Landing Page CRO Audit
Free tool · by Daniel HaketMost landing pages leak conversions for boring, fixable reasons. Tick what your page already does across clarity, trust, call-to-action and friction, and get an instant grade plus the gaps worth fixing first.
Tick everything your landing page already does. You’ll get an instant grade and the biggest gaps to fix.
Clarity
Trust
Call to action
Friction & speed
What this free tool is great for: a quick, one-off job with no signup — it runs entirely in your browser, so nothing leaves your device and there's nothing to manage.
Its honest limit: it's a self-assessed checklist — it can't measure your real visitors, prove which fix actually lifts conversions, or build and A/B test the better page for you.
Conversion is leak-fixing, not magic
Most people assume a landing page converts better because of a clever headline. Occasionally true — but far more often the wins come from plugging leaks: the quiet reasons visitors leave. Every unchecked box in the audit above is one of those leaks, and they compound. Fix the obvious ones before you agonise over word choice.
The four things every page must nail
Clarity — can a stranger tell what you do, and what you want them to do, within five seconds? Confusion is the biggest silent killer. Trust — do they believe you enough to act? Proof, a clear price and a human touch do the heavy lifting. Call to action — is the next step obvious, singular and low-friction, or are you asking for a phone number you don't need yet? Friction and speed — every extra second of load time, every pop-up, every wall of text is a reason to bounce.
The most common leaks
In practice the same handful show up again and again: a headline that describes a feature instead of an outcome; no social proof above the fold; a page trying to do five jobs at once; a button that just says Submit; and a team that redesigns on opinion instead of evidence. None of these need a designer to fix — they need someone to notice them, which is exactly what the checklist forces.
Why you have to test, not guess
Best practices point you in the right direction, but your visitors have the only vote that counts. What lifts conversions for one audience can flop for another. So treat the audit as a list of hypotheses: fix the clearest leaks, then run an A/B test to confirm the change actually moved the number rather than trusting your gut.
Score, fix, test, repeat
Conversion isn't a one-time project; it's a loop. Audit, fix the biggest gap, test it, keep what wins, and go again. Building and testing those page variants without a developer is what a tool like Unbounce is for — the audit tells you what to change, the test tells you whether you were right.
Message match: the leak before the page
The highest-converting page fails if it breaks the promise that brought the click. Message match — ad says what the page says, in the same words — is the most under-audited conversion factor because it lives *between* assets that different people own. Someone clicking "Free invoice template" who lands on a generic product homepage doesn't scroll to find the template; they leave, and no on-page optimisation recovers them. Audit every traffic source against its destination: headline echoes the ad, offer matches the promise, visual continuity from creative to page. Agencies quietly know this is where a third of paid-traffic conversions die — before the landing page gets a chance to do anything wrong.
The five-second and squint tests
Two zero-budget tests catch most clarity failures. The five-second test: show the page to someone cold for five seconds, hide it, ask what the company does and what they were supposed to do next. Blank stares mean the hero section is decoration, not communication. The squint test: blur your eyes at the page — does the visual hierarchy point at the call-to-action, or do six equally-loud elements shout over each other? Both tests approximate the only visitor that exists: distracted, skimming, deciding in moments. Pages built to survive them convert; pages built to win design awards from people who study them for a minute don't get that minute.
Forms: where intent goes to die
The form is the last meter of the funnel and the site of its steepest losses. Every field is a toll: each addition measurably cuts completions, and fields that feel intrusive (phone number, company size) cut hardest. The audit questions: does every field earn its place *right now*, or is sales hoarding data for later? Is the error handling humane — inline, specific, preserving what was typed? Does the submit button say what happens ("Get my quote") rather than "Submit"? On mobile, does the right keyboard appear per field? Cutting a five-field form to three isn't lowering standards — it's admitting that the qualification questions can wait until after you have someone to qualify.
Speed and mobile are conversion factors, not IT topics
Every second of load time sheds visitors before your headline gets read — the page that converts brilliantly but loads slowly is, from the market's perspective, a slow page that converts nothing. And the mobile version *is* the page for most traffic: thumb-reachable CTAs, no pinching, forms that don't fight the keyboard. Run your page through a speed test (our image tools fix the usual culprit — oversized hero images) and audit on your actual phone, on cellular, not on the office wifi. The checklist above lives inside this reality: clarity and trust only get evaluated by visitors who stayed long enough to see them.
From audit to evidence — where Unbounce does more
An audit produces hypotheses — informed ones, but hypotheses. The conversion work is building variants and letting traffic vote, then keeping the winner and going again. That's where Unbounce does more: landing pages built and duplicated without developers, A/B tests run natively, and AI-assisted optimisation that routes visitors toward the variant likeliest to convert them. Use this audit to find your biggest leaks and fix the obvious ones today; use a landing-page platform to turn the rest from opinions into measured wins — pages are never finished, only currently winning. Sequence matters here too: fix message match and speed before testing headlines, because tests run on top of broken foundations measure noise. Audit first, repair the plumbing, then experiment — the order is what separates conversion programs that compound from the ones that churn through tests and learn nothing. Re-run this audit after every major page change as well — redesigns have a talent for quietly reintroducing the exact leaks the previous version had already fixed.
Frequently asked questions
How is the conversion score calculated?
It's the share of proven conversion best-practices your page already follows across four areas: clarity, trust, call-to-action and friction/speed. More boxes ticked means fewer obvious leaks — but it's a directional checklist, not a substitute for testing on your real traffic.
What should I fix first?
Start with your weakest area (the tool flags it) and the specific unchecked items it lists. Clarity and call-to-action issues usually move the needle fastest, because they affect every visitor.
Is this based on my actual page?
It's self-assessed — you tick what's true — which keeps it private and instant. For hard proof of what works on your traffic, run an A/B test.
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