Welcome to Module 18. This course is part of a complete 20-module Real Digital Marketing training programme. Each module can be taken individually or as part of the full series. In this module, we focus on improving results through Conversion Rate Optimisation (CRO). Once you understand your data and performance, the next step is to enhance what you already have by making informed changes that lead to better outcomes.
We begin by identifying which websites and platforms are most suitable for optimisation, and how to recognise where improvements can have the greatest impact. Not all changes deliver the same results, so understanding where to focus your efforts is essential. We then revisit the customer decision-making process, helping you understand how users think, behave, and make choices when interacting with your website. This insight allows you to make changes that align more closely with customer expectations and needs.
A key part is understanding the true meaning behind the phrase “the customer is always right”. Rather than taking it at face value, we explore what it really means in the context of user behaviour and how it should influence your approach to optimisation.
