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Course Description

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.

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:

  • 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) – 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.

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework User Experience Design

Course Code: TGS-2022015573
Course Support Period: 07 Sep 2022 – 06 Sep 2025

Course Outline

This course is part of the Certified Digital Marketing Analyst (CDMA) Programme.

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

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

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

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)

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

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

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
  • Written Assessment – Case Study
  • Individual Project Presentation

Trainers

Jeremiah Maximus Lim
  • Founder of UNGRUMP.CO Digital Marketing Agency
  • 10+ Years of Industry Experience
  • Certified Adult Educator with WSQ Advanced Certificate in Learning and Performance (ACLP)

Course Fees & Fundings

Course Fee:
S$990.00 (inclusive of 9% GST)

Course Fee After Eligible SSG Subsidies:
From S$297.00 (inclusive of 9% GST) after SSG Subsidies

SkillsFuture Mid-Career Enhanced Subsidy (MCES)

Eligible for Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 9% GST): S$297.00

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

SkillsFuture Baseline 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 9% GST): S$495.00

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.

Enhanced Training Support for SMEs (ETSS)

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 9% GST): S$297.00

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

SkillsFuture Baseline 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 9% GST): S$495.00

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

SkillsFuture Mid-Career Enhanced Subsidy (MCES)

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

Nett course fee payable (including 9% GST): S$297.00

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 apply now.

Course Schedule

Learning Mode Course Dates Duration Trainer
In-Person 08, 09 Jul 2025 (Tue, Wed) 9.00am - 6.00pm Jeremiah Maximus Lim
In-Person 02, 03 Dec 2025 (Tue, Wed) 9.00am - 6.00pm Jeremiah Maximus Lim

Click on the course dates above to register online.

Frequently Asked Questions (FAQ)

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.

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.

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.

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

You’re in Good Company

Industry leading organisations who’ve sent their teams for upskilling at Equinet

Our graduates work for companies like

Testimonials

Brian Tan Zhixiang

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

Lindley

“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.”

Mandy Kho

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

Joanne

“This course refreshed my knowledge and introduced many new concepts. A sales funnel building course would be a great addition.”

Liz Pardey

“I took this course to better understand website and landing page optimisation. It provided practical insights that will help improve lead generation for my business.”

See All Reviews

WSQ Website & Landing Page Conversion Optimisation Course

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

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