Honest CXL growth marketing minidegree review. Part 5/12
Hello there. If you land on this article looking for opinions about CXL, there is something you should know before. First of all, welcome. I was in the same situation as you are, and I know how hard it is to find genuine reviews in this magic world. I will be 100% honest with you.
Please read the following disclaimer to better understand the reason behind my review on CXL.
Just to be really 100% honest with you, as long I am try to keep it simple and fun I have to use GIF from The Office to make it fun also from me.
Disclaimer
This article reviews just the CXL growth marketing minidegree (not all the CXL courses). The review is written by an actual user, me (Diego). BUT… it is not entirely bias-free. My experience with CXL is due to them granting me a scholarship (yes 100% courses). We know that in this capitalistic world nothing is for free and there is always a bilateral exchanging. Santa Claus does not exist, and it is not a drama only for children. Instead of money, the CXL scholarship program asks you to write 12 posts sharing your learning outputs and impressions with the mini degree. So yes, this review is biased but just for the fact that I am grateful to CXL. As a broken AF graduate (like me) trying to start a marketing career, it is very stressful to gain useful knowledge for free. Giving back to the community by delivering free education to people unable to afford expensive courses is per se a great reason to buy CXL products.
You can find more about the CXL growth markeing minidegree here:
And more about the CXL sholarship here:
A little bit of contextualization. CXL growth marketing minidegree is a 111h long course (111h 42min to be fair) composed of 9 modules. In this article, I am going to review the second module: Convertion. For the review of previous and following modules have a look at the bottom.
I would like to take a more unusual review by talking about people instead of contents. Growth marking video courses are approximately the same all over the industry. What really matters is how growth marketing has been taught, depending on teachers, not contents. So, today I am going to talk about a guy and a girl.
Micheal Agaard talking about Landing Page Optimization.
Micheal is the very first teacher in this growth marketing mini degree that brought in the study of consumer psychology. The first lessons in his course are a great introduction to the main theories about human psychology and how they are fundamental for any optimization process. Sometimes in marketing, there is a tendency on doing cool stuff to improve the experience in our websites, landing pages, or any other touchpoints; but where this experience comes from? The understanding of the human brain gives us the tool to understand why something can easy, delight and unstress (or the opposite) the experience of the users. Knowing a bit about consumer cognitive psychology can set the rules of what should work and what doesn’t even before jumping into data or testing.
While psychology is valid for all human beings, further research is demanded to better understand your specific users. As an optimizer, Micheal teaches you to start from the research to understand where and what the experience fails (quantitative research) and why so (qualitative research). Another great takeaway is that you should always consider the full journey of your users namely if you are optimizing your landing page you should be aware of what happens before and after. Many times the problem is not the landing page but the funnel in which it is in that in undermining your conversion potentialities. After setting the fundamental of a good landing page optimization process, Micheal will introduce you to the execution phase by conversing with the designing and copywriting of an effective landing page. Although Micheal does not go deeper into this part, this course is of utter importance because gives you a strategy and a process that you can iterate endlessly in your landing page optimization process. While the core of this course is more about what to do and why other courses in the CXL institute platform can help you understand the how.
Momoko Price talking about Product Messaging
As I said before, in CXL there are some courses more focused on the execution (the how). This one is one of them. Before jumping into the content of this course, a little premise on how this course is one of the most mindblowing I have ever done. I am not a big fan of copywriting. Although I reput it strategically relevant, I am not yet comfortable in writing. But, Momoko in this course demonstrates how you can be great at copywriting even without being good at writing. That is because copywriting is much more about the understanding of what you should write than in the abilities of mastering words. Momoko’s course starts with the copy teardown namely understanding if a copy sucks based on “objective” principles of persuasion and funnel gap analysis. Just to make it clearer, this course had more spreadsheets and formulas than words. And that is to show you how having and developing a strategy is more relevant than being able to writing: our mission is to convert no to write a novel. After you have understood what is wrong in your copy, Momoko will teach you how to conduct message mining research to discover what your audience care when it comes to your solution and “steal” message directly from your prospect. Who is better than the customers themselves in explaining what they need.
While I found the research in product messaging as the main takeaway from Momoko, she will guide you also through the drafting, editing, and layout phase of copywriting by following the persuasive principles stated above and some of her tips from her career.
And that is pretty much my comments on the forth module of CXL growth marketing minidegree. If you want to know more, please read the previous reviews of the CXL growth marketing minidegree:
Or simply go check the CXL Institute, they offer a 7-day free trial so you can have a first-hand experience of the validity of their courses and teachers:
See you in the next article.
