Conversion Optimization Training Program – CXL Institute

Become great at conversion optimization and A/B testing

The most thorough CRO training in the world.

This program is for people serious about building skills, and are ready to put in the effort it takes to complete a Minidegree.

  • Learn to build and run world-class optimization programs
  • Dramatically improve your skills, become a CXL Institute Certified Optimizer
  • Content you can’t find anywhere else

See plans and pricing   or   Request demo (for teams 5+)

Some of the companies that train their teams at CXL Institute:

Start getting more wins and bigger wins

Getting results you want with conversion optimization and experimentation is all about knowing what to do. It’s a field where you need to know a lot about a lot, and this program contains it all.

After completing it you will

  • improve your skills in conversion optimization, UX, and web analytics,
  • understand what works on websites, and what doesn’t,
  • develop better A/B tests that win more often.

Introduction video

Change your results with world-class conversion optimization training

The Conversion Optimization Minidegree by CXL Institute will teach you the methodologies and processes needed to get more wins and bigger wins.

You will develop in-depth knowledge in conversion optimization (driving growth without spending more) and learn processes that you can replicate across any web property.

Access to expert takeaways + guidance can be a game changer when you’re wading through the sea of unreliable and inaccurate information out there.

You shouldn’t be operating without this kind of help.

Get updates about the Conversion Optimization Minidegree program

In addition to updates, you will receive the detailed course syllabus PDF.

A program designed to develop true professionals

This in-depth conversion optimization training program will help you become a top conversion optimizer in. The skills you gain will benefit you for years to come. You’ll learn how top conversion rate experts in the world approach conversion optimization.

This program will teach you the methodology, tools, and the mindset needed to become a successful optimizer – and make any website sell.

Learn a systematic, repeatable process

True conversion optimization is not about guesswork or running random tests. It’s a process. It’s what separates wannabes from conversion pros. Amateurs think in terms of tactics, while the pros uncover the real issues by following a proven methodology.

After this program, you’ll be able to systematically identify all the places where a website is leaking money, figure out exactly why, create data-backed hypotheses, run tests for learning, and improve your customer theory.

Unique content you won’t find anywhere else

Conversion Optimization Minidegree is the only advanced level CRO training program in the world.

Internet is full of superficial level content on this. More and more junk information is popping up on blogs and places. The best way to learn is from practitioners who’ve been doing this for years and years. We’ve got the best names in the industry to teach you this stuff.

The CRO Minidegree was great.

I previously took the CRO certification from Digital Marketer, and holy crap was I not prepared for how little I knew about CRO before enrolling in CXL Institute’s CRO Minidegree.

I thought I learned a lot, but when I saw what CXL Institute offered vs what they had… it was clear to me that what I thought was a pretty decent course was really something that just covered the tip of what your program touched on.

Bill Angelos, Owner @ Zero Point Media LLC

5 cumulative tracks, total of 74h 38min of videos & study material – designed to make you better at CRO.

Minidegrees are collections of individual courses, grouped together around a theme. Conversion Optimization Minidegree is designed to give you advanced level skills in conversion optimization.

All of our instructors are hand-picked, and carefully vetted. Our approach is straightforward – every instructor needs to be the absolute best in the world at what they do.

1 Foundations

CRO foundations

CRO foundations

All the things you need to know before doing CRO.

Total Time: 0h 45min

Remember the old marketing adage – “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half” – well, it’s the same with best practices. They work for half the websites, and you don’t know which half your website belongs to.

Blindly copying and implementing “best practices” is stupid – nothing scientific about it. You’re essentially using somebody else’s solution to their problems for your problems.

Best Practices

Best Practices

CRO best practices to start with.

Total Time: 1 hour 30 minutes

Half the money I spend on advertising is wasted;
the trouble is I don’t know which half.”

Tom Wanamaker, marketing pioneer and father of modern advertising

This old marketing adage applies to design best practices: They work for half the websites out there, and you don’t know which half your website belongs to.

Blindly copying and implementing “best practices” is stupid – nothing scientific about it. You’re essentially using somebody else’s solution to their problems for your problems.

Intro to Conversion Copywriting

Intro to Conversion Copywriting

Foundations of writing copy that sells.

Total Time: 1 hour 30 min

Copy can make or break your conversions. We sell with words. The exact words you use and the amount of text you use can make a huge difference.

The goal of “regular” text is to inform or entertain. The goal of sales copy is to get people to do something—to sign up, make a purchase, or something similar. Hiring a professional copywriter can be very expensive, which is one of the reasons why this is a valuable skill to have yourself.

Product messaging

Product messaging

Stop letting amateur copy wipe out your conversions

Improve your messaging strategy through customer research and analysis.

voice-of-customer research | value propositions | copy design

People & psychology

People & psychology

Understanding how people work, so you could convert them.

Total Time: 2 hours 30 min

People are irrational. People are cute. People are bad. People are good. People are all kinds of things – and science hasn’t figured us out yet.

You can spend years in universities studying human behavior. This course is not aiming to compete with those programs, but will teach you some of the more important concepts that you need to be aware of.

Social Proof

Social Proof

How to identify, gather, and display the optimal social proof your customers subconsciously hope to see on your website.

Total Time: 20 minutes

Experienced copywriter and content strategist Joel Klettke instructs how to identify, gather, and display the optimal social proof your customers subconsciously search for on your website.

In this course, you will learn to:

  • Craft compelling case studies
  • Conduct meaningful customer interviews
  • Strategically place social proof on your site
  • Better discern between Action-based & Preference-based
  • Keep your social proof inventive, new, & fresh
Intro to Neuromarketing

Intro to Neuromarketing

Introducing the discipline, and contextualizing it in the modern landscape of internet marketing.

The marketing industry desperately needs a shift in thinking.

If you’ve never heard of neuromarketing before, this course will introduce the discipline and contextualize it in the modern landscape of internet marketing.

Total Time: 2 hours

Developing & Testing an Emotional Content Strategy

Developing & Testing an Emotional Content Strategy

Emotional triggers and behavioral principles which shape your customer’s decision making process.

Total time: 25 min

In this course, Talia Wolf will outline her original framework that explores the emotional triggers and behavioral principles which shape your customer’s decision making process.

You will learn to test this strategy to secure actionable insights and ultimately get to understand your customers better. She will walk you through the 4 step framework in the context of online dating platforms with a special emphasis on mobile.

Influence and interactive design

Influence and interactive design

Concrete tactical design strategies to keep customers repeatedly engaging with your product or service

Total time: 35 minutes

In this course, Dr. Brian Cugelman presents an original framework synthesizing research on behavioral patterns from a neurochemical and evolutionary psychology background.

This model merges about 10 major practitioner and scientific frameworks and curates concrete tactical design strategies to keep customers repeatedly engaging with your product or service. You’ll learn to identify desired outcomes and achieve each one with a unique design strategy.

Learn (via design) to:

  • Direct Attention
  • Educate your Customers
  • Evoke Emotion
  • Remove Friction in Decision Making
  • Build Trust & Credibility
Google Analytics for beginners

Google Analytics for beginners

Go from zero to effective in using Google Analytics

Start using Google Analytics data to improve product, marketing, and strategy decisions – in no time.

analytics reportsevent trackingbehavioral data analysis

2 Conversion Research

This is the most important part of conversion optimization process. Conversion research done right ensures that you’ll be tackling the right issues which leads to more wins and bigger wins.

Recommended event video viewings:

Conversion Research

Conversion Research

CRO is 80% research and 20% experimentation. You need conversion research to get sustainable results over time. Learn this or fail.

Total Time: 4 hours 20 min

A man comes to a hospital. “I’m sick,” he says. “We’ll fix you right up”, says the doctor – and leads him to an operating room where he performs immediate surgery. The man is cured!

Now that never happens. You need to diagnose the patient before you know how to treat him. Sounds plain obvious, doesn’t it? Not so in the conversion world!

Using analytics to find conversion opportunities

Using analytics to find conversion opportunities

How to identify conversion opportunities with Google Analytics.

Total time: 54 min

Analytics expert Jeff Sauer explains how to identify conversion opportunities via digital analytics.

In this course, you will learn to:

  • Determine appropriate goals & filters
  • Set conversion goals
  • Better understand your audience
  • Evaluate traffic quality
  • Understand the implications of key metrics such as bounce rate & page value
  • Use segments & secondary dimensions
  • Interpret potential errors in your data
  • Using event tracking
  • Audit your analytics
Google Tag Manager for beginners

Google Tag Manager for beginners

Master fundamentals of Google Tag Manager

Apply basic GTM knowledge for increased power and control over data measurement.

tracking  |  the data layer  |  tagging

Fast and Rigorous User Personas

Fast and Rigorous User Personas

A data-driven framework that challenges the notion that User Personas must be either incredibly time-consuming to build, or arbitrary and rooted in stereotypes.

Total Time: 47 min

This data-driven framework challenges the notion that User Personas must be either incredibly time-consuming to build, or arbitrary and rooted in stereotypes.

In Part 1 of this course, you will learn to:

  • Write survey questions which are relevant, actionable, and unbiased
  • Identify which tool fits your needs for collecting quantitative data
  • Build your survey
  • Recruit respondents
  • Validate your data
  • Organize your responses

In Part 2, you’ll:

  • Simplify your data set via factor analysis
  • Analyze your data set via statistical clustering
  • Build archetypes from your clusters
Heuristic Analysis frameworks for conversion optimization audits

Heuristic Analysis frameworks for conversion optimization audits

Find massive conversion opportunities faster than ever.

Apply strategic, structured frameworks to improve your optimization program.

heuristic evaluation | user behavior analysis | prioritization

Google Analytics audit

Google Analytics audit

Learn how to audit and propose solutions to Google Analytics issues

Get a structured approach to diagnose and fix any account so you can trust your data and make the most of your digital marketing dollars.

auditing | analytics | google analytics

Course duration: 2h 38min

3 Testing

How to prioritize test hypotheses? How to run tests? When to stop tests? How to analyze results?

Recommended event video viewings:

8 Common Testing Mistakes and How to Avoid Them

8 Common Testing Mistakes and How to Avoid Them

There are a number of frequently made testing mistakes which will produce lackluster results, inaccurate data, and overall frustration. Learn the top 8 mistakes, and how to avoid them.

Total Time: 15 min

There are a number of frequently made testing mistakes which will produce lackluster results, inaccurate data, and overall frustration. With the right strategy these mistakes can be easy to identify, quick to correct, and largely preventable.

In this course, you will learn 8 of these missteps including:

  • False positives
  • Failing to optimize for different traffic sources
  • Running a test too long or not long enough
  • Testing too small of elements
  • Many more

Intermediate and beginning optimizers can benefit from this course.

How to Run Tests

How to Run Tests

What you need to know about A/B/n testing, and how to do it right.

Total Time: 5 hours 52 min

Testing is a key part of conversion optimization. It’s the only way to validate a hypothesis, to know what’s really working. Until you test something, you’re only guessing.

Testing Strategies

Testing Strategies

When to run what kind of tests.

Total Time: 54 min

Once you know how to run tests, the next step is to know when to employ which A/B testing strategy.

Statistics fundamentals for testing

Statistics fundamentals for testing

Overview of the statistical concepts that every marketer and optimizer should know.

Total time: 25 min

If you don’t know basic statistics then you can’t properly evaluate test results or even case studies of A/B testing. This course is an overview of the statistical concepts that every digital marketer and certainly every CRO should know.

This course will cover:

  • Sampling – Populations, Parameters, & Statistics
  • Mean, Variance, and Confidence intervals
  • What statistical significance (p-value)is and isn’t
  • Statistical Power
  • Sample size and how to calculate it
  • Regression To The Mean & Sampling Error
  • and 4 Statistics Traps to Look Out For
Statistics for A/B testing

Statistics for A/B testing

Become a proper optimizer and know your stats.

Understand statistical hypothesis testing to execute efficient A/B tests and correctly interpret results.

significance and confidence intervals | sample size and statistical power | various types of tests

A/B testing mastery

A/B testing mastery

Start making more money with your online experiments

Understand testing approaches that work (and pitfalls that don’t) to get more wins and insights from optimization efforts.

running experiments | customer base studies | prioritization

Advanced experimentation analysis

Advanced experimentation analysis

Be able to go into the data yourself, understand it, query it, and perform advanced statistical techniques

Learn how to work with advanced testing strategies, data science, and statistics using common sense language and minimal math.

metric building | regression discontinuity designs | statistics

4 Optimization strategies

Different optimization approaches for different circumstances.

Recommended event video viewing:

Optimizing for B2B

Optimizing for B2B

What you have to know about optimizing for B2B scenarios.

Total Time: 20 min

How should a long-term sales cycle ideally inform our content and structure? Should your website be an informational brochure or an exhibition of engaging content? Should we dazzle leads with our website or immediately connect them to a sales person?

In this video course, Marketing expert Bill Leake will teach you to:

  • Establish optimization goals custom to your sales engine
  • Find a balance between lead quality, quantity, and cost
  • Optimize your calls-to-action, content, and information architecture
  • Supplement your sales team and track attribution
Customer value optimization

Customer value optimization

A proven framework to convert prospects across a range of industries, from ecommerce to B2B.

Total time: 18 min
Too many websites pour all of their time, money, and energy into acquiring leads. But without a dependable strategy to convert this traffic to paying customers, all this effort would be in vain.

In this video course, Justin Rondeau introduces Customer Value Optimization Model. This is an original 5-step framework which has been consistently proven to convert prospects across a range of industries, from e-commerce to b2b.

Creating a segmentation strategy

Creating a segmentation strategy

How to kickstart your personalization efforts by figuring out your segmentation strategy.

Total time: 18 min

There are so many different angles from which to interpret your data that choosing a starting point can be very daunting. The process doesn’t need to be overwhelmingly complex, however. In this course you will walk through a concrete case study of an e-commerce segmentation project, so you can see the first step of personalization in practice.

You’ll also:

  • Get a glimpse of available tools
  • Learn some popular ways to segment your data, and in which situations they apply
  • Walk through a segmentation project examining data from an e-commerce site
  • Analyze, visualize, and interpret this data
  • Brainstorm applications for these insights (from drip campaigns to retention)
Digital psychology & behavioral design training

Digital psychology & behavioral design training

Understand what motivates your customers to convert.

Learn the essence of behavioral design, while developing a broad perspective on the psychology of online behavior.

emotional design | cognitive psychology | design audits

Applied neuromarketing

Applied neuromarketing

Understanding how your customers’ brains work, make more money.

Leverage knowledge of the human brain and buyer behavior to increase sales.

user behavior | emotional resonance | attention and perception

5 Conversion Optimization Program Management

How to manage a CRO program: tool, people, reporting, scaling and selling.

Recommended event video viewing:

How to Design, Roll Out, & Scale an Optimization Program

How to Design, Roll Out, & Scale an Optimization Program

Hiring models for CRO, tracking success, and scaling experimentation programs locally and globally.

Total Time: 20 minutes

The are a number of variables which play a pivotal role in getting your CRO program off the ground successfully. In this course, you’ll gain industry-specific insights into hiring models, tracking success, and scaling locally and globally.

In this course, you will learn to:

  • Identify what type of business model to implement
  • Find talent that’s right for your business needs
  • The key business metrics to track in order to measure program growth
  • How to communicate your program’s value in terms of dollars
  • Make big wins early on
Evangelizing for optimization in enterprise

Evangelizing for optimization in enterprise

Establishing and growing a CRO program within a large enterprise organization with pre-established modes of operation is a job in itself. Here’s how you do it.

Total time: 19 minutes

Establishing and growing a CRO program within a large enterprise organization with pre-established modes of operation is a job in itself. Garnering support and spreading education to countless different departments takes a great deal of planning apart from the energy required to operate the program itself. Fortunately this can be accomplished by correcting common misconceptions about CRO, assuming the burden of proof, and extending educational activities and resources to other departments.

In this course, you’ll learn to:

  • Carve out headspace for CRO by encouraging change & challenging the status-quo
  • Extend educational activities and outreach programs to build interest for CRO
  • Campaign for a budget for resources and technology
  • Correct misconceptions about CRO in other parts of your company
  • Clearly communicate test results to executives
Building your optimization technology stack

Building your optimization technology stack

How to choose the tools, get necessary budget, and squeeze all you can out of them.

Total time: 17 min

Growing a CRO team from nascency to a position of vitality in an enterprise environment can happen as quickly or as slowly as the team lets it. One of the most effective ways to catapult this growth is by constructing a thorough and articulate plan for investing in technology. Having a vision and knowing what to expect at each stage of your program’s growth is crucial.

In this course, you will learn:

  • What kinds of tools to invest in (or not invest in)
  • How to collaboratively campaign for budget
  • To get the most out of the tools you already have
  • How to write resourceful, compelling business plans
  • How much budget to spend on people vs technology
  • Rules of thumb for measuring success (over time and case-by-case)
  • A picture of what a CRO program’s technology stack should be at the crawl, walk, and run stage.
Optimize your optimization program

Optimize your optimization program

Learn methodology which incorporates hard metrics to measure both the quantity and quality of your tests over time.

Total time: 18 min

Exclusively looking at recent test results is not enough to gauge the efficacy of your overall testing program. In this course you will take a holistic look at your testing program so you can ultimately track and improve its efficiency. This course presents an original methodology which incorporates hard metrics to measure both the quantity and quality of your tests over time.

You will learn to:

  • Track inputs rather than just outputs
  • Measure test quantity via testing velocity, testing capacity, and testing coverage
  • Measure test quality via win rate and expected value
  • Strategies to motivate improvement in these areas
  • Synthesize these metrics to determine a program that fits for your company
CRO agency masterclass

CRO agency masterclass

Learn to start, build and grow CRO agencies

Learn how to best sell CRO services as an agency, and manage those projects once you have the clients.

lead generation | productization | client relationships

6 CXL Certificate Exam

Complete all required courses in the 5 tracks, then take this exam.

Final exam – CXL Conversion Optimization Certificate

Complete every course listed above (Tracks 2-5) to unlock the test.

You can re-take the test once in a 24-hour period.

How long will it take me to complete this Minidegree?

This is entirely up to you – it’s how many hours per week you can put in. If you have 2-4 hrs / week available for learning, it might take you around 6 months. If you can do 10-15 hrs / week, you can knock it out in 3 months.

Show off your new skills: Get a certificate of completion

Complete all courses and pass the final test to become a CXL Certified Optimizer. Our certification will help you accelerate your marketing career and/or land better clients.

CXL Institute is an authorized LinkedIn education provider

You can add your education, certificates, badges – everything you learned and earned at CXL Institute into the Education section of your profile.

How to find CXL Institute on LinkedIn

This platform truly helped develop my career.

I went from specialist to Head of CRO in 7 months. Many “right timed events”, I agree, but CXL made me confident.

The hours that I spent covering all the lessons were more than enough to avoid imposter syndrome. I was ready when I needed to be.

John O.

Sign up for CXL Institute and get access to

  • 50+ courses (full list here) on all aspects of data-driven marketing (new courses added every month)
  • 5 Minidegrees that give you advanced level skills
  • Talk recordings by world class practitioners at CXL Live and Elite Camp

The CXL Institute guarantee:

  • Guaranteed return on time spent or your money back.
  • You can immediately apply learnings and improve your results.

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See plans and pricing   or   Request demo (for teams 5+)