Background
Landing pages are conversion machines — every friction point costs signups. A structured audit trains you to think in funnels, hypotheses, and measurable experiments.
Your mission
Audit one existing landing page (SaaS, university program, job tool, or event page). Map the funnel, find friction, propose A/B tests, and sketch an improved hero.
Audit process
- Screenshot full page — desktop and mobile; note date and URL.
- Funnel map — awareness → comprehension → trust → action; label each section's job.
- Heuristic review — clarity, specificity, social proof, CTA prominence, load perceived speed, mobile thumb zone.
- 5 friction points minimum — each with evidence screenshot and user impact hypothesis.
- A/B test proposals — for top 3 frictions: control, variant, metric, minimum detectable effect guess.
- Hero redesign — wireframe or high-fi wire showing improved headline, subhead, CTA, social proof placement.
Requirements
- Audit PDF — 6–12 pages with labeled screenshots and annotations.
- Impact vs effort — rank your 5 frictions in a 2×2 or table.
- Hero wireframe — before/after or side-by-side; mobile + desktop if layout differs sharply.
- Ethics — audit public pages only; no login-wall scraping without permission.
Evaluation criteria
- Diagnostic depth — frictions are specific ("CTA below fold on mobile") not vague ("bad design").
- Testable hypotheses — A/B proposals include success metric and duration estimate.
- Prioritization — hero fix ties to highest-impact friction.
- Professional tone — constructive; usable if sent to the company's marketing lead.
Tips
- Use clarity checklist: Can visitor answer what, for whom, why now in 5 seconds?
- Compare to one competitor landing page in appendix for context.
- Quantify if possible (e.g. "CTA contrast 2.8:1 vs WCAG 4.5:1").
Submission checklist
