The 4 user journey stages

Understand how your visitors' expectations change with each different page type they accouter across your website

To increase conversion rate you need to know how and what your visitors are thinking at each stage of their journey. in this CRO training course, we define the changes in psychology throughout the website experience. For visitors, content requirements differ when doing a product search versus, say, going through the check out process. Understanding each journey stage will help you better define your AB testing objectives and the page improvements you should be focusing on.

In this CRO training course:
We cover the psychological difference of the website User Journey Stages. It will give you a framework of the different webpage conversion elements that matter most to the visitors at each stage of the journey from arriving at the website to searching for content to persuasion and transaction user journey stages.

About the course

Quick facts about the course, whom its for, how long it is

  • Complexity level: Important fundamental course

  • For whom? Marketers, CRO teams, content editors

  • Length: short course ~22 minutes

Course curriculum

  • 1

    Stages of the user journey: needs change

    • 1- User journey stages: Introduction
    • 2- User journey stages: The super market analogy
    • 3- User journey stages: Understanding the psychology
    • 4- User journey stages: Mapping website page types
    • 5- User journey stages: Stage 1 - Position and direct
    • 6- User journey stages: Stage 2 - Search and find
    • 7- User journey stages: Stage 3 - Persuade and select
    • 8- User journey stages: Stage 4- Exchange and transact
    • 9- User journey stages: Key summary points

CRO course bundle

Get 1 year unlimited access to all 30+ courses, 240+ lessons in over 50 hours of videos training.

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Social proof: testimonials

eCommerce & CRM Director, Tsakiris Mallas / f. Chairman of the Greek Ecommerce Association

Fotis Antonopoulos

eCommerce & CRM Director, Tsakiris Mallas / f. Chairman of the Greek Ecommerce Association

Those of us that are passionate about eCommerce, know very well that our industry's Holy Grail is called 'Conversion Rate Optimization'. Yet, the problem is that only a few professionals know how to implement a good methodology in order to gain maximum CRO results. The rest of us rely on some past experience, a couple of white papers and/or some youtube videos. All that, until I recently discovered the Optimization Academy. I have downloaded/subscribed to numerous courses, so I said 'why not?'. I have to admit, without being too excessive, that it was one of the best personal investments, the past few years. Very practical, spot-on, fast, entertaining and above all very qualitative. To the point, I restarted the course, once I finished it, to discover more and more data.  Thus, at the end of the day, it comes to the big question... "Would I recommend it?". To my good friends and colleagues, definitely yes. To my competitors, I guess not. :-)
E-Business Manager, BSB Fashion

Dimitris Travlos

E-Business Manager, BSB Fashion

Frankly, Mr. Imhoff is one of the very few who manages to impress me every single time I meet him. If you’re really into actionable insights, practice over theory, efficiency over extravagance, precision over vagueness – and all these expressed with a wonderful non-political correct attitude.


  • What makes your courses unique?

    I get this a lot, no surprise there...
    The courses are based on rules and principles we developed and taught in our CRO agency.
    Unlike a lot of courses that are very good, but very theoretical, and most people find it difficult to apply to a website or AB testing. These rules and principles I use all the time to build my experiments and guide my conversion optimization decisions

  • Is this a long course?

    No, these are short courses 20 to 40 minutes, designed to establish fundamental principles you will need to evaluate your pages and help you assess gaps in your product description content. The multi-lesson courses are longer in the 40 to 90-minute range.

  • Why are the courses numbered?

    The initial CRO training program was designed as a series of sequential courses,starting from #1 and then #2 etc.. But, some companies and people don't want to go through all of them in sequence, so you are free to jump around. I recommend that you start from the beginning as the courses build up knowledge in layers and references learnings from previous courses

  • Is this just for beginners?

    Oh no no no... You would be surprised how even the pros don't know these principles.
    You may think some of these are simplistic, but they are not.