Conversion Rate Optimisation (CRO): Maximising Full Funnel Conversions
Time: 9am – 1pm GMT+8
Overview
Conversion Rate Optimisation (CRO) is always seen as the last mile effort on the e-commerce website, but the optimisation starts from the top of the funnel with media through to landing page optimisation to CRM. With increasing complexity in marketing technology, ease of access to customer data and business silos, there is a need to look at the tactical improvement across the funnel effectively.
This 2-day virtual masterclass on Conversion Rate Optimisation (CRO): Maximising Full Funnel Conversion uses a proven CRO framework that has helped brands improve their conversion rate through the full funnel and will aid participants to start optimising and converting better.
Key learning outcomes:
- Understanding CRO fundamentals
- Analysing user behaviour
- Using evidence-based approach to create measurable experiments for growth
- Utilising a guided CRO framework to start converting better
- UX/UI best practices
- Mastering AB Testing
- Implementing and making CRO sustainable
- Using Gen AI to help you analyse and build new variants for testing
Who should attend
Mid-level professionals who are responsible for the planning, execution, and analysis of websites and digital marketing campaigns, including the following functions:
- Digital Marketing
- E-commerce
- Web Analyst
- User Experience (UX)
- Product Owners
- Business Owners/Entrepreneurs
About the Trainer
Yak Yih Cheng “YC”
Marketing Consultant
YC has spent 20 years helping brands across Asia grow through customer experience, data and marketing technology, working with retail, F&B, automotive and insurance clients to uncover new revenue sources, design CRM and contact strategies, and improve conversion.
He is fractional AI Experience Architect at a brand marketing AI startup, designing new features and helping clients put AI to work on real marketing problems rather than demos.
Active in the startup scene, YC has mentored 250+ startups over five years on value proposition design, pitch narrative, deck design and sustainability systems, and teaches Digital Marketing Transformation and Data Storytelling at NTU's Master of Media and Communications programme.
An avid LEGO fan, he uses the LEGO® SERIOUS PLAY® method to help clients work through complex business problems by building them.
Agenda
Key sessions covered:
- Web analytics tools overview (Google Analytics, Hotjar, etc.)
- Key metrics to monitor
- Website design best practices
- Common website mistakes that impact conversions
- Key elements of a high-converting landing page
- Case studies of successful landing pages
- What is A/B testing and why is it important?
- Advanced optimisation techniques
- Long-term CRO maintenance and scaling
Hands-on exercises:
- Write and critique conversion-focused copy
- Participants split into groups
- Each group is given a website to evaluate
- Apply the day’s learning to suggest CRO strategies for the given website