Auditing a landing page to find your top 3 test targets

Auditing a landing page to find your top 3 test targets

New page lands on my desk and I don't guess what to test. I run a 5-pass audit, then rank. Each pass takes 5 minutes:

— 5-second test: glance, look away. Can you say what it offers? If not, headline's your test.
— Scroll-depth check: where do people stop? That section's the problem.
— CTA hunt: how many clicks to convert? Every extra click is a test to remove it.
— Friction scan: any form, any question that makes you hesitate? Flag it.
— Trust gap: would a stranger believe the claim? Missing proof is a test.

Now rank the flags by impact, pick top 3, queue them. Don't test all at once.

Go run the 5-second test on your main page right now. Couldn't say the offer? Headline's first.