Landing page optimization

Landing Page Optimization Training

This course will give you the skills you need to approach any landing page optimization project with the confidence of a pro optimizer.

In just 8 sessions you will...

  • Learn how to analyze landing pages and build an effective optimization strategy
  • Get a toolbox of practical research methods and optimization tactics including GA reports and auditing processes
  • Establish a deeper understanding of core principles of psychology and neuroscience
  • Learn how to conduct crucial conversion research (both qualitative and quantitative)
  • Improve your design and copywriting skills
  • Have a ton of fun while learning awesome skills from your instructor!

Michael Aagaard
Michael Aagaard, Senior Conversion Optimizer, International Keynote Speaker & Speaker Coach


    What do you do when the awesome landing page you spent weeks developing simply doesn’t perform?

    The easy answer is “Start optimizing!” But that introduces a whole series of difficult questions: Where do I start? How do I figure out what the problem is? Should I start testing right away? Do research first? If so, what kind? What if my efforts backfire?

    In this course, you'll learn solid processes for analyzing your landing pages, conducting appropriate research and applying the right optimization tactics. We'll get into user psychology, some neuroscience, copy, design, information hierarchy and not least, qualitative and qualitative conversion research.

    If you want a reliable, data- and research-informed approach to landing page optimization, this is the course for you.

This course is right for you if...

  • You get nervous when your manager or clients ask you to optimize an important campaign landing page.
  • Your optimization efforts are based on more or less random ideas and gut feeling and you are not getting satisfying results.
  • You’d like a more structured and strategic approach that is based on research, data and user psychology.

This course is NOT for you if...

  • You want “5 quick hacks guaranteed to increase conversions on any landing page!”
  • You believe that LPO is a simple process of running as many A/B tests as possible.
  • You think that landing page experience isn’t that important to your business.

Skills you should have before taking this course:

This course is essentially suitable for everyone, however, it is an advantage if you have:

  • A general understanding of Google Analytics
  • Previous experience creating/optimizing landing pages
  • Basic understanding of user research


About your instructor:
Michael Aagaard

Michael Aagaard has been a full-time CRO since 2008 and has helped companies all over the world improve their online businesses. He has worked with everything from SaaS to non-profit and has experience as an external consultant and as an in-house conversion optimizer.

Michael's approach to CRO revolves around user research and consumer psychology. He is a sought-after international keynote speaker and is generally known as one of the most passionate and enthusiastic people in the industry.

Michael Aagaards

Why we hand-selected Michael to teach this course

Michael is a true leader in the CRO industry. He is one of the few optimizers that truly "gets it". His approach is based on solid research - not speculation and guesswork.

Peep Laja, Founder @ CXL

Michael has consistently outperformed our expectations and brought a high degree of innovation and professionalism to our CRO efforts. He has replaced guesswork with a solid, research-based methodology.

Rick Perreault, CEO & Co-Founder @ Unbounce

Michael is the most fearless, curious CRO I've ever had the pleasure of knowing. He's one of those rare talents that can combine left- and right-brain thinking to craft intensely interesting data-driven experiments. The cherry on top? You don't just wanna work with him - you also wanna grab a beer (or three) with him.

Joanna Wiebe, Co-founder @ Airstory


Your curriculum

Classes are self-paced and entirely online.

Landing page optimization

Class 1

Understanding the landing page experience

Your landing page is just one piece in a much bigger puzzle. Creating an awesome and effective landing page experience is about much more than just what goes on on the page itself. In this kickoff session, we’ll dive into the complexities and multiple aspects that influence the final user experience.

Class 2

Psychology and neuroscience fundamentals

Understanding how the brain works and how humans make decisions are two very important aspects of creating a good landing page experience. In this lesson, we’ll look at fundamentals principles and how you can leverage these in your optimization efforts.

Class 3

Information hierarchy and wireframing

A logical and well-structured information hierarchy is the backbone of any high-converting landing page. Building wireframes early on help you visualize, structure and critique the ideas you have in your head and facilitate collaboration.

Class 4

Quantitative research

Gathering quantitative data is a very important step in LPO. This insight gives you an overview of what users are doing where things are going wrong. Moreover, it provides you with important insight on who your target audience is and how they interact with your landing page.

Class 5

Qualitative research

Where quantitative research helps you answer “where”, “what” and “who”, qualitative research helps you answer “why” questions. This is the insight that you simply cannot get from analytics - and therefore absolutely critical to the entire optimization process.

Class 6

Landing Page Copywriting and Design

A crash-course in copywriting and design. We’ll cover the most important aspects of copy and design and look at how the two support each other in the conversion experience.

Class 7

Putting it all together: How to audit landing pages and build an optimization strategy

This session is all about putting everything you’ve learned in the course together into a solid practical process: from audit to optimization strategy.

Class 8

Interactive Q&A session

By the end of the course, we will have covered a lot of ground and done a lot of exercises. The last session gives you the opportunity to ask clarifying questions, show some of our work and fill in potential gaps.


You will also get introductory video lessons

In addition to classes, you’ll get access to snack-sized video lessons with actionable assignments to bring you up to speed before the course starts.


Show Off Your New Skills:
Get a Certificate of Completion

Once the course is over, pass a test to earn a CXL certification.

Add it to your resume, your LinkedIn profile or just get that well-earned raise you’ve been waiting for.

Did you know CXL Institute is an authorized LinkedIn education provider?

You can add your education, certificates, badges – everything you learned and earned at CXL Institute into the Education section of your profile.

Enroll now

You'll get...

  • 8 in-depth classes with Michael.
  • Actionable introductory videos (with assignments) to get you up to speed before you start the course.
  • Access to a private, members-only discussion group with Michael and your peers.

Need help communicating the value of this course to a teammate or manager?
Use this PDF

ENROLL NOW — $499.00

Teams of 2 and more get a 25% discount during checkout.

After completing the payment you can login to the course homepage.
7-day money back guarantee.