name: lander-audit description: Audit landing page for conversion optimization including headline-ad alignment, promise-delivery consistency, trust signals, and friction points. Use when diagnosing low landing page CTR, optimizing funnels, or reviewing pages before launch.

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