Landing page teardown, in the order that matters

Landing page teardown, in the order that matters
When the click-to-action stage is where it died, work through the page top to bottom, as a stranger would.
— Does the first screen say what the ad said? Message mismatch is the most common killer and the cheapest fix.
— Is the action obvious without scrolling? Not present. Obvious.
— How long does it take to load on a poor connection? Everything else is theoretical until that is answered.
— How many fields does the form have, and can you justify each one? Every field is a cost you are charging the visitor.
— Which objection does the page fail to answer? Price, trust, effort, timing. Usually one of those four, usually unaddressed.
— Is there anything on the page that lets someone leave? Navigation, unrelated links, a footer full of exits.
— Read it out loud. Corporate phrasing sounds worse spoken, which makes speech a useful lie detector.
Fix the mismatch before you test button colours.