LEARN DIRECTLY FROM BRYAN IN HIS ONLINE COURSE

Want to improve your conversion right away? Boost your landing page and conversion skills in Bryan's online conversion course. This course includes on-demand video lessons, live screen share webinars with Bryan Eisenberg, Avinash Kaushik, and other bestselling authors and top speakers.

Use Q&A forums so you can interact directly with Faculty and other students. Online quizzes ensure you're on track and "getting it", so you can walk away with a certificate of completion and an OMCP ™ Certification.

Conversion Curriculum

Many people still don't realize that getting users to click to your site is only half the battle. Getting them to purchase, to register, to fill out your form... these are the true goals, and are often overlooked.

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 "always be testing." In this course, we'll be using both video training modules as well as Bryan Eisenberg's book "Always Be Testing" to create a multi-pronged approach to the material.

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.

CONVERSION PLANNING
In this section, you'll learn how to identify and qualify your website traffic so you can better understand which leads are most likely to result in conversions. Then, you'll dive into one of the more critical aspects of optimization: customer personas. You'll discover the strategies and goals of each persona, and more importantly, how to build your site so it gives each persona what they need to feel comfortable doing business with you.

You will learn:

• How to assess your page's relevance to the user's query.
• How Acquisio, ClickEquations, Clickable and others are succeeding (and failing).
• How to calculate your traffic's sales potential.
• The importance of disqualifying certain visitors.
• The differences between conversion and persuasion.
• The 4 basic personas and their customer behavior.
• How to map out the structure of your website to fit your personas.
• Why you should simplify the checkout process.

See Sample Video

CREATING CONVERSION STRUCTURE
Now it's time to learn about structure, including definition of goals, deciding what to test, measurement of your results, and quality evaluation of your landing pages. You'll also become familiar with the Conversion Optimization Toolbox, which will prove very valuable as you evaluate, design, and test your pages.

You will learn:

• How to prioritize the potential changes to your website.
• The three main factors to consider before you begin testing.
• The importance of testing for impact, not variations.
• 9 variables to include in your landing page and 5 dimensions to rate them.
• 30 key optimization factors broken into 4 main categories.
• How the Battleship Grid works and how to make it work for you.
• How using photos of people can work against you - and what to do about it.
• The must-have tools to keep your site primed for conversion.

BUILDING MOMENTUM
Momentum. Keeping your users interested, trusting in you, and consistently moving through your site and through the conversion process are the ultimate goals. In this module, you'll take a close look at all the things that keep your customers happy and wanting to do business with you. Plus it's time to take a look at the results of your first test, and run a second test.

You will learn:

• One of the biggest reasons consumers leave a retailer.
• Why you need to be careful of your use of stock photography.
• How to create a great 'about us' page that establishes trust with your customers.
• How to increase conversion using trending topics.
• Where the biggest opportunities are to improve conversion rates.
• How to effectively insert keywords into a landing page dynamically.
• How coupon codes can cause conversion problems.

See Sample Video

ENGAGING IN DIALOGUE WITH YOUR USERS
Communication between you and your customer is a critical part of the success of your business. Everything from the language you use on your website all the way to managing complaints, reviews, and testimonials can sway users either way about your products and services. In this module, you'll take a look at the multiple ways in which you and your customers communicate with each other.

You will learn:

• Ten steps to improve your copy.
• Why verbs are superior to adjectives when writing persuasive copy.
• Why the words you use in links matter.
• Three triggers for word of mouth stories.
• How to use customer reviews to enhance product copy.
• How to correctly implement customer reviews on your site.

WEB ANALYTICS ANALYSIS AND MEASUREMENT
Defining useful metrics is absolutely critical to successful testing. Yet it's difficult to know exactly which metrics are the most effective and which are a waste of time. For years, analysis revolved around tracking total and unique visitors, but luckily things have become a great deal more sophisticated -- and complicated. In this module, Web Analytics faculty chair Avinash Kaushik joins the conversation with a comprehensive introduction to KPIs, providing a solid foundation for your more advanced analytics strategies.

You will learn:

• How to think about your KPIs to set achievable goals.
• Understanding and implementing segmentation and filtering.
• How to review your top exit and landing pages to reveal opportunity.
• Six examples of key performance indicators.
• The most important question you need to answer in web analytics.
• How to present your KPIs to drive action.
• Why you should not trust averages and what you should trust instead.
• Why percentages can be misleading.

See Sample Video

ADDITIONAL TIPS AND CURRICULUM REVIEW
In this module, Bryan takes all the concepts and strategies and turns them into action items. You'll see 21 tips for top converting websites as well as actionable exercises to capitalize on in your own company -- especially if you're tracking social media trends, which you should be.

You will learn:

• What Victoria's Secret is doing so right (it's not what you think).
• How to make your forms more engaging.
• 4 great ways to use the Voice of the Customer.
• 5 steps to better conversion in just one week.
• How to engage new customers via social media.
• How to track your social media success.
• 7 'Must-Have' product page elements.
• 20 tips to reduce shopping cart abandonment.

See Sample Video

BONUS: PPC CONVERSION STRATEGIES
Turn paid search clicks into real conversions with landing pages that deliver on the promise of the ad. Create a seamless transition from the ad to the page that maintains scent, stays on message, keeps your visitors focused, and helps compel your visitor to convert.

You will learn:

• How paid search ads can influence your conversion rate.
• How syncing your landing pages with your ads can lead to more conversions.
• How 4 different users can have 4 different desires from the same product.
• The white board method of defining your product's attributes.
• The 7 deadly sins of PPC advertising.
• How to leverage the PPC management process.

BONUS: CONVERSION MATH ANALYTICS
Which landing page is your best performer? Are you sure? Bryan and guest lecturer, mathematics expert John Quarto-von Tivadar, shows you how to tell if you've got enough impressions and conversion data to be statistically significant. You'll be able to know with certainty which of your pages are performing and which need to be improved -- or just plain thrown out.

You will learn:

• The 8 most common ways you mislead yourself.
• How statistics lie.
• How to test using bell curves.