eCommerce Conversion Optimization
Solve the 70% Problem and grow your shop systematically.
What you will learn in this track
The core track: why more traffic is not the answer, which 9 engines drive your shop, and how checkout and mobile can lift your conversion rate. Includes audits you can apply immediately.
- After completing this module, you'll be able to benchmark your cart abandonment rate against Baymard's reference point of around seventy percent, convert every percentage point of abandonment into concrete euro opportunity cost, and make the case for why checkout, mobile, and retention are stronger levers than additional ad spend.
- After completing this module, you'll be able to tell the difference between linear traffic growth and multiplicative conversion improvement, weigh rising CAC and margin erosion against CRO returns, and recognize when your shop is hitting the traffic ceiling versus when more paid traffic still makes sense.
- By the end of this module, you'll be able to describe the nine-step Conversion Operating System - from research to rollout - as a repeatable process, walk a shop assumption through research, hypothesis, and prioritization on your own, and identify the handoff points where most programs fall apart.
- After completing this module, you'll be able to spot the five biggest checkout killers in your shop - unexpected costs, forced account creation, missing trust signals, form friction, and too few payment options - and address them with concrete steps like early cost transparency, guest checkout, and trust signals.
- After completing this module, you'll be able to quantify your shop's mobile conversion gap and apply five principles - thumb zone, touch targets, sticky CTAs, simplified navigation, and page speed - to optimize mobile as a channel in its own right, not just a stripped-down version of desktop.
Modules at a glance
The 70% Problem
After completing this module, you'll be able to benchmark your cart abandonment rate against Baymard's reference point of around seventy percent, convert every percentage point of abandonment into concrete euro opportunity cost, and make the case for why checkout, mobile, and retention are stronger levers than additional ad spend.
Why more traffic won't help
After completing this module, you'll be able to tell the difference between linear traffic growth and multiplicative conversion improvement, weigh rising CAC and margin erosion against CRO returns, and recognize when your shop is hitting the traffic ceiling versus when more paid traffic still makes sense.
The Nine Engines
By the end of this module, you'll be able to describe the nine-step Conversion Operating System - from research to rollout - as a repeatable process, walk a shop assumption through research, hypothesis, and prioritization on your own, and identify the handoff points where most programs fall apart.
Checkout Optimization
After completing this module, you'll be able to spot the five biggest checkout killers in your shop - unexpected costs, forced account creation, missing trust signals, form friction, and too few payment options - and address them with concrete steps like early cost transparency, guest checkout, and trust signals.
Mobile-First CRO
After completing this module, you'll be able to quantify your shop's mobile conversion gap and apply five principles - thumb zone, touch targets, sticky CTAs, simplified navigation, and page speed - to optimize mobile as a channel in its own right, not just a stripped-down version of desktop.
The eCommerce Audit
After completing this module, you'll be able to honestly evaluate your shop using the twenty-point audit across nine dimensions, calculate a conservative score, and rank your action items in a priority matrix of Quick Wins and Big Bets by revenue impact.
eCommerce Page Elements
After completing this module, you'll be able to evaluate your product detail page, listing, search, cart, and exit-intent popups as one connected conversion system - based on relevance, trust, and friction - and prioritize the elements with the greatest impact.
Optimizing Home Pages and Category Pages
After completing this module, you'll be able to review the three jobs of your homepage: orientation, trust, and routing. You'll evaluate your category pages based on filters, sorting, visuals, and information density, and turn bounce rates and click-through rates into targeted action.
Deep-Diving into Product Detail Pages
By the end of this module, you'll be able to assess the anatomy of a high-converting product detail page, spot weaknesses in titles, images, pricing, variants, availability, and trust signals, and prioritize the actions that will lift your add-to-cart rate the fastest.
Personalization, Segmentation, and Welcome Layers
After completing this module, you'll be able to segment your visitors by behavior, value, intent, and traffic source; prioritize personalization levers by effort and impact; and deploy welcome and exit-intent overlays with frequency capping and consent controls.
Certificate on completion
Pass all module quizzes and the final exam to receive the "eCommerce Conversion Optimization" certificate as a PDF.
10 modules to go before the exam.