Set Your Team Up for Success
Here’s What They Need to Drive More Conversion and Revenue
- Do you know precisely why prospects should buy from you instead of the competition? If we asked everyone on your team, would they give the identical answer?
- Do online conversions come easily for your team?
- Can you identify where prospects could be dropping out of your online sales process? Do you know what to do about it?
If you can't answer these questions with a resounding "yes," you're losing conversions and revenue. Change this fast by bringing your team the MECLABS Institute Certified Value Proposition Development, Website Optimization, and Online Testing courses.
Customized to your needs and presented in person for an optimal learning experience, this is the only training based on more than a quarter century of research that leverages insights gained from 20,000 sales paths and 1 billion email sends. It’s why MECLABS Institute programs have been a critical component of a graduate program curriculum at the University of Florida and repeatedly presented at Cambridge University.
You have likely seen this knowledge published in case studies, benchmark reports and training by our subsidiary organizations, MarketingSherpa and MarketingExperiments. It has also been published in publications such as The Wall Street Journal and AdWeek.
Classes range from 10 to 250 students. Your team will graduate certified in the methodology of customer response, conversion and messaging optimization through interactive, hands-on education. Instructors will guide your team through applying key marketing principles to your own pages and emails. In just two days, your team will have the tools to take precisely the right action to continuously improve online conversions. Here’s a sample of major conversion lifts our training has achieved.
Customizable Courses Set the Stage for High Marketing ROI
-
Value Proposition Development
Identify, craft and express a unique value proposition that resonates with your ideal customer
-
Website Optimization
Improve landing page efficiency to convert more visitors to sales or leads
-
Online Testing Fundamentals
Learn a proven methodology for executing effective and valid experiments for increased marketing ROI
Why Value Proposition training is critical to success:
The heart of business is the transaction, which is the direct result of an effective value proposition. It's why prospects say "yes" to your offer. It's why your ideal prospect should buy from you rather than any of your competitors. If your value proposition is unknown or unclear:
- You're missing opportunities because prospects are naturally attracted to the choices that provide the most value.
- Your competitors may be doing a better job of communicating value and taking business away from you.
A strong value proposition seals the holes in your sales funnel.
MECLABS value proposition training will teach you to:
- Identify and articulate a value proposition
- Achieve maximum impact by adjusting four critical value proposition elements
- Infuse your value proposition into all of your marketing collateral
Curriculum
- What is a value proposition?
Find out what a value proposition is and isn't. The curriculum is based on extensive research into more than 1,100 academic articles by the best minds on the subject including Michael Lanning, Rosser Reeves, David Ogilvy and others. - What determines the force of a value proposition?
Learn how to measure and adjust the four factors that make or break a value proposition. - How are value propositions crafted?
Craft an effective value proposition through an easy-to-follow, step-by-step process. - How should value propositions be applied?
Discover how to leverage everything you've learned to start driving results fast.
In two minutes, find out why the sales funnel is inverted and how that affects you.
Value Proposition Development
Overview
Identify, craft and express a unique value proposition that resonates with your ideal customer
Why Value Proposition training is critical to success:
The heart of business is the transaction, which is the direct result of an effective value proposition. It's why prospects say "yes" to your offer. It's why your ideal prospect should buy from you rather than any of your competitors. If your value proposition is unknown or unclear:
- You're missing opportunities because prospects are naturally attracted to the choices that provide the most value.
- Your competitors may be doing a better job of communicating value and taking business away from you.
A strong value proposition seals the holes in your sales funnel.
MECLABS value proposition training will teach you to:
- Identify and articulate a value proposition
- Achieve maximum impact by adjusting four critical value proposition elements
- Infuse your value proposition into all of your marketing collateral
Curriculum
- What is a value proposition?
Find out what a value proposition is and isn't. The curriculum is based on extensive research into more than 1,100 academic articles by the best minds on the subject including Michael Lanning, Rosser Reeves, David Ogilvy and others. - What determines the force of a value proposition?
Learn how to measure and adjust the four factors that make or break a value proposition. - How are value propositions crafted?
Craft an effective value proposition through an easy-to-follow, step-by-step process. - How should value propositions be applied?
Discover how to leverage everything you've learned to start driving results fast.
In two minutes, find out why the sales funnel is inverted and how that affects you.
Website Optimization
Overview
Improve landing page efficiency to convert more visitors to sales or leads
Why website optimization training provides a powerful competitive advantage:
While successful ad campaigns generate web traffic, most companies leak revenue due to inefficient landing pages. When prospects respond to an offer online, they go to your website and they convert when they do what you want them to do on that page. If your site doesn't convert visitors, then you're wasting time, energy and money with every promotional effort.
We'll teach you the MECLABS Institute proprietary, scientific methodology to develop and optimize every element of your marketing and sales funnel for maximum financial performance. This methodology can be applied to every area of your digital strategy, from ecommerce and B2B landing pages to paid search campaigns and long-term, complex sales processes. This is the same methodology that is being taught in graduate programs at the world’s leading universities.
MECLABS website optimization training will help you:
- Optimize landing pages
- Maximize clickthrough and conversion
- Identify page elements that hurt conversion
- Pinpoint which page elements or marketing initiatives drive the highest response
Curriculum
- The Force of the Value Proposition
Identify and express a value proposition that drives real results. - Friction
Pinpoint and remove landing page elements that decrease conversion. - Incentive
Use incentives to drive maximum response. - Anxiety
Anticipate and respond to customer concerns that keep them from moving forward.
Find out how The Boston Globe increased subscriptions by 24%.
Online Testing Fundamentals
Overview
Learn a proven methodology for executing effective and valid experiments for increased marketing ROI
Why online testing is critical to your company's success:
The web has become far more than merely another marketing channel — it’s the heart of your entire business ecosystem. The Web is the only tool that allows your team to peer deeply into the minds of consumers while they make a purchasing decision. By using the Web for this purpose, you’ll be able to answer the fundamental question of why customers say, "Yes, I will take the next step in the sales process."
The answer is the only way to produce long-term sustainable results.
MECLABS Fundamentals of Online Testing includes:
- Before-and-after results from tests using the proven testing methodology of the MECLABS Institute
- Key principles for conducting successful online tests
- Tools that will help you design effective tests for your own existing pages
- A process for implementing an iterative testing program that will boost website ROI
Curriculum
- Introduction to Online Testing
Learn the role of testing within marketing and the MECLABS Institute testing methodology for identifying the most important elements to test. - How to Develop a Proper Research Question
Learn the six-step process for identifying the test with the greatest potential ROI. - How to Set Up Metrics to Gain the Greatest Customer Insight
Learn the four main philosophical categories of all analytics and how to correctly set up metrics. - How to Monitor for Validity Threats
Learn more about the four main online testing validity threats: extraneous factors, instrumentation errors, sample distortion and statistical significance. - How to Interpret Test Results
Learn how to measure the financial impact of a test, how to turn test data into customer insight and what to test next.
Find out how a single test can sustainably increase performance across your organization.
Peter Doucette, Vice President, Consumer Sales & Marketing, Boston Globe, explains how the MECLABS methodology is driving millions of dollars in incremental revenue.
Look Inside a Training Manual
Meet some of your instructors
Flint McGlaughlin
Dr. Flint McGlaughlin is the founder of MECLABS, the world's largest independent research institution focused on offer response optimization.
His personal work has focused on the philosophy of human choice, experimental design, and the cognitive psychology of conversion. Dr. McGlaughlin has written or edited more than 250 articles and texts, he has won multiple awards, and he has been quoted in more than 10,000 online and offline sources.
McGlaughlin has patented ten conversion-related heuristics and he has conducted large-scale research projects in partnership with companies such as The New York Times, Google, Bank of America, Wells Fargo, and Royal Bank of Canada.
He has lectured at major conferences and universities around the world including New York University, Columbia University, Oxford University, and he has delivered keynote addresses for companies such as Cisco Systems Inc., Microsoft, and Google.
McGlaughlin is also the author of "The Marketer as a Philosopher: 40 Brief Reflections on the Power of Your Value Proposition." The book unveils a new way to look at marketing through the philosophical lens.
McGlaughlin also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (UK), as the former Chairman of the Board of Governors for St. Stephen's University and as a former Trustee for Westminster Theological Centre. He originally studied philosophy and theology at University of London's Specialist Jesuit College.
He lives in Ponte Vedra Beach, Florida, with his wife and three children.
Austin McCraw
Austin McCraw, Senior Director of Content Production, MECLABS Institute, has been a key decision maker in clearly and creatively bringing the institute's research and discoveries to audiences nationwide.
He is expert at imparting knowledge so that marketers can use it to create greater success for themselves and their organizations.
Austin is a seasoned speaker. He has taught the MECLABS Value Proposition Development Course at Fortune 50 companies and enterprise startups. He has worked directly with marketing departments to help them discover and optimize value propositions. He is also a regular host of MarketingExperiments web clinics. His passion for helping organizations identify and maintain laser-focus on their ideal customer is the foundation of each of his presentations.
Since joining MECLABS in 2007, he has reviewed more than 2,500 experiments, written more than 300 hours of training, and developed five professional certification courses on the topics of Offer-Response Optimization and Value Proposition. He has worked directly with Dr. Flint McGlaughlin, MECLABS Founder/Managing Director, on academic and commercial writing projects.
Prior to joining MECLABS, Austin was promotions director for a PBS affiliate in Gainesville where he was in charge of publicizing local and national programming. He has a bachelor's from the University of Florida's College of Journalism and Communications.
Matthew Klein
Matthew Klein is a Partnership Director in MECLABS Institute's Services organization. He has led more than 30 research projects for a wide variety of organizations, from Fortune 500 companies to startups, providing strategic guidance on value proposition, branding, optimization, marketing technology and more.
Matthew joined MECLABS in 2011 as an executive apprentice under CEO Dr. Flint McGlaughlin. He’s since leveraged that executive exposure and expertise in MECLABS Institute's methodology to lead numerous unorthodox research projects as well. These have included the optimization of retail boxes, conception of new digital products and creation of new business processes.
Prior to joining MECLABS, Matthew completed a global master’s program, studying international business management and intercultural communications in Germany, Poland, China and the United States. He has an MBA from the University of North Florida, an MA from the University of Warsaw in Poland and Fachhochschule Köln in Germany, and a BA from James Madison University.
Student Testimonial
The training, certifications and new set of eyes MECLABS gave me has resulted in over 8 figures for my clients. I am continually referred to as the authority in my market. If I had to start over and learn from one resource alone, it would be MECLABS without a doubt.
— Jason Henderson, MARKETING CONSULTANT
FAQs
-
How was this training developed?
This training was developed from 20 years of real-world experimentation and testing in the sales and marketing field. Over 160,000 hours of research is distilled into an eight-hour course.
-
What makes these trainers qualified?
Together this team of trainers represents more than a century of marketing and sales experience. In the end, however, we believe is no such thing as an expert marketer. There are only experienced marketers and expert testers.
-
What does the training provide me?
At the end of this course, you will receive a MECLABS Certification in one of our three onsite courses. Many of our previous students have gone back into their organizations and generated significant wins by applying the methods and practices you'll find in our courses.
