Watch the trailer now and find out if the CRO Masterclass is right for you.

It only takes 60 seconds.Can't listen now? Turn the subtitles on by clicking the CC icon in the player.

200+ video lessons

to make you PRO at conversion optimization

150+ quiz questions

to test your knowledge and get your CRO Masterclass Certificate

175+ students

are waiting for you in our exclusive CRO Masterclass community


This is what you will get out of the CRO Masterclass

Get much more sales, leads, and sign-ups

Learn from hundreds of practical tips and tactics, and implement them into you own websites and projects.

Become great at conversion optimization

Gain in-depth knowledge from hours of exclusive video lessons. 200+ clips that are easy to navigate.

Built for beginners and advances optimizers

If you're just starting out, or if you already have experience in conversion optimization – you will increase your expertise massively.

Join once, learn forever

Become better and better. Thanks to lifetime access, and new content added and extended regularly.

Get certified in conversion optimization

Impress people on who read your CV or Linkedin profile – with the CRO Masterclass Certificate of Completion.

Bonus: Join our exclusive community on Slack

From marketers for marketers: Access our exclusive community and get feedback on your own conversion projects, tests, pages, and funnels.

Guaranteed no bullshit

Everything you learn in the CRO Masterclass has been thoroughly tested in many projects and experiments.

This is not an "automatically get rich quick" online course. They don't exist.

Put in the work. You will understand conversion optimization through the masterclass, and you can implement what you learn.

This way you will make a real, sustainable impact on your revenue and conversions.


Students of the Conversion Optimization Masterclass are amazed:

Kim Brass says

"My mind is blown. Like for real. What an amazing amount of info Nils shares in this course. I didn’t expect it to be this extensive. I will FOR SURE go through the whole course again and again because there is still SO MUCH to learn."

Malte Landwehr says

"I have been doing online marketing for 15+ years and have been involved with 100+ websites. I thought I knew my way around conversion optimization. But let me tell you: the CRO Masterclass proved me wrong. There was so much I did not know!"

Kamala Kiby says

"I took so many notes from Nils' talks, and many of them have a special permanent place on my desk to remind me of how to do things right. I can't wait for even more content being added!"


Take a look inside the content of the Conversion Optimization Masterclass

Click the different sections below to see the table of contents waiting for you.

  • Welcome To The CRO Masterclass (1:29)
  • About Your Instructor: Nils Kattau / @nilskattau (2:39)
  • What You Will Learn In This Masterclass (1:06)
  • The Agenda Of The CRO Masterclass (1:31)
  • Always Ask Your Questions (0:24)
  • Join our CRO Masterclass Community On Slack (0:24)
  • Quick introduction to conversion optimization
  • How to have long-term success in optimization
  • How to optimize the right way – step by step
  • Why research is so important

  • Introduction: Conversion Optimization As A Process (0:13)
  • Traditional Website Optimization (1:34)
  • Evolutionary Website Optimization (0:33)
  • Introduction to A/B/n-Testing (1:41)
  • Conversion Cycle: A Process For Optimizing Conversions (1:27)
  • Conversion Cycle Step 1: Analysis (1:27)
  • Conversion Cycle Step 2: Hypothesis (2:04)
  • Conversion Cycle Step 3: Variation (2:40)
  • Conversion Cycle Step 4: Technical Setup (2:10)
  • Conversion Cycle Step 5: Monitoring (5:53)
  • Conversion Cycle Step 6: Interpretation (2:56)
  • Conversion Cycle Step 7: Implementation (0:56)
  • Outro (0:13)
  • Skip the trial & error with my dos and don’ts from 16+ years of optimizing
  • Get a big amount of best practices to implement to your website immediately

  • Introduction: Repeatable Learnings From 2,000+ Experiments (0:14)
  • The Average Customer Doesn't Exist (2:24)
  • Emotional Selling With The Limbic® Map (3:36)
  • There Are No Best Practice (1:19)
  • More Leads Through Better Form Placement (1:42)
  • Don’t Trust The HiPPO (1:19)
  • Don't Reinvent The Wheel (3:05)
  • Pixel Discussions & CI In A/B Testing (1:07)
  • Use Your Header Whitespace (1:20)
  • Document And Report (0:29)
  • Find Your Best Performers (0:20)
  • Let Your Team Know What Works And What Doesn't Work (0:34)
  • Utilizing 3rd Persons' Opinions For High Conversion Rates (2:26)
  • Overlays / Modal Windows / Popus (2:44)
  • Find The Right Words To Convert Your Visitors (1:20)
  • Optimizing Low Traffic Pages (0:38)
  • Stop Using (Only) Burger Menus (1:10)
  • Outro (0:10)
  • How to take control of where people look
  • Sure-fire ways to make people understand your website fast
  • How to make people buy online without tricking them
  • How to write irresistible calls-to-action

  • Introduction: Directing Attention + Convincing Visitors (0:15)
  • Directing Attention With The Primacy-Recency Effect + Contrast (3:33)
  • Directional Cues + People vs. Visual Hierarchy (2:41)
  • More Ways To Direct Attention (1:18)
  • Aim For A 1:1 Attention Ratio (2:04)
  • Introduction: Convincing People (0:05)
  • The First Impression (1:46)
  • Perception Of Value (1:16)
  • How To Use Your Header Whitespace To Increase Conversions (3:22)
  • Using Understandable Imagery (2:12)
  • Transform Features Into Benefits (1:23)
  • How To Write Really Good Calls-To-Action (CTA Headline Formula + Reason To Complete Formula) (2:12)
  • Button Colours Don't Matter (1:08)
  • How To Make People Read Your Content (1:40)
  • Conversion Element Placement (0:54)
  • Outro (0:07)
  • Tons of practical tips for every crucial part of a landing page

  • Introduction: Landing Page Optimization (0:09)
  • The Navigation (0:03)
  • - Navigation Menu (2:10)
  • - External Links (0:46)
  • - Avoid Uncommon Interaction & Test Innovation (0:27)
  • The Headline (0:12)
  • - Content (0:41)
  • - Word Order (1:08)
  • - Sub Headline (0:32)
  • The Hero Shot (0:11)
  • - Emotional or Explanatory? (0:17)
  • - Mirror Neurons (1:22)
  • - Animated or Static? (Videos, Sliders, ...) (2:57)
  • - Stockphotos (1:00)
  • The Benefits (0:08)
  • - Benefits Beat Features (0:49)
  • - Bullet Lists (0:43)
  • - Identify The Right Triggers (0:50)
  • The Trust Elements (0:14)
  • - Company Identification (1:30)
  • - Promise Of Service & Reachability (0:53)
  • - Be Local (0:18)
  • - Awards, Seals, Memberships (0:15)
  • The Social Proof (0:10)
  • - Testimonials (0:42)
  • - Show Off Your Clients (0:47)
  • - Reviews & Ratings (1:12)
  • - Scarcity (0:33)
  • The Objection Handling (0:06)
  • - Time (0:19)
  • - Complexity (0:31)
  • - Security (1:20)
  • The Content (0:08)
  • - Skimming (1:33)
  • - Readability (1:10)
  • - What To Say? (0:52)
  • - Short Copy vs Long Copy (0:39)
  • The Design (0:41)
  • - Perception of Value (0:58)
  • - Visual Hierarchy (0:19)
  • - White Space (0:12)
  • - Form Follows Function (0:49)
  • The Conversion Element (0:06)
  • - How Many Conversions Goals? (0:31)
  • - Headline / Call-To-Action (1:50)
  • - Form (3:41)
  • - Button (1:07)
  • - Placement (0:49)
  • - Lead Gen Giveaway (1:24)
  • Outro (0:37)
  • Why email marketing is one of the best marketing channels
  • How to make people sign up
  • How to keep them as valuable readers
  • How to use product launches to grow your mailing list without a marketing budget

  • Introduction: Email Marketing + List Building (0:14)
  • Email Is The Marketing Channel With The Highest ROI (1:43)
  • Why I Love Beta Sign Ups (1:20)
  • Build A Top-notch Landing Page (0:24)
  • - There’s No Perfect Landing Page (0:41)
  • - Headline (0:38)
  • - Sub Headline (0:13)
  • - Call-To-Action (0:16)
  • - Conversion Element (0:49)
  • - Content (0:30)
  • - Objection Handling (0:17)
  • - Value Propositions (0:23)
  • - What Else To Mention On Your Landing Page? (1:26)
  • Generating Subscribers From Your “Normal” Visitors (0:23)
  • Convincing People To Sign Up (Without Offering Vouchers) (1:27)
  • Never Call Your Newsletter “Newsletter” (0:29)
  • How To Build A Very Usable Sign-up Funnel (3:51)
  • How To Get Relevant Subscribers Without Being Annoying (0:13)
  • Test Different Marketing Channels & Campaigns (0:12)
  • - Facebook Groups (0:27)
  • - Product Hunt (0:23)
  • - Instagram (0:32)
  • - YouTube (0:27)
  • - Autoresponder / Drip Campaigns (0:19)
  • - Offline Marketing (2:07)
  • Focus Deeply On One Channel At A Time (1:07)
  • Build A Machinery To Help You Be Consistent (1:04)
  • Use Your Thank You Page (1:17)
  • Viral Distribution Through Social Sharing (1:26)
  • Let People Pay With A Share (1:04)
  • Your Newsletter Content (0:10)
  • Segment Recipients To Increase Relevance (0:44)
  • Sender, Subject Line & Preheader (3:59)
  • Opening Rate Is A Vanity Metric (0:52)
  • How To Structure Your Email Content To Increase Your Click-Through Rate (0:50)
  • Don’t Write Newsletters For The Sake Of Writing Newsletters (0:25)
  • Gather Tons Of Feedback & Never Stop Experimenting (0:46)
  • My Favorite First Experiment: Designed Template Vs Plain Text Template (0:36)
  • Prevent Sending To The Spam Folder (2:03)
  • How To Reduce Your Opt-out Rate (1:50)
  • Tool Recommendation For Email Marketing. (1:50)
  • Outro (0:09)
  • What’s important to optimize your mobile conversions
  • How to deal with people’s mobile-specific FUDs (fears, uncertainties, and doubts)
  • Mobile CRO quality assurance

  • Introduction: Mobile Conversion Optimization (0:14)
  • Mobile Is Not About Removing Content (2:45)
  • Making It As Fast And Easy As Possible (2:15)
  • Mobile Usability (3:27)
  • Test Everything In Landscape View (1:26)
  • Optimize Image (1:32)
  • Interaction Items & Sausage Finger Conformity (2:33)
  • (Mobile) Objection Handling (2:08)
  • Use HTML 5 Input Types (0:40)
  • Shorten Input Times (0:55)
  • Never Forget Mobile Quality Assurance (1:15)
  • Outro (0:04)
  • Why you should never test without a hypothesis
  • A framework to write great hypotheses
  • How to rate and prioritize your test ideas for the best outcome
  • Download my worksheet to write, rate, and prioritize hypotheses

  • Introduction: Developing + Prioritizing Hypotheses (0:15)
  • Never Test Without Hypothesis (0:53)
  • Where, What & How (1:24)
  • A Blueprint For Good Hypotheses (2:25)
  • How To Prioritize Hypotheses (2:17)
  • Calculating Impact (2:12)
  • Calculating Effort (0:53)
  • Calculate Your Hypothesis Rating (0:55)
  • When Should I Focus On: Quick Wins, High Impact, High Frequency (0:48)
  • Copy & Paste My Hypotheses Spreadsheet (0:21)
  • Putting The Hypotheses Spreadsheet To Work (4:22)
  • How to implement Google Optimize with Google Tag Manager
  • How to set up an A/B test without coding required

  • Introduction: A/B Testing / Experimentation With Google Optimize (0:05)
  • Picking A Testing Tool (1:08)
  • Signing up for Google Optimize (0:33)
  • Installing Google Tag Manager (0:46)
  • Installing Google Analytics Via Google Tag Manager (1:49)
  • Installing Google Optimize Via Google Tag Manager (0:56)
  • Connecting Google Optimize With Google Analyrics (0:29)
  • Experiment Setup (1:09)
  • Variant Editor (2:11)
  • Goal Setup (1:36)
  • Starting Your Experiment (0:42)
  • Experiment Reports in Google Optimize (0:54)
  • Experiment Data Analysis In Google Analytics (1:03)
  • Why you should write test reports
  • How to use them to develop an optimization culture in your company
  • The anatomy of great test reports
  • Download my test report template

  • Introduction: Creating Meaningful A/B Test Reports + Documentation (0:14)
  • Why You Should Write Test Reports (0:26)
  • The Anatomy Of A Highly Practical Test Report (Copy & Paste My Template) (1:01)
  • - Title Slide (0:58)
  • - Quick Overview Slide (2:14)
  • - Learnings Slide (0:36)
  • - Original / Control Slide (0:52)
  • - Variant Slide(s) (0:50)
  • - Experiment Result Slide(s) (0:58)
  • - Next Steps Slide (0:33)
  • Document Your Learnings (0:28)
  • Create An Optimization Culture (0:30)
  • Congratulations On Finishing The Lectures! (0:23)
  • Test Your Knowledge + Get Your CRO Masterclass Certificate (0:53)
  • Set Up Your First A/B Test (0:56)
  • Newly Added CRO Masterclass Content (0:25)
  • I Need Your Feedback ❤️ (0:22)
  • New content added regularly: Q&As and page breakdowns
  • The masterclass content gets extended based on your requests

  • Q&A: Conversion Optimization As A Process (Lecture 1) (6:26)
  • Q&A: Repeatable Learnings From 2,000+ Experiments (Lecture 2) (6:01)
  • Q&A: Directing Attention + Convincing Visitors (Lecture 3) (10:08)
  • Q&A: Landing Page Optimization (Lecture 4) (15:51)
  • Q&A: Email Marketing + List Building (Lecture 5) (5:27)
  • Finish challenging quizzes to test your conversion knowledge
  • Get an official Certificate Of Completion after beating all quizzes

  • Quiz 1: Conversion Optimization As A Process
  • Quiz 2: Repeatable Learnings From 2,000+ Experiments
  • Quiz 3: Directing Attention + Convincing Visitors
  • Quiz 4: Landing Page Optimization
  • Quiz 5: Email Marketing + List Building
  • Quiz 6: Mobile Conversion Optimization
  • Quiz 7: Developing + Prioritizing Hypotheses

About your instructor:

Nils Kattau is one of the leading conversion optimization experts. Since 2004, he has run 2,000+ A/B/n-tests for more than 300 companies and built one of the biggest agencies specialized in conversion optimization. Since leaving his agency in 2016, he’s been focusing on his own projects and online marketing events.

He is co-author of several books about conversion optimization, online marketing, and growth hacking. Each year, he speaks on the stages of many popular conferences and well-known companies. Nils frequently shares his knowledge in webinars and social media. Also, he is the CRO university lecturer for Google’s first European Digital Marketing Degree.

Nils works with brands like Facebook, Airbnb, PayPal, Amazon Audible and ebay with the goal to improve their conversions or knowledge in the field.


Learn more about me and my background in this short video


"Do I really need this masterclass?Can't I learn all of that without it?"

Sure you can.

Here’s a quick checklist of what you can do instead of joining my Conversion Optimization Masterclass:

  • Work with 300+ clients in 2,000+ experiments.
  • Acquire some of the world’s leading brands as clients, such as PayPal, Airbnb, Amazon Audible, and others.
  • Fail hard and often to find out what works, and what doesn’t.
  • Visit 50+ conferences to learn from other optimizers and marketers, and adapt their knowledge.
  • Read 20+ books about different marketing topics.
  • Document everything you learn, and try to connect the dots.
  • Try to implement the learnings into conversion optimization.
  • Spend 16+ years doing all of the above.

Or: Enroll now and get all of that from me. Today.


Okay, okay – I'm convinced, Nils!Show me the price already!

Show me the price, Nils!

Before I show you the price: Read what you will get.

Comprehensive in-detail video lectures:

200+ easy-to-navigate videos. Learn all you need to increase your (or your client’s) conversions.

Copy & paste my worksheets:

Easy-to-use presentation and excel sheet templates. Start high-level CRO immediately.

Follow step-by-step walk-throughs:

Learn how to set up your own A/B testing tool, and start your own A/B tests. Even without coding skills.

Challenging quizzes – certification included:

Test your knowledge and become certified in CRO.

Join our CRO Masterclass community on Slack:

Get valuable community feedback to your pages and discuss CRO topics.
175+ members already!

Monthly Q&As:

Get expert feedback to your CRO questions.

New content added regularly:

Stay up-to-date with the latest CRO knowledge.

Lifetime access:

Pay an affordable price once, and access the current and newly added content forever.

Get lifetime access for 1999€Or pay 12 x 199€ monthly

If required, VAT will be added in the next step. You will see the final price before purchasing.

Craig Sullivan says:
“Thank you so much Nils for a cornucopia of excellent tips and advice!”

Carsten Blauth says:
“Thx a million for the effort, the input, the tipps & tricks and the fun I had all along.”

Sebastian Grünwaldt says:
“Thank you for the amazing masterclass, actually took a day off for this, well worth it!”

Rodrigo De says:
“Thank you a lot for the effort of sharing so many insights and so much valuable content.”

Maximilian Greif says:
“Mastermind.”

Udo Raaf says:
“Nils provides years worth of conversion knowledge. Compressed into practical tips that you can apply immediately. This is worth gold.”

Sascha Blank says:
“This was the best I have seen in a long time – by far. Thumbs up, absolutely outstanding!”

Kim ten Bras says:
“The way he delivers it is just fun (his meme game is on-point) and casual, he’s not making things overcomplicated. I honestly think Nils might be one of the true heroes of the internet.”