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Conversion Rate Optimiser (CRO)

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About Course

Launch price: R950 until 30 November 2026. From 1 December 2026 the price is R1,100.

Most South African websites do not have a traffic problem. They have a conversion problem: visitors arrive, look around and leave without buying, booking or enquiring. Conversion rate optimisation (CRO) is the skill of finding out why, and fixing it with evidence instead of guesswork.

This course teaches the real job. You will calculate conversion rate, revenue per visitor and the Rand value of a lift; find leaks with GA4 funnel explorations; watch real visitors with Microsoft Clarity’s free heatmaps and recordings; run low-cost user tests and surveys; and audit pages with recognised frameworks such as the LIFT Model. You will rewrite landing pages, product pages and checkouts for mobile-first, data-conscious South African buyers, and build trust for stores people have never heard of.

You will also learn to test properly: writing hypotheses, working out sample sizes, reading results honestly and, just as important, what to do when a site is too small for A/B testing. Every persuasion technique is taught within the Consumer Protection Act, the ARB Code and POPIA, so your work is effective and defensible.

Each module ends with a practical assignment, and the capstone is a full CRO audit and 90-day plan for a real South African website: a portfolio piece you can show employers or clients. You will need a phone or laptop and free accounts only. No results or income are guaranteed, but you will finish able to do the work.

How this course works

7 modules and 38 written lessons. Every lesson has a worked South African example, common mistakes to avoid and a practical exercise. Each module ends with a quiz, a quiz review and a practical assignment that becomes part of your portfolio, and the course finishes with a capstone project.

Recognised certifications to take next

This course prepares you for these official certifications and courses from the platform providers. They are issued by those providers, not by Digital Marketing Guide. Check the current cost and requirements on each provider’s page.

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What Will You Learn?

  • Calculate conversion rate, revenue per visitor, CPA and the Rand value of a conversion lift for any website or campaign.
  • Diagnose where visitors drop off using GA4 segments and funnel explorations.
  • Use Microsoft Clarity heatmaps and recordings, surveys, user tests and review mining to find out why visitors leave.
  • Audit pages with the LIFT Model and a structured heuristic checklist, then prioritise fixes with PIE, ICE or PXL.
  • Rewrite landing pages, product pages, forms and checkouts for mobile-first South African buyers, including speed and trust.
  • Apply persuasion ethically within the Consumer Protection Act, the ARB Code, ECTA and POPIA.
  • Plan A/B tests with correct sample sizes, read results honestly, and choose valid alternatives for low-traffic sites.
  • Report results and scope, price and run a CRO programme for a client.

Course Content

Module 1: CRO Fundamentals and the Money Maths
What a conversion rate optimiser actually does, how to calculate conversion metrics correctly, and why a small lift in conversion is often worth more than a bigger ad budget. Ends with making sure the tracking is trustworthy before any analysis starts.

  • LESSON 1.1 – What a Conversion Rate Optimiser Actually Does
  • LESSON 1.2 – Conversion Rate Done Properly: Macro Conversions, Micro Conversions and Key Events
  • LESSON 1.3 – Revenue per Visitor, Average Order Value and Profit per Visitor
  • LESSON 1.4 – Why CRO Multiplies Paid Spend: CPA, ROAS and Break-even Maths
  • LESSON 1.5 – Measurement You Can Trust: Auditing GA4 Before You Optimise
  • Module 1 Quiz – CRO Fundamentals and Money Maths
  • Module 1 Quiz review – answers explained
  • Module 1 Assignment – CRO Baseline Scorecard

Module 2: Conversion Research: Finding Where and Why Visitors Leave
Quantitative research finds where the leaks are; qualitative research explains why. Learners use GA4, Microsoft Clarity, surveys, low-cost user tests, interviews and review mining to build an evidence base, all for free.

Module 3: Heuristic Analysis and Prioritising What to Fix
Expert review frameworks give structure to page analysis; prioritisation frameworks decide what gets done first. Learners turn research into a ranked, evidence-backed backlog.

Module 4: Landing Page and Product Page Optimisation
The page-level work that most often moves the numbers: value proposition, message match, structure, calls to action, lead forms, speed and Core Web Vitals, product pages and trust for South African buyers.

Module 5: Ethical Persuasion, Consumer Law and Privacy
Persuasion principles that work long-term, the South African laws and advertising code that limit them, and how to research visitors without breaching POPIA.

Module 6: Experimentation: Hypotheses, A/B Tests and Low-traffic Alternatives
How to test changes properly, how much traffic a valid test needs, how to read results without fooling yourself, what to do on the many South African sites that are too small to A/B test, and which tools exist now that Google Optimize is gone.

Module 7: Checkout Optimisation and Running a CRO Programme
The highest-value pages on most stores, the South African payment landscape, and how to report, scope and price CRO work for clients as an ongoing programme.

Capstone Project
Bring the whole course together in one client-ready project.

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