Conversion Audit

Conversion Audit

Usage

Use when auditing a landing page, sales page, or product page before launch, diagnosing why a page gets traffic but doesn't convert, reviewing ad landing pages before spending on paid media, or checking a page against direct response best practices.

Framework Reference

This audit synthesises two complementary direct-response principles:

Narrative arc (pain → dream → fix) — A landing page that sells follows a story, not a feature list.

Pain → Sandwich → Dream → Sandwich → Fix → Sandwich → CTA (wrapped in dream)

Each section transitions via "sandwiches" — brief passages that bounce between hope and reality to create tension. The page stars the customer, not the product.

Conversion mechanics (clarity → desire → credibility → action) — Every landing page must achieve clarity (hero divider), intensify desire (fascinations / value teasing), earn credibility (confidence signals + testimonial walls), and compel immediate action (urgency + friction removal).

Key vocabulary:

• Crispy = specific, concrete, vivid copy drawn from customer research (vs. "soggy" vague platitudes)
• Obliteration = each dream word directly cancels a specific pain word (fear → confidence, streaky → flawless)
• Sandwich = a transition between sections that steps forward and back to create drama
• Active frame = copy shifts from passive/fearful to active/imperative as it moves toward the CTA
• Slippery slide = every element's job is to compel reading the next element
• 50ms trust = visitors decide in 50 milliseconds whether they trust a page — before reading a word
• LISH = Length Implies Strength Heuristic — a wall of proof signals substance

Process

Step 1: Fetch & Parse

Fetch the URL provided by the user. Extract:

• Full rendered page content (text, headings, images, CTAs)
• Page structure and visual flow (section order, above-fold content)
• All CTAs (buttons, forms, links) — text, placement, and frequency
• Social proof elements (testimonials, logos, stats, reviews)
• Any pricing or offer information visible on the page

If the user provides context about the offer (product, audience, price point), note it for evaluation.

Step 2: Customer Focus & Framing (8 checks)

The #1 failing of pages that don't convert.

1. Customer is the star — The page talks to and about the customer, not about the product
2. Opens with the customer's world — First paragraph narrates the customer's situation, not the product's features
3. Uses customer language — Words and phrases the target audience actually uses
4. Single audience focus — Page speaks to one specific audience
5. Problem is named before product — Pain established before any product mention
6. No premature product reveal — Product name isn't the headline
7. Emotional core identified — Page addresses emotional pain, not just functional problems
8. Frame is set and maintained — Headline sets a specific frame and the rest stays within it

Step 3: Narrative Arc — Pain → Dream → Fix (10 checks)

1. Pain section exists — Distinct section naming specific pain points with crispy details
2. Dream section exists — Vivid picture of life with the pain obliterated
3. Fix section exists — How the product delivers the dream with sub-fixes mapping to specific pains
4. Pain → Dream → Fix order — Sections appear in correct narrative sequence
5. Obliteration pattern present — Dream language directly cancels specific pain language
6. Sandwiches create transitions — Transitional passages step forward and back between sections
7. Narrative builds to the CTA — CTA comes after the narrative builds to it
8. Fix is earned, not assumed — Product reveal held until reader is emotionally invested
9. Active frame progression — Copy shifts from passive/fearful to active/imperative by the CTA
10. Not a feature list — Page follows a narrative arc, not bullet-point features

Step 3b: SaaS Page Section Flow (B2B SaaS only)

If the page appears to be B2B SaaS, verify these sections exist in roughly this order:

Skip this check entirely for non-SaaS pages.

Step 4: Crispy Copy (8 checks)

1. Specific claims over vague ones — Numbers, timeframes, concrete details
2. Pain details are crispy — Recognizable details that make the reader say "how did they know?"
3. Dream details are crispy — Vivid, specific picture including sensory and temporal details
4. Fix details are crispy — Specific sub-fixes, not just "our product solves this"
5. Clear, not clever — Direct and transparent, no wordplay or puns
6. No buzzword soup — Free of "leverage," "synergy," "best-in-class," "seamless," "robust"
7. Copy is scannable — Short paragraphs, subheadings, bold text
8. Appropriate copy length — Matches audience awareness level and offer complexity

Step 4b: Emotional Resonance Check (3 checks)

1. Emotion Audit applied — "Nobody buys [PRODUCT] for [FUNCTION]. They buy it to feel [EMOTIONS]." Does the copy activate these emotions?
2. Identity purchase recognized — Does the page show the buyer the version of themselves they become?
3. Story over specs — Does the page lead with narrative and aspiration?

Step 5: Design & Readability (8 checks)

1. Single column layout — No sidebars or competing columns
2. Left-aligned body text — Not centered body copy
3. Comfortable line width — ~70-80 characters per line
4. No content jiggle — Content doesn't alternate text-left/image-right
5. Above-fold earns the scroll — First screen creates enough interest to scroll
6. Every visual element serves the pitch — No generic stock photos or decorative clutter
7. 50ms visual trust — Page looks professional and trustworthy at a glance
8. Whitespace and breathing room — Sections have adequate spacing

Step 6: CTA & Commitment Architecture (8 checks)

1. CTA copy is outcome-focused — "Start my free trial" not "Submit"
2. Reason to act now — Genuine, specific reason to convert today
3. CTA visually unique — Button colour not shared with non-clickable elements
4. CTA looks like a button — Obviously clickable
5. CTA placement follows narrative — Primary CTA appears after narrative builds to it
6. Max 2 CTA types — Primary conversion + lower commitment at most
7. CTA hierarchy matches buying behaviour — Matches typical visitor journey
8. Minimal form friction — Only asks for what's absolutely necessary

Step 7: Proof & Objection Handling (8 checks)

1. Testimonials cite specific results — Specific outcomes and numbers
2. Testimonials have attribution — Real names, photos, titles
3. Social proof has depth and volume — Multiple forms, not just a single testimonial
4. Proof placement is layered — Confidence signals early, detailed proof throughout
5. Objections addressed directly — Real objections with honest responses
6. Risk reversal present — Guarantee, free trial, or money-back policy
7. Proof is proportional to the ask — Stronger proof for higher-commitment offers
8. No fake urgency — Any urgency signals are genuine

Output Format

# Conversion Audit Report

**URL:** [url]
**Date:** [current date]
**Overall Score:** X/53

---

## 1. Customer Focus & Framing (X/8)

✓/✗ Customer is the star — [note]
✓/✗ Opens with the customer's world — [note]
✓/✗ Uses customer language — [note]
✓/✗ Single audience focus — [note]
✓/✗ Problem is named before product — [note]
✓/✗ No premature product reveal — [note]
✓/✗ Emotional core identified — [note]
✓/✗ Frame is set and maintained — [note]

## 2. Narrative Arc — Pain → Dream → Fix (X/10)

✓/✗ Pain section exists — [note]
✓/✗ Dream section exists — [note]
✓/✗ Fix section exists — [note]
✓/✗ Pain → Dream → Fix order — [note]
✓/✗ Obliteration pattern present — [note]
✓/✗ Sandwiches create transitions — [note]
✓/✗ Narrative builds to the CTA — [note]
✓/✗ Fix is earned, not assumed — [note]
✓/✗ Active frame progression — [note]
✓/✗ Not a feature list — [note]

## 3. Crispy Copy (X/8)

✓/✗ Specific claims over vague ones — [note]
✓/✗ Pain details are crispy — [note]
✓/✗ Dream details are crispy — [note]
✓/✗ Fix details are crispy — [note]
✓/✗ Clear, not clever — [note]
✓/✗ No buzzword soup — [note]
✓/✗ Copy is scannable — [note]
✓/✗ Appropriate copy length — [note]

## 3b. Emotional Resonance (X/3)

✓/✗ Emotion Audit applied — [note]
✓/✗ Identity purchase recognized — [note]
✓/✗ Story over specs — [note]

## 4. Design & Readability (X/8)

✓/✗ Single column layout — [note]
✓/✗ Left-aligned body text — [note]
✓/✗ Comfortable line width — [note]
✓/✗ No content jiggle — [note]
✓/✗ Above-fold earns the scroll — [note]
✓/✗ Every visual element serves the pitch — [note]
✓/✗ 50ms visual trust — [note]
✓/✗ Whitespace and breathing room — [note]

## 5. CTA & Commitment Architecture (X/8)

✓/✗ CTA copy is outcome-focused — [note]
✓/✗ Reason to act now — [note]
✓/✗ CTA visually unique — [note]
✓/✗ CTA looks like a button — [note]
✓/✗ CTA placement follows narrative — [note]
✓/✗ Max 2 CTA types — [note]
✓/✗ CTA hierarchy matches buying behaviour — [note]
✓/✗ Minimal form friction — [note]

## 6. Proof & Objection Handling (X/8)

✓/✗ Testimonials cite specific results — [note]
✓/✗ Testimonials have attribution — [note]
✓/✗ Social proof has depth and volume — [note]
✓/✗ Proof placement is layered — [note]
✓/✗ Objections addressed directly — [note]
✓/✗ Risk reversal present — [note]
✓/✗ Proof is proportional to the ask — [note]
✓/✗ No fake urgency — [note]

---

## Score Summary

| Category | Score | Rating |
|----------|-------|--------|
| Customer Focus & Framing | X/8 | |
| Narrative Arc (Pain → Dream → Fix) | X/10 | |
| Crispy Copy | X/8 | |
| Emotional Resonance | X/3 | |
| Design & Readability | X/8 | |
| CTA & Commitment Architecture | X/8 | |
| Proof & Objection Handling | X/8 | |
| **Overall** | **X/53** | |

**Rating scale:** 90%+ Sells Itself | 75-89% Strong | 60-74% Leaking Conversions | Below 60% Needs Rework

---

## Priority Fixes

[Top 5 failed criteria ranked by conversion impact. For each:]

1. **[Failed criterion]** — [Why it kills conversions + specific rewrite/fix with actual suggested copy where possible]
2. ...

Rules

• Be objective. If borderline, lean toward FAIL — mediocre doesn't convert.
• Be specific in fixes — suggest actual headline rewrites, actual CTA copy, actual testimonial placement. "Improve the headline" is not useful. "Rewrite headline to: '[suggested text]'" is.
• Priority fixes should weight: customer focus > narrative arc > CTA mechanics > copy > proof > design. If the page doesn't talk to the customer or follow a narrative, nothing else matters.
• If user provides offer context (product, audience, price), use it to evaluate message-market fit.
• If user specifies a focus area, still run all checks but only expand detail on the requested section.
• Stop and ask if the page is behind a login wall or if it appears to be a homepage rather than a dedicated landing page.
• Never score based on aesthetic preference — focus on conversion principles.
• Never assume the target audience — if unclear, note it as a gap.
• Flag if the page has no clear single CTA, talks entirely about the product and never the customer, or appears to receive paid traffic with no tracking pixels.