Become great at landing page optimization

Online course: Landing Page Optimization

Skill level: Beginner

Course length: 2h 58min | 12 lessons

Skills you will learn:

  • Optimization basics: Understand what makes an effective landing page.
  • Conduct research: Use audience insights in your optimization efforts.
  • Optimization process: View the process from client brief to published page.

Learn from experienced Speaker, and CRO Consultant, Michael Aagard.

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English subtitles Certificate included

Some of the companies that train their teams at CXL:

Ads by themselves don’t convert

It’s the ad plus the landing page that will lead to the conversion goal. But most companies spend energy and money optimizing everything but the landing page. Ignoring they are a critical step between the source and conversions.

After completing the Landing Page Optimization course, you’ll know the characteristics, elements, and structure of an effective landing page and the importance of quantitative and qualitative research:

  • Landing page basics: Learn the characteristics, components, and structure of a landing page.
  • Research: Base your optimization efforts on audience insights from qualitative and quantitative research.
  • Behavioral psychology: Learn about concepts like awareness levels and user friction.
  • Copywriting: Get tips for using ChatGPT as a copywriting assistant.

Course overview

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Identify your greatest optimization opportunities

This is the ultimate training to optimize landing pages by an expert with over 15 years of experience in CRO, landing page optimization, and experimentation. So you can be confident that by the end of this training, you’ll be able to maximize results.

Giving you a total of cxl-duration id=9008025 of practical lessons across cxl-lessons id=9008025, packed with actionable insights that you can use in your work right away:

  • The course is broken down into multiple bite-sized video lessons (with English subtitles) so you can conquer each new skill at a pace that suits you best.
  • You’ll earn a certificate at the end of the course to prove to your employer, clients, and wider network that you’re a certified Landing Page Optimization master.

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.

Bring insane value to your team and your clients

This course is for you if you:

  • Like a structured and strategic approach to LPO that is based on research, data, and user psychology.
  • Want to be more confident when your client or boss asks you to increase the performance of important landing pages.
  • Are tired of basing your optimization efforts on random ideas and not getting satisfying results.

Skills you will master

Behavioral designLanding page optimization

Get a lesson preview

  • In this session, we’ll look at some basic behavioral psychology and how to apply it to LPO.

    Behavioral design helps you make decisions in your design process. Learn the basics in this free lesson.

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Your full course curriculum

Landing Page Optimization

1 Course Introduction

Meet your instructor, Michael Aagaard.

2 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.

3 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.

4 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.

5 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.

6 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.

7 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.

8 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.

9 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.

10 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.

11 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.

12 Final Exam: Landing Page Optimization

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Frequently asked questions


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