Conversion Rate Optimization — Real Experiments, Real Lifts

About this course

CRO is misunderstood as testing tactics. It's actually applied behavioral science. We work through user research → hypothesis → experiment design → analysis on real e-commerce and SaaS pages. Tools-agnostic (works with VWO, Optimizely, GA4 experiments) but with real frameworks: ICE prioritization, Bayesian vs frequentist, the false-positive problem nobody mentions.

What you'll cover

• 1

  What CRO is and isn't

  Tactics vs. discipline. The 3 questions before you ever run a test.

• 2

  User research that fuels hypotheses

  Heatmaps, session recordings, surveys. Where pain hides.

• 3

  Hypothesis design and prioritization

  If/then/because. ICE vs PIE. The 5 hypotheses that always win.

• 4

  Experiment design and sample size

  Calculating MDE. How long is long enough. Sequential testing pitfalls.

• 5

  Statistical significance — without the PhD

  P-values explained simply. Bayesian alternative. When to call a test.

• 6

  Post-test analysis and meta-learning

  Why this won/lost. Building a knowledge base across tests.

Skills you'll build

• CRO
• A/B testing
• VWO
• GA4 experiments
• user research
• statistical significance
• Bayesian
• growth