Module 23 · Growth & E-commerce track
Conversion Rate Optimization
This is the track for people who want to grow a business, not just run a campaign.
Conversion Rate Optimization teaches you to improve how many visitors take a desired action — filling a form, making a purchase — without spending a single extra rupee on traffic.
2 wk
Module duration
2
Hands-on assignments
CRO/Growth Executive
Job role this maps to
Why this module matters
Most digital marketing courses stop at driving traffic; CRO is what happens after the click, and it’s frequently the highest-leverage skill for improving a campaign’s actual ROI.
Real-world example
Simply moving a contact form from the bottom of a landing page to right under the headline — and cutting it from 8 fields to 4 — is the kind of unglamorous CRO change that can lift conversions by double digits.
What you'll actually learn
- The CRO mindset: hypothesis, test, measure, iterate
- Reading heatmaps and session recordings for friction points
- Landing page structure that reduces drop-off
- Writing and testing calls-to-action
- Form optimization: reducing fields without losing data quality
- Basic statistical significance for A/B testing
- Prioritizing test ideas using an impact/effort framework
- Building a CRO testing roadmap
Practical assignments — you'll do these, not just read about them
Assignment 1 — Audit a landing page’s structure and list 5 specific friction points.
Assignment 2 — Design and document an A/B test for a headline or CTA change.
Assignment 3 — Build a 90-day CRO testing roadmap prioritized by expected impact.
Tools you'll get hands-on with
Google Optimize alternatives / VWO (overview)
Hotjar (heatmaps)
GA4
Landing page builders
A/B testing calculators
Where this takes you: CRO/Growth Executive
CRO skills are what elevate a Performance Marketing or Growth Executive candidate above peers who can only run ads, since employers value people who protect the ROI of ad spend, not just generate clicks.
Have questions about the Conversion Rate Optimization (CRO) module?
Leave your number and a BIIM counselor will walk you through this module, batch timing and what you’ll be doing week to week.
Related modules
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