Conversion Funnel Optimisation Course

Lesson 1 • Key Metrics for Each Stage

Introduces stage-specific KPIs such as click-through rate, cost per lead, and close rate. Ties metrics to business outcomes rather than vanity numbers.

Lesson 2 • What a Conversion Funnel Is

Defines the conversion funnel as a structured path from awareness to purchase. Establishes shared vocabulary used throughout the course.

Lesson 3 • Mapping Your Business Funnel

Guides learners through auditing an existing business to identify funnel entry and exit points. Produces a documented funnel map as a deliverable.

Lesson 1 • Segmentation Strategies

Teaches behavioural, demographic, and intent-based segmentation to personalise funnel paths. Proper segmentation reduces wasted spend and increases relevance.

Lesson 2 • Building Buyer Personas

Synthesises research into actionable personas with demographics, psychographics, and buying triggers. Personas become the reference point for all funnel copy and design.

Lesson 3 • Quantitative Data Sources

Explores analytics platforms, CRM exports, and behavioural data to validate qualitative findings. Teaches learners to identify statistically meaningful patterns.

Lesson 4 • Jobs-to-Be-Done Framework

Applies the jobs-to-be-done lens to understand why customers hire a product or service. Reframes messaging around functional, emotional, and social jobs.

Lesson 1 • Paid Search and Social Advertising

Covers campaign structure, audience targeting, and ad creative for paid channels. Emphasises quality score, relevance, and cost-per-click efficiency.

Lesson 2 • Social and Referral Channels

Explores organic social, influencer partnerships, and affiliate programmes as awareness drivers. Teaches attribution of referral traffic to funnel entry points.

Lesson 3 • Building a Multi-Channel Acquisition Plan

Integrates paid, organic, and referral channels into a cohesive plan with budget allocation and timelines. Produces a documented acquisition strategy as a deliverable.

Lesson 4 • Organic Search and Content Marketing

Teaches keyword research, on-page optimisation, and content planning to attract intent-driven traffic. Positions SEO as a compounding top-of-funnel asset.

Lesson 1 • Form and CTA Optimisation

Optimises form length, field labels, and CTA button copy to maximise submission rates. Covers micro-copy that reduces anxiety at the conversion point.

Lesson 2 • Page Speed and Technical Performance

Connects page load time to bounce rate and conversion rate with data benchmarks. Teaches image compression, caching, and script management as quick wins.

Lesson 3 • UX and Visual Hierarchy

Applies visual hierarchy, whitespace, and directional cues to guide visitors toward the CTA. Reduces cognitive load to lower friction at the decision point.

Lesson 4 • Conversion Copywriting Principles

Teaches headline formulas, benefit-driven body copy, and objection-handling techniques. Copy is treated as the primary conversion lever on any page.

Lesson 1 • Automation Workflow Setup

Builds trigger-based workflows using if-then logic, wait steps, and goal completions. Learners map and configure a full nurture automation as a hands-on exercise.

Lesson 2 • Segmentation and Personalisation

Applies behavioural and demographic segments to tailor email content and timing. Personalisation beyond first name is shown to lift open and click rates.

Lesson 3 • Nurture Sequence Architecture

Designs multi-email sequences mapped to funnel stages, from welcome to conversion. Each email's role, timing, and goal are defined before writing begins.

Lesson 4 • Email Copywriting and Design

Teaches subject line formulas, preview text, and scannable body copy for high engagement. Plain-text vs. HTML trade-offs are evaluated with deliverability in mind.

Lesson 1 • Retargeting Ad Creative Strategy

Designs ad creative sequences that progress from awareness reinforcement to direct offer. Matches creative message to the prospect's last known funnel position.

Lesson 2 • Audience Segmentation for Retargeting

Segments retargeting audiences by page visited, time on site, and funnel stage reached. Granular segments enable more relevant ad creative and offers.

Lesson 3 • Measuring Retargeting ROI

Evaluates retargeting performance using incremental lift, view-through attribution, and ROAS. Teaches holdout testing to isolate true retargeting impact.

Lesson 4 • Email and SMS Re-Engagement

Builds behavioural email and SMS triggers for cart abandonment, browse abandonment, and inactivity. Combines channel timing to maximise re-engagement without over-messaging.

Lesson 1 • CRO Research and Diagnosis

Uses heatmaps, session recordings, and funnel analytics to diagnose where and why visitors drop off. Research precedes every optimisation hypothesis.

Lesson 2 • Hypothesis Development

Structures observations into testable hypotheses using a problem-solution-metric format. Prioritises hypotheses by potential impact and ease of implementation.

Lesson 3 • A/B and Multivariate Testing

Designs statistically valid A/B and multivariate tests with correct sample sizes and run times. Covers test isolation to ensure clean, actionable results.

Lesson 4 • Interpreting and Acting on Results

Teaches correct interpretation of test data, including false positives and inconclusive results. Converts winning tests into permanent site changes and new hypotheses.

Lesson 1 • Tracking Infrastructure Setup

Configures event tracking, goal completions, and UTM parameters to capture clean funnel data. Proper setup is the prerequisite for all downstream reporting.

Lesson 2 • Continuous Improvement Cadence

Establishes a weekly and monthly review rhythm that turns data into prioritised optimisation actions. Closes the loop between measurement and the CRO cycle from Chapter 6.

Lesson 3 • Funnel Analytics and Visualisation

Builds funnel reports that show stage-by-stage conversion rates and volume. Visualisation choices are matched to the audience consuming the report.

Lesson 4 • Attribution Models Compared

Evaluates first-touch, last-touch, linear, time-decay, and data-driven attribution models. Helps learners choose the model that best reflects their funnel's buying cycle.