Description
Landing page audit: Hick's Law, cognitive cost, F-pattern, micro-commitment, CTA design, A/B proposal.
Every element imposes cognitive cost. Finite attention—every word beyond minimum competes with every other. 1. HICK'S LAW AUDIT: Count choices above fold. Target ≤3. Each additional choice causes log-proportional decision delay. Remove secondary CTAs, nav links, social icons. 2. COGNITIVE COST: Count words between headline and CTA. Past 50, each word reduces conversion ~1% (industry heuristic, 200+ tests). Move supporting detail below fold. Convert paragraphs to bullets. Use progressive disclosure. 3. VISUAL HIERARCHY: F-pattern trace. Does first horizontal scan land on headline or distraction? Does left vertical scan hit value prop or sidebar? Does second horizontal reach CTA or testimonial carousel? 4. MICRO-COMMITMENT (before CTA): Interactive calculator slider, checkbox ('I want to improve X'), demo preview, or click-the-sentence-that-resonates. <5 seconds, no personal info. Transitions user from browsing to engaged. 5. CTA LANGUAGE: Verb-first, low-risk: 'Start free trial' not 'Buy now'. 'See your plan' not 'Subscribe'. 'Watch 2-min demo' sets time expectation. 6. A/B TEST PROPOSAL: Control vs variant. n = (Z²·p·(1-p))/δ². Z=1.96, p=baseline, δ=20% relative improvement. Success: CVR. Guardrail: bounce rate (must not increase >10%). Duration: 2+ full business cycles. OUTPUT: Audit table, redesigned sequence, A/B proposal with sample size.
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