apolo-81 Landing Page CRO Analysis
Section-by-section CRO teardown with prioritized, actionable fixes. Uses a 7-Point CRO Framework analyzing in visitor experience order: hero -> value prop -> social proof -> features -> objections -> CTA -> footer.
When to Use
- User provides a landing page URL for conversion optimization
- Triggered by
/market landing <url>or/market cro <url>
Step 1: Identify the Page Type
| Page Type | Primary Goal | Good CR | Great CR |
|---|---|---|---|
| Lead Capture | Email/form submission | 5-10% | 15%+ |
| SaaS Signup | Free trial or freemium | 3-7% | 10%+ |
| E-commerce Product | Add to cart / Purchase | 2-4% | 5%+ |
| Webinar Registration | Register for event | 20-30% | 40%+ |
| App Download | Install app | 10-15% | 20%+ |
| Waitlist | Join waitlist | 15-25% | 35%+ |
| Consultation Booking | Schedule a call | 5-10% | 15%+ |
| Nonprofit Donation | Make a donation | 2-5% | 8%+ |
Step 2: Run the 7-Point CRO Framework
Score each section 1-10. Provide specific observations, not generic advice.
Section 1: Hero Section (Weight: 25%)
Checklist:
- Headline visible within 2 seconds, communicates primary benefit, under 10 words
- Subheadline expands with specificity
- Primary CTA above fold, contrasting color, action-oriented text
- Hero image/video supports message (not generic stock)
- Trust badges or social proof above fold
- Page loads under 3 seconds
- No nav menu competing with CTA (dedicated landing pages)
Scoring: 9-10 = benefit headline + clear CTA + visual + trust; 7-8 = strong but missing one element; 5-6 = generic headline or weak CTA; 3-4 = feature-focused/vague, CTA below fold; 1-2 = no clear headline or CTA.
Section 2: Value Proposition (Weight: 20%)
Checklist:
- Clear what product/service does
- Specific outcomes/results promised
- Differentiation from alternatives
- Target audience is clear
- Benefits quantified where possible
- Scannable (not buried in paragraphs)
Evaluate with 4U: Useful, Urgent, Unique, Ultra-specific.
Section 3: Social Proof (Weight: 15%)
Types ranked by persuasion: (1) Revenue/results metrics, (2) Named testimonials with photos, (3) Client logos, (4) Case studies with results, (5) Star ratings, (6) Media mentions, (7) Certifications, (8) UGC.
Checklist:
- At least 2 types present
- Testimonials include real names, photos, specific results
- Placed near decision points (close to CTAs)
- Numbers are specific (not rounded)
- Recent and relevant
Section 4: Features and Benefits (Weight: 15%)
Checklist:
- Features translated into benefits
- Scannable (icons, bullets, short paragraphs)
- Visual hierarchy guides eye
- Most important listed first
- Screenshots/demos/visuals accompany descriptions
- 3-7 key features (not overwhelming)
Section 5: Objection Handling (Weight: 10%)
| Objection | How to Address |
|---|---|
| "Too expensive" | ROI calculator, guarantee |
| "Not sure it works" | Case studies, free trial, demo |
| "Too complicated" | Setup wizard, "5 minutes" claim |
| "What if I don't like it?" | Free trial, money-back, cancel anytime |
| "Is my data safe?" | Security badges, compliance logos |
Checklist:
- FAQ addresses top 3-5 objections
- Risk reversals present
- Pricing transparency
- Security/privacy indicators
Section 6: Call-to-Action (Weight: 10%)
Checklist:
- CTA text describes VALUE ("Get My Free Report" not "Submit")
- Visually dominant (size, color, whitespace)
- Appears multiple times on long pages
- Secondary CTA for not-ready visitors
- Supporting microcopy ("No credit card required")
- First person ("Start MY trial")
- Specific to offer
Section 7: Footer and Secondary Elements (Weight: 5%)
Checklist:
- Final CTA at bottom
- Contact/support visible
- Privacy/terms linked
- Trust badges near final CTA
- No competing links away from conversion
Step 3: Copy Scoring
Score 1-10 each: Clarity, Urgency, Specificity, Proof, Action Orientation.
Copy Score = average x 10 (0-100).
Step 4: Form Optimization Audit
If page has a form:
| Element | Best Practice |
|---|---|
| Field count | Lead capture: 3-5 max. Each extra field costs ~7% conversion |
| Labels | Inline or floating. Avoid placeholder-only |
| Button text | Match value prop. "Get My Free Guide" > "Submit" |
| Error handling | Inline validation, specific messages, don't clear form |
| Multi-step | Break long forms into steps with progress indicator |
| Auto-fill | Enable browser auto-fill for standard fields |
Step 5: Mobile Responsiveness Audit
- CTA thumb-reachable (bottom half)
- Text readable without zoom (16px min)
- Forms usable on mobile (large tap targets)
- Images resize properly
- No horizontal scroll
- Loads under 3s on 4G
- Click-to-call for phone numbers
- Sticky CTA bar on scroll
Step 6: Page Speed Impact
| Load Time | Conversion Impact |
|---|---|
| 0-2s | Baseline (optimal) |
| 2-3s | -7% |
| 3-5s | -20% |
| 5-8s | -35% |
| 8+s | -50%+ |
Flag: unoptimized images, render-blocking JS, missing caching, no CDN, excessive third-party scripts.
Step 7: A/B Test Recommendations
Format: "If we [CHANGE], then [METRIC] will [IMPROVE] because [REASON]."
Priority tests: (1) Headline variations, (2) CTA button color/text, (3) Social proof placement, (4) Form field count, (5) Hero image vs video, (6) Long vs short page, (7) Urgency elements, (8) Price presentation, (9) Testimonial format, (10) Chat widget.
Step 8: Heat Map Guidance
Without actual data, provide guidance on:
- Expected attention zones based on layout
- F-pattern vs Z-pattern reading
- Scroll depth predictions
- Click probability zones
- Rage click indicators (elements looking clickable but aren't)
- Dead zones
Output Format
Formato de salida: ver references/output-template.md.
Related Skills
landing-page-builder— Once CRO analysis identifies fixes, use to implement code (Next.js + Tailwind components).
Key Principles
- Tie recommendations to revenue impact with specific estimates
- Prioritize by effort-to-impact ratio
- Be specific: not "improve headline" but "change from 'Welcome' to 'Cut Reporting Time by 75%'"
- Reference industry benchmarks
- If
MARKETING-AUDIT.mdexists, incorporate Conversion Optimization score