Perception: understanding your content

Visitors interpret your content differently then you intended, some cannot understand new concepts, lets learn why.

What you meant to say on your web page is rarely what visitors understand. Perception is a tricky thing and what matters most is controlling how your content and images are interpreted by your visitor's brain to avoid confusion that creates cart abandonment.

In this CRO course:
In the first Chapter, we will cover the principles of Perception. How the brain interprets website content, the text, and images your website visitors see will influence how they interpret your website and ultimately how they convert.
In the second Chapter, we explain a strange psychological phenomenon, grasping the unknown, or how our brains cannot comprehend new content and what you need to do to mitigate it.

Just a few things you will learn:
  • What is the mechanism of perception?
  • How perception works on a web page.
  • Why your visitors’ perception is different from yours?
  • How perception can play a trick on your visitor’s reality.
  • How you need optimization is controlling visitor perceptions.
  • How our minds make sense of new concepts.
  • Why we can’t handle the NEW.
  • How to relate back to visitors knowledge base to bridge into the new.
  • Conversion and persuasion techniques to leverage.
  • Part of the CRO course bundle

    Course curriculum

    • 1

      Perception: How visitor interpret your content

      • 1- Perception: A definition
      • 2- Perception: An illustration
      • 3- Perception: How it works
      • 4- Perception: How visitors interpret content differently
      • 5- Perception: Looking at content through the eyes of the visitor
      • 6- Perception: Example and Key points
    • 2

      Grasping the unknown: Why we can't process new concepts and ideas

      • 1- Grasping the unknown: Introduction
      • 2- Grasping the unknown: The conflict of New
      • 3- Grasping the unknown: Principles
      • 4- Grasping the unknown: Using "Like" to anchor messages
      • 5- Grasping the unknown: Psychological processing of the unknown
      • 6- Grasping the unknown: an illustration of use
      • 7- Grasping the unknown: Summary and key points

    CRO course bundle

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

    About the course

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

    • Complexity level: Psychological principle course

    • For whom? Marketers, CRO teams, content editors

    • Length: Multi-Chapter course ~50 minutes

    Watch Intro Video


    Get to know the Optimization Academy

    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 is the CRO bundle?

      The courses are not meant to be sold separately since most of the knowledge is built from previous courses...
      So getting the CRO Course Bundle gives you all the courses, existing and upcoming, with full freedom to watch individual courses in any order you want.

    • 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 not really. each course is between 20 to 40 minutes on average, designed to establish fundamental principles you will need to evaluate your own pages and site journey.
      The multi-lesson courses are longer in the 40 to 90-minute range.

      All courses are made up of individual "lessons" and each lesson is from 2 to 15 minutes long.

    • 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.