conversion-audit · v1.0 · 2026-02-25 · sha256 7be5e47dc79e88b5
conversion-audit v1.0A
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--- name: conversion-audit description: "53-point conversion audit covering customer focus, narrative arc (Pain-Dream-Fix), copy quality, design, CTAs, and proof. Scored report with prioritized fixes." compatibility: "Requires internet access to fetch URLs." metadata: author: superamped version: "1.0" website: "https://superamped.com" --- # Conversion Audit Audit a landing page across six dimensions grounded in the Pain-Dream-Fix framework: customer focus, narrative arc, copy quality, design & readability, CTA mechanics, and proof & objections. Produces a scored report with prioritized fixes to improve conversion rate. The search-page-audit asks "will it rank?" — this skill asks "will it sell?" ## 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 frameworks: **Pain-Dream-Fix (Amy Hoy)** — The narrative arc. 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. **Clarity-Desire-Credibility-Action (Eddie Shleyner / VeryGoodCopy)** — The conversion mechanics. 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** (Sugarman) = 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: | # | Section | What to check | |---|---------|--------------| | 1 | Hero | Result + objection-elimination headline, dual CTAs | | 2 | Social proof bar | Customer logos immediately below hero | | 3 | Problem section | Hook headline, pain in ~25 words | | 4 | Testimonial | Outcomes-focused pull quote | | 5 | Solution section | Outcomes headline, how-it-works | | 6 | Features section | 3 feature blocks framed as benefits | | 7 | Support section | "Everything you need" checklist | | 8 | Second testimonial | Different customer, different benefit | | 9 | Closing CTA | "More [outcome]." with dual CTAs | 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. - Framework attributions: Pain-Dream-Fix from Amy Hoy; Clarity-Desire-Credibility-Action from Eddie Shleyner / VeryGoodCopy.