WSQ Website & Landing Page Conversion Optimisation Course
Learn Conversion Rate Optimisation (CRO) Strategies From Clicks to Conversions
*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders
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Overview of Course
Optimising websites and landing pages for conversions is increasingly critical in today’s competitive digital landscape, where user attention is limited and performance expectations are high. In Singapore’s crowded online environment, businesses need more than traffic — they need pages that guide users clearly and effectively towards action.
In this WSQ Website and Landing Page Conversion Optimisation course, learners will develop the skills to design and optimise high-performing websites and landing pages that support clear user journeys and measurable conversion goals. The course combines behavioural science, UX principles, content strategy, and practical CRO techniques to help learners understand not just what to optimise, but why.
Learners will explore key consumer psychology frameworks, including Cialdini’s Principles of Persuasion, the Fogg Behaviour Model (B = MAP), and Eisenberg’s Buyer Modalities, and learn how to apply these concepts to page structure, messaging, and calls to action.
The course also introduces no-code landing page tools and the core steps involved in building and structuring a landing page, using example platforms such as Unbounce, Leadpages, or HubSpot to demonstrate key concepts.
Through hands-on, project-based activities, learners will plan, wireframe, write, build, and optimise a landing page, using analytics and behavioural tools to identify friction and improve performance. By the end of the course, participants will be equipped to confidently design and optimise websites and landing pages that improve user engagement, increase conversions, and support overall digital marketing performance.
Learning Outcomes
- Gain an understanding of the role that websites and landing pages play in the overall marketing mix, including the use of the conversion optimisation framework to gain a deeper analysis and then building out goals for improvement of website and landing page conversion rates.
- Acquire a deep understanding of the user journey and the critical skills for effective website flow analysis.
- Apply the significance of Heuristic analysis for evaluating interfaces highlighting common usage patterns and identifying areas for optimisation.
- Evaluate and reengineer a website or landing page layout, including improving its navigation, visual hierarchy, and mobile responsiveness to enhance user engagement and facilitate a smoother journey towards conversion goals.
- Craft compelling, targeted content strategies that effectively communicate the value proposition, incorporate persuasive copywriting techniques, and integrate social proof to increase the credibility and conversion potential of a website or landing page.
- Integrate ethical psychological triggers and ensure adherence to relevant privacy regulations within digital content, including creating a sense of urgency and trust that complies with legal standards to motivate user action and increase conversion rates effectively.
- Develop and implement a data-driven conversion rate optimisation strategy by utilising A/B testing, SEO best practices, and key performance indicators to systematically enhance website functionality and user experience and ultimately improve conversion rates.
- Assess and select relevant key performance indicators to measure the impact of optimisation techniques to ascertain if the goals have been reached.
- Set up reports to consistently track these metrics and understand how to use this data and develop marketing insights to improve website and landing page performance.
Who Should Attend
This Website & Landing Page Conversion Optimisation course is suitable for beginners with no prior experience and who are new to optimising their website for conversions. This may include individuals in various marketing functions, business owners, entrepreneurs and any individuals looking to boost website conversion rates.
Prerequisites
To enroll in this conversion rate optimisation training course, you should possess the following:
- 1 GCE ‘O’ level or equivalent (≥ 21 years old); or
- NITEC/Higher NITEC (≥ 21 years old); or
- Mature candidates (≥ 30 years old with 8 years of work experience); or
- Candidates with other qualifications will be considered on a case-by-case basis
You will need basic computer skills. While optional, having a basic understanding of sales and marketing concepts would be beneficial.
Instructional Methods
- Lecture
- Class Discussions
- Live Demonstrations
- Collaborative Learning
- Hands-on Application
Certification
Upon successful completion of the WSQ Website and Landing Page Conversion Optimisation course assessment, participants who have attended at least 75% of the course will receive a SkillsFuture WSQ Statement of Attainment (SOA) in User Experience Design under the Skills Framework, along with a Certificate of Attendance by @ASK Training.
*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework ICT-DES-4007-1.2 User Experience Design
Course Codes: TGS-2023020901
Course Support Period: 01 Jun 2023 – 31 Jan 2025
Course Curriculum
WSQ Website & Landing Page Conversion Optimisation
- What is CRO (Conversion Rate Optimisation)?
- Why is CRO Important?
- Where Does CRO Fit in the Funnel?
- Websites vs Landing Pages: What’s the Difference?
- Types of Landing Pages
Module 2: Consumer Psychology and the User Experience
- Why Psychology Matters in Conversion
- Cialdini’s Principles of Persuasion
- Fogg Behaviour Model (B = MAP)
- Eisenberg’s Buyer Modalities
- Applying Modalities to Page Structure
Module 3: Fundamentals of Design (UX/UI)
- Identifying Friction in the User Journey
- Designing for Flow: Layout, Navigation & Structure
- Crafting the Value Proposition
- Hero Image or Video
- Supporting Copy: Benefits and Features
- Social Proof
- Call-to-Action (CTA)
- Visual Hierarchy and Layout Principles
- Navigation Design
- Building Trust with Trust Signals
- Introduction to the LIFT Model
- From Idea to Wireframe: Designing a Landing Page with Purpose
Module 4: Effective Content & Messaging
- Why Copy and Content Matter
- Writing Impactful Headlines
- Crafting Clear and Compelling CTAs
- Microcopy and Form UX
- Visual Content That Supports Conversion
- Using Video to Build Trust and Clarity
Module 5: Optimisation Tools
- Introduction to No-Code Landing Page Tools
- Key Steps for Building a Page in Unbounce, Leadpages, or HubSpot
- Best Practices When Using a Page Builder
Module 6: Measurement and Reporting
- Why Measuring Matters in CRO
- Key CRO Metrics
- Using Google Analytics for CRO
- Behaviour Tracking Tools
- Using Heatmaps Effectively
- Session Recordings
- Usability Testing
- A/B Testing and Conversion Optimisation
- What You Can Test on a Landing Page
- Writing a Test Hypothesis
- Test Planning: Control vs. Variant
- When to Use Multivariate Testing
- Best Practices for Testing
Assessment
- Project: 80 minutes
- Written Examination: 40 minutes
Download the course brochure here.
This course is part of the Diploma in Digital Marketing and Digital Marketing SkillsFuture Career Transition Programme (SCTP).
Fees and Subsidies
*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders
Course Fee:
S$988 (exclusive of 9% GST)
Course Fee After Eligible SSG Subsidies:
From S$125.48 (inclusive of 9% GST) after 90% SSG Subsidies
| Learners | |
| Singaporean Citizens ≥ 40 years old | S$125.48 (after SSG 90% Funding) SkillsFuture Credits can be used on top of existing subsidies |
| Singaporean Citizens, PRs or LTVP+ Holders ≥ 21 years old |
S$323.08 (after SSG 70% Funding) For Singapore Citizens aged 21-31 Post Secondary Education Account Funds can be used. |
| Learners | SMEs | Non-SMEs |
| Singaporean Citizens ≥ 40 years old | S$125.48 (after SSG 90% Funding) SkillsFuture Enterprise Credits (SFEC) can be used on top of existing subsidies |
S$125.48 (after SSG 90% Funding) SkillsFuture Enterprise Credits (SFEC) can be used on top of existing subsidies |
| Singaporean Citizens, PRs or LTVP+ Holders ≥ 21 years old | S$323.08 (after SSG 70% Funding) SkillsFuture Enterprise Credits (SFEC) can be used on top of existing subsidies |
*This course is not eligible for Mid-career SkillsFuture Credits unless enrolled as part of the full SkillsFuture Career Transition Programme. Learn more about the full SCTP Diploma in Digital Marketing programme.
NOTE: Trainees are entitled to the SSG training grant when they meet 75% of the training attendance and pass the requisite assessment. If trainees fail the assessment, they are required to re-take it immediately without additional fee. For more details see Course Funding Information.
Important Reminder: Your PSEA claim needs to be submitted at least 1 month before the course’s commencement date. Should you miss this deadline, an alternative payment method must be used to secure your spot in the course. After the disbursement of your PSEA funds to us, we will reach out to initiate the refund process.
All prices are inclusive of 9% GST.
Check your funding eligibility and nett course fees when you sign up.
WSQ Website & Landing Page Conversion Optimisation Course
Learn Conversion Optimisation Strategies From Clicks to Conversions
Course Fees:
From S$125.48 (inclusive of 9% GST) after 90% SkillsFuture SG Subsidies
Up to 90% SkillsFuture Subsidy. Enrol today.
Course Schedule
| Course | Duration | Months | Available Date(s) | Venue | Remarks |
|---|---|---|---|---|---|
| WSQ Website & Landing Page Conversion Optimisation TGS-2023020901 | 2 Days (8:30am - 6:30pm) | December 2025 | 29-30 | International Plaza | Weekdays |
| January 2026 | 03-04 | International Plaza | Weekends | ||
| 06-07 | International Plaza | Weekdays | |||
| 15-16 | International Plaza | Weekdays | |||
| 31 Jan, 1 Feb | International Plaza | Weekends |
*Please scroll horizontally on mobile device to view more schedule intake
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Up to 90%
SkillsFuture Subsidy