1. 1 \ Introduction to CRO
2. Fundamentals of the CRO.
   What is the CRO? How to improve the conversion of a digital business?
3. Execution of the CRO.
   How to propose a project, manage it and prioritize methodologies according to the type of business and its objectives.
4. Exercise

1. What is a business model? Structure of business models and their influence on CRO projects. Action frameworks according to the business model.
2. Definition and understanding of a business model. Understand CRO drivers on each of the business models.
3. Exercise

Learn how to use a UX analysis so that the user experience is the best possible.

1. Day 1 and 2. What is UX Research? Main techniques: people, user testing, online surveys. How to use a UX analysis to improve the CRO of a digital business
2. Exercise: Carrying out UX Research on the project or defining how to do it.

1.  Universal design principles applied to conversion. Hygienic layer. Best practices.
2. Best practices CRO according to design context. Dark patterns. Assessment of the CRO status of a project.
3. Exercise: Carry out a UX / CRO audit on the project.

1. Understand how to use technology and its impact in terms of conversion depending on the nature of the project: e-commerce, lead capture, subscription models, content consumption.
2. Main recommendations and technological aspects to take into account in a CRO project to solve problems. Understanding of the current technological ecosystem, its impact on CRO and how to manage it.
3. Exercise: How to identify problems to solve related to technology.

1. Traffic capture methodologies according to the nature of the project and its conversion objectives.
2. Traffic efficiency analysis and related CRO actions. Attribution models. Understanding of traffic models.
3. Exercise: Traffic capture analysis and improvement proposals.

1. Review of the correct implementation of digital analytics. Quantitative and qualitative analysis techniques aimed at locating inefficiencies. Exploitation of data as a tool to locate problems. Reporting. Understanding of how measurement is done with current analysis tools.
2. Exercise: Use of project analysis techniques to locate possible problems to solve.

1. Techniques for analyzing and locating inefficiencies according to the business model based on quantitative and qualitative digital analysis and research.
2. Development of hypotheses on which to define improvement actions. Design of actions derived from the hypotheses.
3. Exercise: Make hypotheses about a detected inefficiency.

1. How to define an A / B testing experiment, personalization, digital experience, linking to metrics, etc.
2. Design and development of A / B testing and digital experiments, possibilities and conclusions, How to present and document an experiment and A / B testing.
3. Exercise: Definition of an A / B testing.

1. Choose the appropriate tool depending on the type of test to be carried out. Integration of market tools in the ecosystem of the company.
2. Implementation of tools according to the type of project. Management of your farm.
3. Exercise: Practical case in class implementing a test defined in the previous class.

1. Universal principles of design and interaction. Emotional design.
2. Cognitive perception of interfaces.

1.  CRO project management methodologies. Agile. Backlog creation and management. Project deployment and actions.
2. Examples of how to manage and resolve incidents in a CRO project. Results presentation.
3. Realization of deliverable CRO.