The discipline of getting more from what you have — landing pages, flows, pricing pages, and checkout — through structured testing and UX psychology.
CRO is the highest-ROI improvement process for most products because it makes every other acquisition channel more efficient — a landing page that converts at 5% instead of 2.5% cuts your effective CAC in half. This course covers the CRO loop, UX psychology principles, landing page anatomy, A/B test mechanics, form and funnel optimization, pricing page design, checkout optimization, qualitative research methods, mobile CRO, and ends with a full CRO audit sprint.
Built by Lakshya Kumar
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I am learning conversion rate optimization — the CRO loop, UX psychology principles, landing page design, A/B test mechanics, form and funnel optimization, pricing page psychology, checkout optimization, qualitative research methods, and mobile CRO. Help me build a systematic process for improving conversion rates.
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Sign in to applyComplete all modules, then submit the required number of capstone projects. Each must earn a passing rating from an admin reviewer.
Conduct a full CRO audit of a real product page stack: heuristic evaluation using the LIFT model (all 6 dimensions), analytics diagnostic (funnel drop-off analysis, device segmentation, scroll depth), heatmap and session recording synthesis (minimum 10 recordings), 5-user qualitative interview with coded findings, and ICE-scored hypothesis backlog (8 hypotheses minimum). Produce a one-quarter testing roadmap and a one-page executive summary framing the audit findings as revenue impact.
Take a real checkout funnel (yours or example). Map dropoff at each step via funnel analytics. Implement 3 changes (form simplification, trust signals, error-handling). Run as A/B test or pre/post measurement. Produce the report with conversion-rate uplift.
Run an A/B test on a pricing page: 3 hypotheses (anchor pricing, tier reduction, social proof). Calculate sample size, run for the required duration, and report the winner with statistical significance. If you can't run live, produce the experiment-design doc.
Define 3 user segments worth personalizing for. Implement at least 2 personalized experiences (e.g., different homepage hero for paid vs organic traffic). Measure conversion rate by segment. Document the ROI of personalization.
Watch 50 session recordings (Hotjar, FullStory, or LogRocket) of a real funnel. Identify 5 friction patterns; design experiments to fix each. Run or specify the experiments. Produce a report mapping qualitative observation to quantitative test.
The standard tool for A/B test sample size calculation used in Module 4.