An introduction to conversion optimisation


Course Overview

Let’s return to a real world example to help explain what conversion

optimisation is. Think of a real world shoe store. When laying out the store, a

lot of care has most likely been taken in determining where to place displays,

mirrors, chairs and the till. However, there is no way of easily determining if

the layout is the best option.

For example, the till might be by the front of the store. It might be worth testing

to see if moving the till to the middle of the store affected sales. In the real

world example, this would require tracking sales over a period of time with

the till in the front of the store, then shutting down for a few days while the

store is reorganised, and then tracking sales with the new layout. All a little


However, if we have an online store, we can just show slightly (or very) different

versions of pages of our website to visitors, and track how different versions

affect sales. We don’t need to shut down our website to create new versions,

and we can see the ‘real-time’ results. The process of testing websites in this

way is called conversion optimisation. This chapter will take you through the

steps in a conversion optimisation process, helping you to understand how to

make things work better.


What will I learn

  • An introduction to the useful world of Conversion

    Optimisation. Key Terms and Concepts are included to help you understand

    the process as well as data collection methods and steps for improving on the

    different digital marketing tactics. This chapter tells you how to make sure you

    are getting the most out of your digital marketing investment.


What will we cover?

  • Gather data

    2. Analyse data

    3. Fix anything that’s broken

    4. Design tests

    5. Run tests

    6. Report and repeat

  • Designing tests

  • Types of tests

  • length of tests and sample size

  • what can you test?

  • tools of the trade


Date, Location and Price



Conversion optimisation is the process of testing to increase the conversions

from a website or digital campaign. A conversion can refer to any action that a

web visitor takes.

Tests are either A/B tests, or multivariate tests.I


About our Tutor

Sal worked in top of the range hotel chains across the globe and he has been successfully investing in property in the last 10 years, with a portfolio that spans major European cities including London, Paris and Barcelona.

Over the last two years, he has focused on building a business using Airbnb. In this course, he shares his expert tips and strategies learned along the way to save you time and avoid the costly mistakes of learning by trial and error.


Who should attend

If you’re considering running an Airbnb business, or if you’ve already done so but not satisfied with your results, this course is must. This systematic guide to both the common pitfalls and the winning strategies for Airbnb hosts, taught by an expert in the field is invaluable.


What to bring

Anything you can collect regarding your planned or current Airbnb listing. Please bring along your own laptop and charger. WiFi access is available to all attendees. Spare computers will not be available on the day – so it’s essential you bring your own computer.