Maximize Your Return on Marketing Investment in Two Days

Great promotions attract prospects but they’re less likely to buy without optimized landing pages and value propositions. To drive revenue, your team needs the proven, actionable knowledge that is a core component of the graduate marketing curriculums of the University of Florida, and presented repeatedly at Cambridge and Harvard.

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 are a critical component of the core curriculum at the University of Florida, and have been repeatedly presented at Cambridge University and Harvard 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, Harvard Business Review, 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.

This Training is the Culmination of 25+ Years of Research with Top Companies

Customizable Courses Set the Stage for High 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. 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. 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 your team of instructors

Flint McGlaughlin

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 including Harvard's Speaker of the Year, 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, Harvard University, and he has delivered keynote addresses for companies such as Cisco Systems Inc., Microsoft, and Google.

McGlaughlin is also the author of the forthcoming 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. The student edition has been made required reading for a new course at Harvard University.

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.

Winnifer Thomas-Cox

Winnifer Thomas-Cox

Winnifer Thomas Cox is Director, Partner Solutions, at MECLABS. She leads the teams that provide deliverables which drive optimal results for research partners that range from Fortune 50 organizations to emerging companies.

Developing brand equity that results in more opportunities and revenues is Winnifer's expertise. She is the consummate business and marketing strategist who knows how to analyze the details and make them work together to drive organizational goals.

This ability has emerged from more than 17 years of diverse marketing leadership, brand management, and strategy consulting for B2C, B2B, and B2B2C, blue-chip consultancy, agency-side, and client-side companies in several industries including retail, telecom, pharmaceuticals, entertainment, financial services, and consumer packaged goods. She graduated with a bachelor's from the Wharton School of Business where she majored in economics with a triple concentration in strategic management, marketing, and entrepreneurial management.

Throughout her career, Winnifer has consistently been promoted to leadership positions where she has led large cross-functional teams to improved client satisfaction, higher margins and greater success. That's because she is passionate about team building, staff development, mentoring and coaching. Consequently, she knows what it takes to improve performance, and is expert at aligning and collaborating with diverse stakeholders to achieve business goals.

Winnifer is a seasoned presenter who has served as keynote speaker and moderator at national industry events.

Pamela Jesseau

Pamela Jesseau

As Senior Director of Marketing, Pamela builds strategic partnerships, plans promotions, and oversees marketing and communication for MECLABS Institute. If it impacts the MECLABS brand, it goes through Pamela. She also has led the development of branding initiatives, from value proposition research to creative development, for key research partnerships.

With 15 years of marketing communications experience, she is expert at planning, developing and executing integrated, multi-tactical marketing programs that drive revenue growth. This includes creating, implementing and managing database development, and lead-scoring and lead-nurturing campaigns to build leads-to-sales pipelines through a closed-loop marketing process.

Pamela is a compelling speaker and frequent moderator at MarketingSherpa and MECLABS events. She has presented at state universities and the American Marketing Association. With a beautiful deck to support her, Pamela speaks passionately about finding your voice, and the importance of promoting your product and how do it successfully.

Before joining MECLABS in 2009, Pamela served as a wireless marketing manager at Bell Canada, where she managed campaigns for the Solo Mobile and Bell Mobility brands. There she increased market share by nearly 20% and brand recognition by more than 50%. Pamela's work has been recognized at Cannes, the CLIOs, and the Canadian Marketing Awards among others. She started her career as a marketing intern at Microsoft while completing her bachelor's at Dalhousie University.

Austin McCraw

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.

Jon Powell

Jon Powell

Jon Powell, Senior Manager of Executive Research and Development, MECLABS Institute, frequently speaks about marketing, value proposition development, website optimization and more for events like MarketingSherpa summits, Dreamforce and the DMA Annual Conference and Exhibition. In 2013 and 2014, the audience gave him the highest rating of 100 speakers at Connections, one of the nation's most important digital-marketing events.

Jon knows how to teach so that knowledge becomes right action. He often brings personal stories into his talks, linking relatable anecdotes to complex marketing principles. He is passionate about delivering value to his audience in the form of strategic takeaways that improve their marketing and careers.

One of the reasons Jon is such a skilled speaker is that he learned from a world-class presenter; he spent a two-year apprenticeship in a hand-selected leadership program under Dr. Flint McGlaughlin, MECLABS Founder/Managing Director. Plus, Jon knows firsthand the challenges marketers face: he has more than six years of hands-on marketing optimization experience gained through managing hundreds of A/B and multivariate tests.

When he's not speaking, Jon is conducting in-depth meta-analyses of the thousands of case studies that are held in the research library of MECLABS Institute. His goal is to identify patterns that will inform marketing so that it drives more revenue and opportunity regardless of industry or vertical. The knowledge he gains is used to provide context for his presentations, and create opportunity for MECLABS Institute and its clients.

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

FAQs

  •  How was this training developed?

    This training was developed over 20+ years with 1000s of real world experimentation and testing in the sales and marketing field. This training represents over 160,000 hours of research 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 3 onsite courses. While we can't guarantee results, we have found that 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.