Giles Thomas – Conversion Machine
Learn a Proven Process to Increase your Conversion Rate and grow your Business
Professional Online Training Course In Conversion Rate Optimization
Let me point something out for you:
James was a hard-working person who already knew the ins and outs of CRO. He was a real entrepreneur with a real business. But despite his hard work and dedication, he wasn’t getting the business growth he deserved.
But his story isn’t unique…
How many of you want to grow your business but fail to generate enough sales from your website?
Even worse, when you invest the time and money into generating traffic and visitors to your online store and then those people simply leave or bounce.
This means — whether you’re an entrepreneur, marketer, or agency — you’re at risk of missing out on the sales that you desperately need... but not everyone is struggling with conversions.
The Truth About Conversion Optimization
Let me know if this has ever happened to you.
You’re checking out your favorite blogs on conversion optimization or marketing, and reading case studies.
Again and again, you see examples of people with high-converting shops.
That’s when you think to yourself...
That’s exactly why I’m writing to you today.
You see when someone creates a high-converting store — and generates a steady stream of sales for their business — there’s no magic or luck involved.
You may not be able to see it, but there’s almost always something behind the scenes that causes their high conversion rates and motivates their visitors to convert (and creates the landslide of sales that come along with it).
(In fact, there are actually three secrets to high conversion rates. I’ll reveal all three of them in a minute)
And that’s exactly what I’m going to share with you today.
Module 1. Profit Optimization
This module is about the truth behind conversion optimization, the mindset you need to be a truly great optimizer, and what it really takes to get high conversion rates.
- Lesson 1 – Conversions 101
- Get up to speed with what CRO means today and remove any myths and misconceptions you have about CRO that are causing you to make mistakes and fail
- Lesson 2 – CRO Process
- Learn the big picture process for conversion optimization, and finally a proven step-by-step CRO process, with steps in sequential order, without “holes” or something missing
- Lesson 3 – Terminology
- Discover the vocabulary and insider terms that are constantly referred to in case studies and online publications, and get a grounding in how you will talk about CRO within the context of the course
- Lesson 4 – Customer Theory
- Learn the documents and frameworks needed to create your customer theory, what it encompasses, and how it structures your data collection and analysis processes for actionable learning that gets results
- Lesson 5 – Business Objectives
- Understand in detail what your business looks like now, what to track, and how to measure conversion optimization processes correctly so you can understand the return on investment
- Lesson 6 – Google Analytics Setup & Audit
- Get your Google Analytics set up right so the data you collect is actionable and not skewed. Don’t waste time and money collecting bad data
Module 2. Data Collection
This module is all about qualitative and quantitative data collection. Here you’ll learn not only the theory behind what to collect and why, but you’ll learn step-by-step processes in granular detail so you can execute the same processes and skip all the learning and costly mistakes we endured to refine our approach.
- Lesson 1 – Mouse Tracking
- Learn how to set and capture mouse tracking data for insights on how visitors use your website, learn which layouts are working and which need changing to improve conversion rate
- Lesson 2 – User Testing
- Learn how to conduct live user testing workshops and how to set up and capture data from automated user testing software. Learn how customers behave on your website and how to improve your sales funnel and conversion rates
- Lesson 3 – Form Testing
- See how to set and collect data from your forms, learn which fields have the highest dropout rates, cause the most validation errors, and improve form completion conversion rates
- Lesson 4 – Live Chat
- Discover how to set up and capture live chat transcripts from your visitors. Learn what common concerns your visitors have when considering to buy and remove them with improved copywriting
- Lesson 5 – Customer Surveys
- Learn how to skillfully conduct customer surveys and collect data that improves your value proposition and customer messaging
- Lesson 6 – Customer Development Interviews
- See how to conduct customer development interviews the right way, how to capture the data, and what questions to ask. Turn customer insights into higher conversion rates with improved copy and a more targeted brand voice
- Lesson 7 – Website & Exit Intent Polls
- Learn why users are leaving your website, target traffic high bounce rate pages, and fix leaks in your sales funnel to increase profits
- Lesson 8 – Welcome emails
- The best way to greet a new subscriber and learn what products and services they desire the most. Collect data that teaches you what products and services will convert highly before even offering them
Module 3. Data Analysis & Hypothesis
This module is all about data analysis hypothesis creation and prioritization. Learn the exact and detailed processes I created to analyze all your data sources for killer insights. Learn how to make that data actionable and turn it into test hypotheses. Ideas to test for improved conversion rates on your website. Learn how to build on your customer theory based on the data analyzed and how it translates into value propositions, customer personas, and brand positioning statements.
- Lesson 1 – Hypothesis
- Discover how to write a real hypothesis and how the conversion hierarchy affects your tests
- Lesson 2 – Mouse Tracking
- Learn my step-by-step process for analyzing mouse-tracking data. Learn how to translate the data into design changes and improved conversion rates
- Lesson 3 – User Testing
- Get insider tips on analyzing user testing data from live in-person workshops and automated testing so you can improve your usability and sales funnel and increase sales
- Lesson 4 – Form Testing
- Interpret field-level form analytics and gain insights into which fields to remove, change, or redesign to increase form completion conversion rates
- Lesson 5 – Live Chat
- Learn how to extract visitor vocabulary lists from live chat data and analyze results to create brand messaging that is aligned with the visitor's needs and how they describe them
- Lesson 6 – Customer Surveys
- Discover how to interpret and analyze survey data for insights to improve value propositions and product positioning statements
- Lesson 7 – Customer Development Interviews
- Learn my three-step process for analyzing interview data for deeper insights and learnings. Develop your customer understanding and theory and increase conversions
- Lesson 8 – Website & Exit Intent Polls
- Find out the reservations and common concerts visitors have and why they leave your website, then plug those holes in your funnel through poll analysis and hypothesis creation
- Lesson 9 – Welcome Emails
- Learn how to analyze your welcome email data, and learn about the problems your customers have, and how they describe them. Invert this learning into powerful copywriting and sales messages
- Lesson 10 – Usability Evaluation
- Discover the 247 checkpoint list of user experience best practices I’ve created to ensure your website is usable and learnable for your visitors. No more confused visitors and high bounce rates
- Lesson 11 – On-page SEO
- Learn the step-by-step process to optimize a page for higher Google rankings and better on-page SEO. Drive more visitors to the top of your funnel and increase your revenue
- Lesson 12 – Accessibility Evaluation
- A step-by-step process that teaches you how to be compliant with accessibility rules Google counts as ranking factors. Improve your UX for all handicap levels and improve your SEO
- Lesson 13 – Sales Funnel
- Learn how to analyze Google Analytics Conversions data. Including Goal Flows and Funnel Visualizations. Discover at which points in your sales funnel visitors are leaving and learn to cross-reference qualitative data to find out why
- Lesson 14 – Browser & Device
- Dissect browser and device Google Analytics reports and segment conversion data for deeper insights. Use these learnings to inform browser testing and device optimization
- Lesson 15 – Visitor Segmentation and Personalization
- Learn how to analyze demographic Google Analytics reports and segment conversion data for deeper insights. Use these learnings to inform personalization, location-based offers, and visitor segmentation conversion optimization
- Lesson 16 – Search
- Learn what people are searching for on your sites and what that means. Leverage search insights to increase conversion rate and learn how to improve search usability
- Lesson 17 – Shopping Cart Abandonment
- Learn best practices around shopping cart abandonment and follow my step-by-step process to get more of your visitors coming back to your website and checking out
- Lesson 18 – Hypothesis Prioritization
- Learn how to test the most important things first without wasting time or money on bad or incorrect test sequencing and methodology
Module 4. Execution
In this module, you learn how to execute your website changes and redesigns ready for testing. I’ll walk you step by step through copywriting, wireframing, and designing your new website pages based on your data. You’ll also learn design principles, principles of persuasion, and development best practices for SEO and speed. I’ve created a sales framework for landing pages and any sales messages you can follow that get consistent results and that can drive leads and sales for your business.
- Lesson 1 – Customer Theory
- Iterate on your customer theory based on your data collection and analysis, ready for input to your copywriting and design changes
- Lesson 2 – Visitor Vocab Lists
- Build a list of visitor vocabulary and common phrases as input to your copywriting. Align your messaging with how your prospect describes their goals for higher conversions
- Lesson 3 – Customer Journey
- Based on your data create a customer journey to help inform sales message hierarchy and content
- Lesson 4 – Sales Framework
- Learn a proven framework for landing pages, lead magnets, and all sales messages
- Lesson 5 – Copywriting
- Learn best practices and a step-by-step process for copywriting your new website and landing pages
- Lesson 6 – Wireframing
- Discover the best tools and techniques to wireframe quickly and efficiently, and iterate your way to better design results quicker
- Lesson 7 – Design Principles
- Get an education in UX design principles and learn about the Axis of Interaction and Grid System amongst other topics
- Lesson 8 – Persuasive Design
- Learn about Cialdini’s six principles of persuasion and how to use them correctly to increase your conversion rates
- Lesson 9 – Development Best Practice
- Learn my development best practice checklist, with tips for better page speed, CDN, caching, and SEO
Module 5. Testing
In this module, you learn how to test your new website changes. You’ll learn about the different types of testing, testing rules, and how to implement and interpret tests.
- Lesson 1 – Testing Types
- Discover the different types of tests you can run to validate your hypothesis. Learn how to choose the right tests that will get you the most actionable results in the shortest timeframe
- Lesson 2 – Rules of Testing
- Learn the common mistakes that render test results unusable and how to avoid them. Learn about the flicker effect, regression to the mean, and statistical significance
- Lesson 3 – Planning Tests
- Get a step-by-step process for planning and executing tests
- Lesson 4 – Customer Theory
- Iterate on your customer theory based on test results and interpretation
- Lesson 5 – Business Objectives
- Create new business objectives, goals, KPIs, and targets based on your new customer theory and previous test results
And much more...
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