Become great at user-centric marketing
Achieve happier customers and increased sales with user-centric marketing
Online course
By Paul Boag,
Founding Partner @ Boagworks
Course length: 2h 45min
Become a master of the sales funnel
Digital has changed marketing forever. The power now lies with the customer. They have unlimited choices and the voice to complain if they are unhappy. We have to know how to cut through the digital noise and ensure they love how we interact with them. We have to become user-centric in how we approach marketing.
Course overview
After taking this course, you’ll:
- Be equipped with easy to implement user research approaches to better understand your audience and how to engage them.
- Discover how to map the customer journey, allowing you to know what messages to communicate and when.
- Be able to test your campaigns with users in a cost-effective way to ensure they are as effective as possible.
You can apply user-centric marketing techniques even if you have a limited budget and tight deadlines
User research and testing your campaigns don’t need to be time consuming or expensive. It can save both time and money because it ends the endless debate about the best approach and prevents you from adopting the wrong path.
User-centric marketing will allow you to spend your budget better and do more with less thanks to more word of mouth recommendations. That benefits both your business and you personally as you consistently exceed your targets.
Skills you will master
Alex B.
CXL has helped me tremendously in my journey to become the best digital marketer I can be.
It has opened my eyes to the capabilities of tools like GTM and Google Sheets. You guys have humbled me by teaching me that there’s so much more to learn!
Ap S.
CXL is just the best place to grow for a marketer. I learned more in a few months via CXL than what I learned in 8, 9 months on my own.
Laura B.
The content is insightful, actionable and doable.
I appreciate the range of topics and the talent and expertise of the presenters. I’ve grown more as a marketer in the last several months than I had in years before.
This course is essential for you if …
- You are under pressure to improve your conversion rate.
- You are unsure which channels are most effective for engaging with your audience.
- You are being expected to achieve more with less.
This course is NOT for you if …
- You believe in relentlessly broadcasting your brand messages, rather than listening and responding to your audience’s questions.
- You are unwilling or unable to work collaboratively with colleagues across your companies even when they work within different business units.
- You already have extensive experience in user research, usability testing and ongoing multivariate testing.
You are willing to go to any lengths to close a deal even at the cost of alienating the prospect.
Designed for any marketer interested in adopting a more user-centric approach
This course is appropriate for any marketer who knows that traditional marketing is becoming less effective. It is for those ready to try something new.
It is for those interested in how user experience design and user research can apply to marketing.
Paul Boag works with an enormous range of organisations. Clients include Doctors Without Borders, UNICEF, Puma and GlaxoSmithKline. Over the past 24 years, Paul has improved user engagement and conversion rates across hundreds of sectors.
He has written five books on user experience design and digital transformation and been podcasting since 2005. He is also a non-executive director at Smashing Media, who runs one of the largest blogs on digital topics.
Get a lesson preview
Your full course curriculum
User-Centric Marketing
1 Why we need a user-centric approach to marketing
2 How do we start to adopt a user-centric approach
3 How to better understand your audience without spending a cent
4 Building a picture of your audience using surveys
5 Discover the power of top task analysis
6 Why and how you should be meeting your audience in person
7 Customer journey mapping: What is it and why it can help?
8 How to run a customer journey mapping workshop
9 How to get the most from your user research
10 Involve the user in your campaign design
11 How to test your campaign’s design with users
12 Reflect your customer’s mindset with Card Sorting
13 Ensure website success with a prototype you can test
14 Testing your websites at scale with unfacilitated usability testing
15 How to refine your campaigns post launch
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Learn User Centric Marketing: FAQ
Who is this course for?
This course is essential for you if …
- You are under pressure to improve your conversion rate.
- You are unsure which channels are most effective for engaging with your audience.
- You are being expected to achieve more with less.
What will you learn?
After taking this course, you will:
- Be equipped with easy to implement user research approaches to better understand your audience and how to engage them.
- Discover how to map the customer journey, allowing you to know what messages to communicate and when.
- Be able to test your campaigns with users in a cost-effective way to ensure they are as effective as possible.
What does the course include?
Our User Centric Marketing training includes 16 lessons, 13 downloadable resources, 2h 45min of video material, several assignments, and a final exam.
Are subtitles available for the lessons?
Lessons have English subtitles and transcriptions available.
Will I receive a certificate of completion?
After taking this course, you will receive the User Centric Marketing Certification from CXL, with credentials that you can add to your LinkedIn profile.
What is the refund policy?
All plans come with a 7-day refund period .
How long will it take for me to finish it?
This is entirely up to you – it’s how many study hours per week you can put in. This course is 2h 45min long.