Paid traffic is bought by the visit. If the page a visitor lands on leaves the obvious questions unanswered, how much is it, when will it arrive, can I send it back, the click is spent either way. A short checklist run before a campaign goes live costs far less than a week of ads sent to a page with gaps.
This landing page conversion checklist follows the six areas the free ORVX Landing Page Conversion Auditor reviews. It also explains how the tool scores a page, and the things it deliberately does not claim to know.
Every example and amount on this page is illustrative. It shows the method and is not a benchmark, a quote or advice.
What the auditor does
You enter the address of one page: a product page, a collection, a campaign landing page or the home page. The auditor fetches it, works out which type of page it is, and runs the checks that apply to that type. Each check passes, warns, fails or is marked not evaluated, with the evidence it saw and a suggested fix. The result is a checklist of observable page elements, not a prediction of sales.
The checklist, area by area
1. Value proposition
- A clear headline that says what is being sold.
- A supporting statement of who it is for or why it is different.
- Benefit language next to the features: what the product does for the buyer, not only what it is made of.
- The offer stated, if there is one.
- Readable sentences.
2. Call to action
- Action labels that say what happens, such as "Add to cart", rather than "Submit" or "Click here".
- No crowd of competing primary actions pulling in different directions.
3. Product information
- A real description, a visible price, product images and variant selection where the product has options.
- Shipping and returns information on the page itself, not only in the footer.
- Availability shown.
4. Trust
- Contact information and links to policies.
- Review elements, where the page uses them.
- A secure connection and a visible business identity.
5. Mobile
- A mobile viewport, and when a speed measurement is available, a mobile load check.
6. Friction and accessibility
- Form fields with labels, controls with names, image alt text and working navigation.
- A buy button that is not disabled, and a note when pop-up tools are present.
A worked example of the score
Every evaluated check carries a weight. A pass counts in full, a warning counts half, a fail counts zero, and checks that could not be evaluated are left out entirely. Suppose a product page comes back like this:
| Check | Weight | Result |
|---|---|---|
| Clear headline | 2 | Pass |
| Supporting positioning statement | 1 | Pass |
| Benefit language alongside features | 1 | Warning |
| Offer is stated | 1 | Fail |
| Action labels are specific | 1 | Pass |
| Call to action visible without scrolling | 1 | Not evaluated |
| Product description | 2 | Pass |
| Price | 2 | Pass |
| Shipping information on the page | 1.5 | Fail |
| Returns information on the page | 1.5 | Fail |
| Review elements present | 1.5 | Not evaluated |
| Mobile viewport | 2 | Pass |
The evaluated weights add up to 15. The points come to 2 + 1 + 0.5 + 1 + 2 + 2 + 2 = 10.5, so the score is 10.5 / 15 x 100 = 70, which the auditor labels Needs work. Adding shipping and returns details to the page would turn two fails into passes, lift the points to 13.5, and take the score to 90, which reads as Ready.
In this example the largest gain comes from plain information a shopper needs before paying, not from a design change.
How to use it
- Audit the exact page your ads or emails link to, including any campaign parameters you use.
- Fix fails before warnings, and start with the heavier checks: headline, description, price, shipping and returns.
- Re-run after each change. The auditor reads the live page, so a fix shows up immediately.
- Compare a top-selling product page with a weak one. The difference in what each page answers is often clear.
- If the description is the weak point, the AI Product Description Generator drafts copy from facts you provide.
Before increasing spend on a page, it is worth checking what each order can afford in ad cost with the Break-Even ROAS Calculator. For a store-wide view of SEO and technical setup, use the Shopify Store Health Checker.
Common mistakes
- Hiding shipping and returns in the footer. Shoppers look for them next to the price.
- Generic button text. "Submit" tells nobody what happens next.
- Several primary buttons. A page asking for a newsletter sign-up, a quiz and a purchase at once asks for nothing clearly.
- Treating the score as a conversion forecast. It is a checklist result, not a prediction.
What the auditor cannot judge
It reads the HTML the server sends. Elements drawn by JavaScript after load, such as some review widgets, cart drawers and sticky buttons, may not be observable and are marked not evaluated. Position on screen and visual prominence need a rendered page, so they are not judged. It does not measure or predict conversion rate, behaviour, heatmaps or revenue. There is a daily limit per visitor, shown on the tool page.
Knowing which pages earn money
A checklist improves a page. Knowing which products and orders actually leave profit needs your store data. ORVX Core reads your Shopify orders, product costs, refunds and ad spend and reports profit per order and product.
The $1.9M Commerce Initiative offers 10,000 eligible Shopify stores 12 months of ORVX Core free, with no credit card. After that, Core is the standard $19 per month or $190 per year if you decide to keep it. Every free tool is in the ORVX tools hub.
Frequently asked questions
Does the auditor measure my conversion rate?
No. It checks which conversion elements are observable on the page. Conversion rate, behaviour and revenue are not visible from outside and are not estimated.
Which pages should I audit?
The pages your paid traffic and email links land on, and your best-selling product pages. Those are where an improvement affects the most visits.
Why is the call to action position not judged?
Whether something is visible without scrolling depends on the rendered page and the screen size. The auditor reads HTML, so it marks that check as not evaluated rather than guessing.
What do Ready, Needs work and Significant gaps mean?
They summarise the score: 80 or more is Ready, 55 to 79 is Needs work, below 55 is Significant gaps. Too few evaluated checks gives Not enough evidence.
Is a page I audit stored or published?
Results are returned to your browser and are not given a public address. Aggregate usage counts are kept, without the address you entered.
Sources
- The $1.9M Commerce Initiative: terms and FAQ (ORVX, checked 26 October 2026)