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Western Kentucky University

Market Motive - Conversion Optimization

Conversion Optimization (40 Hours)

Getting users to your site is only half the battle. Getting them to purchase, to register, to fill out your form, to convert them from visitors to customers — that is your end goal. Bryan Eisenberg and Avinash Kaushik provide a comprehensive overview of landing page optimization, and take you through some real-world examples of what works, what doesn't, and what steps you can take to, as Bryan says, "always be testing." In this course, you'll use video training modules as well as Bryan Eisenberg's book, Always Be Testing, to create a multi-pronged approach to the material.

Recommended prerequisites: Fundamentals: Conversion

This course qualifies graduates for OMCP® Certification.


Sections Include:

Section 1: Introduction to Conversion Optimization

In this introductory overview, you'll get a good feel for what it means to embrace an "always be testing" culture, including a series of short training videos from Google on Website Optimizer that will enable you to easily add a variety of critical tests on your site.


Section 2: Developing an Optimization Framework

Bryan walks you through the process of calculating the sales potential in your existing traffic, how to discern visitor intent, and how to prioritize your marketing efforts to satisfy your most qualified visitors.


Section 3: Understanding Your Customers: The Four Personas

Bryan shows you how to recognize the Competitive, Spontaneous, Humanistic, and Methodical users who visit your site, and how to give each of them exactly what they need to make them stay — and buy. You'll learn how to create personas, turn them into working narratives, and use the narratives to build scenarios that will convert your site visitors into customers.


Section 4: The Testing Cycle

Testing and optimization aren't just for the Amazons of the world; all companies with a website should be continuously testing and refining to increase conversion rates. Even if you lack the resources to test every aspect of your online business, Bryan will show you how to find the best opportunities to apply the testing cycle for maximum benefit.


Section 5: Building the Perfect Landing Page

Designing a landing page that converts is about more than just choosing the right button color, or moving items around on your web pages — it's about understanding customer motivation and the critical issues that make people convert. Bryan will show you proven methods that make an impact on customer experience and increase conversion rates.


Section 6: Establishing Credibility with Your Users

Helping customers make the decision to do business with you means gaining their trust. Bryan shows you how to enhance the credibility of your website to increase conversions and build lasting relationships with your customers.


Section 7: Maintaining Scent

"Scent" is the information trail your visitors are following when they come to your site. Mark that trail with consistent design and messaging that builds, invites, and guides, and they'll follow it through your site and all the way to checkout. Bryan provides a multitude of examples to help you understand when scent is working, and when it's not. Learn your lessons from these success stories to keep scent alive in your own marketing campaigns and lead your visitors down the conversion path.


Section 8: Attention Interest Decision Action Satisfaction (AIDAS)

It's simply not enough to get the sale anymore. These days, it's also necessary to know that your buyers are satisfied after their purchase. In this workshop, Bryan teaches you how to speak the language of your customers to entice them with your offer, get the sale, and keep them happy afterward.


Section 9: Optimizing Web Copy

Copy is the most persuasive element of any webpage, but copywriting is more than writing sexy copy. It's about formatting text for readability, conveying a good first impression, knowing when less is more — and when more is too much. Bryan reveals the secrets to effective copywriting as he walks you through a 10-step process for improving the copy on your website.


Section 10: The Voice of the Customer

Customer reviews and testimonials are an extremely valuable asset to your website, yet many companies don't use them as effectively as possible. In this module, Bryan shows you what to look for in a good testimonial, how to turn customer reviews into better converting copy, and where best to place reviews and testimonials.


At the conclusion of this course, you will receive a Certificate of Completion from WKU.

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 Last Modified 9/24/14