The well-known Conversion Sequence heuristic

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Conversion Index analysis is based on the well-known Conversion Sequence heuristic. This framework brings structure and clarity to analysis of the conversion process and directs the focus and prioritization for optimization.

The Conversion Sequence is expressed as follows:

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

Wherein:

C = Probability of conversion
m = Motivation of user (when)
v = Clarity of the value proposition (why)
i = Incentive to take action
f = Friction elements of process
a = Anxiety about entering information
Please note: For the purposes of the testing methodology, Friction is defined as a psychological resistance to a given element in the sales or sign-up process. Anxiety is a psychological concern stimulated by a given element in the sales or sign-up process.


William S. Dickinson is a marketing professional who works for Momentum Conferencing with offices in Vancouver BC and Toronto, ON. You can find Momentum Conferencing on the web @ www.momentumconferencing.com.