CLASSES ↑ beginner to advanced ↓

What is CRO? What is Split Testing?

Why Split Testing Matters: Outsized Returns

Crafting a Full CRO Process: Diagnose, Prescribe, Try

Generating Ideas from Live Chat Logs

Generating Ideas from Frontline Staff

Generating Ideas from Heatmaps and Click Maps

Advanced Analytics: Scroll Depth, Rage Clicks, and More

Generating Ideas from Surveys

Using AI for CRO Insights

Identifying What to Test First: Effort vs. Impact

Running Your First A/B Test: Step-by-Step

On Page Tests vs. Full-Page Tests

Basic Stats for CRO: Reading Test Results

Avoiding False Positives: Statistical Pitfalls

Segmenting Users for Tests: Device, Source, and Audience

Running Multiple Tests: Traffic Allocation and Overlap

Building a CRO Subscription Service: Delivering Ongoing Value

CONVERSION RATE ACADEMY

What is CRO? What is Split Testing?

The most important satisfying concept in online growth – and why you should care.

Flowchart showing a website visitor directed to version A, B, or C, then measuring which version achieves the goal most often. Text: "Which version gets people to the goal more often?".

What is Split Testing?

Split Testing (or A/B Testing) is the process of changing things on your website and measuring what happens.
It’s a system that lets you try ideas on live traffic without fully committing.

Split testing enables you to:

  • Try website change ideas
  • Roll out features safely
  • Measure success objectively
  • Manage opinions, clients, and stakeholders
  • Test AI-generated content to find what actually works
  • Make decisions with evidence
  • Measure success in a CRO process

Split testing is the tool that lets you measure success. CRO is the compounding engine built on top of it.

What is Conversion Rate Optimization (CRO)?

CRO is the most powerful use of split testing.

It is the understanding that by reducing friction points and other confusions, we can slowly improve our conversion rate. After doing it for some time, the compounding effect leads to outsized returns.

It’s a process of: analyze → diagnose → test → learn → report → repeat.

  • Analyze – Look at data, behavior, and context to understand what users are doing.
  • Diagnose – Identify the specific friction, confusion, or constraint causing poor performance. Suggest improvements to reduce that friction.
  • Test – Create a controlled change and use split testing to validate it with real users.
  • Learn – Interpret the results to understand why the outcome happened, not just what happened.
  • Report – Communicate insights and results clearly so decisions can be made and shared.
  • Repeat – Apply what you learned and run the loop again to compound gains over time.

Who Cares?

This is how you make more money with the same traffic, instead of chasing more visitors or spending more and more on ads and influencers.
Polishing your words and messaging leads to outsized returns. You are probably only a few tweaks away from a website that converts 50% better – what would that look like for your business?