New Course
MECLABS no longer offers this paid online course. We have replaced it with the free digital marketing course – Become a Marketer-Philosopher: Create and optimize high-converting webpages.

Landing Page Optimization Online Certification Course

MECLABS has developed the meta-theory of landing page optimization that has been proven to work in thousands of experiments. Taught for 10+ years to thousands of marketers from companies like Google, Cisco, Oracle, Verizon, Vocus and more, this hands-on training course offers you real examples, step-by-step instruction and insights on how you can optimize your landing pages for maximum conversion.

During the course, you’ll learn proven techniques you can immediately implement, including:

  1. 1Maximize click-throughs and conversion rates by appealing to motivation and adding value
  2. 2Identify negative page elements that hurt conversion rates, such as friction and anxiety
  3. 3Link revenue back to specific marketing initiatives with formulas on how to properly measure ROI

An optimized landing page increases the percentage of visitors who become leads and customers. Check out the video below to get an inside look at what you can expect to see in the Landing Page Optimization Course (complete first session):



Not Sure This is the Right Course for You?

We Can Help You Get the Training You Need

(904) 813-7000

Not Sure This is the Right Course for You?

We Can Help You Get the Training You Need (904) 813-7000

Learn how to improve the efficiency of any landing page

A landing page is a single web page that appears in response to an online click. A conversion occurs when a visitor performs a desired action on a landing page. The general goal of a landing page is to achieve the highest possible conversion rate.

While successful ad campaigns generate web traffic for brands, many companies leak revenue due to inefficient landing pages. If you can't convert your site's visitors, then you are wasting time and money with every promotional effort. To prevent this revenue leak, you need a data-driven, methodical approach to appealing to your visitors' motivation and providing enough value to overcome the cost of the action you are asking them to take.

Landing Page Optimization


Landing Page Optimization

Are customers getting what they expect when they reach your landing page, or are they receiving mixed or incomplete messages that disrupt the effective expression of value proposition and hurt conversion?

If you answered the latter, then you're losing conversions and revenue. Change this fast by taking the only LPO course based on findings from 15 years of marketing research, including more than 10,000 landing page experiments.

You will discover exactly how The New York Times increased sales conversion by 1,052%, and how Encyclopedia Britannica increased lead conversion by 103%, along with many other success stories. To help illustrate the essential elements of optimization, this course reviews 13 relevant case studies with more than 29 charts and graphs.




The Landing Page Optimization Course consists of 5 sessions total

Session I: Orientation to the Methodology

An introduction to the main conversion heuristic used as the central spine for overall course.

Instructor: Flint McGlaughlin
Duration: 26 minutes

You will learn:

  • An experienced-based technique (i.e., heuristic) that helps you identify the elements necessary to solve a usually large problem in a short amount of time
  • How to look at any marketing offer and understand what factors you can change to improve the likelihood of conversion of that offer
  • The numbers indicate the impact of each element on conversion, and the plus and minus signs indicate whether those elements have a positive or negative impact on the probability of conversion

Session I


Session II: The Force of the Value Proposition

Learn how to identify and express an effective value proposition on your landing pages.

Instructor: Flint McGlaughlin
Duration: 71 minutes

 You will learn:

  • A definition of value proposition and insight into our research of the concept
  • How to measure and adjust the four factors that determine the actual effectiveness of your value proposition
  • How to craft your own value proposition
  • How to apply your value proposition to your own marketing collateral

Session II


Session III: Friction

Learn how to identify and remove friction elements that negatively affect landing page conversion rates.

Instructor: Flint McGlaughlin
Duration: 31 minutes

You will learn:

  • To see friction as psychological resistance to a given element in the sales process, and not something that exists on the webpage, but rather in the mind of the consumer
  • The five key elements that direct the visitor's eye path and how to align them to the thought sequence
  • The difference between length-oriented friction and difficulty-oriented friction and how to address both
  • How to maximize the effectiveness of your call-to-actions

Session III


Session IV: Incentive to Continue

Learn how to use incentives to tip the conversion fulcrum in your favor.

Instructor: Flint McGlaughlin
Duration: 35 minutes

You will learn:

  • How to determine the “ideal” incentive through repeated testing
  • How to position incentives to best offset sources of friction on your page
  • How to calculate your Return On Incentive (ROIc), rather than conversion rate to measure the success of your incentive offers
  • How to use Perceived Value Differential (PVD) to select the most promising incentives for testing

Session IV


Session V: Anxiety

Learn how to anticipate and correct customer anxiety to increase response rates.

Instructor: Flint McGlaughlin
Duration: 34 minutes

You will learn:

  • How anxiety, the psychological concern stimulated by a given element in the conversion process, impacts your conversion rate
  • How to incorporate all three levels of correcting sources of anxiety to your landing page
  • How to identify the source of anxiety, and how to effectively address each concern with specificity
  • Where to place anxiety reducers on your page and the appropriate intensity level of each corrective measure

Session V




The Landing Page Optimization Online Certification Course is:

  • Filmed and presented in HD video
  • Available on-demand to students 24/7/365
  • Self-paced with rewind, pause and fast-forward options
  • Based on 15 years of marketing research including more than 10,000 landing page experiments
  • Designed to help teach you the science of landing page optimization without the cost of hiring an expensive consultant
  • Provides 18-month certification in Landing Page Optimization, renewable for just $99 

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2 Ways to Save:

  1. 1If you purchase 2 to 4 courses at the same time, you will receive a 15% discount* off your order.
    *Applies to multiples of the same course or different courses.
  2. 2Orders of 5+ courses will receive a 25% discount*.
    *Applies to multiples of the same course or different courses.

Get Certified in Landing Page Optimization

Learn to improve page efficiency for converting a higher percentage of landing page visitors to sales leads.




Our courses transform the careers of our students every day. Below are some stories from a handful of our latest students:

"Thanks for inspiring me to continue down this path of optimization via testing; this will enable me to act much more rationally and rely less on "conventional wisom" and the like."

Sam Peterson

"Puts you on a fast-track for understanding what changes could be made on your own landing page in increase conversion rates. The real-world examples and exercises give you enough practice to recognize when a change is needed and how you can optimize."

Jamye Breidenbach

"Fantastic - worth every penny. Can't wait to start applying all of my learnings."

Lindsay Herda




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Please provide the information requested below to purchase your Online Certification Course. If you have any questions, just call us or email us at (904) 813-7000 or A student coordinator will assist you with assigning students to your courses after your order.

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MECLABS Institute
Attn: Accounting
P.O. Box 50032
Jacksonville Beach, FL 32240

Check payments are due immediately. Please send a check to the above address and reference the order number from your confirmation email. Check orders are considered pending until the check has cleared our bank, and payment must be completed prior to starting your courses.



2 Ways to Save:

  1. 1If you purchase 2 to 4 courses at the same time, you will receive a 15% discount* off your order.
    *Applies to multiples of the same course or different courses.
  2. 2Orders of 5+ courses will receive a 25% discount*.
    *Applies to multiples of the same course or different courses.