.

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:

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

Certification

A SkillsFuture WSQ Statement of Attainment (SOA) under the Skills Framework TSC User Experience Design and Certificate of Achievement issued by @ASK Training and co-validated by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Website and Landing Page Conversion Optimisation course assessment and achieved at least 75% course attendance.

Course Codes: TGS-2023020901 (@ASK Training)
Course Support Period: 01 Jun 2023 – 31 Jan 2025

Course Outline

Download the full course brochure here.

Foundations of Conversion Rate Optimisation (CRO) & User Experience Design

Instructor-Led | Mode of Delivery (Interactive Lecture with Reflective Discussion)

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

Instructor-Led | Mode of Delivery (Interactive Lecture with Reflective Discussion, Demonstration & Practical Application)

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

Analyzing user experience through the 5 stages of consumer awareness
Visualize 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

Instructor-Led | Mode of Delivery (Interactive Lecture with Case Studies and Reflective Discussion)

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

Instructor-Led | Mode of Delivery (Lecture, Demonstration & Practical Application)

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

Instructor-Led | Mode of Delivery (Lecture, Demonstration & Practical Application, Peer-to-Peer Learning)

Evaluate wireframe prototype with user feedback and heuristics analysis
Design and Implement modifications variations for a/b testing and testing

Conversion Rate Optimisation Tools

Instructor-Led | Mode of Delivery (Lecture & Demonstration)

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

Instructor-Led | Mode of Delivery (Lecture, Demonstration & Practical Application)

Understand the ICE prioritisation framework
Develop a optimisation tracking plan to prioritize UX changes
Use data and set optimization goals
Describe the RASCI (Responsible, Accountable, Support, Consulted, Informed) model to communicate and manage stakeholders

Assessment Component

Written Assessment – Case Study
Individual Project Presentation

Trainer

Shaun Lee

Shaun is a highly skilled and engaging trainer with over 11+ years of experience in digital marketing and business development. He is an expert in various digital marketing strategies, including performance marketing, web analytics, social media marketing, SEO, and paid search. He brings real-world experience from working for top brands like Bytedance, Amazon, LinkedIn, and Vision Critical, enabling him to provide practical insights and actionable strategies.

Koh Yoet Siang (YS) Trainer Equinet Academy

Jeremiah Maximus Lim

Having started as a F&B Marketer, Jeremiah spearheaded some extremely successful campaigns for notable F&B Groups such as Strumms Holdings, The Clan Restaurant, and Mel’s Place. He worked in-house as Head of Marketing with several F&B groups before starting UNGRUMP, where he has worked with clients such as Venture Capitalist Goodstartup, Singapore Maritime Institute, Drinks & Co, TAD Coffee, Havas Media, Celebrity Chef Martin Woo, Tongue Tip Lanzhou Beef Noodles, Fitness First, Impact Investment Exchange, Workwell.SG and many more clients across Southeast Asia. Jeremiah is an experienced trainer with over 12 years of industry experience, with a WSQ Advanced Certificate in Learning and Performance (ACLP).

*Only one trainer will be facilitating per class.

Why Learn With Us?

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

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Re-Sit the Course

Refresher seat (re-sit the course online) within 3 years after the course.

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Ask Me Anything Sessions

Attend Ask Me Anything sessions with industry experts.

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Equinet Academy Insider

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

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Course Resources

Get 3-year access to constantly updated Website & Landing Page Conversion Optimisation course resources.

Course Fees & Fundings

*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders

Course Fee:
S$988 (exclusive of 8% GST)

Course Fee After Eligible SSG Subsidies:
From S$122.51 (inclusive of 8% GST) after 90% SSG Subsidies

Self-Sponsored Individuals

SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 90% Funding

Eligible for Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 8% GST): S$122.51

Course fees after subsidies can be further offset by SkillsFuture Credit.

SkillsFuture Baseline Funding – 70% Funding

Eligible for 21 years old and above, and a

Singaporean Citizen; or
Permanent Resident; or
Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 8% GST): S$320.11

Course fees can be further offset by SkillsFuture Credit for Singapore Citizens aged 25 and above. Singapore Citizens aged 21 to 31 may also offset fees with the Post Secondary Education Account Funds.

Company-Sponsored (SMEs)

Enhanced Training Support for SMEs (ETSS) – 90% Funding

Eligible for SME Company-Sponsored, 21 years old and above, and a

Singapore Citizen; or
Permanent Resident; or
Long-Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 8% GST): S$122.51

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Company-Sponsored (Non-SMEs)

SkillsFuture Baseline Funding – 70% Funding

Eligible Non-SME Company-Sponsored, 21 years old and above, and a

Singaporean Citizen; or
Permanent Resident; or
Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 8% GST): S$320.11

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 90% Funding

Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 8% GST): S$122.51

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Check your eligible grant amount and nett payable course fees when you sign up now.

Course Schedule

WSQ Website & Landing Page Conversion Optimisation Course
Location	Course Dates	Duration
International Plaza, #25-08	21, 22 Dec 2023 (Thu, Fri)	8.30am - 6.30pm

Testimonials

“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.”

Lindley

“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

FAQs

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.

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.

Are there any funding or government subsidies for this course?

You may be eligible for up to 95% SkillsFuture subsidies. For funding information, please see the course funding section on this page.

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.

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