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:
- •
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?
- •
Content Flow
- •Logical progression: Problem → Solution → Proof → Action?
- •Objections addressed before asking for action?
- •Appropriate content density (not overwhelming)?
- •
CTA Placement
- •Primary CTA repeated at logical intervals?
- •CTAs appear after value demonstrations?
- •Final CTA before footer?
Scoring Rubric (1-5):
| Score | Page Structure |
|---|---|
| 5 | Clear value prop, CTA above fold, logical flow, objections addressed |
| 4 | Value prop clear, CTA visible, mostly logical flow |
| 3 | Value prop present but unclear, CTA below fold, some flow issues |
| 2 | Weak value prop, CTA hard to find, confusing structure |
| 1 | No clear value prop, no obvious CTA, chaotic layout |
Phase 2: Copy Effectiveness
Goal: Evaluate headline, body copy, and microcopy quality
Headline Assessment:
markdown
### 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:
- •
Headline
- •States clear benefit or outcome?
- •Specific vs vague?
- •Customer language vs company jargon?
- •Creates curiosity or urgency?
- •
Subheadline
- •Expands on headline promise?
- •Addresses "how" or "for whom"?
- •Builds credibility?
- •
Body Copy
- •Benefit-driven vs feature-first?
- •Scannable (bullets, short paragraphs)?
- •Uses "you" vs "we"?
- •Addresses objections?
- •
CTA Copy
- •Action-oriented verbs?
- •Value-focused (what user gets)?
- •Creates urgency without manipulation?
Scoring Rubric (1-5):
| Score | Copy Quality |
|---|---|
| 5 | Compelling headline, benefit-focused, scannable, strong CTAs |
| 4 | Good headline, mostly benefits, readable, decent CTAs |
| 3 | Okay headline, mix of features/benefits, some jargon |
| 2 | Weak headline, feature-heavy, company-focused, vague CTAs |
| 1 | No clear message, jargon-heavy, confusing, weak/missing CTAs |
Phase 3: Trust & Credibility Signals
Goal: Assess social proof and trust-building elements
I will look for:
- •
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?
- •
Trust Signals
- •Security badges (SSL, payment processors)?
- •Money-back guarantee?
- •Free trial / no credit card required?
- •Privacy policy link visible?
- •Contact information accessible?
- •
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):
| Score | Trust Signals |
|---|---|
| 5 | Multiple types of social proof, well-placed, authentic, trust badges |
| 4 | Good social proof mix, mostly well-placed, some trust signals |
| 3 | Basic social proof (1-2 types), placement okay, few trust signals |
| 2 | Minimal social proof, poor placement, missing trust signals |
| 1 | No social proof, no trust signals, feels risky |
Phase 4: Friction Point Analysis
Goal: Identify obstacles preventing conversion
Common Friction Sources:
- •
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
- •
Navigation Friction
- •Too many exit points near conversion
- •Confusing navigation labels
- •Multiple CTAs competing
- •Dead ends (nowhere to go from page)
- •
Information Friction
- •Pricing not transparent (must contact sales)
- •Key questions unanswered
- •Feature details too vague
- •No FAQ for common objections
- •
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):
| Score | Friction Level |
|---|---|
| 5 | Minimal friction, smooth flow, clear path to conversion |
| 4 | Minor friction points, mostly smooth experience |
| 3 | Moderate friction, some confusing or frustrating elements |
| 2 | Significant friction, multiple blockers, frustrated users likely |
| 1 | Extremely high friction, barely usable, conversion unlikely |
Phase 5: Mobile Conversion Assessment
Goal: Evaluate mobile-specific conversion factors
I will check:
- •
Mobile Layout
- •Hero content fits mobile viewport?
- •CTA thumb-reachable (bottom-anchored)?
- •Text readable (min 16px)?
- •Images optimized for mobile?
- •
Mobile Forms
- •Appropriate input types (tel, email)?
- •Keyboard-friendly?
- •Easy to tap (48px+ targets)?
- •Validation clear on small screen?
- •
Mobile Performance
- •Fast load time (<3s)?
- •No layout shift?
- •Smooth scrolling?
- •Offline state handled?
- •
Mobile Trust
- •Social proof visible on mobile?
- •Trust badges near mobile CTA?
- •Secure connection indicator?
Scoring Rubric (1-5):
| Score | Mobile Conversion |
|---|---|
| 5 | Excellent mobile experience, optimized for touch, fast, clear CTAs |
| 4 | Good mobile experience, minor issues, mostly optimized |
| 3 | Basic mobile responsive, some usability issues |
| 2 | Poor mobile experience, major usability problems, slow |
| 1 | Not mobile-friendly, unusable on small screens |
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
markdown
## 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