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Advanced Performance Marketing & Conversion Optimisation
Work through advanced performance marketing strategies focused on conversion optimisation, customer acquisition, campaign efficiency and revenue growth. This e-learning material explains how to analyse data, improve marketing performance and make the most of your budget through continuous testing and optimisation.
Select Your Level
This level gives a brief overview of performance marketing and conversion optimisation. It is written for newcomers who want to understand these ideas before moving on to the more detailed levels.
By the end you will understand the main ideas behind performance marketing and how conversions are improved. You will have a clear overview of the topic and be ready to explore the Beginner level.
What You'll Learn
- You learn what performance marketing is and why it focuses on measurable results
- The material introduces the key ideas of conversions, conversion rate and customer acquisition cost in simple terms
- It explains how small changes to a website or advert can lead to more customers
This level introduces what performance marketing means in practice and why small improvements to a conversion path are often worth more than more traffic.
You finish able to map a conversion path, point to the steps losing the most people, and propose changes that are worth testing along with a way to tell whether they helped. You can also estimate what a given improvement is likely to be worth.
What You'll Learn
- You study the conversion funnel, where people leave and why, conversion rate basics, simple page improvements, form and checkout friction, and the measurements needed before changing anything
This level builds practical optimisation skill, covering how a test is set up so its result can be trusted and how findings turn into changes that stay in place.
You are able to run a valid test rather than a misleading one, combine numbers with what people actually say, and build a record of what has been learned so the same ground is not covered twice.
What You'll Learn
- You work through hypothesis writing, A/B test setup and sample size, qualitative research alongside numbers, landing page structure, message match between ad and page, and reporting a test result honestly
This level develops advanced performance marketing judgement, covering where growth actually comes from and how competing channels are compared fairly. Channels are compared on what they add, not on what they are credited with.
You can judge which channels genuinely add customers rather than claiming credit for them, compare options on comparable terms, and recommend reallocation with evidence behind it.
What You'll Learn
- You study incrementality and holdout design, attribution model comparison, the long-term value of a customer against acquisition cost, cohort analysis, media mix considerations, and forecasting the effect of reallocating budget
This level suits readers accountable for acquisition performance overall, where the work is setting targets, arbitrating between channels and defending the plan when results move.
You are able to run acquisition as a portfolio with clear rules for arbitration, keep a testing programme running continuously, and hold a consistent, evidence-based position on where growth comes from.
What You'll Learn
- You cover portfolio-level planning, unit economics and margin, measurement governance, experiment programmes rather than single tests, organisational incentives, and reporting that withstands scrutiny