Our Landing Page Scorecard is an incredibly useful tool used by our conversion consultants to make initial observations about a landing page before embarking on further analysis. Though it looks simple, the scorecard is an essential part of understanding where to focus our efforts when improving landing page performance.

The good news is that because it’s such a simple tool, everyone can use it to evaluate their own landing pages across desktop and mobile. In fact, you can download the very latest version of our Landing Page Scorecard right here…

Below you'll find a written guide to our 2020 Landing Page Scorecard. But if you'd prefer to be taken through it step-by-step by one of our consultants, you can watch this video guide >>>

Landing Page Scorecard 2020

Consider evaluating your most important landing pages with the scorecard alongside you. Go through each point in turn, using it to weigh up the strengths and weaknesses of each page across devices. Once you’ve completed this process, you’ll have an objective view of where your main opportunities for conversion improvement lie.


The first section on the Landing Page Scorecard considers how relevant your landing page is to the ad copy that brought the user there. First and foremost, it’s essential to have a pertinent headline and subheading. Does your page match the user intent?

Moreover, the primary call to action (CTA) should highlight the main action you want users to take on that page. This means that visitors will understand immediately what they need to do to progress the user journey. It’s also important to review the relevance of available media; hero imagery, video content and supporting content.


Fundamentally, the simplicity of a landing page is to review whether or not the most important information is positioned so that users will notice it. It’s essential that your users know what to do next - that means not hiding buttons, or using complex language.

Navigation should be simple across devices (desktop & mobile), and your main message should be memorable and easy to convey.


This element focuses on the clarity of the different information and content available on your landing pages. It should be clear to your users what the primary CTA of your landing page is within a handful of seconds.

Consider whether white space, media content or certain information or buttons might distract users from the central message of your landing page. And don’t allow too many different navigation options, thus minimising distraction and abandonment.

On the other hand, ensure elements of persuasion are included, as these have been shown to be effective in increasing conversion rate.


Use USPs to introduce a meaningful value proposition, giving users a compelling reason to choose your product or service over that of a competitor. Shout about your differentiators - free delivery, award-winning, local knowledge - and position them near the top of the page to ensure their visibility.


Reassurance takes into consideration the inclusion of evidence - reviews, testimonials, case studies, awards - that make your company appear trustworthy. For reviews use a neutral third-party like Feefo or Trustpilot - this will appear more credible in your customers’ eyes, and offers a more objective view of the quality of your goods and services.


Are you including incentives that could push a greater number of users to convert? Incentives should present clear reasons that persuade users to progress further along their journey now, rather than later.

Depending on the type of site you operate, and the commodity you’re selling, an incentive to convert now might be created by offering discounts, showing reduced stock levels or showing when offers expire.

Final Thoughts

Undertaking a top-level analysis of your landing pages using our scorecard won’t take you very long at all, but it can make the world of difference to your perception of what can and should be improved on your website.

Even if you’re confident that your landing pages perform brilliantly, nothing is ever perfect and going back to basics may well help you uncover small changes that could have a big impact on your conversion rate.

If you haven’t already, please take the time to download our 2020 Landing Page Scorecard here...