# Conversion audit Human Guide

## What This Is For
Use when auditing a landing page, sales page, or product page before launch, diagnosing why a page gets traffic but doesn't convert, reviewing ad landing pages before spending on paid. It gives the agent a clearer input/output frame for conversion optimization: what context to ask for, what decisions to make, and what usable artifact to return.

Use this as a human-readable version of the Conversion audit agent skill. It is meant for marketers, operators, founders, and other non-coders who want the workflow without reading agent-specific implementation instructions.

## When To Use This
- Use this when you need a repeatable process for conversion audit.
- Use this when the task needs judgment, examples, constraints, or a clear output format rather than a one-off prompt.
- Use this when you want to hand an AI assistant enough context to produce a usable marketing artifact.

## When Not To Use This
- Do not use this when you only need a quick factual answer.
- Do not use this when the work depends on private data you cannot share with the assistant.
- Do not use this as a replacement for legal, compliance, financial, or medical review.

## What You Need Before Starting
- The goal or business outcome you want.
- The audience, customer segment, or market context.
- Any source material the assistant should respect, such as notes, briefs, examples, URLs, or brand guidance.
- Constraints such as tone, length, channel, deadline, region, or approval requirements.
- A clear definition of what a good final answer should look like.

## Step-By-Step Workflow
1. State the job clearly: "Use the Conversion audit guide to help me with..."
2. Add context: audience, goal, offer, channel, source material, and constraints.
3. Ask the assistant to identify missing inputs before producing the final output.
4. Have the assistant follow the skill-specific guidance below.
5. Review the result against the final checklist and ask for revisions where needed.

## Skill-Specific Guidance
- **Crispy** = specific, concrete, vivid copy drawn from customer research (vs. "soggy" vague platitudes)
- **Obliteration** = each dream word directly cancels a specific pain word (fear → confidence, streaky → flawless)
- **Sandwich** = a transition between sections that steps forward and back to create drama
- **Active frame** = copy shifts from passive/fearful to active/imperative as it moves toward the CTA
- **Slippery slide** = every element's job is to compel reading the next element
- **50ms trust** = visitors decide in 50 milliseconds whether they trust a page — before reading a word
- **LISH** = Length Implies Strength Heuristic — a wall of proof signals substance
- Full rendered page content (text, headings, images, CTAs)
- Page structure and visual flow (section order, above-fold content)
- All CTAs (buttons, forms, links) — text, placement, and frequency
- Social proof elements (testimonials, logos, stats, reviews)
- Any pricing or offer information visible on the page

## Decision Points And Nuance
The original skill emphasizes: Usage, Framework Reference, Process, Step 1: Fetch & Parse, Step 2: Customer Focus & Framing (8 checks), Step 3: Narrative Arc — Pain → Dream → Fix (10 checks), Step 3b: SaaS Page Section Flow (B2B SaaS only), Step 4: Crispy Copy (8 checks), Step 4b: Emotional Resonance Check (3 checks), Step 5: Design & Readability (8 checks).

Use these questions to steer the work:
- What is the intended audience or buyer?
- What source material must be preserved?
- What should the assistant optimize for: clarity, persuasion, accuracy, speed, creativity, or conversion?
- What examples represent the desired quality bar?
- What should the assistant avoid?

## Common Mistakes
- The #1 failing of pages that don't convert.
- Never score based on aesthetic preference — focus on conversion principles.
- Never assume the target audience — if unclear, note it as a gap.
- Flag if the page has no clear single CTA, talks entirely about the product and never the customer, or appears to receive paid traffic with no tracking pixels.

## Copy-And-Paste Prompt
```text
Use the Conversion audit human guide.

My goal:
[Describe the business outcome]

Audience:
[Describe who this is for]

Context and source material:
[Paste notes, examples, links, or existing copy]

Constraints:
[Tone, length, channel, timeline, must-include items, must-avoid items]

Before producing the final output, ask me for any missing information that would materially improve the result.
```

## Final Checklist
- [ ] The output matches the original goal.
- [ ] The audience and context are reflected in the answer.
- [ ] Important constraints and source material were preserved.
- [ ] The assistant made the relevant decisions explicit.
- [ ] The final artifact is ready to use, review, or hand to the next person.

## Source
This guide was generated from the superamped/ai-marketing-skills skill entry for `conversion-audit`.

## Source Skill Notes
These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic.

# Conversion Audit

## Usage

Use when auditing a landing page, sales page, or product page before launch, diagnosing why a page gets traffic but doesn't convert, reviewing ad landing pages before spending on paid media, or checking a page against direct response best practices.

## Framework Reference

This audit synthesises two complementary direct-response principles:

**Narrative arc (pain → dream → fix)** — A landing page that sells follows a story, not a feature list.

```
Pain → Sandwich → Dream → Sandwich → Fix → Sandwich → CTA (wrapped in dream)
```

Each section transitions via "sandwiches" — brief passages that bounce between hope and reality to create tension. The page stars the **customer**, not the product.

**Conversion mechanics (clarity → desire → credibility → action)** — Every landing page must achieve clarity (hero divider), intensify desire (fascinations / value teasing), earn credibility (confidence signals + testimonial walls), and compel immediate action (urgency + friction removal).

Key vocabulary:
- **Crispy** = specific, concrete, vivid copy drawn from customer research (vs. "soggy" vague platitudes)
- **Obliteration** = each dream word directly cancels a specific pain word (fear → confidence, streaky → flawless)
- **Sandwich** = a transition between sections that steps forward and back to create drama
- **Active frame** = copy shifts from passive/fearful to active/imperative as it moves toward the CTA
- **Slippery slide** = every element's job is to compel reading the next element
- **50ms trust** = visitors decide in 50 milliseconds whether they trust a page — before reading a word
- **LISH** = Length Implies Strength Heuristic — a wall of proof signals substance

## Process

### Step 1: Fetch & Parse

Fetch the URL provided by the user. Extract:
- Full rendered page content (text, headings, images, CTAs)
- Page structure and visual flow (section order, above-fold content)
- All CTAs (buttons, forms, links) — text, placement, and frequency
- Social proof elements (testimonials, logos, stats, reviews)
- Any pricing or offer information visible on the page

If the user provides context about the offer (product, audience, price point), note it for evaluation.

### Step 2: Customer Focus & Framing (8 checks)

The #1 failing of pages that don't convert.

1. **Customer is the star** — The page talks to and about the customer, not about the product
2. **Opens with the customer's world** — First paragraph narrates the customer's situation, not the product's features
3. **Uses customer language** — Words and phrases the target audience actually uses
4. **Single audience focus** — Page speaks to one specific audience
5. **Problem is named before product** — Pain established before any product mention
6. **No premature product reveal** — Product name isn't the headline
7. **Emotional core identified** — Page addresses emotional pain, not just functional problems
8. **Frame is set and maintained** — Headline sets a specific frame and the rest stays within it

### Step 3: Narrative Arc — Pain → Dream → Fix (10 checks)

1. **Pain section exists** — Distinct section naming specific pain points with crispy details
2. **Dream section exists** — Vivid picture of life with the pain obliterated
3. **Fix section exists** — How the product delivers the dream with sub-fixes mapping to specific pains
4. **Pain → Dream → Fix order** — Sections appear in correct narrative sequence
5. **Obliteration pattern present** — Dream language directly cancels specific pain language
6. **Sandwiches create transitions** — Transitional passages step forward and back between sections
7. **Narrative builds to the CTA** — CTA comes after the narrative builds to it
8. **Fix is earned, not assumed** — Product reveal held until reader is emotionally invested
9. **Active frame progression** — Copy shifts from passive/fearful to active/imperative by the CTA
10. **Not a feature list** — Page follows a narrative arc, not bullet-point features

### Step 3b: SaaS Page Section Flow (B2B SaaS only)

If the page appears to be B2B SaaS, verify these sections exist in roughly this order:

| # | Section | What to check |
|---|---------|--------------|
| 1 | Hero | Result + objection-elimination headline, dual CTAs |
| 2 | Social proof bar | Customer logos immediately below hero |
| 3 | Problem section | Hook headline, pain in ~25 words |
| 4 | Testimonial | Outcomes-focused pull quote |
| 5 | Solution section | Outcomes headline, how-it-works |
| 6 | Features section | 3 feature blocks framed as benefits |