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Conversion Training
You are not optimizing a page. You are optimizing a thought sequence in a mind you cannot see. Two sessions on the perception gap, the Conversion Sequence Heuristic, and the two forces that quietly cost you conversions — friction and anxiety.
- Format
- Two sessions
- Each
- Three hours
- Instructor
- Flint McGlaughlin
- Delivery
- Live, hands-on
Most marketing teams optimize what they can see: the page. This course is built on a harder premise — that the page you ship and the page your prospect experiences are two different objects, and only the second one converts.
Two gaps stand between a marketer and a result. The first belongs to the prospect, who perceives only a fraction of what you put in front of them and constructs the rest. The second belongs to the marketer, who systematically misjudges what customers want — and does so in a direction that research can measure. This course gives you an instrument for closing the distance between them.
The Conversion Sequence Heuristic
C = 4m + 3v + 2(i − f) − 2a
The heuristic is the spine of the course. It is not a calculator and it does not predict a conversion rate. It is a thinking sequence, ordered by relative influence, drawn from more than twenty thousand sale path experiments. Two of its terms carry a minus sign — friction and anxiety — and those two are where most of the recoverable value in a live funnel is sitting right now. They are also where the course spends most of its time.
How the course is taught
Every experiment in this course is presented as a prediction before it is presented as a result. You will be asked to commit — out loud, in writing, in front of the room — to which version of a page you believe won, and by how much, before you are shown the answer. This is not a presentation style. It is the mechanism by which the blind spot becomes visible, and it is the reason the course works.
What to expect: you will be wrong in public at least twice, on material you are confident about. Everyone is. The point is not to be right on the first pass — it is to leave with an instrument that outperforms your instincts on the pages you ship next week.
Who it is for
Marketers, product and growth practitioners, and executives responsible for pages, funnels or campaigns that carry a measurable conversion goal. No statistical background is required. What is required is a live page you are responsible for and a willingness to have your judgment about it tested.
Course at a glance
The Perception Problem and the Cost of Friction.
The prospect's perception gap, the marketer's blind spot, the Conversion Sequence Heuristic, and friction in both of its forms.
- 4 in-class exercises
- 1 friction audit lab
Anxiety and the Practice of Optimization.
Applying friction to live pages, then anxiety — why it does not respond to the same treatment, and the three levels at which it must be corrected.
- 2 in-class exercises
- 2 application labs
Flint McGlaughlin
Founder, MECLABS
- ✔Curated the largest library of experiments in the field
- ✔Quoted in more than 15,000 online and offline sources
- ✔Written more than 250 articles and essays
Flint McGlaughlin is the founder of MECLABS, the world's largest independent research institution focused on offer response optimization. His work has led to many discoveries regarding the philosophy of human choice, experimental design, and the cognitive psychology of conversion.
He has conducted large-scale research projects with companies such as The New York Times, Google, Bank of America, Verizon, Wells Fargo, and Royal Bank of Canada.
He has lectured at major universities around the world including New York University, Columbia University, Harvard University, and he has delivered keynote addresses for companies such as Cisco, Microsoft, and Google.
McGlaughlin also served 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.
MECLABS Institute · Conversion Training · Student Syllabus · Rev 3.0 · August 2026