Updated November 2023

Overview

CRO Principles, Conversion Tracking Tools, Attribution and Privacy Impact

• Understanding CRO
  – How to develop an experimentation culture
  – Must-use tools for tracking and optimising digital marketing activity
• Tools and tech for collating data
  – Web analytics
  – Social media tracking and pixels
  – CRM
• Conversion tracking and attribution
• Maximising CRO across owned, earned and paid media activity
  – Full-funnel thinking
• Navigating the shifting privacy landscape
  New ways of thinking post-privacy

Tracking Conversions With Google Analytics, Meta Pixel and More

• Maximising Google analytics for CRO
• How is conversion tracking different in GA4
  – Establishing GA4 for conversions from events
  – Mapping GA4 and UA data
• Understanding events
  – What are events
  – What type of events does GA4 track
  – What role do tools like Google Tag Manager play in this
• How to create or modify conversion events
• Integrating with Google Ads and YouTube
• Matter and other social pixels
  – Pixel setup
  – Establishing conversions
  – Creating conversion campaigns
  – Reporting and evaluation

Conversion Rate Optimisation Testing, Experimentation & Data Analysis

• Analysing conversion data
  – Why data isn’t all it’s cracked up to be
  – Where does the data fit in?
  – Macro and micro conversions
• Optimising user journeys to drive more
  – Conversions
  – Reducing friction
• Collating quantitative and qualitative CRO insights
  – Testing
  – A/B testing
  – Multivariate testing
  – Understanding statistical significance in test data
• What to test?
  – Useful tools
  – Formulating your hypotheses
  – Creating an experimental process 

Owned, Earned and Paid Media Conversion Rate Optimisation

• Coming up with CRO ideas
  – Hypotheses forming
  – Prioritisation frameworks  
• Paid media optimisation
  – The growing role of automation
  – On-platform conversions over web conversions
• Landing page optimisation
  – Optimising for user behaviour
  – Landing pages vs homepages
  – Visual hierarchy
  – The fold
  – Value proposition and copywriting
• Email optimisation
  – Effective evaluation
  – Automation
  – Copywriting and design