Conversion Rate Optimisation Course

Improve website performance with CRO frameworks, UX analysis, landing page wireframes, user behaviour insights, testing methods, and prioritised optimisation plans.

*Terms apply. Funding and fee offsets are subject to eligibility, available balances, prevailing caps, and approval by the relevant scheme providers. Equinet Academy Pte Ltd (UEN 201708981D).

More conversions. Smarter optimisation.

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Course Description

What is This Course About?

Many websites attract visitors but lose potential leads, sales, or enquiries because the page experience does not guide users clearly towards action. Conversion problems are often treated as design opinions, when they should be approached through structured analysis, user behaviour data, psychology, and measurable optimisation.

This course teaches learners how to evaluate and improve website and landing page performance using conversion rate optimisation principles. Learners will explore user experience, consumer psychology, heuristic analysis, landing page anatomy, wireframing, information architecture, A/B testing, Google Analytics, heat maps, session recordings, CRO tool selection, ICE prioritisation, stakeholder reporting, and optimisation tracking.

Develop practical CRO confidence, identify where websites are losing conversions, and recommend evidence-based improvements that support stronger business, marketing, and user experience outcomes.

See It for Yourself

Hear From The Trainer

Most people try to fix low conversions by tweaking ads or redesigning pages. Jeremiah explains why high-performing websites rely on friction analysis, consumer psychology, and A/B testing instead. Discover how this course develops practical landing page optimisation, heuristic analysis, and CRO planning skills for turning existing traffic into paying customers.

Not ready to register yet? Download the course brochure for the full module outline, learning objectives, and course fees. Download brochure

Tools Covered

Inside Your Toolbox

Specific tools depth of coverage may vary based on industry trends and learner needs.

Google analytics 4

Figma

Plerdy

Swipe pages

Visily

VWO

Clarity

Skills Gained

Skills That Give You an Edge

Acquire these in-demand skills by the end of the training:

CRO Thinking

Understand conversion principles, UX, and consumer psychology.

Heuristic Analysis

Evaluate websites using structured scoring and evidence.

Landing Page Critique

Identify page issues that weaken user flow and action.

Wireframe Planning

Create CRO-focused wireframes aligned to user journeys.

Behaviour Insight Review

Use analytics, heat maps, and recordings to find opportunities.

Optimisation Prioritisation

Rank, track, and report CRO actions clearly.

Course Outcomes

Learning Outcomes

By the end of the 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

Course Outline

What You’ll Learn

CRO Principles and Consumer Psychology

Instructor-Led • Interactive Lecture with Reflective Discussion • Demonstration and Practical Application

Topics Covered:

Understand what conversion rate optimisation is and why it matters
Apply the PIUAF framework: Persuasive, Intuitive, Useable, Accessible, and Functional
Identify when CRO is needed for websites and campaignsReview real-world CRO case studies
Apply the Fogg Behaviour Model to landing page decisions
Use Cialdini’s persuasion principles in website contexts
Recognise cognitive biases that affect online behaviour
Connect persuasive web design to user motivation and action

Heuristic Analysis and UX Gap Identification

Instructor-Led • Interactive Lecture with Reflective Discussion • Demonstration and Practical Application

Topics Covered:

Apply the 7-step heuristic analysis framework
Evaluate Relevance, Trust, Orientation, Stimulance, Security, Convenience, and Confirmation
Score user experience gaps with evidence-based observations
Create structured recommendations from heuristic findings
Apply consumer awareness stages to UX analysis
Identify which CRO principles matter most for different traffic sources
Translate website issues into specific improvement recommendations

Landing Page Structure and User Flow Critique

Instructor-Led • Interactive Lecture with Case Studies and Reflective Discussion

Topics Covered:

Compare home pages, sales pages, category pages, product pages, and landing pages
Understand how different page types support different conversion goals
Break down the anatomy of an effective landing page
Review hero sections, value propositions, proof, objections, CTAs, and footer elements
Apply best practices for layout, grids, typography, navigation, forms, imagery, and video
Identify landing page design violations with specific evidence
Connect page structure to user flow and conversion intent

CRO Wireframing and Information Architecture

Instructor-Led • Lecture • Demonstration and Practical Application

Topics Covered:

Apply information architecture principles to landing page structure
Use above-the-fold best practices to improve clarity
Plan CTAs, hero shots, headlines, subheadlines, use cases, and social proof
Translate a CRO brief into page structure and user flow
Use Figma to create landing page wireframes
Map page sections to user awareness and conversion needs
Explain the rationale behind wireframe structure and section order

Wireframe Evaluation and Testing Methods

Instructor-Led • Lecture • Demonstration and Practical Application • Peer-to-Peer Learning

Topics Covered:

Evaluate wireframe prototypes before development
Apply heuristic analysis to wireframes
Use think-aloud feedback and 5-second clarity tests
Identify optimisation opportunities from prototype reviews
Design A/B test and multivariate test variations
Write test hypotheses with clear control, variation, metric, and success criteria
Avoid common testing mistakes such as early stopping or unclear variables

Analytics and User Behaviour Tools

Instructor-Led • Lecture and Demonstration

Topics Covered:

Use Google Analytics to identify CRO opportunities
Review landing page, traffic source, device, and conversion data
Set up and interpret conversion goals and funnel drop-offs
Use heat maps to identify attention and scroll behaviour
Use click maps to detect friction, dead clicks, and rage clicks
Review session recordings to understand user behaviour
Recommend CRO tools based on website setup, traffic, budget, and compatibility

CRO Prioritisation, Tracking, and Reporting

Instructor-Led • Lecture • Demonstration and Practical Application

Topics Covered:

Apply the ICE framework to prioritise optimisation actions
Score ideas based on Impact, Confidence, and Ease
Build an optimisation tracking plan
Set conversion improvement goals and test velocity
Use the RASCI model to clarify CRO ownership
Prepare CRO reports for different stakeholder groups
Document prioritised optimisation actions and recommended next steps

Assessments

Case Study Written Exam
Individual Project Presentation

Want a portfolio & career placement?

Pair this course with an Equinet Career Programme

This course builds your capability and certifies you. It does not include a project-based capstone, client placement, or career coaching. Our Career Programmes are built for that: three months on a real project brief, your own product idea or a host organisation, with dedicated career support and mentorship throughout.

3Months of structured project work

DedicatedCareer support and mentorship

RealProject brief or host organisation

Explore Career Programmes

Many graduates take both: the course for the certification and capability, a Career Programme for the portfolio case study and placement. Speak to a course consultant about the combined pathway.

Trainers

Meet Your Educators

Jeremiah Maximus Lim

Founder of UNGRUMP.CO Digital Marketing Agency10+ Years of Industry ExperienceCertified Adult Educator with WSQ Advanced Certificate in Learning and Performance (ACLP)

Target Audience

Who Should Attend

This course is designed for learners who want to improve website, landing page, and campaign performance through structured CRO analysis and optimisation planning. It is suitable for:

Digital Marketers
Website Managers
Landing Page Designers
UX Designers
Business Owners
Ecommerce Professionals
Marketing Managers
Content and Campaign Teams
Conversion Optimisation Beginners
Professionals Managing Website Performance

Certification Pathway

Get Certified

To attain the Certified Landing Page & Web Design Specialist (CLPWDS) certification, learners are required to complete the following modules:

1Module 1: WSQ Landing Page Design(1 day, 8 hours)

2Module 2: WordPress Website & Landing Page Creation (2 days, 16 hours)

3Module 3: Conversion Rate Optimisation (2 days, 16 hours)You are here

A Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the Conversion Rate Optimisation course assessment and achieved at least 75% attendance.

Course Code: TGS-2026065626
Course Support Period: 07 Sep 2026 – 06 Sep 2028

Conversion Rate Optimisation Course Certificate Sample

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 Fee and Funding

Fund Your Brain Gain

This is a SkillsFuture-funded course. The full course fee is S$999.00. Your nett fee depends on your citizenship, age, and whether you are sponsored by an SME employer. Additional offsets like SkillsFuture Credit, PSEA, and SFEC can stack on top of your nett fee.

1. SSG SUBSIDY TIERS

Pick the row that describes you. Subsidies are applied at registration; no separate application is needed.

Who you are	Subsidy	Nett fee
Singapore Citizen aged 40 and above, self-sponsored or employer-sponsored (Non-SME)MCES (MID-CAREER ENHANCED SUBSIDY)	Baseline 50% + MCES 20% = 70% total	S$299.70save S$699.30
Singapore Citizen, PR, or LTVP+ Holder sponsored by an SME employerETSS (ENHANCED TRAINING SUPPORT FOR SMES)	Baseline 50% + ETSS 20% = 70% total	S$299.70save S$699.30
Singapore Citizen, PR, or LTVP+ Holder aged 21 and above, self-sponsored or employer-sponsoredBASELINE FUNDING	Baseline 50%	S$499.50save S$499.50
Foreigner / not eligible for SSG funding	Subsidies not applicable	S$999.00full fee

Eligibility for ETSS depends on your employer’s SME status (ACRA-registered with annual sales of S$100M or less, or 200 employees or fewer). MCES applies to Singapore Citizens aged 40 and above. You receive whichever subsidy is most favourable, not both.

2. ADDITIONAL OFFSETS (STACK ON TOP)

These are applied to your nett fee after subsidies. You can combine more than one if you qualify.

SkillsFuture Credit (SFC)

Self-sponsored

SINGAPORE CITIZENS AGED 25 AND ABOVE

Use your SkillsFuture Credit balance to offset your nett course fee. Singaporeans receive a base credit of S$500.

PSEA

Self-sponsored

SINGAPORE CITIZENS AGED 30 AND BELOW

Use your Post-Secondary Education Account to pay for SkillsFuture-related course fees. Apply via your bank or MOE.

SFEC

Employer

ELIGIBLE SME EMPLOYERS

Employers can use SkillsFuture Enterprise Credit (S$10,000) to offset up to 90% of out-of-pocket course fees on top of existing schemes. Check eligibility at enterprisesg.gov.sg.

3. WORKED EXAMPLE

Stacked funding example

Full course feeS$999.00

GSTS$89.91

Less: Baseline Funding (non-tax inclusive)− S$499.50

Less: MCES subsidy (non-tax inclusive)− S$199.80

Less: GST absorption− S$89.91

Nett fee after SSG subsidyS$299.70

Less: SkillsFuture Credit− S$299.70

Out-of-pocket after SFCS$0.00

Final out-of-pocket costS$0.00

Example assumes you have at least S$299.70 SkillsFuture Credit opening credit balance. Actual nett fee depends on your specific eligibility.

After the Course

Post-training Support

Your learning does not stop when the course ends. All graduates get ongoing access to three support channels included in the course fee.

Alumni Community

Join the Equinet Insider Network. Ask questions, share wins, and connect with fellow graduates and industry practitioners.

Live Post-Training Mentoring Sessions

Attend live group mentoring sessions with industry subject matter experts. Bring real problems from your work and get practitioner feedback.

Direct Trainer Access

Continue the conversation with your trainer after the course ends. Bring questions from real work and get practitioner feedback.

Post-training mentoring clinic sessions are included in your course fee.

1:1 paid mentoring sessions are also available for graduates who want deeper, project-specific guidance on their own work.

For Organisations

Training a Team?

Corporate and Group Training

Upskill your team with a custom group booking

If you are sending six or more participants, or need a dedicated session for your organisation, get in touch for a custom quote and scheduling options.

Group rates for 6 or more participants
Curriculum customisation tailored to your industry, tools, and team objectives
Custom scheduling for your team’s availability
Invoice and HR documentation provided

Get a Group Quote

Course Schedule

Mark Your Calendar!

Duration: 2 Days (16 Hours)

Course Dates	Trainer
20, 21 Oct 2026 - 9.00am - 6.00pm Tue, Wed · In-Person	Jeremiah Maximus LimApply Now
15, 16 Dec 2026 - 9.00am - 6.00pm Tue, Wed · In-Person	Jeremiah Maximus LimApply Now

Learners Review

What Our Trainees Say

Experience matters, discover honest feedback and stories from learners who shaped their future with us.

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