DIGITAL MARKETING / A PRACTICAL ANSWER
What should a landing page audit examine?
The short answer
A landing page audit should examine whether the page helps the intended visitor understand the offer and complete a useful action. Start with the traffic promise and business objective. A list of visual preferences or a single speed score cannot by itself explain why the page is underperforming.
What to define
Review message match, evidence, important conditions, content order and action clarity. Test the real mobile journey and any receiving system. Inspect the difference between observed friction and a hypothesis that would need visitor research or an experiment.
How to evaluate it
Prioritise findings by their likely effect and the strength of the evidence. A broken form needs a different response from an untested preference for a shorter headline. Record the proposed change, owner and verification method so the audit produces practical work.
ILLUSTRATIVE EXAMPLE / NOT A CLIENT RESULT
Make it concrete.
A campaign page might explain its benefits clearly but send an enquiry to an unmonitored queue. The audit should not recommend button-colour testing before resolving the operational problem that prevents a useful response.
Before you commission
- Connect findings to the campaign promise.
- Test the complete action and delivery path.
- Separate confirmed defects from testable hypotheses.
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FROM THE QUESTION TO THE WORK
A useful next step.
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