Lander Audit

Landing Page Audit

Evaluate landing pages for conversion optimization.

Process

Step 1: Analyze Headline-Ad Alignment

Scent Trail Check

• Does headline match ad hook?
• Is the promise consistent?
• Same language/tone as ad?
• Visual continuity from ad to page?

Message Match Score

• Strong: Exact phrase/promise carried through
• Moderate: Similar theme, different words
• Weak: Disconnect between ad and page

Step 2: Check Promise-Delivery Consistency

Above the Fold

• Is main promise clear immediately?
• Does headline address primary pain/desire?
• Is there a clear value proposition?
• Does subheadline support headline?

Body Content

• Does content deliver on headline promise?
• Are claims substantiated with proof?
• Is there a logical flow to the argument?
• Does unique mechanism get explained?

Step 3: Evaluate Trust Signals

Social Proof

• Customer testimonials (video > text)
• Review counts/ratings
• Customer photos
• Before/after images
• Case studies

Authority Signals

• Expert endorsements
• Certifications/credentials
• Media mentions (as seen in...)
• Scientific backing
• Founder credibility

Risk Reversal

• Money-back guarantee
• Free trial
• No-commitment language
• Contact information visible

Step 4: Identify Friction Points

Visual Friction

• Cluttered layout
• Hard to read text
• Poor mobile experience
• Slow loading elements
• Confusing navigation

Cognitive Friction

• Too many choices
• Unclear next step
• Missing information
• Jargon/complexity
• Unanswered objections

Form Friction

• Too many fields
• Unclear field labels
• No progress indicator
• Privacy concerns
• Submit button unclear

Step 5: Output Improvement Recommendations

## LANDER AUDIT: [Page URL/Name]

### QUICK SCORES (1-10)

| Element | Score | Priority |
|---------|-------|----------|
| Headline Match | X/10 | [H/M/L] |
| Value Prop Clarity | X/10 | [H/M/L] |
| Trust Signals | X/10 | [H/M/L] |
| Proof Elements | X/10 | [H/M/L] |
| CTA Strength | X/10 | [H/M/L] |
| Mobile Experience | X/10 | [H/M/L] |
| Page Speed | X/10 | [H/M/L] |
| **OVERALL** | XX/70 | |

### HEADLINE ANALYSIS
**Current:** "[Headline text]"
**Issue:** [Problem identified]
**Recommendation:** "[Suggested improvement]"

### ABOVE THE FOLD
**What's Working:**
- [Positive element]

**Issues:**
- [Problem 1]
- [Problem 2]

**Recommendations:**
1. [Specific fix]
2. [Specific fix]

### TRUST & PROOF
**Current Elements:**
- [List what exists]

**Missing Elements:**
- [What should be added]

**Recommendations:**
1. [Specific addition]
2. [Specific addition]

### FRICTION POINTS

**High Priority Fixes:**
1. [Issue] → [Solution]
2. [Issue] → [Solution]

**Medium Priority:**
1. [Issue] → [Solution]

**Nice to Have:**
1. [Issue] → [Solution]

### CTA ANALYSIS
**Current CTA:** "[Button text]"
**Placement:** [Description]
**Issues:** [Problems]
**Recommendation:** "[Improved CTA]"

### A/B TEST SUGGESTIONS
1. Test: [Element to test]
   - Control: [Current]
   - Variant: [New version]
   - Hypothesis: [Expected outcome]

2. Test: [Element to test]
   ...

### PRIORITY ACTION LIST
1. [Highest impact fix]
2. [Second priority]
3. [Third priority]

Key Metrics to Consider

From Jason K:

• Watch lander CTR closely
• Track time on page
• Monitor initiate checkout ratio
• If ad works but lander doesn't, fix lander

Conversion Killers:

• Generic headlines
• Walls of text
• No visible social proof
• Weak or hidden CTA
• Slow load time
• Poor mobile experience

Source: Jason K, Affiliate Research