Page CRO v2

Audit Workflow

1. Above the Fold

First screen must contain:

• Clear value proposition (what + for whom + why different)
• Primary CTA (visible without scrolling)
• Trust signal (logo bar, testimonial snippet, or metric)
• Relevant hero image/video (not stock photos)

2. Page Structure

Optimal section order for landing pages:

1. Hero (value prop + CTA)
2. Social proof bar (logos or metrics)
3. Problem statement (pain they feel)
4. Solution (how you solve it)
5. Features/benefits (3-4 max, benefit-first)
6. Social proof (testimonials, case studies)
7. How it works (3 steps)
8. Pricing or offer
9. FAQ (address objections)
10. Final CTA (restate value prop)

3. Trust Signals

• Customer logos (known brands first)
• Metrics: "Used by X+ companies" / "Y% improvement"
• Testimonials with photo, name, title, company
• Review scores (G2, Trustpilot, etc.)
• Security badges (SOC2, GDPR, SSL)
• Money-back guarantee badge near CTA

4. CTA Optimization

• Button color: contrast with page (test red vs green vs blue)
• Button text: first person, specific ("Start my free trial")
• Reduce risk: "No credit card required", "Cancel anytime"
• One primary CTA per section, same action throughout

A/B Testing

Sample Size Calculator

Minimum sample = 16 × p × (1-p) / MDE²
p = baseline conversion rate (e.g., 0.05 for 5%)
MDE = minimum detectable effect (e.g., 0.2 for 20% relative improvement)

For 5% baseline, 20% relative improvement: ~6,400 visitors per variant.

Statistical Significance

• z = (p1 - p2) / sqrt(p_pool × (1 - p_pool) × (1/n1 + 1/n2))
• Significant if z > 1.96 (95% confidence)
• Run for minimum 2 full weeks (capture weekly patterns)
• Don't stop early on promising results

Full testing guide: references/ab-testing.md

Heatmap Interpretation

• Red zones: High attention — put important content here
• Cold zones: Low attention — move or remove content
• False bottoms: If users stop scrolling, add visual continuity cues
• Rage clicks: Frustration indicator — element looks clickable but isn't
• F-pattern/Z-pattern: Place key elements along natural scan path

Page Speed Impact

• 1s → 3s load time: bounce rate increases 32%
• 1s → 5s load time: bounce rate increases 90%
• Each 100ms improvement: +1% conversion rate
• Mobile speed matters more (slower connections)

References

• references/ab-testing.md — Complete A/B testing guide with calculators
• references/cro-patterns.md — 30+ proven conversion patterns