paid-landing-page-audit

The saved excerpt is a snapshot from when this skill was listed. The external source remains the complete and most current version.

---
name: paid-landing-page-audit
description: "Audit a landing page receiving paid traffic against post-click conversion best practice and return a prioritised fix list - message match to the ad, above-the-fold clarity, form friction, trust, speed, mobile, policy risk - with every finding labelled by evidence class and no statistical claims on thin data. Use whenever the user says their ads get clicks but no conversions, asks why a landing page isn't converting, or mentions post-click experience, message match, conversion friction, form friction, or CPA rising after the click - even if they never say 'landing page audit'. Covers B2B and B2C on any platform. Audit only. Do NOT use for pre-click account problems - use mbfinotti/advertising-skills@ad-account-diagnostic instead."
license: MIT
metadata:
  author: Maya-Beth Finotti
  version: "1.2.8"
---

# Landing Page Audit

Audit the page paid traffic lands on, and return a fix list the media buyer can actually ship. Every paid click costs money whether or not the page converts, so every leak found here is a direct spend leak.

Experienced auditors do not start with the page - they start with the money trail:

1. The ad-to-page click path.
2. The analytics funnel.
3. Qualitative evidence.
4. A heuristic read of the page itself, last.

A beautiful page that breaks message match wastes spend regardless of on-page craft.

The output is a prioritised fix list where every finding declares its evidence class and its severity. Never a promised percentage lift: most CRO changes do not win when tested (roughly 10-33% of experiments improve their target metric, per Kohavi's Microsoft/Google data and Optimizely's 127,000-experiment corpus), so any specific lift promise is almost certainly wrong.

This skill owns everything past the click and nothing before it. Ad-account root cause (tracking, structure, targeting, creative, bidding) belongs to `mbfinotti/advertising-skills@ad-account-diagnostic`, which hands off here when its evidence points downstream. The boundary is reciprocal.

If the evidence during this audit points upstream of the click (fatigued creative, wrong audience, broken conversion tracking, a broken offer no page can rescue), refuse the page verdict, say exactly which upstream signal you saw, and hand off. Do not let a page audit quietly become an account diagnostic.

This skill never implements fixes: it names them, ranks them, and assigns them.

## Interview

Ask before opening anything. One question per message; offer multiple-choice answers where possible; skip anything already supplied.

- What is the one action this page must drive? (purchase / trial signup / demo or call booking / lead form / download)
- B2B or B2C/ecommerce?
- Which platform sends the paid traffic, and can you share the actual ad - copy, creative or thumbnail, and the keyword or audience behind it? (Without the ad, the highest-impact check runs blind.)
- How can I access the page? (live URL / pasted copy or HTML / screenshots - desktop and mobile / a mix)
- Sessions and conversions on this page over the last 14-30 days? (Decides whether statistics or first principles carry the audit - see Volume Floor.)
- Device split, and geo mix - does one page serve several countries, languages, or currencies?
- Target CPA or ROAS, and where does the page's traffic currently sit against it? (The gap is what the fix list gets ranked against.)
- What counts as a good outcome downstream? (B2B: MQL/SQL/pipeline, not form fills; B2C: revenue, not add-to-carts.)
- What evidence exists beyond the page - analytics funnel, session recordings, heatmaps, survey or support verbatims?
- Has anything on this page been changed or tested before? What happened?
- Is there a date the result has to land by - a launch, a budget review, a seasonal peak - or no deadline?
- Do you want the fastest recovery on this campaign, or a page that keeps paying across the next ones? (One-off win or compounding asset.)
- Who implements the fixes