Conversion Rate Optimization (CRO) & Experimentation

Packt distributes Andy McKenna’s taught CRO sequence, moving from the optimization process through insight gathering and testing. Qualitative and quantitative evidence provide reasons for selecting an experiment. It suits learners who want a repeatable process for improving a digital experience and can explain which observation supports the proposed change before beginning to design a variant.

What you will learn

• Connect CRO goals with measurement.
• Gather and combine research insights.
• Explore test preparation, iteration and interpretation.

Who this suits

Intermediate by the provider’s label. No previous CRO experience is required, but basic digital-marketing and analytics knowledge is helpful for the examples and practical challenges.

Before you enroll

A conversion change needs evidence, a useful outcome measure and enough context to interpret it. Case-study gains are not expected results. Check the current version and cost of analytics, testing or page-building tools; older interface examples may need adaptation. Use fictional data for practice, document uncertainty and avoid misleading visitors when applying persuasion or design ideas.

Coursera offers paid enrollment or subscription access. Check the enrollment screen for assessment and certificate terms, trials and any financial-aid options. Provider access terms can change; review them before paying.

Put it into practice

Review an invented checkout problem and propose one hypothesis. Explain the evidence behind it, define the result that would challenge it and describe a check needed before starting the test.

Source and review

This overview is based on the provider's published information, checked on 12 October 2026. It is an editorial assessment, not a claim that we completed the resource. Time filters are approximate study ranges; projects and exercises can take longer.

View the curriculum and current access options at Coursera.

How YellowCourse describes and checks learning resources.