CRO Audit — Landing Page Conversion Scoring

Scores a web page on 8 conversion dimensions. Produces a grade (A+ to F), prioritized fixes, and benchmark comparisons.

Input

• A URL (required)
• Optional: industry context for benchmark comparison (SaaS, ecommerce, media, consumer app)
• If no URL provided, ask for one

Step 1: Capture the Page

Use the available tools to analyze the page:

1. Navigate to the URL and take a screenshot (desktop + mobile viewport)
2. Fetch the HTML content via WebFetch for text analysis
3. If Chrome DevTools MCP is available:
   • Take screenshots at desktop (1440px) and mobile (390px) widths
   • Run a Lighthouse audit for performance/accessibility data
   • Evaluate DOM for CTA count, form fields, trust badges, social proof elements

If Chrome DevTools is not available, fall back to WebFetch + HTML analysis only.

Step 2: Score 8 Dimensions

Each dimension is scored 0-100. The weighted aggregate gives the overall score.

1. Headline Clarity (weight: 15%)

• Is the value proposition clear in under 5 seconds?
• Does the headline answer "what is this and why should I care?"
• Is it specific (numbers, outcomes) or vague ("the best solution")?
• 90+: Specific outcome + target audience in headline. "Read 100 feeds in one place. No algorithms."
• 70-89: Clear but generic. "The modern RSS reader."
• 50-69: Vague or feature-focused. "A powerful feed aggregation platform."
• <50: No clear value prop, or headline is the product name only.

2. CTA Visibility (weight: 20%)

• Is there a primary CTA above the fold?
• Is the CTA text action-oriented and specific? ("Start reading free" > "Sign up")
• Is there only ONE primary CTA? (multiple = confusion)
• Is the CTA visually distinct (contrast, size, whitespace)?
• 90+: Single clear CTA above fold, action-specific text, high contrast, repeated at scroll points
• 70-89: CTA present but generic text or low contrast
• 50-69: CTA below fold or competing with secondary CTAs
• <50: No clear CTA or CTA hidden

3. Social Proof (weight: 15%)

• User count, testimonials, logos, ratings, press mentions?
• Are testimonials specific (name, role, company) or anonymous?
• Are numbers real and verifiable?
• 90+: Named testimonials with photos + specific metrics + recognizable logos
• 70-89: Some social proof but generic ("loved by thousands")
• 50-69: Weak social proof or buried below fold
• <50: No social proof at all

4. Urgency (weight: 5%)

• Is there a reason to act now? (limited spots, launch pricing, beta access)
• Is the urgency real or manufactured?
• NOTE: Not all pages need urgency. Score 60 (neutral) if urgency doesn't apply. Only penalize if urgency would clearly help but is missing.
• 90+: Real, specific urgency (countdown, limited spots with number)
• 70-89: Soft urgency ("Early access", "Beta")
• 50-69: No urgency but not needed
• <50: Urgency would help but is completely absent

5. Trust Signals (weight: 10%)

• Security badges, privacy policy link, HTTPS, team/company info?
• Is there a real human/company behind this? (about page, team photos, address)
• Free trial / money-back guarantee / no credit card needed?
• 90+: Multiple trust layers (SSL + privacy + real team + guarantee + social proof)
• 70-89: Basic trust (SSL, privacy link)
• 50-69: Minimal trust signals
• <50: Feels sketchy or anonymous

6. Form Friction (weight: 15%)

• How many fields in the signup/contact form?
• Can you start with just an email? Or Google/social login?
• Is there progressive disclosure (don't ask everything upfront)?
• 90+: One-click signup (Google/Apple) or single email field
• 70-89: 2-3 fields, clear labels
• 50-69: 4+ fields or confusing labels
• <50: Long form, required phone number, or unclear what happens after submit

7. Mobile Responsiveness (weight: 10%)

• Does the layout work on mobile (390px)?
• Is the CTA tappable (44px+ touch target)?
• Is text readable without zooming?
• Do images/videos resize properly?
• 90+: Flawless mobile experience, CTA thumb-reachable
• 70-89: Works but some elements feel cramped
• 50-69: Layout breaks or CTA hard to find on mobile
• <50: Not mobile-friendly

8. Page Speed Indicators (weight: 10%)

• Does the page feel fast? (no heavy animations, lazy-loaded images, minimal JS)
• Lighthouse performance score if available
• Large hero images or videos that block rendering?
• 90+: Lighthouse 90+, instant load feel, no layout shift
• 70-89: Loads in 2-3 seconds, minor layout shifts
• 50-69: Noticeable lag, heavy assets
• <50: Slow, blocking resources, poor mobile performance

Step 3: Calculate Overall Score

Overall = (Headline x 0.15) + (CTA x 0.20) + (Social Proof x 0.15) +
          (Urgency x 0.05) + (Trust x 0.10) + (Friction x 0.15) +
          (Mobile x 0.10) + (Speed x 0.10)

Grade scale:

• A+ (95-100): Exceptional. Ship and monitor.
• A (90-94): Strong. Minor polish only.
• B+ (85-89): Good. 1-2 improvements would make a real difference.
• B (80-84): Solid foundation with clear gaps.
• C (70-79): Significant issues. Fix before major traffic push.
• D (60-69): Major problems. Needs redesign of weak areas.
• F (<60): Fundamental issues. Don't spend on traffic until fixed.

Step 4: Industry Benchmarks

Compare against typical scores for the industry:

Step 5: Output

---
## CRO Audit: [URL]
**Date**: [YYYY-MM-DD]
**Industry**: [detected or specified]
**Overall Score**: XX/100 (Grade: X)
**Benchmark**: [vs industry avg and top 10%]

### Dimension Scores

| # | Dimension | Score | Weight | Weighted |
|---|-----------|-------|--------|----------|
| 1 | Headline Clarity | XX/100 | 15% | XX |
| 2 | CTA Visibility | XX/100 | 20% | XX |
| 3 | Social Proof | XX/100 | 15% | XX |
| 4 | Urgency | XX/100 | 5% | XX |
| 5 | Trust Signals | XX/100 | 10% | XX |
| 6 | Form Friction | XX/100 | 15% | XX |
| 7 | Mobile | XX/100 | 10% | XX |
| 8 | Page Speed | XX/100 | 10% | XX |

### Top 3 Priority Fixes

1. **[Dimension]** (current: XX -> target: XX)
   - What's wrong: [specific issue]
   - Fix: [specific actionable recommendation]
   - Impact: [expected improvement]

2. ...
3. ...

### Dimension Details
[For each dimension: what was observed, what's good, what needs work. 2-3 lines each max.]

### Screenshots
[Reference desktop and mobile screenshots if taken]
---

Rules

• Be specific in feedback. "Your CTA says 'Submit'" is useful. "Improve your CTA" is not.
• Reference what you actually see on the page, not generic advice.
• If you can't assess a dimension (e.g., no mobile screenshot available), score it as "N/A" and exclude from the weighted average.
• Don't fabricate Lighthouse scores. If you can't run it, say so and assess speed qualitatively.
• Urgency is the one dimension where a neutral score (60) is fine. Not every page needs urgency.