Website Optimisation and Conversion Rate Optimisation (CRO) Course

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

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COMPANIES WHO HAVE ATTENDED OUR COURSES

COMPLIMENTARY REFRESHER

1 free refresher seat within 1 year after the course
Seats are non-participatory. Participatory seats are subject to availability.

POST-TRAINING SUPPORT

Up to 3 complimentary followup sessions and after-training support
Access to mentor via short live group consultations (clinic sessions), email, and forum support

LIFETIME COURSE MEMBERSHIP ACCESS

Gain lifetime access to up-to-date online resources for the course attended
Access up-to-date course slides, guides, and actionable templates via the learning portal

COURSE DESCRIPTION

This 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.

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.

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TARGET AUDIENCE

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

CERTIFICATION

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

PRE-REQUISITES

Basic computer knowledge. Each participant will be provided a windows laptop for the duration of the course. Participants may however opt to bring their own laptops.

COURSE OUTLINE

Foundations of Conversation 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 Conversation Rate Optimisation Process
▷ Overview of the best practices in CRO

Understand User Behavior

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

Manging 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

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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

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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

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Trainer

Shaun Lee

Shaun comes from a rich background of B2B sales, social media marketing, demand generation, marketing operations and marketing strategy.

During his tenure as a global digital marketing leader, he was awarded by Linkedin as a top paid media specialist. His advertising strategies drove 90% more sales conversions while reducing marketing cost by 30%. Shaun’s campaigns beat industry benchmarks and was recognised as one of the best performing campaigns in 2018 by Linkedin’s digital team.

Shaun’s advertising experience include managing million dollar digital budgets. Using the latest digital strategies, Shaun helps MNCs, SMEs & entrepreneurs maximise their ROI on Linkedin. More than just advertising, Shaun was able to create an ecosystem of data enrichment capabilities. This enabled his teams to achieve B2B precision targeting on traditionally B2C platforms like Facebook, Twitter and Google. He has helped a Canadian tech start-up rapidly grow to a seven-figure profit within 1.5 years.

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. This exposure gave him a holistic view of data analytics, social selling, conversion rate optimisation, A/B testing and PPC. Being experienced in multi-step email cadences and complex marketing operations on Pardot and Marketo, Shaun helped in the implementation of an intent-based technology that allowed his team to identify in-market audiences rapidly. This led to more accurate and timely marketing messages to his audiences, which translated to higher sales conversions.

An ACTA-certified trainer, Shaun has trained hundreds of corporate individuals on demand generation, social media marketing, online marketing, and field marketing. He has led trainings at notable companies like Evernote Corporate, NTUC Learning Hub, Shell, ST Engineering, Mediacorp, and e2i.

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WHY LEARN AT EQUINET?

ENJOY COMPLIMENTARY REFRESHER COURSE

Re-attend the course, free of charge. Up to 1 complimentary refresher for up to 1 year after the last date of the course attended.*

*Refresher seats are specially allocated for refresher trainees and are non-participative. Refresher trainees may opt to take up participative seats subject to availability.

ACCESS POST-TRAINING SUPPORT

The post-training support programme is available to past trainees who have successfully completed the course. It serves as a consultation to address any hurdles faced while implementing the strategies and tactics shared during the course on real world campaigns. Contact your course trainer directly via email.

GET HANDS-ON

Retain knowledge better through practice and feedback. We apply instructional design methodologies such as Gagne’s 9 Events of Instruction to enhance your learning and retention.

COMPREHENSIVE AND STRUCTURED CURRICULUM

Course modules are designed to build on the foundations, gradually leading up to the main course, and finally reinforcing the concepts learned through practice and feedback.

CURRICULUM AND COURSEWARE ARE UP-TO-DATE

Our curriculum developers who are in charged of keeping the curriculum and courseware up to date are active practitioners and experts in their respective fields.

REALISTIC, REAL-WORLD PRACTICAL SETTING

Shorten your learning curve through real-world case studies and practical examples.

EXPERIENCE MODERN TRAINING FACILITIES

Our training rooms are equipped with laptops, 500mbps internet connection, hexagon-shaped cluster seating, and comfortable swivelling chairs, providing you a cozy yet conducive learning environment.

DEVELOPED AND DELIVERED BY INDUSTRY EXPERTS

Our team of digital marketers are passionate individuals dedicated to imparting their years of knowledge and experience to our learners.

GAIN LIFE-TIME ACCESS TO COURSE MATERIALS

Worried your course materials accessed a year ago have become outdated? Fret not, signing up for this course gains you life-time access to the course materials via our learning management system.

TAKEAWAY ACTIONABLE STRATEGIES

Takeaway actionable strategies, frameworks, and processes you can implement to new or existing campaigns.

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COURSE FEES

Course Fee:
~~S$798~~ S$500 nett

COURSE SCHEDULES

Online Classroom 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:
25, 26 Nov 2021 (Thu, Fri)

Face to Face Classroom Dates

Enhanced safety measures in place aligning to MOH’s guidelines.

Course Duration:
2 Days (9am – 6pm)

Course Schedules:
16, 17 Sep 2021 (Thu, Fri)

FREQUENTLY ASKED QUESTIONS (FAQS)

What is conversion rate optimisation 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.

I have specific conversion rate optimisation questions for my website after the course, can I consult the trainer?

Yes, you may most certainly book up to three 3-hour complimentary clinic sessions with a subject matter expert in a small group setting to clarify your doubts or address any challenges you may be facing. The links to book your clinic sessions will be emailed to you after your course. You will also have access to the online support forum and your course trainer’s email.

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.

How do I sign up?

You can sign up for this course through this link. Once you have registered for the course, we will follow up with you via email regarding your course registration.

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

If you’re unsure about your learning objectives, you may try out this 3-question survey using the Course Selector Tool or download the Course Selector Guide (PDF).

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.

Website Optimisation and Conversion Rate Optimisation (CRO) Course

COMPANIES WHO HAVE ATTENDED OUR COURSES

COMPLIMENTARY REFRESHER

POST-TRAINING SUPPORT

LIFETIME COURSE MEMBERSHIP ACCESS

COURSE DESCRIPTION

TARGET AUDIENCE

CERTIFICATION

PRE-REQUISITES

COURSE OUTLINE

COURSE HIGHLIGHTS

COURSE OBJECTIVES

Trainer

WHY LEARN AT EQUINET?

COURSE FEES

COURSE SCHEDULES

FREQUENTLY ASKED QUESTIONS (FAQS)

SIGN UP FOR THIS COURSE

How to Optimise Your Website, Landing Pages, and Skyrocket Your Conversions

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