Module 1 of 8

Foundations

Start here. Eight short lessons take you from “what even is CRO?” to writing your first measurement brief. No experience needed.

Lessons

1. 1

   What CRO is and is not

   Define CRO and separate it from tactics, hacks and redesigns

2. 2

   Business outcomes versus conversion metrics

   Connect conversion metrics to revenue, margin and retention

3. 3

   Funnels and micro-conversions

   Map a funnel and choose meaningful micro-conversions

4. 4

   UX, SEO and CRO working together

   Explain where CRO overlaps with UX and SEO

   Coming in a monthly release

5. 5

   Evidence versus opinion

   Tell observations, hypotheses and conclusions apart

   Coming in a monthly release

6. 6

   Ethics and accessibility

   Recognise dark patterns and accessibility barriers

   Coming in a monthly release

7. 7

   The WXM cycle: how an optimization program works

   Walk through Wonder, Architect, Validate and Expand

8. 8

   Build your first measurement brief

   Write a one-page measurement brief for a real page

   Coming in a monthly release