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You will learn to:

  • Understand the principles of CRO and why it will benefit your business
  • Assess the hierarchy of goals on your web pages- what are you asking your users to do?
  • Effectively identify and use the optimisation tools available
  • Design optimisation testing from hypothesis to results analysis
  • Use advanced testing by applying segments and integration with other data sources

Course availability 

start location member non-member places left
Central London (W1W 8SS) £549.00 £599.00 10+

NB: Prices above subject to VAT.

Course information


About Conversion Rate Optimisation

  • The principles of CRO
  • Demystifying the jargon
  • Why CRO? The pros and cons of introducing Conversion into your business
  • The business case for CRO

The Conversion Optimisers toolkit

  • Tools and technologies: quick survey tools, web analytics, usability studies  and testing platforms


  • Testing methodologies - multivariate and AB testing
  • Assessing test data and the impact it can have on your business
  • Test analytics

Live website assessment and workshop

  • Page composition and how some popular websites could be improved
  • Group assessment and brainstorming around learners’ own websites

Improving your website

  • Building a test programme and strategy for improvement
  • Building wireframes to present to the group
  • Advanced testing techniques and tactics; segmentation, personalisation and persuasion tactics
who should attend?

This course is designed for marketers or managers with responsibility for optimising web pages to make sales or leads, or encouraging visitors to take desired actions. Suitable for Conversion Optimisers, usability professionals, web analysts, digital marketers.

Enrol onto ‘Conversion Rate Optimisation (CRO)’ course and receive the ‘DMA Social Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.


Joe Doveton, Head of Conversion, Oban Digital

Joe is a highly experienced Conversion professional with a track record of delivering conversion and usability solutions to businesses as diverse as Manchester United, Boots, STA Travel, Hilton Hotels and Dell amongst others.

With 18 years on the clock overall in the digital space working for a variety of major PLCs and start-ups, Joe is uniquely positioned to articulate how Conversion Optimisation fits into the wider digital landscape of advertising, search marketing, social media, content distribution, web analytics and attribution. In particular,

Joe is a specialist in international and cross-cultural approaches to conversion, speaking on this topic all over the world. Joe is a regular contributor and guest commentator for media such as Smart Insights, The Drum, Website Magazine (US) and Usability Magazine (US).


IDM Head Office

With two state-of-the-art training suites complete with interactive white boards, a prestigious boardroom equipped with a 70" multi-touch interactive plasma screen and a cafe dining area with relaxation zone, the IDM has created an inspiring training location.

If you want to meet great people from the widest range of industries while learning from industry greats in amazing facilities, the IDM is for you

Katherine Fleet, Matrix,

Shane is a great tutor. She is extremely knowledgeable with an open, warm and interesting approach to training. It was a very enjoyable day

Francesca Hose-Berte ,
Apteco Ltd

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