CRO checklists · 25 checks · scored out of 50

Landing page scorecard: does the page keep the ad’s promise?

Twenty-five checks for a paid landing page, scored out of 50, with most of the points on whether the page matches the ad.

  • Twenty-five checks scored 0, 1 or 2, totalled for you
  • An ad-and-page side-by-side to fill in first
  • A rule of thumb for what to fix before you launch
  • CSV3 KB
  • PDF287 KB
Download freeSee what’s inside
CSVhypential-landing-page-scorecard.csv25 checks · scored out of 50
Message match: ad to page7/10
  • Headline repeats the ad’s promise012
  • The ad’s offer is on the first screen012
  • Same product as the ad, first012
  • The look carries over012
  • Speaks to the ad’s audience012
Example scoresTotal · __ / 50
What’s inside

Everything in the file.(08)

  1. 01The ad and the page, side by side: promise, offer, product, audience, button
  2. 02Message match: ad to page (6 checks)
  3. 03The first screen (5)
  4. 04Proof and doubts (5)
  5. 05Offer and price (3)
  6. 06Friction (3)
  7. 07Speed and tracking (3)
  8. 08The total and what to do with it
The files
  • hypential-landing-page-scorecard.csvScores add up as you typeCSV
    3 KB
  • hypential-landing-page-scorecard.pdfTo print and scorePDF
    287 KB
Download free

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Four steps

How to use it.

  1. Put the ad and the landing page next to each other on a phone.
  2. Fill in the side-by-side table, then score each check 0, 1 or 2.
  3. Fix every zero in the message-match section first.
  4. Score the page again before you raise the budget.
Why we made it

Most landing pages lose people in the first second because they don’t look or sound like the ad that sent them. This scorecard weights that first: six of the twenty-five checks are about the match.

The rest is the usual suspects: proof, a clear offer, few steps and tracking that fires once.

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FAQ

Questions about cro checklists.

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Yes. Nothing in them depends on the platform; where a check needs a tool, it names a free one, like PageSpeed Insights.

Still unsure?Saimul Islam answers every message.
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