WSQ Website & Landing Page Conversion Optimisation Course

Learn How to Optimise Your Landing Pages and Multiply Your Conversion Rates

Download Brochure

Apply Now

Up to 70% Subsidy. Reserve your seat today.

*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders

WSQ Website & Landing Page Conversion Optimisation Course

Learn How to Optimise Your Landing Pages and Multiply Your Conversion Rates

Download Brochure

Apply Now

Up to 70% Subsidy. Reserve your seat today.

*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders

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Accredited by SkillsFuture Singapore

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Re-attend the Course Once Within 3 Years

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3-year access to the courseware via our LMS

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Post-Training Mentoring with Industry Experts

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Lifetime Access to Community Support Group

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Course Description

This Website and Landing Page Conversion Optimisation course will transform you into a data-driven conversion rate specialist.

Companies globally are spending almost $626.9 billion in advertising dollars. But many are leaking revenue and wasting money with their advertising/marketing efforts because of poor and inefficient websites.

It doesn’t matter how much ad dollars and promotions you do if your website is underperforming.

To improve website ROI and performance, you’ll need to implement a methodical process called Conversion Rate Optimisation.

It is a process that allows you to optimise your on-site goals by running data-driven experiments to remove friction and increase conversions.

This helps you to increase qualified leads from existing website traffic, improve prospect retention and most importantly, close more sales online.

Have been studying your analytics reports month after month, but can’t understand why your traffic isn’t converting – Learn how and what to analyse in order to spot and fix any high friction elements
Need to optimise your landing page conversions, but are unsure where to begin.
Are not getting positive returns for your paid advertising campaigns – Doubling your conversion rates means reducing your ad spend
Don’t know how to read your reports nor identify gaps in your conversion funnels – Address these gaps and achieve quick wins to boost your conversions
Don’t really understand what your customers really want – Apply consumer psychology principles and see from your customers’ perspective

By the end of this course, you will learn step-by-step how to improve your bottom-line through landing page optimisation, website testing, identifying digital insights and implementing actionable strategies.

This 2-day hands-on course will take you through proven CRO digital tools, case studies, real examples and key consumer psychology concepts behind conversion rate optimisation.

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Target Audience

User Experience Professionals, Web Designers, Graphic Designers, Content Developers, Copywriters, Marketing Professionals, and anyone who wants to increase conversion rates on websites.

Course Highlights

What you’ll learn:

The latest Conversion Rate Optimisation (CRO) principles & heuristics to maximise conversions on your website (Home page, product page, sales pages, contact pages, download pages, lead pages and more).
How to develop landing page wireframes to turn more visitors into leads and customers.
Landing page optimisation: How to identify and remove negative friction to increase efficiency of your landing pages (With industry-standard Analytics tools).
Understand modern consumer psychology and implement powerful persuasion techniques on your landing pages.
How to find and craft a strong value proposition that stands out and get website visitors to take action now.
What to test, when to test, and how to test using proven, repeatable A/B testing and multivariate testing tools.
Develop conversion funnels across your marketing channels and platforms to achieve business objectives
How to effectively develop and manage a conversion rate optimisation plan – Whether or not you’re in an agency or in-house.
And much more

Course Objectives

By the end of this course, you will be able to:

Describe the key principles of user experience, conversion rate optimisation & consumer psychology trends
Deploy the Heuristics analysis framework and apply website design trends across industries to identify gaps in user experience
Break down and critique the technical components and user flow of different landing page types (Home page, Category Page, Product Page, Sales Page)
Develop wireframes that enhance user experience, align with the customer journey, and make changes supported by a UX information architecture
Utilise a heuristics analysis and user engagement model to identify optimisation opportunities on a website
Recommend compatible analytic tools for management of usability testing and understanding of user behaviour
Prioritise, track, and report conversion rate optimisation actions within a document

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Certification

A SkillsFuture WSQ Statement of Attainment (SOA) – User Experience Design under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Website and Landing Page Conversion Optimisation course assessment and achieved at least 75% attendance.

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework User Experience Design

Course Code: TGS-2022015573
Course Support Period: 07 Sep 2022 – 06 Sep 2024

Course Outline

Foundations of Conversion Rate Optimisation (CRO) & User Experience Design

Instructor-Led | Mode of Delivery (Interactive Lecture with Reflective Discussion)

Introduction to Conversion Rate Optimisation

What is Conversion Rate Optimisation and Why is it Important

Overview of the Conversion Rate Optimisation framework

When is Conversion rate optimisation needed
The CRO Framework: Persuasive, Intuitive, Useable, Accessible, Functional
Examples and case studies of CRO framework effectiveness in real-world scenarios

Consumer Psychology, Heuristic Analysis & User Experience Design

Instructor-Led | Mode of Delivery (Interactive Lecture with Reflective Discussion, Demonstration & Practical Application)

Understanding user psychology, preferences, and web design principles

The Fogg behaviour model
Robert Cialdini’s principle of motivation
Cognitive Biases & Mental Model
Fundamentals of Persuasive web design
Examples and discussion of user experience best practices by industries

How to test user experience with Heuristics analysis & web usability principles:

Perform Heuristic analysis: Relevance
Perform Heuristic analysis: Trust
Perform Heuristic analysis: Orientation
Perform Heuristic analysis: Stimulance
Perform Heuristic analysis: Security
Perform Heuristic analysis: Convenience
Perform Heuristic analysis: Confirmation

Perform a complete heuristic analysis and make recommendations for user experience testing

Conduct a 7-step heuristic analysis on case studies from various industries
Create recommendations and feedback for each analysis
Design scoring system of user experience performance gaps
Landing page teardowns and examples

Customer research techniques for analysing user experience

Analyzing user experience through the 5 stages of consumer awareness
Visualize and design relevant copy to enhance UX based on stage of awareness
Design a value proposition that is scannable and aligns with user’s concerns and needs

Fundamentals of Landing Pages - What Makes a High-Converting Landing Page

Instructor-Led | Mode of Delivery (Interactive Lecture with Case Studies and Reflective Discussion)

Fundamentals of a Landing Page

Define the anatomy of an effective landing page
Explain why landing page optimisation is important
Classify and compare the differences between each of the following pages: Home page, sales page, category page, product page.
Identify trends and best practices across layout, grids, typography, site navigation, forms, imagery, and video graphics.

Designing an information architecture of a landing page based on UX principles

Explain how information architecture and organisation works
Applying best practices for above the fold
Applying best practices for CTA (Call to action), hero shots, headlines/subheadlines, use case sessions, social proof.
Practice and apply information architecture on industry case studies

Design an Effective Landing Page

Instructor-Led | Mode of Delivery (Lecture, Demonstration & Practical Application)

Designing a complete landing page based on information architecture and wireframes

Examine and learn wireframing tools
Assemble and design an information architecture and user flow of a sales page
Develop a wireframe based on the information architecture with wireframing tools (i.e. Figma, Landing page builders, Microsoft Word)

Identifying Optimisation Opportunities on a Website

Instructor-Led | Mode of Delivery (Lecture, Demonstration & Practical Application, Peer-to-Peer Learning)

Evaluate wireframe prototype with user feedback and heuristics analysis
Design and Implement modifications variations for a/b testing and testing

Conversion Rate Optimisation Tools

Instructor-Led | Mode of Delivery (Lecture & Demonstration)

Discover UX optimisation opportunities with Google analytics
Utilise heat maps, click maps, and site session recordings to optimise user journey
Overview of Conversion rate optimisation tools compatibility with website setup

Prioritisation, Tracking and Reporting for Conversion Rate Optimisation (CRO) Actions

Instructor-Led | Mode of Delivery (Lecture, Demonstration & Practical Application)

Understand the ICE prioritisation framework
Develop a optimisation tracking plan to prioritize UX changes
Use data and set optimization goals
Describe the RASCI (Responsible, Accountable, Support, Consulted, Informed) model to communicate and manage stakeholders

Assessment Component

Written Assessment – Case Study
Individual Project Presentation

This course is part of the Certified Digital Marketing Analyst (CDMA) Programme.

Trainer

Shaun Lee

Shaun is a highly skilled and engaging trainer with over 11+ years of experience in digital marketing and business development. He is an expert in various digital marketing strategies, including performance marketing, web analytics, social media marketing, SEO, and paid search. He brings real-world experience from working for top brands like Bytedance, Amazon, LinkedIn, and Vision Critical, enabling him to provide practical insights and actionable strategies.

Koh Yoet Siang (YS) Trainer Equinet Academy

Jeremiah Maximus Lim

Having started as a F&B Marketer, Jeremiah spearheaded some extremely successful campaigns for notable F&B Groups such as Strumms Holdings, The Clan Restaurant, and Mel’s Place. He worked in-house as Head of Marketing with several F&B groups before starting UNGRUMP, where he has worked with clients such as Venture Capitalist Goodstartup, Singapore Maritime Institute, Drinks & Co, TAD Coffee, Havas Media, Celebrity Chef Martin Woo, Tongue Tip Lanzhou Beef Noodles, Fitness First, Impact Investment Exchange, Workwell.SG and many more clients across Southeast Asia. Jeremiah is an experienced trainer with over 12 years of industry experience, with a WSQ Advanced Certificate in Learning and Performance (ACLP).

*Only one trainer will be facilitating per class.

Why Learn at Equinet?

At Equinet, we are passionate in delivering quality training and want to see you succeed. Get expert advice, learning resources, and post-training support for up to 3 years.

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Re-Attend the Course Once Within 3 Years

Forgotten what you've learnt after some time? Resit and re-experience the entire course in-person or online.

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3-Year Access to the Courseware via Our LMS

Get 3-year access to the updated course slides, templates, and guides. Be ready to implement the concepts learnt.

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Post-Training Mentoring with Industry Experts

Facing challenges during implementation? Consult our experts in a small group setting. Regularly scheduled.

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Lifetime Access to Community Support Group

Be part of an exclusive support forum where you can post questions, discuss, and get feedback from fellow learners and experts.

Course Fees & Fundings

*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders

Course Fee:
S$990.00 (exclusive of 9% GST)

Course Fee After Eligible SSG Subsidies:
From S$386.10 (inclusive of 9% GST) after 70% SSG Subsidies

Self-Sponsored Individuals

SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 70% Funding

Eligible for Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 9% GST): S$386.10

Course fees after subsidies can be further offset by SkillsFuture Credit.

SkillsFuture Baseline Funding – 50% Funding

Eligible for 21 years old and above, and a

Singaporean Citizen; or
Permanent Resident; or
Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$584.10

Course fees can be further offset by SkillsFuture Credit for Singapore Citizens aged 25 and above. Singapore Citizens aged 21 to 31 may also offset fees with the Post Secondary Education Account Funds.

Company-Sponsored (SMEs)

Enhanced Training Support for SMEs (ETSS) – 70% Funding

Eligible for SME Company-Sponsored, 21 years old and above, and a

Singapore Citizen; or
Permanent Resident; or
Long-Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$386.10

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Company-Sponsored (Non-SMEs)

SkillsFuture Baseline Funding – 50% Funding

Eligible Non-SME Company-Sponsored, 21 years old and above, and a

Singaporean Citizen; or
Permanent Resident; or
Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$584.10

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 70% Funding

Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 9% GST): S$386.10

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Check your eligible grant amount and nett payable course fees when you apply now.

Course Schedule

WSQ Website and Landing Page Conversion Optimisation Course
Learning Mode	Course Dates	Duration
In-Person	03, 04 Apr 2025 (Thu, Fri)	9.00am - 6.00pm
In-Person	27, 28 May 2025 (Tue, Wed)	9.00am - 6.00pm
In-Person	12, 13 Aug 2025 (Tue, Wed)	9.00am - 6.00pm
In-Person	18, 19 Sep 2025 (Thu, Fri)	9.00am - 6.00pm
In-Person	02, 03 Dec 2025 (Tue, Wed)	9.00am - 6.00pm

Testimonials

“There was a good mix of theory and hands-on activites, as well as tips and tools to help with CRO.”

Mandy Kho, Schneider Electric

“The CRO course from Equinet is a great course that goes hand-in-hand with other courses such as Ad Words and SEO Optimisation. I’m an entrepreneur that manages several websites for service based products. The CRO information is essential for me and for my businesses.”

Lindley

“The learning pace of the class was just nice and easy to understand. Shaun was also helpful and able to clarify my questions clearly.”

Brian Tan Zhixiang

FAQs

What is Conversion Rate Optimisation (CRO) and why is it important?

Conversion Rate Optimisation is the process of optimisations your website or ad experience to get more visitors to take specific actions. (i.e buying your product, filling your web form, Adding to cart and more).

Do I need a technical background for this course?

While knowledge of Google Analytics, psychology and digital psychology is useful, these are not pre-requisites other than basic computer knowledge. In-depth CRO concepts will be covered in this course and you’ll be able to execute without prior technical background.

Is this course hands-on?

Yes! You will be working on real-life case studies through group activities. While there will be fundamental theory and concepts, majority of the course is activity-based. You will get to explore industry-recognised CRO tools, checklist, guides and templates.

Are there any pre-requisites or minimum entry requirements?

Trainees should be proficient in web surfing and be able to write and converse in English.

Do I have to prepare anything before attending the course?

For in-person training, do bring along a laptop. You also have the option to loan a laptop from us for the duration of the course. You may also want to bring along a jacket in case the room gets cold.

For online classes, do ensure you have a functional laptop and have Zoom installed prior to class. For more details, you may read the Online-based Classroom Learner Guide.

As there will be WSQ assessments conducted in this course, you are required to bring along your NRIC or any form of photo identification for ID verification purposes.

Are there any funding or government subsidies for this course?

You may be eligible for up to 70% SkillsFuture subsidies. For funding information, please see the course funding section on this page.

If I have any questions after the course, can I consult the trainer?

Yes, you may contact your trainer after the course. There are other post-training support channels such as the Equinet Academy Insider Community where you may network with like-minded individuals and industry experts and live Ask Me Anything sessions where you may seek advice from a subject matter expert.

Still have unanswered questions? Check out the FAQs page or submit an enquiry.