Lesson objectives
- Audit a page systematically
- Collect evidence before proposing fixes
Five lenses
- Clarity: can a first-time visitor explain the offer in five seconds?
- Relevance: does the page match what the visitor expected when they clicked?
- Trust: are there real, specific reasons to believe you?
- Friction: what makes acting harder than necessary - fields, load time, confusing steps?
- Motivation: is the value strong enough for this audience, at this price, right now?
Gather evidence
- Analytics: drop-off by device and traffic source.
- Recordings and heatmaps: where people hesitate or stop.
- Surveys and interviews: what nearly stopped buyers, and what did stop non-buyers.
- Support and sales questions: recurring doubts belong on the page.
Action steps
- Score your page 1-5 on each lens
- Collect at least two kinds of evidence
Checklist
- All five lenses reviewed
- Findings backed by evidence, not opinion