Conversion

Oct 2024 to Sep 2026Updated just now14 of 25
14of 25▲ 1

Does the site turn the click into the order the ad promised?

Five checks, each out of 5, in the order they are usually fixed. The score, the reason and the evidence sit on the left; the chart or table that proves it on the right.

Ad-to-page congruence

Does the page repeat the promise the ad made?

2/ 5• 0
reviewed on the sitesuggested band 2

Six of the top ten ads land on a collection, not the product the ad sold.

40% · 4 of the top 10 ads land on the product they sold
Benchmark source: Soar
How it was judged

Reviewed on the site and on the call, against the checklist on the SITE REVIEW and CALL NOTES tabs. The evidence line on the left counts the items that passed.

Landing page experience

Does the page answer the three objections above the fold on a phone?

3/ 5• 0
reviewed on the sitesuggested band 3

Four of six page checks pass; proof above the fold is missing on mobile.

4 · 4 of 6 page checks pass
Benchmark source: Soar
How it was judged

Reviewed on the site and on the call, against the checklist on the SITE REVIEW and CALL NOTES tabs. The evidence line on the left counts the items that passed.

Funnel efficiency

Where between session and purchase do people leave?

3/ 5• 0
measured from the accountsuggested band 3

Sessions to purchase at 2.0%; the biggest drop is sessions to cart.

2.0% · Sessions to purchase 2.0%; biggest drop sessions to cart
Benchmark source: Blue Sense
Funnel rates by month
Sessions to cartCart to checkoutSessions to purchase

Cart and checkout

Is the checkout clean, and is shipping shown before the address?

3/ 5▲ 1
reviewed on the sitesuggested band 3

Checkout is clean; shipping is not shown until the address step.

4 · 4 of 6 checkout checks pass
Benchmark source: Soar
How it was judged

Reviewed on the site and on the call, against the checklist on the SITE REVIEW and CALL NOTES tabs. The evidence line on the left counts the items that passed.

CRO discipline

Is testing run as a habit with an owner and a log?

3/ 5• 0
asked at intakesuggested band 2

Tests run ad hoc; no owner and no log.

2 · 2 of 4 discipline questions answered yes
Benchmark source: SN provisional
How it was judged

Reviewed on the site and on the call, against the checklist on the SITE REVIEW and CALL NOTES tabs. The evidence line on the left counts the items that passed.