Online course: CRO and experimentation
Conversion optimization and experimentation are the foundation of growth.
1h 30min | 11 lessons
In this course, you will learn:
- The importance of conversion optimization and experimentation for scaling a business and revenue.
- How it can be used to identify high-impact areas on your site to improve conversions and capture more leads.
- How data can be used to identify and prioritize opportunities.
- The importance of user behavior and making data-driven decisions to reduce friction.
- How to build a testing mindset and culture that drives continuous optimization.
Black Friday offer: 25% off, already applied. A year of CXL, this course included.
Trusted by marketers at
Learn how conversion optimization and experimentation help capture and convert more leads from your website.
Course Length:
1h 30min. 11 lessons.
This isn’t a course about random growth hacks. It introduces you to a system for running optimized tests, uncovering what actually drives conversions, and building a data-backed optimization process. It’s time to eliminate guesswork, find high-impact opportunities, and turn more website and landing page visitors into leads with a structured, proven approach.
In this course you will learn:
- The importance of experimentation
- How conversion optimization can help fill your pipeline
- How to prioritize conversion efforts that move the revenue needle.
- Find and fix friction points in the B2B buyer journey.
- Run smart, data-backed experiments that increase conversions.
- Build a testing engine that compounds over time.
- Align CRO with business goals to maximize pipeline impact.
This course is for you if you:
- Want to launch an experimentation program
- Own website performance and need it to convert better.
- Want a real CRO strategy – not just random tests.
- Lead teams optimizing for pipeline, not pageviews.
- Make decisions based on data, not guesswork.
- Are tasked with driving demand, not just traffic.
Subscribe now and get access
Black Friday offer: 25% off, already applied. A year of CXL, 80+ courses included.
Course Curriculum
CRO Introduction
Why CRO?
The Basics
Managing ideas
Sources of Insight
A/B Testing Basics
Bringing it all together
Structuring and organizing successful CRO programs
Introduction
CRO and Experimentation
Defining CRO and Experimentation
Parts and Components
The Ritual and the Artifact
Meet the instructors
Brian Massey is the founder of Conversion Sciences LLC and author of the book “Your Customer Creation Equation”.
An online marketing expert focused on the science of turning web traffic into leads and sales, his rare combination of interests and experience was developed over 25 years as a computer programmer, entrepreneur, corporate marketer, international speaker, and writer.
Managing Director at Speero. Combines statistics and UX research to scope and run conversion research programs for companies worldwide.
This online course
comes with a
Certificate
Completing this course earns you an official CXL Certificate in CRO & Experimentation 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
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
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
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
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
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
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
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
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
Fractional CMO practice, launching
Tested a new fractional CMO offer on her own website, using public data only.
Marketing Brain
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
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
Marketing agency for health clinics
Ran the brand book through it: every claim about the buyer came back tagged hypothesis or blank.
Marketing Brain
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
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.