| name | conversion-audit |
| description | Audit and optimize pages for conversion — value props, CTAs, copy, social proof, and friction points. Run a full audit or target a specific area. |
| argument-hint | [copy | cta | social-proof | full] — Optional: target one area. Default: full audit. |
Conversion Audit
Audit and optimize conversion-critical interfaces. Runs a full audit by default, or targets a specific area when an argument is provided.
Usage
/conversion-audit — full audit (value props, friction, CTAs, copy, social proof)
/conversion-audit copy — copywriting optimization only
/conversion-audit cta — CTA design and psychology only
/conversion-audit social-proof — social proof elements only
Instructions
Parse the argument and run the specified area. If no argument or full, run all areas in order.
Area: copy
Write conversion-focused copy using proven frameworks.
Frameworks to apply:
- PAS (Problem → Agitate → Solution) — identify the problem, amplify the pain, present the solution
- AIDA (Attention → Interest → Desire → Action) — hook with headline, build interest, create desire, drive action
- BAB (Before → After → Bridge) — current situation, desired future, how to get there
Headline formulas:
- "[Number] ways to [achieve outcome] without [undesired constraint]"
- "How [target persona] [achieved result] in [timeframe]"
- "[Do X] like [aspirational reference]"
- "The [type] that [specific benefit]"
Microcopy improvements:
- CTA buttons: use outcome language ("Start building" not "Submit")
- Error messages: explain what happened and how to fix it
- Empty states: tell users what they'll see and how to add content
- Tooltips: answer the question the user is about to ask
- Form labels: be specific about format expectations
Process: Audit existing copy → identify generic/weak messaging → rewrite using frameworks → ensure consistency of voice across page.
Area: cta
Design and optimize call-to-action buttons for maximum conversion.
Psychology principles:
- Specificity beats generic: "Start my free trial" > "Get started"
- Value before commitment: show what they get, then ask for the click
- Reduce perceived risk: "No credit card required", "Cancel anytime"
- Use first-person language: "Start my free trial" > "Start your free trial"
Visual design:
- Primary CTA: high-contrast color, full-width on mobile, prominent on desktop
- One primary CTA per section — avoid competing actions
- Size: minimum 44×44px touch target, padding at least 12px 24px
- Placement: above the fold on key pages; repeat at bottom of long pages
Common fixes:
- Too many CTAs → pick one primary per section
- Generic text ("Click here") → specific outcome text
- Low contrast → ensure 3:1 contrast ratio for UI components
- No secondary action → add "or [lower-commitment action]" as text link
Area: social-proof
Design and implement social proof elements that build credibility and reduce purchase anxiety.
Types and when to use:
- Testimonials — specific outcomes, include name/photo/company
- Case studies — for high-consideration purchases, show before/after metrics
- Logo bar — "Trusted by" section with recognizable brand logos
- Stats counters — animated numbers (customers, reviews, uptime)
- Review widgets — aggregate star ratings from third-party sources
- Trust badges — security certifications, payment logos, guarantees
Placement strategy:
- Logo bar: immediately below hero (reduces anxiety early)
- Testimonials: near primary CTA (answers objections at decision point)
- Stats: in features section (supports claims with data)
- Trust badges: at checkout/signup (addresses final objections)
Quality over quantity: 2-3 excellent testimonials beat 20 generic ones. Specifics are credible: "Increased revenue 43%" beats "Really helpful tool".
Full Audit (default)
When no argument is provided, perform a comprehensive conversion audit:
- Value proposition audit — Is the core value clear above the fold? Can a new visitor understand what it does and who it's for in 5 seconds?
- Friction analysis — Map the conversion path. Where do users have to make decisions, fill forms, or wait? Rank friction points by severity.
- CTA audit — Apply the
cta area above to all CTAs on the page
- Copy audit — Apply the
copy area above to headlines, subheads, and body copy
- Social proof audit — Apply the
social-proof area above
- Mobile conversion — Are all conversion paths functional on mobile? Are touch targets large enough? Does the value prop work on small screens?
Output a prioritized list: High Impact (fix first), Medium Impact, Low 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
- **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
