--- name: cro-landing-audit description: Conduct comprehensive conversion rate optimization audits of landing pages, identifying issues, recommending fixes, and prioritizing improvements. Use when auditing landing pages, improving conversion rates, diagnosing CRO issues, running page speed audits, or optimizing checkout flows. Triggers on phrases like "CRO audit", "landing page audit", "conversion audit", "page optimization review", "CRO analysis", "conversion rate diagnosis". --- # CRO Landing Page Audit Systematically analyze landing pages to identify conversion barriers and prioritize high-impact optimization opportunities. ## Workflow 1. Gather data: collect analytics, heatmap, and session recording data for the target page. 2. Technical audit: assess page speed, mobile responsiveness, and technical SEO. 3. UX audit: evaluate navigation, visual hierarchy, and user flow. 4. Copy audit: analyze headline clarity, benefit communication, and CTA effectiveness. 5. Social proof audit: evaluate testimonial quality, placement, and trust signals. 6. Form audit: assess form length, field design, and submission friction. 7. Score page against benchmarks: assign health score per section. 8. Prioritize recommendations: rank by estimated impact and implementation effort. ## Audit Framework ``` CRO AUDIT SCORECARD ==================== SECTION 1: TECHNICAL (25 points max) [ ] Page load speed < 2 seconds mobile (Google PageSpeed score > 80): 5 pts [ ] Mobile responsive (no horizontal scroll, readable text, tappable buttons): 5 pts [ ] No broken links, images, or forms: 3 pts [ ] SSL certificate active (HTTPS): 2 pts [ ] Analytics tracking configured (GA4, conversion events): 3 pts [ ] No intrusive interstitials (Google penalty risk): 2 pts [ ] Accessible (WCAG 2.1 AA): contrast, alt text, keyboard nav: 3 pts [ ] Browser compatibility (Chrome, Firefox, Safari, Edge): 2 pts Technical Score: ___ / 25 SECTION 2: HEADLINE & HERO (20 points max) [ ] Headline communicates value in < 5 seconds: 5 pts [ ] Headline includes primary keyword: 2 pts [ ] Subheadline expands on headline with specifics: 3 pts [ ] Primary CTA visible above fold: 3 pts [ ] CTA button uses action-oriented text: 2 pts [ ] Hero visual relevant to offer (product screenshot, video): 3 pts [ ] No competing CTAs in hero section: 2 pts Hero Score: ___ / 20 SECTION 3: COPY & MESSAGING (20 points max) [ ] Benefit-focused copy (not feature-dump): 5 pts [ ] Addresses top 3 audience pain points: 4 pts [ ] Includes specific numbers, data, and results: 3 pts [ ] Copy is scannable (headings, bullet points, short paragraphs): 3 pts [ ] Reading level appropriate (Flesch score 60-70): 2 pts [ ] Brand voice consistent throughout: 3 pts Copy Score: ___ / 20 SECTION 4: SOCIAL PROOF (15 points max) [ ] Customer testimonials included (with name, role, company): 3 pts [ ] Testimonials include quantified results: 3 pts [ ] Customer logos or trust badges displayed: 3 pts [ ] Review scores from third-party sites: 2 pts [ ] Social proof positioned near CTAs: 2 pts [ ] Video testimonials or case study links: 2 pts Social Proof Score: ___ / 15 SECTION 5: FORM & CTA (15 points max) [ ] Form fields ≤ 3 (for lead capture): 3 pts [ ] Inline validation on form fields: 2 pts [ ] CTA repeated 2+ times on page (top and bottom): 3 pts [ ] CTA button color contrasts with background: 2 pts [ ] Privacy assurance near form: 2 pts [ ] No forced account creation (for checkout): 3 pts Form Score: ___ / 15 TOTAL SCORE: ___ / 95 80-95: Excellent (minor optimizations only) 60-79: Good (several optimization opportunities) 40-59: Needs work (significant conversion barriers) < 40: Critical (fundamental redesign recommended) IMPACT SCORING FOR EACH ISSUE: HIGH IMPACT: affects 50%+ of visitors; blocks primary conversion path MEDIUM IMPACT: affects 20-50% of visitors; creates friction LOW IMPACT: affects < 20% of visitors; minor friction point ``` ## Priority Recommendations Framework ``` RECOMMENDATION PRIORITIZATION MATRIX ====================================== Calculate priority for each recommendation: Priority Score = Impact Score × Reach Score × Confidence Score IMPACT (1-5): How much will this fix improve conversion? 5 = Major improvement (20%+ conversion lift expected) 4 = Significant improvement (10-20% lift) 3 = Moderate improvement (5-10% lift) 2 = Minor improvement (2-5% lift) 1 = Small improvement (< 2% lift) REACH (1-5): What percentage of visitors will this affect? 5 = Affects 80%+ of visitors 4 = Affects 50-80% of visitors 3 = Affects 30-50% of visitors 2 = Affects 10-30% of visitors 1 = Affects < 10% of visitors CONFIDENCE (1-5): How certain are we this will work? 5 = Proven by research or testing (data-backed) 4 = Strong best practice with high success rate 3 = Industry recommendation with moderate evidence 2 = Hypothesis based on limited data 1 = Experimental / untested approach PRIORITY TIERS: CRITICAL (Score 20-25): Implement within 1 week HIGH (Score 12-19): Implement within 2-4 weeks MEDIUM (Score 6-11): Schedule for next optimization cycle LOW (Score 1-5): Add to backlog for future consideration COMMON HIGH-PRIORITY FINDINGS: → Page load > 3 seconds: Impact 5, Reach 5, Confidence 5 = Score 125 (CRITICAL) → No CTA above fold: Impact 5, Reach 5, Confidence 4 = Score 100 (CRITICAL) → Form with 6+ fields: Impact 4, Reach 4, Confidence 5 = Score 80 (HIGH) → No social proof near CTA: Impact 3, Reach 4, Confidence 4 = Score 48 (MEDIUM) → Generic headline: Impact 4, Reach 5, Confidence 4 = Score 80 (HIGH) ``` ## Edge Cases - **Enterprise B2B pages** (complex offers, multiple stakeholders): Audit for executive-level content; check for security/compliance information; verify ROI justification; ensure consultation/demo CTA (not direct purchase) - **E-commerce checkout pages**: Audit for guest checkout option, payment method variety, shipping cost transparency, trust badge placement, and progress indicators - **Mobile-first audiences** (60%+ mobile traffic): Prioritize mobile optimization; check for thumb-friendly buttons, readable fonts, and simplified forms on mobile ## Integration Points - **Google PageSpeed Insights / GTmetrix**: Page speed analysis and optimization recommendations; free - **Hotjar / Crazy Egg**: Heatmaps, session recordings, form abandonment analysis; $39-$499/month - **VWO / Optimizely**: A/B testing platform for validating recommendations; $115-$5,000+/month - **Google Analytics 4**: Conversion tracking and funnel analysis; free - **WAVE / Lighthouse**: Accessibility auditing tools; free