What you’ll get:

You will gain the ability to consistently pinpoint new optimization ideas, formulate reliable hypotheses, and create successful A/B tests and experiments based on them. We’ll guide you through the essential methods, tools, and foundational elements so that you understand the crucial aspects of testing. This empowers you to systematically enhance conversions through an effective process and thorough analyses.



The cost is EUR 1,750.00, with an additional VAT of EUR 332.50, covering the entire duration.


Target Group:

Responsible for digital growth in a company (e-commerce manager, CRO manager, product owner, digital marketing manager, head of marketing, head of e-commerce, UX manager, or similar) and have basic knowledge of e-commerce and web analytics.


Course Level:

The course is designed to accommodate participants at varying skill levels, ranging from beginners to advanced. Advanced participants can expect to gain in-depth insights into the entire process, acquire new perspectives, and uncover untapped potential as well as identify existing gaps in their knowledge.


Time Period:

The course spans over 2 weeks, with 4 live sessions via Zoom, each lasting 0.5 days (conducted over 2 days within one week), complemented by approximately 10 hours of self-study.



As part of the course experience, a care package containing a variety of food, drinks, and snacks will be delivered to your home.

What Sets Our Training Courses Apart:

  • Trainers with extensive expertise in the field
  • Industry-recognized certificates
  • Practice-oriented training sessions*
  • Limited to a maximum of 15 participants
*To enhance your learning success, you will receive all necessary documents in PDF format and enjoy 3 months of unlimited access to video lessons.

Meet Our Experts:

Our consultants and analysts lead the course, drawing from their extensive experience collaborating with a diverse range of small and large SMEs, start-ups, and corporations. With a wealth of knowledge gained from numerous experiments, they provide firsthand insights into the practical aspects of the field.

Bild von Dennis Herzberger
Dennis Herzberger
Senior Growth Consultant
Bild von Kathrin Häring
Kathrin Häring
Senior Customer Insights Manager
Bild von Manuel Brückmann
Manuel Brückmann
Principal Technology Consultant
Bild von Thomas Wohlfrom
Thomas Wohlfrom
Data Scientist

Integrated Learning = Blended Learning

We seamlessly merge the benefits of e-learning and remote face-to-face learning.

  • Independent Learning: During self-learning phases (e-learning), you can prepare for remote face-to-face sessions at your own pace.
  • Direct Implementation of What You Have Learned: Engage in practical tasks and workshops within small groups, applying insights to your own case for immediate real-world application.
  • Real-Time Feedback: Receive consolidated knowledge through direct trainer feedback, self-evaluation, and online exercises during the training.

Explore the Agenda to Understand What to Expect:


During the two-week program, live sessions will occur twice a week via Zoom. Between these sessions, you’ll have the flexibility to work independently and at your own pace, engaging in self-study through our dedicated learning platform.

Before the Start of the Course: Self-Study (Approx. 2 hours)

  • Video course: Heuristic evaluation with the 7-level model 

Week 1


Session 1: 08:30 – 13:00 – Group Work via Zoom & Practical Exercises

Understanding Customer Needs Introduction to Consumer Behavior

  • Why and how do people buy products?
  • Use and explanation of buying stage models

CRO Team & Roles, Optimization of the Testing Program

  • What does an ideal testing process look like?
  • Get to know the Behavioral Design Framework
  • Which roles are needed in a CRO team?

Capturing the Customer Experience: Heuristic Evaluation

  • Analyze your site to identify potential for optimization
  • Learn to analyze your site from the user’s perspective
  • Identify fields of action for better hypotheses

Until the Next Zoom Session: Self-Study (Approx. 1.5 hours)

  • Video course: Web Analytics Basic

Session 2: 08:30 – 13:00 – Group Work via Zoom & Practical Exercises

Web Analytics Basics for Optimization Potentials

  • How do you find potential in the data?
  • Data derived from different reports
  • 10 key questions for effective web analytics

User Research Basics : Qualitative Analyses

  • User research: overview of methods
  • Identifying target groups with personas, fuels & fictions
  • Clever questionnaire design to obtain initial user feedback
  • Practical exercise: working on specific use cases for research methods

Until the Next Zoom Session: Self-Study (Approx. 3 hours)

  • Video course – Statistical basics and free e-book
  • Video course – Hypothesis generation



Week 2


Session 3: 08:30 – 13:00 – Live Group Work & Practical Exercises

Testing KPIs for Hypotheses and Prioritization

  • Business-relevant KPIs
  • Types of A/B tests and their application
  • Prioritization of hypotheses according to effort and impact

Hypothesis Generation and Framework

  • WDW framework for formulating hypotheses
  • Definition of meaningful KPIs within hypotheses
  • Requirements for a hypothesis so that it gets into the backlog

Test Runtimes of A/B Tests and Evaluation

  • Calculating test runtimes with tools
  • Never stop A/B tests too early again
  • Checking the statistical significance of A/B tests

Until the Next Zoom session: Self-Study (Approx. 2 hours)

  • Video course – Consensus Psychology Basics

Session 4: 08:30 – 13:00 – Zoom Group Work & Practical Exercises

Test Concepts and Reporting

  • Structure of a good test concept (incl. templates)
  • Structure and templates for reporting (incl. templates)
  • Creation of a testing roadmap
  • Group task: evaluation and interpretation of an A/B test

Consumer Psychology and Behavior Patterns to Come up With Creative Solutions

  • Introduction to the world of Behavior Patterns
  • Working with Behavior Pattern
  • Refine your hypothesis with behavior patterns

Outlook for Growth Potential in the Company with the G.R.O.W. Model®

  • Status quo: Where does the company stand in terms of experimentation maturity?
  • Which measures will strategically advance the experimentation program?

* The agenda is subject to change at short notice.

Your Certificate Requirements:

To earn your certificate, ensure the following criteria are met:

  • At least 80% participation rate in the live events: Actively engage in a minimum of 80% of the live sessions conducted throughout the course.
  • Practical evidence: Demonstrate your acquired skills through practical application during the course, showcasing hands-on proficiency.
  • Mini quiz: Successfully pass mini quizzes, which serve as knowledge checks between lessons, demonstrating your understanding of the course content.

Waiting List For October 2024



Where does the course take place
We run the course in two variants: On-site in Munich or Cologne or in remote form, so that participants always have maximum flexibility in their choice of dates. We use Miro for collaborative work, blended learning with videos and Google Meet. The on-site course also includes preparation with videos and you will need a laptop for digital exercises.

Can I have my entire team trained in-house?
Yes, under certain conditions we can also conduct the training exclusively at your premises. If you are interested, please contact us in writing (by e-mail).

Do you have any questions or would you like to train your team in-house?
Send us a mail if you have any questions about the course or would like an individual offer for other training for your team.


Is the course suitable for advanced optimizers?
It depends 😉 We keep finding that “advanced” is defined in different ways. It’s best to take a look at the program and then we can talk personally about your current challenges and experiences.


Who can take part in the course?
The content is aimed at people from companies who are working alone or with a team on the topic of experimentation. As the content is tailored to these needs, we ask independent consultants and agencies to contact us separately.


How will you be catered for?
For the remote courses, we will send you a care package so that you are well-fed for all 4 days and, of course, meals are provided for the on-site course.

How do you get your certificate?
There is no written exam at the end. You prove the skills you have learned directly in the practical exercises. We will then send you your personal certificate as a PDF.


Can I only book individual days of the course?
No. The greatest benefit comes from the intensive, undisturbed work over several days and the resulting focus on the important aspects of conversion optimization, as well as the intensive exchange with other participants. Both of these aspects are therefore given plenty of space during the course. If you are interested in an individual offer that is tailored to your needs, please get in touch with us. We are sure to find a solution.