The MECLABS Conversion Analysis Tool

Excel tool to diagnose the problems in your funnel and determine where to test

The research scientists at MECLABS Institute, parent research company of MarketingSherpa, use the patented, repeatable methodology of the Conversion Sequence Heuristic to assess what elements in a sales funnel are inhibiting conversion.

The MECLABS Conversion Sequence Heuristic is a framework of five factors (i.e., Motivation, Value Proposition, Friction, Incentive and Anxiety) on which to focus your optimization energy. It brings discipline, rigor and sustainable success to marketing departments.

This tool will help you determine where to test, what to test and what to ask based on a data-driven approach. Using this tool, you will get:

  • Direction on choosing the best test objective and opportunity
  • Step-by-step guidance on diagnosing the problems in your marketing funnels
  • A rigorous process of defining treatments, variables and metrics for testing
  • Helpful links for each section to assist your forward progress

To get the MECLABS Conversion Analysis Tool right now, simply fill out the form below, and we’ll send you an email with a link to instantly download the tool.

About MECLABS Institute

The journalism produced by the MarketingSherpa editorial team is powered by the research developed by its parent organization, MECLABS Institute.

For over 20 years, MECLABS has been the world’s largest independent research program focused on understanding why customers say “yes.” The Institute’s scientific approach, discoveries and patented heuristics have enabled marketers to achieve their goals.

There are three ways you can leverage MECLABS research:

  1. Access the 20+ years of research and discoveries published by our institute, available for free (and ungated) at
  2. Advance your career with online education and in-person training. On-demand courses allow busy professionals to study and master the material as their schedule allows. MECLABS instructors have conducted team-based training on corporate campuses and company headquarters across the nation. Learn more at
  3. Work directly with our analysts and data scientists on a partnered research project to improve conversion and better serve your customers. See how a partnership works and get more information at