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The MECLABS Guide to Conversion Optimization 101: How to improve your webpages and better serve your customers

20 years of research distilled into a repeatable methodology and approach to guide your marketing

It is an uphill climb to move prospects from channel marketing campaigns to converting on your site while also conveying the value of your product and company. Marketers are moving quickly to launch new campaigns, and that can often lead to disjointed messaging and a lack of clarity across the entire funnel and customer experience of your brand.

Three of MECLABS Institute’s 10 patented heuristics are examined in this step-by-step guide to assessing and improving your ads, emails and website funnels. Developed and tested through the MECLABS Research Partnership model, this repeatable methodology supports key customer discoveries and drives significant conversion rate increases for many emerging and Fortune 50 marketing teams.

This 22-page guide will not only give you the tactical tools and detailed examples to optimize your campaigns, but also provide a process and deeper way of thinking to support your experimentation and discovery of what truly works (and does not work) for your prospects.

You’ll get both deeper insights and tips for applying:

Ad Heuristic

    • Top three common mistakes marketers make with their ads
    • How to achieve qualified clicks and generate interest

Email Messaging Heuristic

    • Five ways to increase your emails’ perceived value
    • Examples of eliminating friction to increase qualified clicks

Conversion Sequence Heuristic

    • Five important questions to ask in order to understand motivation
    • A review across each element of the conversion heuristic

Optimization Process Overview

    • A detailed review of the five key steps to optimize campaigns

To get The MECLABS Guide to Conversion Optimization 101, simply fill out the form below, and we’ll send you an email with a link to instantly download your copy.

About MECLABS Institute

The journalism produced by the MarketingSherpa editorial team is powered by the research developed by its parent organization, MECLABS Institute.

For over 20 years, MECLABS has been the world’s largest independent research program focused on understanding why customers say “yes.” The Institute’s scientific approach, discoveries and patented heuristics have enabled marketers to achieve their goals.

There are three ways you can leverage MECLABS research:

  1. Access the 20+ years of research and discoveries published by our institute, available for free (and ungated) at
  2. Advance your career with online education and in-person training. On-demand courses allow busy professionals to study and master the material as their schedule allows. MECLABS instructors have conducted team-based training on corporate campuses and company headquarters across the nation. Learn more at
  3. Work directly with our analysts and data scientists on a partnered research project to improve conversion and better serve your customers. See how a partnership works and get more information at