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

Sign up to All-Access: $289 / month Buy just this program for $299

English subtitles Certificate included

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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

CopywritingLanding page optimizationConversion Rate Optimization (CRO)User researchConversion researchOptimization strategyUser psychology

Ilona Hetsevich, Performance Marketing Manager @ Codewise

The best course in terms of amount of valuable information, real-life examples, case studies, additional resources and useful pieces of advice. Well structured and contained all the useful information on qualitative and quantitive research, design and copywriting, information hierarchy and understanding user behaviour. I apply gained knowledge on an every day basis at work.

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 Aagaard

Senior CRO consultant

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

  • Understand how key elements of a landing page fit together.

    A clear information hierarchy is the backbone of any great landing page. Learn the basics in this free lesson.

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Your full course curriculum

Landing page optimization

1 Understanding the landing page experience

Creating an effective landing page experience isn’t just about what goes on on the page itself. In this session, you’ll dive into the multiple aspects that influence the overall user experience and what role the landing page plays. Moreover, you’ll get

2 Fast vs slow thinking and cognitive biases

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 some basic psychology principles and three cognitive biases. Topics Covered: Underst

3 Intro to brain chemicals – Dopamine and Cortisol

In this lesson you’ll get an introduction to basic neuroscience and two of the most important brain chemicals that affect the landing page experience. Topics Covered: Understand how brain chemicals affect human user experience so you can take this into

4 Wireframing and Information Hierarchy

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. Topics Covere

5 Quantitative LPO research in UA and GA4

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

6 Qualitative LPO research – part 1

Where quantitative research helps you answer “where”, “what” and “who”, qualitative research helps you answer “why” questions. In this lesson you’ll learn how to conduct a full funnel walkthrough. Moreover, you’ll learn more about how to get important

7 Qualitative LPO research – part 2

In part 2 you’ll get a deeper understanding of how to use tools like Session Recording, Feedback Polls and Heat Maps in your LPO research. Topics Covered: Learn how to get insight from Session Recordings and how to incorporate these insights in your LP

8 Landing page copywriting part 1 – How to write copy for landing pages

Consider this lesson a crash course in landing page copywriting. You’ll learn the most important aspects of writing copy for landing pages and how to use your information hierarchy as a guide for how to structure your copy. Topics Covered: Learn the fu

9 Landing page copywriting part 2 – The 5 most important landing page copy elements

In this lesson you’ll get an overview of the most important copy elements you have at your disposal and how to use these most effectively. This lesson includes formulas and templates that’ll help get you off to a flying start. Topics Covered: Get a dee

10 Landing page design part 1 – the 6 most important design elements

In this lesson you’ll get an introduction to landing page design and what to focus on in order to put together an effective landing page experience. This lesson includes the 6 most important design elements. Topics Covered: Understand the basics of des

11 Landing page design part 2 – Visual Hierarchy, the 6 most important aspects

In this lesson you’ll learn what Visual Hierarchy is and how to use the 6 most important principles of visual hierarchy in your design work. Topics Covered: Get a deeper understanding of Visual Hierarchy and how it affects the experience your users hav

12 Landing page design part 3 – form design

In this short lesson you’ll get practical tips for designing high-converting forms for your landing pages. Topics Covered: Get a deeper understanding of what role your forms play in the overall landing page experience. Learn important aspects of form d

13 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. Topics Covered: Get an overview of the entire process including everything you’ve learned so far in

It’s the potential impact of the material and the obviousness of it once it’s brought to your awareness. When you’re looking at a little tweak in the way you think about and organize every funnel that leads to 2x conversions, that gets my attention. And the illustrations of the impact 100 ms vs. 5 seconds were big for me, because I experienced it.

Nathan Slaughter, Founder @ Star Fuel Studio

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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.