Courses / Professional / Section 8
Level 3 · Professional
Optimise, automate, operate
The student runs the system as a routine: reads the data weekly, improves conversion with tests, uses Claude inside the CRM, and keeps the site healthy.
- 6lessons
- 6.2 hof lessons
- 3.3 hhomework
- 5checkpoints
Milestone
The whole system runs week to week and is defended in a capstone
Lessons
What the lesson covers
- Prerequisites
- Checkpoint
lesson-7.8; at least several days of campaign data. - Covers
- The data to pull: ad spend and results, GA4 funnel, Clarity observations, CRM pipeline.
- Giving Claude exports and screenshots, and asking for findings rather than a summary.
- Telling signal from noise at small numbers.
- Turning the report into one or two decisions.
- Do along
- Build a report template and a reusable prompt; produce the first report from the real data gathered in section 7.
- Done when
docs/reports/contains the first report ending with at most three concrete actions.- Homework
- Carry out one decision from the report, watch recordings of visitors who did convert and add the observations, and book the weekly report slot in the calendar.
What the lesson covers
- Prerequisites
- Checkpoint
lesson-7.8; the report from 8.1. - Covers
- Finding problems: funnel drop-offs, recordings, form abandonment.
- Writing a hypothesis: change, expected effect, how it will be measured.
- A simple A/B test: splitting traffic, recording the variant on events and on leads.
- Sample size and patience: when a result means something.
- Do along
- Have Claude implement one A/B test on the hero section and add the variant to the CRM and GA4.
- Done when
- Both variants receive traffic, and each lead in the CRM records the variant it saw.
- Homework
- Write a backlog of three more hypotheses and a stopping rule for the running test, and ask one outsider what each headline promises.
What the lesson covers
- Prerequisites
- Checkpoint
lesson-8.2; a Claude API key with billing set up. - Covers
- The Claude API versus Claude Code: a key, a request, a response, the cost per call.
- Summarising and scoring a new lead against the criteria from the brief.
- Drafting a first reply for the owner to edit and send — never sent automatically.
- Safeguards: the key stays on the server, structured output, a spending limit, clear labelling of AI output.
- Do along
- Have Claude add a score and a "draft reply" button to the lead card.
- Done when
- A new test lead receives a score with a reason, and the button produces an editable draft.
- Homework
- Work out the cost per scored lead, compare the AI scores with your own on real leads, and edit three drafts into a list of what always needs fixing.
What the lesson covers
- Prerequisites
- Checkpoint
lesson-8.3. - Covers
- What to test first: the path that earns money.
- End-to-end tests with Playwright, written by Claude: submit the form, see the lead in the CRM, change its status.
- Running tests before each deployment.
- Reading a failed test and having Claude fix the cause, not the test.
- Do along
- Add tests for the lead path and the admin login; break the form on purpose and watch the test fail.
- Done when
- The tests pass on a clean run and fail when the form is deliberately broken.
- Homework
- Break two more things by hand and record what the tests catch, then add one more test for the next most valuable path of your own business.
- 8.5
Monitoring and maintenance
50 min + 30 homeThe owner learns about problems from an alert, not from a customer.
What the lesson covers
- Prerequisites
- Checkpoint
lesson-8.4. - Covers
- Error tracking and uptime checks with alerts.
- A daily synthetic check that the lead path works.
- Database backups and how to restore one.
- Keeping dependencies updated with Claude; rotating keys; a monthly maintenance checklist.
- Do along
- Set up error tracking, an uptime check and an alert channel; trigger a test error.
- Done when
- A deliberately triggered error produces an alert in the chosen channel.
- Homework
- Complete the key inventory with renewal places and expiry dates, run an alert drill away from the desk, and make a backup without Claude plus a monthly calendar slot.
- 8.6
Launch checklist and capstone
90 min + 45 homeThe finished project, verified end to end and presented.
What the lesson covers
- Prerequisites
- Checkpoint
lesson-8.5; campaigns from section 7 still running. - Covers
- The full checklist: content, legal pages, speed, accessibility, security, consent, tracking, attribution, notifications, backups.
- Having Claude audit the project against the checklist and report evidence for each item.
- Writing the handover document: how the system works, where the accounts are, what to do weekly.
- What to learn next.
- Do along
- Record a walkthrough of one lead's full journey — ad click, landing page, form, CRM entry with source, notification, status change, conversion reported back to the platform.
- Done when
- Every checklist item is ticked with evidence, the handover document is in the repository, and the walkthrough shows the full journey working.
- Homework
- After the course, have someone else try the handover document, produce the second weekly report, and close the A/B test on its planned end date.