Your Conversion Equation Evaluator

How Many Points Does Your website/ad’s Score Per Section?

0 – No headline at all
1 – Company name or play on words; does nothing to compel reader/listener to continue
2 – Headline exists; poor or crass HOT BUTTON; False Uptime Alert!
3 – Hot Buttons Activated; not articulated well, but says in basic terms what needs to be said
4 – Good headline, penetrates reader’s internal conversation; work on clarity and precision
5 – Powerhouse! Headline is powerfully worded and hits HOT BUTTONS passionately

0 – If Headline score is 0, 1, or 2…then automatic score of 0 here.
1 – Nothing to make reader want to listen…no sub-headlines; no add’l info at all, incoherent
2 – Contains sub-headlines that are NOT connected to internal conversation…reader clicks back!
3 – Reader can tell from scanning ad that there may be decision-facilitating info ahead
4 – Use of Hot-Button-based sub-headlines gives reader promise of useful info in the ad
5 – Reader eagerly engaged! Quick scans reveals congruence with other sub-headlines & offer

0 – No case building info; crass, cute, sex-based or abstract ideas or image/institutional creativity
1 – Some features menu listed; not quantified, nothing compelling; perhaps wrong or incoherent
2 – Case points begun, but not developed; poorly quantified/quantified
3 – Case points listed with some qualification/quantification; educates on a basic level
4 – Builds a good case and anticipation; educates thoroughly, but could be more powerful & articulate
5 – Executes solid, well-rounded case; a Judge/Jury would be proudly say, “I would have to be an idiot…”

0 – No offer at all (if there’s an offer, but no landing page or capture box give “0′)
1 – Contact info present; nothing specifically mentioned as an offer
2 – Tells prospect to call for more info or to speak with a representative; no capture box; no landing page
3 – Offer easily detectable; no incentives; could be much more motivating; poor capture/landing page
4 – Good offer, captures prospect action—doesn’t capture widest possible audience; opt-in needs help
5 – Excellent, obvious choice for NOW/FUTURE buyer; Irresistible & Compelling Offer, Opt-in & Nurture pieces

0 – A total mess; try again
1 – Does not flow, no logical reason for any placements; haphazardly done; not professional
2 – Basic structure is in place; lacks power; unclear; spacing, thought flow is fuzzy or blah
3 – Structurally sound, flows reasonably well, some parts are still done poorly; seduction focused
4 – Proper use of type fonts & sizes; spacing well done; photos/graphics congruent & compelling, etc.
5 – Reader can quickly scan and understand main points; knows exactly what action to take

ADD ALL YOUR SCORES UP AND DIVIDE IT BY 5

([A+B+C+D+E]/5=)

0 – Totally wrong concepts, try again
1 – Does not interrupt (or False-Uptime); does not engage, gets no results (what most people write)
2 – Basic ad structure is there; can’t be fixed with “red-line”
3 – Good ad that interrupts and engages; lacks power in building the case and an appealing call to action
4 – Engages prospect and builds case well; offer needs strengthened; needs help with wordsmithing (for power)
5 – Clear, passionate, precise & powerful Ad! Nails internal conversation. Irresistible and obvious choice!