Improving performance through Conversion Optimisation Training


Conversion Optimisation has become a crucial element to any digital marketing strategy.  But too often programmes are implemented poorly resulting in disappointing returns.  

This one day course will take you through the fundamentals of implementing and running a successful conversion optimisation programme.


• Introduction to conversion optimisation

We will start the day by making sure that we have a solid understanding of the foundations of conversion optimisation, what it is, where it fits in to our current workflows and what type of impact it can deliver.

• Building great products

Discover how to identify business objectives, customer desires and use conversion optimisation to build transformational products. We will cover an introduction to important related fields including product thinking, lean principles, design thinking, agile delivery and modern engineering.

• Customer insight

We will explore a range of tools to collect and analyse user insights and ensure that they are used to build hypotheses and test variations that improve performance.

• Experimentation & Personalisation

How should we design and deliver effective experiments and personalisation campaigns. What are the most important factors to consider, how do we design variations, how should we measure success? You’ll find out in this session.

• Exceptional experiences

Now that we have a defined methodology and toolkit to help us run effective conversion programmes, we’ll look at how to measure their effectiveness and embed important processes in our businesses and culture.

• Building the business case for optimisation

Finally, we will explore how you can sell in the benefits of conversion optimisaiton in order to build you capability and impact.

Who should attend?

This course is suitable for anyone who has an interest or responsibility for improving their websites conversion rates.

How will I benefit?

Upon completion of this course, you will:

  • Gain a deep understanding of what conversion optimisation can achieve with real world examples.

  • Understand how leading product teams use conversion optimisation to build better experiences quicker, with greater confidence and avoiding costly mistakes.

  • Have techniques to make your acquisition budget stretch further by driving traffic to a more relevant and compelling website.

  • Learn how to accelerate your conversion programme, avoid common pitfalls and answer difficult questions.

Free Econsultancy report (worth £600) - After the session, you’ll also be able to download a free copy of one of our industry leading reports on a wide range of topics covering: in-depth best practice advice, market data and the latest digital trends.

CPD Accreditation - As we’re a registered provider with the CPD Standards Office you’ll get an official CPD Certificate of attendance upon completion of the course. This can be used within your formal CPD record for a professional body, institute, or employer.


In-company training

This course can also be delivered exclusively for your team. We can work with you to customise the course and make sure that it addresses your specific issues. For more information, please get in touch with the team at:

+44 (0)207 970 4167 (UK & Europe)

212-971-0630 (US & America)



Matt Lacey

Head of Conversion Optimisation, iProspect

Matt Lacey heads up the Conversion Optimisation at iProspect Manchester, part of the worlds largest digital performance agency. Previously, he ran the optimisation team at specialist Conversion Optimisation agency PRWD.

He has developed a wide range of experience working across a range of core disciplines including web analytics, user experience, AB & MV testing, with a particular focus on conversion optimisation strategy.

Matt has worked on B2C & B2B businesses in a range of verticals, including the following brands:

Barratt Homes, Magnet, Music Magpie, Jury's Inn, Schuh, Speedo, Monsoon Accesorize, AllSaints, The North Face, Skyscanner, Trend Micro, Gazprom Energy, Manchester Airport Group, The Student Room Group, Sliderobes and Vans.

Matt has delivered public and direct training courses on analytics, UX and Conversion Optimisation and spoken at conferences such as Conversion Conference UK & Germany, PRWDReveal and CampDigital.

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