| name | conversion-audit |
| description | Audit pages for conversion optimization opportunities. Analyzes value props, CTAs, social proof, friction points, and mobile conversion to identify drop-off causes. |
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:
### 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
Copy & Messaging
CTAs
Social Proof
Trust Signals
Forms
Page Flow
Mobile Optimization
Technical
Dark Pattern Check
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
: Reduce to email + password only, collect rest later
: +25-35% completion
---
: Button says "Submit" instead of value-driven copy
: Doesn't motivate action
: Change to "Start Free Trial - No Credit Card Required"
: +5-10% conversion
---
: Common questions not addressed
: Some users need more info before converting
: Add FAQ section before final CTA
: +2-5% conversion
---
[ ] CTA too small for thumb (36px, needs 48px)
[ ] Text size too small (14px, needs 16px min)
[ ] Form fields crammed together
---
✅ Clear, benefit-driven headline
✅ Testimonials include photos and full names
✅ Fast page load time (1.2s)
✅ No dark patterns detected
---
Fix CTA visibility - move above fold
Shorten form to 3 fields
Update CTA copy to value-driven
: +40-60%
Add logo bar social proof
Add security badges near form
Add money-back guarantee statement
: +15-25%
Rewrite body copy to be more benefit-focused
Add FAQ section
Optimize mobile experience
: +10-20%
: +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
