In theory, the most efficient way to increase your conversion rate is to focus on the design of your landing page. In practice, however, that can be a bumpy ride.

There’s a wealth of tips and tricks on the topic, with new hacks and trends

appearing almost every week. With the changes in your marketing team and the many versions of the same landing page you’ve used until now, these factors can be difficult to keep track of everything.

But, as it turns out, optimization doesn’t have to be that complicated. You need to focus on just five key factors if you want to increase your landing page conversion rate.

Let’s find out more.

The Conversion Sequence Heuristic

After 20 years of research, the MECLABS Institute has discovered that conversion could be pinned down to only five essential variables, no matter the novelties on the topic. They summed up the results in one powerful formula, called the Conversion Sequence Heuristic. It goes something like this:

C= 4m+3v+2(i-f)-2a


  • C – Probability of Conversion
  • m – Motivation of User
  • v – Force of the Value Proposition
  • i – Incentives
  • f – Friction Elements
  • a – Anxiety Elements

Here is a breakdown of the sequence and how they can help with the optimization of your landing page.

Probability of Conversion (C)

You’ll never be able to achieve 100% conversion, but you can increase the probability by making little changes in the right places. That way, you improve user’s perception of the value your product offers while decreasing their perception of the cost.

Motivation of User (m)

If you look at each factor’s coefficient, you’ll realize that user’s motivation is the highest. In other words, the success of your landing page lies in how bad prospects want your product or service. Unfortunately for you, this is the only variable in the equation that you can’t change.

The best thing you can do is trying to understand what your target audience needs. That will make it easier for you to customize your landing page and send a message that fits their profile.

Keep in mind that visitors land on your page from different sources. Someone who got there from an email would be more motivated than someone who stumbled upon a link on social media. The channels they come from will help you understand what drove them to visit your landing page in the first place.

Force of the Value Proposition (v)

Whatever you’re selling, it’s critical to know what makes your offer unique: why should prospects buy your product? And why should they choose you over any of your competitors?

Most likely you know the answers, but you’ll need to learn how to communicate them to your audience as well if you want to boost the conversion rate of your landing page.

Make sure that your unique value proposition is appealing, exclusive, believable and clear.

Incentives to Take Action (i)

You use incentives to encourage your prospects to take the desired action. However, they can be a bit controversial. You want them to be powerful enough for your users to overlook frictions, yet affordable so that you don’t go bankrupt.

If you manage to find the right balance, incentives can show your prospects that you are interested in understanding their needs and creating products or services meant to help them overcome their challenges.

Friction Elements (f)

Friction is the cost your customers have to pay to buy your product. And, we’re not referring here only to the actual money people have to pay to purchase your product. It also refers to the physical elements on your landing page that can delay conversion.

You create friction when you force your users to go through a lengthy sign in form or if you use too many CTA buttons.

Keep in mind that you’ll never be able to get rid of friction entirely. It’s presented whenever you ask customers to take action. The idea is to reduce it so that it doesn’t interfere with the prospects' decision.

Anxiety Elements (a)

Anxiety elements represent another cost customers must overlook. They refer to the psychological fear that something will go wrong in the sales process.

Usually, customers get anxious whenever you ask for their personal information. Inevitably, they’ll also be skeptical about your product: does it work, do they really need it, is it a scam, etc.

You can alleviate anxiety by including elements like security-seals, third-party endorsements, customer testimonials or reviews on your landing page.


In most cases, you need to test with the audience to see how each element of your landing page performs. The Conversion Sequence, however, has proven to be effective in helping businesses increase their conversion optimization rate.

Use this formula to test your landing pages and make them highly effective.