One blocker for this week.
A long checklist can expose issues. It should not turn every observation into equal-priority work. Finish by selecting the single blocker most likely to change the buyer decision.
- [ ] Primary buyer is named clearly enough that the right visitor can recognise themselves. - [ ] The page states the buyer outcome before explaining product mechanics or internal terminology. - [ ] The hero makes one primary promise instead of competing claims for different audiences. - [ ] The primary CTA matches the buyer stage: trial, demo, signup, purchase or another real next step. - [ ] The next step is understandable before the visitor clicks the CTA. - [ ] Important claims have specific proof nearby: product evidence, customer evidence or a bounded factual explanation. - [ ] The page answers the strongest purchase objection instead of using generic reassurance. - [ ] Navigation, secondary CTAs and decorative elements do not overpower the primary conversion path. - [ ] The mobile hero, proof and primary CTA remain readable and usable without reconstructing the desktop layout. - [ ] Form or signup friction is limited to information genuinely needed for the next step. - [ ] The strongest blocker is written as evidence from the current page, not as a generic CRO opinion. - [ ] One rewrite hypothesis, review owner, ship date and downstream conversion event are recorded before more changes are added.
12 checks
Message → proof → action → evidence.
Primary buyer is named clearly enough that the right visitor can recognise themselves.
The page states the buyer outcome before explaining product mechanics or internal terminology.
The hero makes one primary promise instead of competing claims for different audiences.
The primary CTA matches the buyer stage: trial, demo, signup, purchase or another real next step.
The next step is understandable before the visitor clicks the CTA.
Important claims have specific proof nearby: product evidence, customer evidence or a bounded factual explanation.
The page answers the strongest purchase objection instead of using generic reassurance.
Navigation, secondary CTAs and decorative elements do not overpower the primary conversion path.
The mobile hero, proof and primary CTA remain readable and usable without reconstructing the desktop layout.
Form or signup friction is limited to information genuinely needed for the next step.
The strongest blocker is written as evidence from the current page, not as a generic CRO opinion.
One rewrite hypothesis, review owner, ship date and downstream conversion event are recorded before more changes are added.
Finish the audit
Write a decision, not a score.
Blocker: What specific page evidence is most likely stopping the primary buyer from taking the primary action?
Rewrite hypothesis: What one change would make that decision easier without inventing proof or promising an outcome you cannot support?
Ship/measure: Who approves the change, when is it published, and which real conversion event will you observe afterwards?
This checklist does not guarantee a conversion lift. It creates a disciplined review path so a team can choose, ship and measure one evidence-backed improvement instead of collecting an unranked list of opinions.