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Conversion optimization

Learn about the principles and best practices for setting up a simple AB test and a broader CRO programme

Module purpose

Conversion rate optimization or ‘CRO’ for short, is aimed at getting more from your media investments by increasing leads or sales from visitors to your site. You may know of it as ‘AB testing’ where different versions of a page are served to visitors to see whether conversion rate can be increased.

In this module you will discover why running regular controlled experiments or a CRO programme of structured tests can improve your website conversion rates.

You can use our conversion optimization planner template to prioritize and manage your tests.

How is the Learning Path structured?

  • Objectives
  • What is CRO?
  • What is AB or split testing?
  • What is multivariate testing (MVT)?
  • Which tools can be used to run tests?
  • Setting up a structured testing programme
  • Summary

Learning Objectives

  • Understand the principles of AB testing
  • Understand how AB testing is performed in Google Optimize
  • Devise a process for setting up a CRO programme

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This module is in the RACE Practical Digital Strategy Learning Path

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What are Learning Paths?

A modern training solution to help businesses grow through marketing

Learning Paths bring together all of the relevant training and associated resources into a single, customizable journey.

Whether it's specific, task-based skills or fully mastering a single discipline, Learning Paths provide the training your business needs to expand into new channels and improve the results of your current marketing activities.

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Learning Paths are divided into strategic and channel-based marketing modules, which help you align development needs with business objectives.

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Each Path is supported by our 20 comprehensive marketing toolkits, reducing outsourcing costs by expanding your in-house knowledge and expertise.

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Deliver real business results with our practical, ready-to-go templates. Instantly apply them to your own marketing activities to drive efficiency and track your results.

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