Scenario #
A paid campaign directs prospective customers to a service landing page. Your job is to assess whether the page answers the visitor’s question and supports the intended action.
Your task #
- State the target audience, traffic source and intended conversion.
- Evaluate message match between ad/email and page headline, offer and CTA.
- Review value proposition, evidence, trust signals, form fields, navigation and potential distractions.
- Check mobile layout, readability, keyboard operation, labels, contrast and meaningful alt text.
- Check loading experience and whether analytics events reflect the intended journey.
- List issues by severity, evidence, affected user, recommendation, effort and validation metric.
- Propose one experiment with hypothesis, primary metric and guardrail metric.
Submission #
Submit annotated screenshots or notes, a prioritized audit and a proposed experiment. Use a site you own, have permission to assess, or a supplied sample. Do not submit private customer data.
Evaluation rubric #
Message and audience fit 20; usability/accessibility 20; conversion diagnosis 20; evidence and prioritization 20; test design and metrics 20.
Important #
A heuristic audit identifies plausible friction; it does not prove that a proposed change will improve conversion. Validate changes through testing or reliable before/after evidence.
