# Page CRO Comprehensive Checklist

Based on 2026 best practices from [Unbounce](https://unbounce.com/conversion-rate-optimization/cro-best-practices/), [VWO](https://vwo.com/landing-page-optimization/), and [OptiMonk](https://www.optimonk.com/conversion-rate-optimization-for-landing-pages/).

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## Benchmarks

| Page Type | Poor | Average | Good | Excellent |
|-----------|------|---------|------|-----------|
| Landing Page (Paid) | <2% | 2-5% | 5-10% | >10% |
| Homepage | <1% | 1-3% | 3-5% | >5% |
| Pricing Page | <2% | 2-4% | 4-7% | >7% |
| Feature Page | <1% | 1-2% | 2-4% | >4% |
| Blog Post CTA | <0.5% | 0.5-1% | 1-2% | >2% |

Industry Average: 3.1% (cross-industry)
Top 25% Landing Pages: 5.31%+
Top 10% Landing Pages: 11.45%+

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## Above-the-Fold Checklist

### Headline
- [ ] Clear value proposition in <7 words
- [ ] Addresses primary pain point or desire
- [ ] Matches ad/email copy (message match)
- [ ] Uses customer language (Voice of Customer)
- [ ] No jargon or buzzwords

### Subheadline
- [ ] Expands on headline benefit
- [ ] Adds specificity (numbers, timeframes)
- [ ] 1-2 sentences maximum
- [ ] Addresses "how" or "what"

### Hero Visual
- [ ] Shows product in use OR outcome achieved
- [ ] Human faces increase trust (when relevant)
- [ ] Points attention toward CTA
- [ ] Optimized for mobile (not cropped awkwardly)
- [ ] <100KB file size for speed

### Primary CTA
- [ ] Visible without scrolling (above fold)
- [ ] Action-oriented verb ("Get", "Start", "Try")
- [ ] Benefit-focused ("Get My Free Report" > "Submit")
- [ ] Contrasting color from page
- [ ] Large enough to tap on mobile (44x44px minimum)
- [ ] Single primary CTA (not multiple competing)

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## Trust & Credibility Checklist

### Social Proof
- [ ] Customer logos (B2B) or user count (B2C)
- [ ] Testimonials with real names and photos
- [ ] Case study results with specific numbers
- [ ] Star ratings/review scores
- [ ] Industry awards or certifications
- [ ] Media mentions ("As seen in...")

### Trust Signals
- [ ] Security badges (SSL, payment security)
- [ ] Money-back guarantee
- [ ] Privacy policy link
- [ ] Contact information visible
- [ ] Company information (not anonymous)

### Proof Placement
- [ ] Near form/CTA for reassurance
- [ ] Testimonial addresses main objection
- [ ] Results match target audience's goals

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## Content Hierarchy Checklist

### Copy Principles
- [ ] Benefits before features
- [ ] Scannable (bullets, headers, bold)
- [ ] Short paragraphs (2-3 sentences max)
- [ ] Reading level appropriate for audience
- [ ] Removes unnecessary words

### Feature Presentation
- [ ] Features tied to benefits ("X so you can Y")
- [ ] Grouped logically (3-5 max per section)
- [ ] Visual icons for quick scanning
- [ ] Comparison to alternatives (when relevant)

### Objection Handling
- [ ] FAQ addresses top 3-5 objections
- [ ] Pricing concerns addressed
- [ ] Implementation/setup concerns addressed
- [ ] "What if it doesn't work" addressed
- [ ] Competitor comparison (when appropriate)

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## Technical Performance Checklist

### Page Speed (Critical)
- [ ] <3 second load time on 3G
- [ ] Largest Contentful Paint <2.5s
- [ ] First Input Delay <100ms
- [ ] Cumulative Layout Shift <0.1
- [ ] Images compressed and lazy-loaded
- [ ] Minimal third-party scripts

### Mobile Optimization
- [ ] Responsive design (not just scaled)
- [ ] Touch-friendly buttons (44x44px)
- [ ] Form fields don't require zooming
- [ ] No horizontal scrolling
- [ ] Click-to-call for phone numbers
- [ ] Simplified navigation

### Accessibility
- [ ] Alt text on images
- [ ] Sufficient color contrast
- [ ] Keyboard navigable
- [ ] Screen reader compatible
- [ ] Focus states visible

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## Form Optimization (On-Page)

### Field Reduction
- [ ] Only ask what's necessary for goal
- [ ] Progressive profiling for returning users
- [ ] Single-column layout
- [ ] Inline validation (not just on submit)
- [ ] Clear error messages

### Field Best Practices
- [ ] Labels above fields (not placeholder only)
- [ ] Optional fields marked (not required)
- [ ] Input type matches data (tel, email)
- [ ] Autofill enabled
- [ ] Smart defaults where applicable

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## CTA Best Practices

### Button Text Formulas
| Goal | Formula | Example |
|------|---------|---------|
| Lead Gen | Get + [Benefit] | "Get My Free Guide" |
| Trial | Start + [Timeframe] | "Start 14-Day Trial" |
| Demo | Book + [Type] | "Book a Demo" |
| Purchase | [Action] + Now | "Buy Now" |
| Newsletter | Join + [Number] | "Join 50K Subscribers" |

### Tested High-Performers
- "Get Started Free" (+38% vs "Sign Up")
- "Try For Free" (+23% vs "Free Trial")
- "Start My Trial" (+90% vs "Start Your Trial")
- First person ("My") > Second person ("Your")

### Button Design
- [ ] High contrast color
- [ ] Sufficient padding (12-20px)
- [ ] Rounded corners (3-8px)
- [ ] Clear hover state
- [ ] No competing CTAs nearby

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## Common Mistakes to Avoid

### Copy Mistakes
- Generic headlines ("Welcome to our website")
- Feature dumps without benefits
- Wall of text (no visual breaks)
- Jargon-heavy language
- Missing or weak CTA

### Design Mistakes
- Slider/carousel in hero (reduces conversions)
- Auto-playing video with sound
- Stock photos that look fake
- Too many navigation options
- Cluttered layout

### Technical Mistakes
- Slow page load (>3s)
- Broken on mobile
- Pop-ups blocking content immediately
- Tracking not implemented
- No A/B testing

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## Quick Wins (< 1 Hour)

1. **CTA Copy**: Change from "Submit" to benefit-focused
2. **Headline**: Add specificity (numbers, timeframe)
3. **Trust Badge**: Add security/guarantee badge near CTA
4. **Remove Field**: Eliminate one unnecessary form field
5. **Add Testimonial**: Place one testimonial near CTA
6. **Speed**: Compress hero image
7. **Mobile**: Ensure CTA visible without scrolling

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## High-Impact Changes (1-4 Hours)

1. **Rewrite Headline**: Use customer language from reviews
2. **Add Social Proof Section**: Logos, testimonials, metrics
3. **Create FAQ**: Address top 5 objections
4. **Simplify Form**: Reduce to essential fields only
5. **Add Urgency**: Limited-time offer or scarcity
6. **Video**: Add explainer or testimonial video
7. **Exit Intent**: Add last-chance popup offer

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## Page-Type Specific Checklists

### Landing Page (Paid Traffic)
- [ ] Message matches ad exactly
- [ ] Single focused goal
- [ ] No navigation (or minimal)
- [ ] Thank you page set up
- [ ] Tracking pixels firing
- [ ] Mobile optimized (60%+ traffic)

### Pricing Page
- [ ] 3-4 tiers maximum
- [ ] Clear tier differentiation
- [ ] Recommended plan highlighted
- [ ] Toggle for monthly/annual
- [ ] Feature comparison table
- [ ] FAQ below pricing
- [ ] Enterprise/custom option

### Homepage
- [ ] Clear value prop above fold
- [ ] Navigation to key pages
- [ ] Multiple user journeys supported
- [ ] Trust indicators visible
- [ ] Primary and secondary CTAs
- [ ] Search (for complex sites)
