Training .Courses

Complete Guide to Conversion Rate Optimisation (CRO)

All Skill Levels | Edinburgh

Complete Guide to Conversion Rate Optimisation

Discover what it takes to turn a visitor into a customer.

Key to maximising the return on digital marketing investment, conversion rate optimisation is the art of increasing the number of visitors you convert. Like any multi-discipline task, it can be a tricky sell internally and can take some organisations time to get off the ground but when you get it right, you can see the benefits to your bottom line.

The complete guide to conversion rate optimisation will develop and polish the skills of professionals and enterprises that want to work with, or within, a CRO team.

You’ll learn how to plan and implement a proven CRO process. Discover the foundations at every step of the way, from gathering research and developing test hypothesis to designing, launching and analysing your own experiments.

Each .Course is guided by the people who are taking part, be sure to tell us all about yourself and your ideal objectives beforehand and we'll tailor your digital marketing session to you (and your fellow attendees) as much as possible.

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The Digital Co Training process

01. Choose your .Course

Once you've decided on the right training .Course, tell us a bit about you, your business and your objectives.

02. Test Yourself

Use our online skills test to hunt out the areas that need working on for you, your business and anyone else who's coming to your session.

03. Tailor-made Training

By listening to your needs and objectives and mixing in your skill test result, we'll build you a bespoke training session.

04. Post-training Aftercare

Back in the office and struggling to put ideas into action? Do not worry; we're still here to help you with any questions you may have.

What will my day look like?

Expect tons of interaction, discussion, debate and group exercises...

... like: critique a landing page, prioritise hypothesis, design a test, configure an experiment, analyse results

  • 2 Day Classroom Course
  • 9.30am – 4.30pm (Meals & snacks on us!)
  • Up to 20 participants
  • City Centre location – The Scotch Whisky Experience

An engaging, interactive session with digital takeaways, including a UCD flow.

The group of up to 20 participants ensures you get the answers you are looking for and to spark great conversations without anyone getting lost in the crowd. 

You’ll also get virtual access to the trainer if you have any questions after the session as well as everything you need to start applying your new knowledge in the real world.

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Should I take this course?

Analysts, Designers, Marketers or Developers

Whether you're new to digital marketing and interested in CRO or you're a junior analyst, designer, interface developer, usability/ux or marketer tasked with joining/supporting a CRO project, this is where to find your feet.

Seasoned Digital Professionals

Professional analyst, designer, interface developer, usability/ux or marketer who's caught the CRO 'bug'? Interested in working with a CRO team or been tasked with bringing CRO in house? This is the training for you.

Enterprises and SME Businesses

Perfect for businesses looking to bring CRO in house, embarking on a new project or hoping to train staff to work with an existing CRO partner, this course offers a structured methodology backed by real research for real results.

How will I benefit?

You will walk out the door understanding:

  • How effective CRO will benefit your business
  • The key principals of Conversion Rate Optimisation
  • The tools required for Conversation Rate Optimisation success
  • How to embed a test & learn culture to your business

You will be able to:

  • Implement CRO techniques across your digital assets
  • Create and work with user research and personas
  • Plan and implement a proven CRO process
  • Define, prioritise, develop, design and build experiments
  • Track & measure your success

What you will learn

01. The CRO effect

  • Learn what CRO can achieve
  • Identify your own website conversion rate
  • Calculate the cost to your business of not investing in CRO
  • Plan how to implement a proven CRO process
  • What do you aim to achieve with CRO?
  • What would an improved performance mean for your business?
  • Who are the people responsible for making CRO happen and how can you help them?

02. Where good ideas come from

  • Uncover key sources of user data and audience insights
  • Learn how to analyse digital campaigns and visitor engagement
  • Work with user research and personas
  • Identify what your users will respond to
  • Develop factors for prioritising experiment ideas
  • What sources of user data and audience research do you have access to?
  • How do you interpret those sources?
  • What types of test do you use?
  • How do you determine which test ideas will have the most impact?

03. Running an A/B experiment

  • Testing tool selection and integration
  • Creating a test plan, schedule and timeline
  • Designing and configuring experiment variants
  • Analysing experiment results
  • Does your organisation already use a testing tool?
  • If not, how do you choose?
  • How do you build new design variants using a testing tool and measure their performance?

04. CRO strategy in practice

  • How to mature your CRO strategy
  • Segmentation, behavioural & technology based testing
  • Top conversion optimisation tips
  • How do you develop a process of continuous performance improvement?
  • How do you develop a process of continuous performance improvement?

Looking to expand digital marketing skills? Add a CRO string to your bow

Book this .Course

Sarah Curds

Informed Design

Owner and founder of Informed Design, Sarah has 15 years of digital marketing experience and she spent eight of those with one of the top digital agencies in Europe. Used to leading complex international design and marketing campaigns for brands of all sizes, she's got a real eye for detail as well as plenty of exciting ideas for the bigger picture.

An enthusiastic trainer who's also the driving force behind countless fantastic UX and CRO campaigns, Sarah's a warm, calming and inspiring presence.

Meet Sarah

CRO training helps you turn missed opportunities into conversions

Your venue

Where are we hosting you? The Scotch Whisky Experience Vaults, of course! A peaceful wee gem, overlooking the city, with state of the art tech and the perfect working vibe. There will be plenty of space for spreading out and delicious, Scottish meals and snacks to keep your creative fire stoked.


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