git:20260517.d9709b3 to git:20260711.eeb702d

- description: "Landing page quality assessment for paid advertising campaigns. Evaluates message match, page speed, mobile experience, trust signals, form optimization, and conversion rate potential. Use when user says landing page, post-click experience, landing page audit, LP audit, conversion rate, landing page CRO, post-click CRO, or landing page optimization."

- user-invokable: false

- tested_date: 2026-05-17

- tested_with: claude-code v2.x

- <!-- Updated: 2026-04-13 | v1.5 -->

-

- # Landing Page Quality for Ad Campaigns

-

- ## Process

-

- 1. Collect landing page URLs from active ad campaigns

- 2. Read `ads/references/benchmarks.md` for conversion rate benchmarks

- 3. Read `ads/references/conversion-tracking.md` for pixel/tag verification

- 4. Assess each landing page for ad-specific quality factors

- 5. Score landing pages and identify improvement opportunities

- 6. Generate recommendations prioritized by conversion impact

-

- ## Message Match Assessment

-

- The #1 landing page issue in ad campaigns: does the page match the ad?

-

- ### What to Check

- - **Headline match**: landing page H1 reflects ad copy headline/keyword

- - **Offer match**: promoted offer (price, discount, trial) is visible above fold

- - **CTA match**: landing page CTA matches ad's promised action

- - **Visual match**: consistent imagery between ad creative and page

- - **Keyword match**: search keyword appears naturally in page content

-

- ### Message Match Scoring

- | Level | Description | Score |

- |-------|-------------|-------|

- | Exact match | Headline, offer, CTA all align perfectly | 100% |

- | Partial match | Headline matches but offer/CTA differs | 60% |

- | Weak match | Generic page, loosely related to ad | 30% |

- | Mismatch | Page content doesn't reflect ad promise | 0% |

-

- ## Page Speed Assessment

-

- Slow pages kill conversion rates. For every 1s delay, CVR drops ~7%.

-

- ### Thresholds (Ad Landing Pages)

- | Metric | Pass | Warning | Fail |

- |--------|------|---------|------|

- | LCP | <2.5s | 2.5-4.0s | >4.0s |

- | INP | <200ms | 200-500ms | >500ms |

- | CLS | <0.1 | 0.1-0.25 | >0.25 |

- | Time to Interactive | <3.0s | 3.0-5.0s | >5.0s |

- | Page weight | <2MB | 2-5MB | >5MB |

-

- ### Common Speed Issues in Ad Pages

- - Hero images not compressed (use WebP/AVIF)

- - Too many third-party scripts (chat widgets, analytics, heatmaps)

- - Render-blocking CSS/JS above fold

- - No lazy loading for below-fold content

- - Font files not preloaded

-

- ## Mobile Experience

-

- 75%+ of ad clicks come from mobile. Mobile experience is critical.

-

- ### Mobile Checklist

- - Tap targets: ≥48x48px with ≥8px spacing

- - Font size: ≥16px body text (no pinch-to-zoom needed)

- - Form fields: properly sized, keyboard type matches input (email, phone, number)

- - CTA button: full-width on mobile, visible without scrolling

- - No horizontal scroll

- - Images responsive and properly sized

- - Phone number clickable (tel: link)

- - No interstitials or popups blocking content on load

-

- ## Trust Signals

-

- ### Above-the-Fold Trust Elements

- - Company logo visible

- - Social proof (customer count, reviews, ratings)

- - Security badges (SSL, payment security, guarantees)

- - Recognizable client logos (B2B)

- - Star ratings or testimonial snippet

-

- ### Below-the-Fold Trust Elements

- - Full testimonials with names, photos, companies

- - Case study highlights with specific metrics

- - Certifications, awards, accreditations

- - Privacy policy link

- - Physical address/phone number (local service businesses)

-

- ## Form Optimization

-

- ### Form Length Impact on CVR

- | Fields | Expected CVR Impact | Use Case |

- |--------|-------------------|----------|

- | 1-3 fields | Highest CVR | Top-of-funnel, free offer |

- | 4-5 fields | Moderate CVR | Mid-funnel, qualified leads |

- | 6-8 fields | Lower CVR | Bottom-funnel, sales-ready |

- | 9+ fields | Lowest CVR | Only for high-value offers |

-

- ### Form Best Practices

- - Pre-fill fields where possible (UTM data, known info)

- - Use multi-step forms for 5+ fields (progressive disclosure)

- - Show progress indicator on multi-step forms

- - Inline validation (don't wait until submit to show errors)

- - Error messages are clear and helpful

- - Submit button text is specific ("Get My Free Quote" not "Submit")

- - Thank you page has clear next steps

-

- ## Landing Page Health Score Algorithm

-

- ```

- Landing Page Health Score = (Message Match x 0.25) + (Page Speed x 0.25) + (Mobile x 0.20) + (Trust x 0.15) + (Form x 0.15)

- ```

-

- Each component is scored 0-100, then weighted. Final score maps to grade: A (90-100), B (75-89), C (60-74), D (40-59), F (<40).

-

- ## Consent Banner Impact

-

- Flag if any of the following are true:

- - Consent banner covers the primary CTA on load

- - Consent banner delays form interaction by >1 second

- - Consent banner pushes critical content (headline, offer, CTA) below the fold

- - Banner cannot be dismissed on mobile without scrolling

-

- > **Consent Mode V2**: Verify Consent Mode V2 implementation for EU/EEA traffic to ensure tracking data quality. Without Consent Mode V2, conversion modeling is degraded and remarketing audiences shrink significantly.

-

- ## Quick Wins

-

- | Priority | Fix | Expected Impact |

- |----------|-----|-----------------|

- | 1 | Move primary CTA above the fold on all devices | +15-25% CVR |

- | 2 | Reduce form fields to essential only (name, email, one qualifier) | +10-20% CVR |

- | 3 | Add trust badges near CTA (security, guarantee, reviews) | +5-15% CVR |

- | 4 | Optimize hero image (WebP/AVIF, <200KB, proper dimensions) | -1-2s load time |

- | 5 | Fix mobile tap targets (>=48x48px with >=8px spacing) | +5-10% mobile CVR |

-

- ## Ad-Specific Landing Page Elements

-

- ### UTM Parameter Handling

- - UTM parameters captured and stored (for attribution)

- - Click IDs preserved: gclid (Google), fbclid (Meta), ttclid (TikTok), msclkid (Microsoft)

- - Parameters passed to form submissions or CRM

-

- ### Dynamic Content

- - Dynamic keyword insertion in headline (Google Ads feature)

- - Location-specific content for geo-targeted campaigns

- - Audience-specific messaging (different pages for different segments)

- - A/B testing active on key elements (headline, CTA, hero image)

-

- ### Conversion Tracking

- - Thank you page/event fires correctly for all platforms

- - Form submission triggers conversion event

- - Phone call tracking configured (if applicable)

- - Chat/live agent triggers tracked as micro-conversions

-

- ## Landing Page Quality by Platform

-

- | Platform | Key Requirement | Notes |

- |----------|----------------|-------|

- | Google | QS component: landing page experience | Directly affects ad rank and CPC |

- | Meta | Page load speed critical | Slow pages = Meta penalizes delivery |

- | LinkedIn | Professional, B2B appropriate | Match LinkedIn's professional context |

- | TikTok | Mobile-first mandatory | 95%+ TikTok traffic is mobile |

- | Microsoft | Desktop-optimized matters more | Higher desktop % than other platforms |

-

- ## Output

-

- ### Landing Page Assessment

-

- ```

- Landing Page Health

- Message Match: ████████░░ XX/100

- Page Speed: ██████████ XX/100

- Mobile: ███████░░░ XX/100

- Trust Signals: █████░░░░░ XX/100

- Form Quality: ████████░░ XX/100

- ```

- ### Deliverables

- - `LANDING-PAGE-REPORT.md`: Per-page assessment with scores

- - Message match analysis per ad-to-page combination

- - Page speed improvement priorities

- - Mobile experience fixes

- - Form optimization recommendations

- - Quick Wins sorted by conversion impact