Free Tool

Landing page CRO scorecard

Open your landing page in another tab and answer 20 quick questions. You'll get a conversion score out of 100 and a prioritised list of what to fix first. It takes about three minutes.

How to use the CRO scorecard

Most landing pages don't fail because of bad traffic. They leak visitors through a handful of fixable problems. This checklist covers the issues we see most often when auditing lead generation and ecommerce pages.

Score honestly

Open the page on your phone as well as your desktop, ideally the exact URL your ads send people to. Answer "Partly" if something is only half there, such as testimonials with no names, or a form that's visible on desktop but not on mobile.

Work through the fix list

Fixes are sorted by weight, so the top of the list is where you'll usually get the biggest gain for the least effort. Fix three or four, then score the page again.

Then measure

Make sure conversions are tracked before and after you make changes, so you can see the difference. For bigger changes, such as a new headline angle or a shorter form, run an A/B test to confirm the improvement is real.

FAQ

CRO scorecard questions

Can't find what you need? Ask us directly.

What is CRO?

CRO (conversion rate optimisation) is the process of increasing the share of visitors who take the action you want, such as filling in a form, calling or buying. It usually means fixing friction and doubt on the page rather than buying more traffic.

How is the score calculated?

Each of the 20 checks has a weight of 1 to 3, based on how much it typically affects conversion. "Yes" scores full points, "Partly" half, and "No" zero. Your score is the share of available points you earned, out of 100. Unanswered questions aren't counted.

What is a good landing page score?

Aim for 85 or more. Pages scoring under 70 usually have at least one major leak, such as a headline that doesn't match the ad, a form that's too long, or no trust signals, and fixing those typically makes the biggest difference.

Which fixes should I do first?

Start at the top of your fix list. It's sorted by weight, so the highest-impact issues come first. Message match, a clear single call to action, and a short, visible form are usually the quickest wins.

Is this a replacement for A/B testing?

No. It's a checklist of proven best practices that catches the obvious problems. Once those are fixed, A/B testing tells you what works best for your specific audience.

Score lower than you'd like?

We build and rebuild landing pages around exactly these principles, for home services, lead generation and ecommerce. Or start with one of our templates.

Talk to us