The conversion sequence is actually a function of understanding the offer. We are not optimizing the product, we are optimizing the offer. As such, we are focused on two aspects: the content and the presentation.
It may be possible to devise a heuristic wherein the optimization of the content is essentially an explanation of value proposition; and then the optimization of the presentation is mitigating against three negative factors: Confusion, aggravation and anxiety.
I have a feeling that we are close to developing something far more potent than our already successful approach.