Become great at landing page optimization
Increase conversion rates on any landing page you work on.
Online course
By Michael Aagaard,
Senior CRO consultant
Course length: 4h 22min
Some of the companies that train their teams at CXL:
What do you do when the landing page 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?
This course will teach you how to answer these questions and many more. You’ll learn solid processes for analyzing your landing pages, conducting appropriate research and applying the right optimization tactics. We’ll get into qualitative and qualitative conversion research, information hierarchy, design, copywriting and not least neuroscience basics.
Course overview
After taking this course you’ll…
- Know how to analyze landing pages and build an effective optimization strategy
- Posses a toolbox of practical research methods and optimization tactics including GA reports and auditing processes
- Understand how to conduct crucial conversion research (both qualitative and quantitative)
- Have a deeper understanding of core psychology and neuroscience principles
- Be much more confident in your design and copywriting skills
Learn to identify your greatest optimization opportunities
There are a million and one things you could change on any given landing page. Most of those things aren’t going to have an impact on conversion. This course will teach you how to analyze landing pages and build an effective optimization strategy. Moreover it will give you a toolbox of practical research methods and optimization tactics including GA reports and auditing processes that will help you identify your greatest optimization opportunities.
Skills you will master
Ilona Hetsevich, Performance Marketing Manager @ Codewise
Brandon Kinney, Paid Search Manager @ ProjectManager.com
I’ve taken a few CXL courses and this one was by far my favorite. I really appreciated the psychology of it, and some of the Michael’s examples were almost identical to things I was trying to solve. In short, it helped me a lot.
Kyneret Azizo
I love Michael’s passion for LPO. I appreciate his systematic way of teaching and how he really gets into the details and shows us great visual examples of the principles he’s referring to.
Francis Angelo Reyes
This landing page optimization course has always been my favorite. It’s concise and blends core concepts (analytics, research, copywriting, design, etc.) well.
This course is essential for you if …
- You’d like a more structured and strategic approach to LPO that is based on research, data and user psychology.
- You want to be more confident when your client or boss asks you to increase the performance of important landing pages.
- You are tired of basing your optimization efforts on random ideas and not getting satisfying results.
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 beneficial for anyone wanting to learn more about landing page optimization. Prior experience with landing pages, Google Analytics and a basic understanding of user research are an advantage.
Michael has been practicing CRO full time since 2008 and has worked with companies all over the world ranging from charities to E-commerce and SaaS.
He currently works as a freelancer, but has worked with and for several agencies and was Senior Conversion Optimizer for Unbounce in Vancouver from 2015 to 2017. He has held keynotes in 12 different countries and loves getting on stage to share what he has learned in his CRO career.
Get a lesson preview
Your full course curriculum
Landing page optimization
1 Understanding the landing page experience
2 Fast vs slow thinking and cognitive biases
3 Intro to brain chemicals – Dopamine and Cortisol
4 Wireframing and Information Hierarchy
5 Quantitative LPO research in UA and GA4
6 Qualitative LPO research – part 1
7 Qualitative LPO research – part 2
8 Landing page copywriting part 1 – How to write copy for landing pages
9 Landing page copywriting part 2 – The 5 most important landing page copy elements
10 Landing page design part 1 – the 6 most important design elements
11 Landing page design part 2 – Visual Hierarchy, the 6 most important aspects
12 Landing page design part 3 – form design
13 Putting it all together – How to audit landing pages and build an optimization strategy
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Learn Landing Page Optimization: FAQ
Who is this course for?
This course is essential for you if:
- You’d like a more structured and strategic approach to LPO that is based on research, data and user psychology.
- You want to be more confident when your client or boss asks you to increase the performance of important landing pages.
- You are tired of basing your optimization efforts on random ideas and not getting satisfying results.
Some careers that will especially benefit from this course are SEO specialist, CRO specialist, UX designer, content manager, growth manager, web designer.
What will you learn?
After taking this course, you will:
- Know how to analyze landing pages and build an effective optimization strategy
- Posses a toolbox of practical research methods and optimization tactics including GA reports and auditing processes
- Understand how to conduct crucial conversion research (both qualitative and quantitative)
- Have a deeper understanding of core psychology and neuroscience principles
- Be much more confident in your design and copywriting skills
What does the course include?
Our Landing Page Optimization training includes 14 lessons, 0 downloadable resources, 4h 22min of video material, several assignments, and a final exam.
Are subtitles available for the lessons?
Lessons have English subtitles and transcriptions available.
Will I receive a certificate of completion?
After taking this course, you will receive the Landing Page Optimization Certification from CXL, with credentials that you can add to your LinkedIn profile.
What is the refund policy?
All plans come with a 7-day refund period .
How long will it take for me to finish it?
This is entirely up to you – it’s how many study hours per week you can put in. This course is 4h 22min long.