/conversion-audit

name: conversion-audit
description: "Use when the user says 'audit my conversion rate', 'cro check', 'find conversion leaks', or asks what is hurting conversion before a paid campaign or after a redesign. Scores six friction dimensions: above-the-fold clarity, CTA hierarchy, form length, social proof, speed, trust signals."
license: MIT
metadata:
  author: Respira for WordPress
  author_url: https://respira.press
  version: 1.0.0
  mcp-server: respira-wordpress
  category: audit

Conversion Audit

**Version:** 1.0.0 **Updated:** 2026-05-24 **Category:** audit **Status:** stable **Requires:** Respira for WordPress plugin 7.1+ + MCP server

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Description

Audit a WordPress site for conversion-rate friction. Reads the landing pages, the homepage, the pricing page (if any), the contact page, and any pages that are linked from the main navigation. Identifies friction points across six dimensions: above-the-fold clarity, CTA hierarchy, form length, social proof placement, page speed (using existing Respira SpeedScan), and trust signals.

This is a CRO check, not a redesign. The output is a prioritized list of fixes the user can apply — each with a one-line "what to change" + "why" + "expected impact." No rewriting; recommendations only.

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What it audits (the six dimensions)

1. **Above-the-fold clarity.** Does the hero answer "what is this and why does it matter to me"? Within ~5 seconds, can a first-time visitor articulate the offer back? Common failures: jargon-heavy headline, image-first instead of message-first, no concrete value proposition.

2. **CTA hierarchy.** Is there one primary CTA per screen, or are there 4 competing buttons? Are CTAs visually distinguished from the secondary navigation? Is the CTA action clear ("Get a quote" vs "Submit")?

3. **Form length.** For forms found on the page: how many required fields? Common failures: asking for phone number when email would do, asking for company size for an MVP landing page, address before there's any commitment, 8+ fields when 3 would convert.

4. **Social proof placement.** Where are testimonials / customer logos / case-study links relative to the CTA? Common failure: social proof in the footer where nobody scrolls. Strong pattern: one testimonial above the fold, customer logos below the hero, full case study links by the pricing section.

5. **Page speed.** Pulls existing SpeedScan or runs `respira_analyze_pagespeed` if available. Slow pages don't convert. LCP > 2.5s, CLS > 0.1, FID > 100ms are conversion drags.

6. **Trust signals.** Does the page show: company name / logo, contact information, privacy policy link, secure checkout indicators (if commerce), real photos vs stock, named team / founder (vs faceless)?

---

When to Use

• Quarterly CRO review
• Before launching a paid traffic campaign — don't drive paid clicks to a leaky page
• After a redesign — verify nothing important got dropped
• When conversion drops without an obvious cause
• For a new landing page review before publish

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Trigger Phrases

• "audit my conversion rate"
• "cro check"
• "find conversion leaks"
• "review my landing pages"
• "audit for conversion"
• "what's hurting my conversion"
• "conversion audit"

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Execution Workflow

Step 1 — Confirm site + scope

Call `respira_get_active_site`. Ask the user: *"Audit a single page, the main flow (home + pricing + contact), or all top-nav pages?"* Default to "the main flow" if unclear.

Step 2 — Identify pages to audit

• **Single page mode:** the user names the page.
• **Main flow mode:** homepage, `/pricing/` or `/plans/` if present, `/contact/` or `/get-in-touch/` if present, plus any page marked as a landing page (`page_template == 'landing'`).
• **Top-nav mode:** call `respira_list_menus` then `respira_list_menu_items` for the primary menu; audit each linked page.

For each page, call `respira_extract_builder_content(page_id)`.

Step 3 — Run each audit dimension

For each page, walk the builder content and score each dimension. The scoring rubric:

**Above-the-fold clarity (0–3):**

• 3: clear value prop in headline, supporting sub-headline, primary CTA, visual that supports the message
• 2: headline + CTA but value prop unclear or visual fights the message
• 1: jargon-heavy or image-first, no concrete benefit
• 0: empty hero or missing CTA entirely

**CTA hierarchy (0–3):**

• 3: one primary CTA, visually distinct, action verb, repeated below the fold
• 2: primary CTA present but competing with 2+ other equally-prominent buttons
• 1: 3+ competing CTAs or generic verbs ("Submit", "Click here")
• 0: no clear CTA

**Form length (0–3, skip if no forms):**

• 3: 1–3 required fields, no asks beyond the minimum
• 2: 4–5 required fields with one optional
• 1: 6+ required fields OR asks for phone before commitment
• 0: 8+ fields or asks for sensitive data (DOB, SSN, address) without commitment

**Social proof placement (0–3):**

• 3: one testimonial / logo bar above the fold, more below the hero, named with photo + company
• 2: testimonials present but only below the fold or unnamed
• 1: footer-only social proof
• 0: none visible

**Page speed (0–3, from SpeedScan):**

• 3: LCP < 2.5s, CLS < 0.1, page weight < 2MB
• 2: one metric mildly off
• 1: two metrics off
• 0: LCP > 4s or CLS > 0.25 (conversion killer)

**Trust signals (0–3):**

• 3: named company, contact info visible, privacy link, real photos, named team
• 2: most present, one or two missing
• 1: faceless brand, stock photos, only generic contact
• 0: anonymous, no company info, no contact, no privacy

Page total: 0–18.

Step 4 — Output the report

## Conversion audit for {site_url}

Pages audited: {n_pages}

### Summary

| Page | Score | Top issue |
|---|---|---|
| / | 14 / 18 | CTA hierarchy: 3 competing primary CTAs in hero |
| /pricing/ | 11 / 18 | Form length: pricing form asks for 7 fields |
| /contact/ | 10 / 18 | Above-the-fold: no value prop, only "Get in touch" |
| ... | | |

### Prior