The Six-Section Teardown: Finding What's Costing Conversions
Objective: Given two synthetic-realistic landing page specimens, identify the specific copy defects costing conversions across the lesson's required sections.
You're a CRO copywriter reviewing two draft landing pages for Chewy's new pet-insurance product before they go live to real traffic.
Find defects across headline, social proof, CTA count, and reading level using the lesson's playbook, and don't flag correct choices as defects.
Before you start
What you'll need
Free path (everything below is enough to finish)
Free commenting for flagging line-level issues
The process
Specimens to review
This hero section has 2 real defects. Find them, and don't flag the subheadline length, which is fine at one sentence.
HERO SECTION: Headline: 'Welcome to Chewy Pet Insurance' Subheadline: 'We provide comprehensive coverage solutions for your beloved companion animals.' Social proof line: 'Trusted by thousands of pet parents nationwide!'
Specimen: synthetic, realistic
This body-and-CTA section has 2 real defects. Find them.
BODY COPY (bullet list): 'Our platform utilizes advanced actuarial methodologies to determine premium calculations for comprehensive coverage optimization.' BUTTONS ON PAGE: 'Get a Quote' (top), 'Learn More' (middle), 'Contact Sales' (bottom)
Specimen: synthetic, realistic
Final deliverable
A defect log across both specimens naming each issue, its severity, and the lesson section it violates.
See a reference example
Squarespace landing page teardown (excerpt) DEFECT: Headline 'Welcome to Squarespace' — leads with the brand name, not the outcome. Severity: critical. CLEARED: Single CTA button 'Start my free trial' — correct, one action only.
Success criteria
You're done when you can:
- Correctly identifies both critical defects in each of the 2 specimens
- Correctly clears the 2 distractors as legitimate choices, not defects