About
There is no shortage of conversion advice. There is a severe shortage of conversion discipline.
Every marketing conference produces a new talk on the same thirty tactics. Every blog post promises "the X things that will double your conversion rate." The advice recirculates. The results don't compound.
The underlying problem is structural: the conversion rate optimization industry has no shared diagnostic standard. There is no common scoring rubric. No objective benchmark. No way to say, with rigor, that one page is structurally stronger than another — or that a page improved in a meaningful, measurable way.
Most landing page audits are pattern-matching exercises. A consultant looks at a page, compares it to pages they've seen before, and produces an opinion. The opinion may be informed. It is not objective.
Pattern-matching without structure produces inconsistent audits, untestable recommendations, and no baseline for improvement. You can't know if the page got better if you never measured where it started.
The answer to bad audits has been more testing. Run more experiments. Move faster. Ship more variants. This produces the illusion of rigor — lots of activity, lots of data — while the underlying structural problems remain undiagnosed and unfixed.
Testing a weak page in multiple variants is just running several versions of the same bad hypothesis. The Conversion Protocol was built to diagnose before you test, structure before you optimize.
The Conversion Protocol is a nine-dimension scoring framework built from conversion science literature, revenue attribution studies, and direct analysis of pages across every major vertical in digital acquisition.
Each dimension is weighted by its measured impact on conversion rate. The weights are not opinions — they are derived from studies on how buyers make decisions under uncertainty, and from our own analysis of pages before and after structural changes.
The Protocol Score is not a replacement for testing. It is a precondition for testing intelligently. Know what's structurally broken first. Then test. Then measure. Then repeat.
The discipline of measured growth. That's the proposition. We believe it compounds.
Custom scoring weights, API access, team accounts, consulting arrangements, and white-label exports for agencies and growth teams.
The audit takes 60 seconds. The score tells you something most conversion audits won't: exactly where your page falls short, and exactly why.