How often should I audit my landing page?

Monthly for actively changing products, quarterly for stable products, and before any major traffic campaign. Always audit after significant product or pricing changes.

What's the most important part of the audit?

The five-second test — it's the fastest and most revealing. If it fails, nothing else in the audit matters until the headline and above-fold content are fixed.

Should I hire someone to audit my landing page?

A professional CRO consultant audit ($500–2,000) adds value for high-traffic products where small improvements have large revenue impact. For early-stage products, a self-audit using this checklist plus Racoonn's AI analysis provides most of the value at a fraction of the cost.

What tools do I need for a landing page audit?

Google PageSpeed Insights (free), BrowserStack or real devices for cross-device testing, a screen recording tool for the conversion flow, and 3 people who match your target audience for the five-second test.

How to Run a Landing Page Audit in 30 Minutes

Why You Need an Outside-In Audit

Founders and marketers who build landing pages develop 'banner blindness' to their own work. You know what every element means, you know what comes next, and you unconsciously fill in gaps that new visitors can't. A structured audit breaks this bias by applying an outside-in perspective with specific questions.

A 30-minute audit using this framework identifies the highest-priority issues before you start A/B testing or redesigning. It's the fastest path from 'our landing page isn't converting' to 'here are the specific things to fix.'

Five-Second Test (5 minutes)

Show your landing page to 3 people who haven't seen it before. Give them exactly 5 seconds, then cover it and ask: 'What does this product do? Who is it for? What would you do next?' If fewer than 2 of 3 can answer correctly, your hero needs work. Score it: pass/fail.

This single test identifies whether your headline and above-fold content are working. It's the most important test in the audit because if the above-fold fails, nothing else matters.

Technical Audit (10 minutes)

Run Google PageSpeed Insights on mobile. Score below 70: high priority fix. Check for broken images, links, or forms. Test on iPhone SE (375px) and a desktop screen. Check that all CTAs are clickable and lead to the right destination. Check that the page renders correctly without JavaScript (some users disable it).

Verify that: all form fields have correct input types, form submission works and shows a confirmation, the thank-you page or state is appropriate, and any live counters or dynamic elements are functioning.

Copy and Messaging Audit (10 minutes)

Read every headline and sub-headline. Ask: does it state a specific outcome? Is it in second person? Does it answer 'who is this for'? Read every CTA. Ask: does it describe exactly what happens next? Is it first-person? Is there a risk-reduction line below it?

Read the testimonials. Ask: do they include specific outcomes and numbers? Are they attributed to real people with verifiable details? Is there enough social proof to build trust for a skeptical new visitor?

Conversion Flow Audit (5 minutes)

Click through the entire conversion flow from scratch: click CTA → complete sign-up → land on thank-you page or first product screen. Count the number of steps, fields, and friction points. Ask: does each step feel necessary? Is the post-click page consistent with the CTA promise? How long does the flow take?