The document outlines the fundamentals of conversion rate optimization (CRO), which aims to increase the percentage of website visitors completing desired actions, thereby enhancing user experience and driving business growth. Key concepts include conversion rate, A/B testing, and multivariate testing, with a detailed CRO process comprising research, hypothesis formulation, testing, analysis, implementation, and continuous optimization. The importance of CRO is highlighted by its benefits, including improved user experience, increased revenue, and better customer insights.

1. CONVERSION RATE
OPTIMIZATION
(CRO) COURSE

2. WHAT IS CRO
• The process of increasing the percentage of website visitors who take a
desired action.
• Enhances user experience, increases ROI, and drives business growth.

3. WHY CRO MATTERS
• Key BenefitsImproved user experience
• Increased revenue
• Better customer insights
• Enhanced marketing effectiveness

4. KEY CONCEPTS IN CRO
•Conversion Rate: Definition and formula (Conversions/Total Visitors) x 100
•A/B Testing: Comparing two versions of a webpage to see which one performs better
•Multivariate Testing: Testing multiple variables to understand their impact on conversions
•User Experience (UX): The overall experience a user has with a website

5. CRO PROCESS OVERVIEW
1.Steps in the CRO ProcessResearch and Data Analysis
2.Hypothesis Formulation
3.Testing and Experimentation
4.Analysis and Insights
5.Implementation of Changes
6.Continuous Optimization

6. TESTING AND EXPERIMENTATION
•A/B Testing
•How to set up an A/B test
•Tools: Optimizely, VWO, Google Optimize
•Multivariate Testing
•When to use it
•Examples of multivariate tests