Landing Page Optimization Course

Increase sales and leads with
landing page optimization

2h 58min | 16 lessons

In this course, you will learn how to:

How to structure pages that guide users to take action, without friction or confusion.
The psychology behind high-converting pages, because design without persuasion is just decoration.
How to use data and testing to make decisions, so you’re not guessing what works.
What actually matters for conversion, not what some “best practices” blog told you.
How to fix underperforming pages fast, without waiting months for results.

Join for $1,199

Black Friday offer: 25% off, already applied. A year of CXL, this course included.

English subtitles Certificate included

Trusted by marketers at

Master landing page optimization and unlock proven strategies to maximize conversion rates

Course Length:
2h 58min. 16 lessons.

This isn’t another generic “make your CTA pop” course. It’s built by experts who do this for a living – CRO practitioners who optimize real landing pages for real businesses. Every strategy is battle-tested, and every tactic is designed for impact. Understand behavioral design principles to better influence user actions and learn foundational landing page concepts to ensure your pages are structured for success.

After completing this online course on landing page optimization
you will be able to assist your team and company with:

Building high-converting landing pages from scratch, without guesswork.
Identifying and fixing conversion roadblocks in minutes, not weeks.
Using data to make optimization decisions, not gut feelings.
Crafting messaging that actually persuades and sells.
Running A/B tests that deliver real insights, not noise.

This course is for you if you are responsible for:

Marketers who want higher conversion rates without higher ad spend.
CRO specialists looking for advanced, real-world strategies.
Growth teams tired of throwing traffic at bad pages.
Founders & entrepreneurs who need their landing pages to sell, not just exist.

Look no further than CXL, this is the best and most recommended course you will find on Landing Page Optimization

Join for $1,199

Black Friday offer: 25% off, already applied. A year of CXL, 80+ courses included.

Course Curriculum

Landing page optimization

Course Introduction

Meet your instructor, Michael Aagaard.

The Characteristics of an Effective Landing Page

This is a foundational lesson where we’ll start by defining what a landing page is and why landing pages play a critical role in marketing. We’ll also discuss the overall landing page experience and the role that the page itself plays.

LPO Process High Level Overview

In this session, we’ll take a high-level look at the overall LPO process and what a real LPO project typically looks like.

Fast and Slow thinking: Basic Behavioural Psychology

In this session, we’ll look at some basic behavioral psychology and how to apply it to LPO. Understanding a few foundational aspects of how we humans process information and make decisions is a good basis for building a better understanding of how users interact with landing pages and why we need to keep things clean and simple.

Awareness Levels and Conversion Goals

Making sure your landing page content matches the awareness level of your audience is a crucial part of LPO. Misalignment between these two factors is a common and dangerous pitfall.

User Friction: How it Affects the Landing Page Experience & Performance

In this lesson, we’ll take a closer look at the concept of User Friction and how it affects the landing page experience and the decision-making process of your users.

Overall Approach to LPO Research

Research is arguably the most important part of the LPO process. It helps us identify actual problems and solutions – rather than relying on gut feeling or making random changes.

Quantitative Research Using GA4 / Page Speed Insights

Quantitative research is a crucial part of LPO. It provides important insights into user behavior and how they flow through the landing page experience.

Qualitative Research Methods

Qualitative research is crucial in LPO as it provides us with invaluable insight into user motivations, objections, emotional friction points and not least, what questions they have regarding your product or service.

The Structure and Components of an Effective Landing Page

In this practical lesson, you’ll get an overview of the most important elements of a landing page.

Bonus: Tips for Optimizing Landing Page Copy

In this lesson we’ll go over some foundational aspects of optimizing landing page copy. We’ll start with an overall approach that builds on what you’ve learned in previous lessons and gives you a strong starting point.

LPO Session: Oatstanding

This lesson covers a page review of “Oatstanding”, a new player in the oat milk market, offering a unique powdered oat milk alternative.

LPO Session: Ranking Raccoon

In this lesson, Michael reviews Ranking Raccoon, a subscription-based link building platform designed for SaaS and ecommerce businesses.

LPO Session: Pest Solutions

A landing page review of Pest Solutions. A company specialized in ethical pest control services for residential and commercial clients.

LPO Session: Omnisend

This landing page review explores Omnisend’s page, an email and marketing automation platform for ecommerce merchants.

Final Exam: Landing Page Optimization

Pass this exam to earn your certificate of achievement. You need a 90% or higher to pass. You can retake the exam after 6 hours.

About the expert

Michael Aagaard

Senior CRO Consultant

Michael has been practicing CRO full time since 2008 and has worked with companies all over the world ranging from charities to E-commerce and SaaS.

He currently works as a freelancer, but has worked with and for several agencies and was Senior Conversion Optimizer for Unbounce in Vancouver from 2015 to 2017. He has held keynotes in 12 different countries and loves getting on stage to share what he has learned in his CRO career.

This online course
comes with a
Certificate

Completing this course earns you an official CXL Landing Page Optimization Course Certificate to prove your achievement. CXL is recognized as an industry-leading qualification by employers worldwide, and it is an official qualification on Linkedin that can be added to your profile.

This is what marketers said after our live workshops and courses

Derek Miller
Built on a live GTM campaign at work

“I completed my campaign engine setup for a small c real-world GTM campaign that I was working on for my job this week and presented it to my boss today… and he loved it!”

Campaign engine

Victor
B2B eCommerce platform

Sales signed off the target in writing before the brief passed Gate 1. Five review rounds took the drafts to 87% and 96%.

Campaign engine

Alejandro Serrano
Co-Founder, Feral MKT

“That alone used to take me a whole day working in AI-assisted mode (more days without AI), since I had to write all the copy from scratch because I didn’t like what Claude used to give me. This time it took me about an hour.”

Campaign engine

Ken Fleischer
Fractional CMO & GTM Strategist

“I fixed the site and Crunchbase last week and reran Build 1 this morning with the same questions, tools and judge. Accuracy went from 53% to 71%, and wrong answers went from three to none.”

AI visibility tracker

Manuela
Social club for people 60+, pre-launch

A paid first dinner, to test whether older adults will pay for it themselves. All four channels reached ship after 9 fixes.

Campaign engine

Shannon Annarella
Senior copywriter, elective healthcare agency

“I was really impressed with how it handled the copy, including adding a medical compliance check due to the industry I work in … I loved all of the quality checks and scoring, since I usually do that type of QA work manually.”

Campaign engine

Tegan Heneke
Freelance Marketing Executive

“Currently I’m pulling reports from GA4, SourceWhale and Linkedin manually and giving it to Claude to create a dashboard for me so this (if I can get LinkedIn connected) will change that (Yay!)”

Reporting agent

Ilaria
Clinic management software

A campaign to win 50 demo or trial requests in 7 weeks: five channels, all drafted and through Gate 2.

Campaign engine

Natalia
E-commerce & Brand Strategist

“I built a visual plugin on top of your Marketing Brain, two actually: Visual Brain for the brand’s visual direction and Product Visual for product image storyboards … I put my own brand through it and it already gives me something I can work with.”

Own plugins on Marketing Brain

Kerry McDonough
AI-Forward Marketing Executive

“I was in your workshop 12 hours ago. I already have a workflow live… I feel like a freaking WIZARD!”

Last cohort

Carolin
Fractional CMO practice, launching

Tested a new fractional CMO offer on her own website, using public data only.

Marketing Brain

Attallah Wilson
Marketing Communications Manager, TXI

“Connecting my systems made the biggest difference. Pulling deals straight from our HubSpot CRM, plus Semrush data on our content, gave the ICP and the messaging real evidence instead of guesses.”

Marketing Brain

Ben Shenk
Director of Messaging

“Being able to identify valuable work to be done, build a workflow/agent to do it effectively and consistently, and deploy it across my team will be a skill that sets my team and I apart within the org.”

Workflows

Murillo
Marketing agency for health clinics

Ran the brand book through it: every claim about the buyer came back tagged hypothesis or blank.

Marketing Brain

Ekaterina Speckbacher
Growth Marketing Manager

“I built it on my own data, so I had to hide them. It worked pretty smoothly. I’m lucky that we use HubSpot for everything, so the integration was straightforward.”

Reporting agent

Shekhar Vaidya
Head of Digital Marketing

“Fix the brand’s own pages first (one sentence on one page is wrong on every tool), then earn the unbranded recommendations.”

AI visibility tracker

Ignacio Basello
Content Strategist

“This course got me to take writing instructions seriously and tailor them to how I work. Before, I was mostly just chatting with AI. Now I’m trying to build actual workflows.”

Workflows

Enmanuel Saavedra
Took the personal OS workshop

“Months ago, I took the workshop of the second brain (personal OS) at CXL in the past and helped to all my team to adopt it as well. It was a game changer.”

Earlier workshop

Maddy L
B2B ABM marketer, SaaS

“A challenge that we have internally: if somebody asked me for a campaign I ran three years ago … we do not have a single source of truth/location to satisfy that question … I like that this brief could help with our internal challenge”

Campaign engine

Alfonso von Ziegler
Founder, Mesh Creative Studios

“Biggest learning: the review forced me to stop claiming things I hadn’t proven yet.”

Campaign engine

Here is what other marketers said

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Frequently asked questions

About CXL

What is CXL?

CXL is a B2B marketing training company focused on AI and conversion optimization. Marketers learn by building real work with live guidance from practitioners.

Does CXL offer AI training for B2B marketers?

Yes. AI for B2B marketing is CXL’s main focus: building AI workflows and agents for research, content, campaigns and reporting, plus visibility in AI search.

Where can I learn conversion optimization?

CXL has trained marketers in conversion optimization and experimentation for over a decade, covering customer research, A/B testing, landing pages and testing statistics.

Plans

What is the difference between the monthly, quarterly and annual plans?

The main differences are the billing period and access to live courses:

Annual: On-demand courses plus live courses, including new live courses throughout the year. Billed annually and offers the best value. Includes a 7-day refund window.

Monthly: On-demand courses only. Billed monthly.

Quarterly: On-demand courses only. Billed every 3 months at a lower monthly rate.

Quarterly and monthly plans are not covered by the refund policy. However, you can reach out to Support if you’d like to remove the automatic renewal.

What is the difference between the individual and teams plans?

Individual plans are designed for one learner.

Team plans are available for 2 or more people and include additional tools to help manage learning across your team, including:

Track learning progress and engagement.
Invite and manage team members.
Create learning roadmaps for individual users.

What is included in the subscription plan?

All subscription plans include:

80+ certifiable B2B marketing courses and Minidegree programs.
Certificates that can be added to LinkedIn.
Progress tracking.

Are live courses and workshops included?

Live courses and workshops are included on annual plans. Monthly and quarterly plans cover the on-demand catalog and every Minidegree.

Can I switch plans later if I want to?

Yes. You can change between Monthly, Quarterly, and Annual billing plans.

If you would like to move from an individual subscription to a team plan, please contact our Customer Success team via live chat and we’ll be happy to help.

What is the difference between the Marketing Engineer cohort and the subscription?

The Marketing Engineer cohort is 8 live weeks, starting 11 January with setup. You build a working marketing system and get certified on it, not on attendance. It comes with the annual subscription.

The subscription gives you access to our library of 80+ B2B marketing and AI courses. The annual subscription also includes every live cohort and new live workshops every month.

Does the Marketing Engineer cohort include access to the full CXL course library?

Yes. The cohort comes with the annual subscription, which includes the 80+ on-demand courses and every minidegree.

It also includes every live cohort in your year, the community and every update to the systems you build.

Billing

What are the payment options available?

Most major credit cards and Paypal are accepted. If you need an invoice to pay by wire, please message our customer success team via chat for options.

Can I pay in my own currency?

All of our products are priced in USD currency. We have established a system where you can pay in your local currency.

Landing Page Optimization Course