As a marketer, you must have a thick skin when analyzing your own webpage because, generally, you are not dealing with an eager customer. Chances are, you are dealing with a jaded customer who has been disappointed before by broken promises from other marketers and who is tired of endless ads that don’t deliver. You have to overcome this negativity by building trust through a series of incremental steps that lead to a macro-yes.
So, your presentation can’t be the same as your competitors — it must be better. Your reasons can’t be the same as other brands — they must be more compelling.
Using the MECLABS Conversion Index [C=4m+3v+(2i-f)-2a], Flint McGlaughlin, Managing Director and CEO, MECLABS Institute, focuses on two negative components that are driving down the response rate on the ZOPA homepage  to give you ideas for fixing your own homepage. He reveals where there is friction  that is causing psychological resistance for potential customers of the online personal finance peer-to-peer lending company, and he shows the elements that are causing customer anxiety  — thereby driving down the response rate.
When you’re trying to improve the performance of a website, you can either add, remove or change something. Watch this Quick Win Clinic to get ideas for what you should add, remove or change to improve results.