Conversion Audit Skill

Comprehensive audit of landing pages, pricing pages, or any conversion-critical interface to identify optimization opportunities ranked by estimated impact.

When to Use

Use /conversion-audit when you need to:

• Audit landing pages before launch
• Diagnose low conversion rates
• Identify friction in signup or checkout flows
• Evaluate pricing page effectiveness
• Assess mobile conversion experience
• Prioritize conversion improvements

Instructions

Phase 1: Page Structure Analysis

Goal: Evaluate overall page architecture and information hierarchy

I will analyze:

1. Above-the-Fold Content

   • Clear value proposition visible immediately?
   • Primary CTA above fold?
   • Social proof or trust signals present?
   • Visual hierarchy guides eye to CTA?

2. Content Flow

   • Logical progression: Problem → Solution → Proof → Action?
   • Objections addressed before asking for action?
   • Appropriate content density (not overwhelming)?

3. CTA Placement

   • Primary CTA repeated at logical intervals?
   • CTAs appear after value demonstrations?
   • Final CTA before footer?

Scoring Rubric (1-5):

Phase 2: Copy Effectiveness

Goal: Evaluate headline, body copy, and microcopy quality

Headline Assessment:

### Great Headlines
✅ **Clear benefit**: "Close deals 3x faster with AI-powered sales tools"
✅ **Specific outcome**: "Generate 10,000 leads per month on autopilot"
✅ **Problem/solution**: "Tired of losing customers at checkout? Fix it in 5 minutes"

### Weak Headlines
❌ **Vague**: "The best solution for your business"
❌ **Feature-first**: "Advanced AI-powered platform"
❌ **Jargon**: "Synergize your enterprise workflow ecosystem"

I will check:

1. Headline

   • States clear benefit or outcome?
   • Specific vs vague?
   • Customer language vs company jargon?
   • Creates curiosity or urgency?

2. Subheadline

   • Expands on headline promise?
   • Addresses "how" or "for whom"?
   • Builds credibility?

3. Body Copy

   • Benefit-driven vs feature-first?
   • Scannable (bullets, short paragraphs)?
   • Uses "you" vs "we"?
   • Addresses objections?

4. CTA Copy

   • Action-oriented verbs?
   • Value-focused (what user gets)?
   • Creates urgency without manipulation?

Scoring Rubric (1-5):

Phase 3: Trust & Credibility Signals

Goal: Assess social proof and trust-building elements

I will look for:

1. Social Proof Types

   • Customer testimonials (with photos, names, roles)?
   • Logo bars (recognizable brands)?
   • Usage statistics ("10,000+ customers")?
   • Case studies or results?
   • Star ratings / reviews?
   • Press mentions / awards?

2. Trust Signals

   • Security badges (SSL, payment processors)?
   • Money-back guarantee?
   • Free trial / no credit card required?
   • Privacy policy link visible?
   • Contact information accessible?

3. Authority Markers

   • Expert credentials?
   • Industry certifications?
   • Media appearances?
   • Founding story / team bios?

Optimal Placement:

• Logo bar immediately after hero
• Testimonials mid-page after feature blocks
• Trust badges near forms/payment
• Reviews on pricing page
• Final social proof before closing CTA

Scoring Rubric (1-5):

Phase 4: Friction Point Analysis

Goal: Identify obstacles preventing conversion

Common Friction Sources:

1. Form Friction

   • Too many fields (>5 is risky)
   • Unnecessary required fields
   • No clear progress indicator (multi-step)
   • Unclear error messages
   • No autofill support
   • Asks for credit card when "free trial" promised

2. Navigation Friction

   • Too many exit points near conversion
   • Confusing navigation labels
   • Multiple CTAs competing
   • Dead ends (nowhere to go from page)

3. Information Friction

   • Pricing not transparent (must contact sales)
   • Key questions unanswered
   • Feature details too vague
   • No FAQ for common objections

4. Technical Friction

   • Slow page load (>3 seconds)
   • Broken links
   • Non-responsive on mobile
   • Layout shift/jank

I will identify:

• High-friction elements
• Estimated impact of removing each
• Prioritized fix list

Scoring Rubric (1-5):

Phase 5: Mobile Conversion Assessment

Goal: Evaluate mobile-specific conversion factors

I will check:

1. Mobile Layout

   • Hero content fits mobile viewport?
   • CTA thumb-reachable (bottom-anchored)?
   • Text readable (min 16px)?
   • Images optimized for mobile?

2. Mobile Forms

   • Appropriate input types (tel, email)?
   • Keyboard-friendly?
   • Easy to tap (48px+ targets)?
   • Validation clear on small screen?

3. Mobile Performance

   • Fast load time (<3s)?
   • No layout shift?
   • Smooth scrolling?
   • Offline state handled?

4. Mobile Trust

   • Social proof visible on mobile?
   • Trust badges near mobile CTA?
   • Secure connection indicator?

Scoring Rubric (1-5):

Conversion Audit Checklist

Hero Section

• Value proposition clear in 5 seconds?
• Headline states specific benefit?
• Subheadline expands on promise?
• Primary CTA above fold?
• Visual supports message?
• Social proof visible (logo bar)?

Copy & Messaging

• Benefit-driven vs feature-first?
• Uses customer language, not jargon?
• Addresses "what's in it for me"?
• Scannable (bullets, short paragraphs)?
• Tells a story or paints picture?

CTAs

• Visually prominent (color, size)?
• Action-oriented copy (not "Submit")?
• States value ("Start Free Trial")?
• Repeated at logical points?
• High contrast ratio (4.5:1+)?
• Large enough for mobile tap?

Social Proof

• Customer testimonials with photos?
• Recognizable brand logos?
• Usage stats ("10,000+ users")?
• Reviews / star ratings?
• Case studies or results?
• Placed near CTAs?

Trust Signals

• Security badges (SSL, payment)?
• Money-back guarantee?
• Free trial clearly stated?
• Privacy policy accessible?
• Contact info visible?
• No surprises (hidden fees)?

Forms

• Minimal fields (≤5 for lead gen)?
• Only required fields required?
• Clear labels and placeholders?
• Inline validation?
• Progress indicator (multi-step)?
• Autofill/autocomplete?
• Error messages helpful?

Page Flow

• Logical content progression?
• Objections addressed before CTA?
• No competing CTAs?
• Minimal navigation distractions?
• Scroll depth matches content?

Mobile Optimization

• Responsive on all screen sizes?
• CTA thumb-reachable?
• Touch targets ≥ 48px?
• Text readable (≥16px)?
• Fast load time (<3s)?
• Form mobile-optimized?

Technical

• Page loads quickly (<3s)?
• No broken links/images?
• No layout shift/jank?
• Works across browsers?
• HTTPS/secure?

Dark Pattern Check

• No fake urgency ("Only 2 left!")?
• No hidden fees?
• Easy to cancel?
• No confirm-shaming?
• No trick questions?
• Respects user autonomy?

Output Format

## Conversion Audit Report

### Overall Score: [X]/25

| Category | Score | Priority |
|----------|-------|----------|
| Page Structure | [1-5] | [High/Med/Low] |
| Copy Effectiveness | [1-5] | [High/Med/Low] |
| Trust & Credibility | [1-5] | [High/Med/Low] |
| Friction Level | [1-5] | [High/Med/Low] |
| Mobile Conversion | [1-5] | [High/Med/Low] |

---

### Critical Issues (Fix Immediately)

1. **Missing Value Proposition**
   - **Problem**: Headline doesn't communicate clear benefit
   - **Impact**: Users leave without understanding what you do
   - **Fix**: Rewrite headline: "Close deals 3x faster with AI-powered sales tools"
   - **Estimated Lift**: +20-30% conversion

2. **CTA Below Fold**
   - **Problem**: Primary CTA not visible without scrolling
   - **Impact**: Users don't know what action to take
   - **Fix**: Add CTA button to hero section
   - **Estimated Lift**: +15-25% conversion

---

### High-Priority Improvements

3. **No Social Proof Above Fold**
   - **Problem**: Missing trust signals in hero
   - **Impact**: Users question legitimacy
   - **Fix**: Add logo bar of recognizable clients below hero
   - **Estimated Lift**: +10-15% conversion

4. **Form Too Long**
   - **Problem**: 8 required fields for free trial
   - **Impact**: High abandonment rate
   - **Fix**: Reduce to email + password only, collect rest later
   - **Estimated Lift**: +25-35% completion

---

### Medium-Priority Improvements

5. **Weak CTA Copy**
   - **Problem**: Button says "Submit" instead of value-driven copy
   - **Impact**: Doesn't motivate action
   - **Fix**: Change to "Start Free Trial - No Credit Card Required"
   - **Estimated Lift**: +5-10% conversion

---

### Low-Priority Enhancements

6. **Missing FAQ Section**
   - **Problem**: Common questions not addressed
   - **Impact**: Some users need more info before converting
   - **Fix**: Add FAQ section before final CTA
   - **Estimated Lift**: +2-5% conversion

---

### Mobile-Specific Issues

- [ ] CTA too small for thumb (36px, needs 48px)
- [ ] Text size too small (14px, needs 16px min)
- [ ] Form fields crammed together

---

### Strengths (Don't Change)

✅ Clear, benefit-driven headline
✅ Testimonials include photos and full names
✅ Fast page load time (1.2s)
✅ No dark patterns detected

---

### Prioritized Action Plan

**Phase 1: Quick Wins (1-2 hours)**
1. Fix CTA visibility - move above fold
2. Shorten form to 3 fields
3. Update CTA copy to value-driven
**Estimated Combined Lift**: +40-60%

**Phase 2: Trust Building (1 day)**
4. Add logo bar social proof
5. Add security badges near form
6. Add money-back guarantee statement
**Estimated Combined Lift**: +15-25%

**Phase 3: Polish (2-3 days)**
7. Rewrite body copy to be more benefit-focused
8. Add FAQ section
9. Optimize mobile experience
**Estimated Combined Lift**: +10-20%

**Total Potential Lift**: +65-105% conversion improvement

Integration with Other Skills

• /copywriting-guide - Fix copy issues identified in audit
• /cta-optimizer - Improve CTA design and placement
• /social-proof - Add appropriate trust signals
• /mobile-patterns - Fix mobile-specific issues

Notes

• Audit against real user behavior data when available (heatmaps, session recordings)
• Test assumptions with A/B tests - estimated lifts are guidelines
• Prioritize by impact vs effort (quick wins first)
• Re-audit after significant changes
• Mobile conversion often 2-3x lower than desktop - optimize separately
• Dark patterns may boost short-term conversion but harm long-term trust