Most 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.
What this free tool is great for: a quick, one-off job with no signup — it runs in your browser 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.
A free tool is fine for a one-off. If landing page cro audit is a weekly job, these take it off your plate.
Best for WordPress owners building landing pages without code
Sounds like you? “Landing pages and a coming-soon page on my WordPress site shouldn't require code.”
Plan that fits: Basic, $39.50 for the first year (normally $79/yr, 1 site); renewals at full price
Best for CRO teams running steady A/B test programs
Sounds like you? “My testing tool counts every page view, so the bill grows faster than my real audience.”
Plan that fits: Growth, $299 a month billed annually ($399 month to month)
Best for small businesses running email, pages and webinars
Sounds like you? “I pay for separate email, landing page and webinar tools, and the bills keep adding up.”
Plan that fits: Creator, €62 a month or €50.84 billed annually, quoted at 1,000 contacts
Best for agencies managing many client accounts
Sounds like you? “Each client needs a CRM, funnels, texting and email, and juggling separate tools per client eats my week.”
Plan that fits: Unlimited, $297 a month; calls, SMS, email and AI use are billed on top, add-ons per sub-account
Picked from our review dossiers: who each tool suits, their problem in their words, and the plan that fits. “Try” buttons are affiliate links: we may earn a commission if you sign up, at no extra cost to you. It never changes our verdict.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
The pricing behind our reviews is published as an open dataset, with the sentence behind every cost-trap flag and the date it was researched. Free to use with attribution (CC BY 4.0).
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