The SaaS conversion audit checklist

Before you start

• Pick one goal: trial started, demo booked or order placed.
• List the pages a visitor crosses to reach it, from the main entry points.
• Open each page in a fresh browser, on a phone and on a desktop.
• Keep a sheet with four columns: page, what is wrong, evidence, fix.

The path

• The conversion page can be reached from the homepage in one or two clicks (FUNNEL_ENTRY_001).
• Every page on the path has a way forward; none is a dead end (FUNNEL_PATH_001).
• Each button leads to what it promises: “Start free” opens a free plan (FUNNEL_PROMISE_001).
• No page or request on the path fails to load (FUNNEL_BROKEN_001).

Homepage and landing pages

• The headline names the outcome, not the category (CONTENT_VALUE_001).
• One line says who the product is for (CONTENT_AUDIENCE_001).
• A conversion action is visible without scrolling (UX_FOLD_001), on mobile too (UI_MOBILE_001).
• That action is the most prominent control on screen (UI_CTA_001), and nothing competes with it (UI_HIERARCHY_001).
• Features are written as the results they produce (CONTENT_BENEFIT_001).
• There is proof that others have done this: names, numbers, quotes or logos (TRUST_SOCIAL_001).

Pricing

• Plans can be told apart, and each names who it is for (CONTENT_PRICING_001).
• Each button says what happens next (CONTENT_CTA_001).
• The commitment is stated next to it: card, trial end, cancellation (TRUST_RISK_001).
• The usual objections are answered on the page (CONTENT_OBJECTION_001).

The detail of each pricing check is in Common pricing page conversion leaks.

The conversion page

• The form asks only for what the next step needs (UX_FORM_001).
• Every field has a visible, programmatic label (UX_FORM_002).
• Nothing covers the submit button: banner, chat widget, sticky bar (UX_OBSTRUCT_001).
• The page does not offer more ways out than forward (FUNNEL_EXIT_001).
• Payment steps show refund terms and billing clarity (TRUST_PAYMENT_001).
• A company stands behind the site: contact route, legal entity (TRUST_IDENTITY_001).

Which fields to cut and which to defer is covered in How to reduce signup friction without losing lead quality.

On every page

• The main content paints in 2.5 seconds or less (PERF_LCP_001).^[1]
• The layout does not move while loading (PERF_LAYOUT_001).
• No script errors on the path (PERF_ERROR_001).
• Text on and around buttons meets a 4.5:1 contrast ratio (UI_CONTRAST_001).^[2]
• Buttons are large enough to tap on a phone (UX_MOBILE_001), and nothing scrolls sideways (UX_MOBILE_002).

After the audit

1. 1

   Rank by closeness and evidence

   Leaks nearest the conversion, with the clearest evidence, go first. Effort breaks ties.

2. 2

   Ship one or two fixes

   Large batches make it impossible to tell which change mattered.

3. 3

   Audit again

   After every significant change on the path, and at least once a quarter for the rest.

Frequently asked questions