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Marketing Academy · Field Work●Conversion Rate Optimization
All projects·From: Landing Page Anatomy
MiniTeardown· 20 minutes

Find the Broken Sections: Landing Page Teardown

Glossybox

Objective: Given a synthetic landing page draft, apply the 7-section playbook to find every structural defect costing conversions, and tell the difference between a real defect and a stylistic choice that just looks off.

You're a freelance CRO consultant. Glossybox has sent over a draft landing page for a Black Friday subscription push and wants a structural review before it goes live.

Read the specimen page copy end to end, mark every section that violates the 7-section playbook, and separate genuine defects from things that merely look unusual but are fine.

Before you start

What you'll need

Free path (everything below is enough to finish)

Google Sheets
FreeLog each defect, its severity, and the fix as you work through the specimen

Free, zero setup, easy to hand back to a client as a findings sheet

Paid upgrades (optional, faster/deeper)

Hotjar (CRO)(optional)
FreemiumWatch real session recordings on a live page to confirm where visitors actually hesitate before the CTA

Turns a static teardown into evidence from real behavior once the page is live

No access? Skip this step on a pre-launch draft; there's no live traffic to record yet

The process

Specimens to review

List every structural defect in this draft, its severity, and which playbook section it violates. Then note anything that looks unusual but is actually fine.

Sample output
HEADLINE: "Welcome to Glossybox — Your Monthly Beauty Discovery Partner Since 2011"
SUBHEAD: "Curated by beauty experts, loved by 1 million+ subscribers."
HERO: [product photo — assorted makeup laid out on a marble countertop]
BENEFITS:
  - Free shipping on all orders
  - Cancel anytime
  - 5 full-size and deluxe sample products every month
CTA ROW (two equal-weight buttons side by side): [ Subscribe Now ]   [ Browse Past Boxes ]
FOOTER (bottom of page, small text): "As seen in Vogue, Allure, and Cosmopolitan."

Specimen: synthetic, realistic

Final deliverable

A findings sheet listing every defect found, its severity, the violated playbook section, and a one-line fix, ready to hand back to the client.

See a reference example
Sample output
Allbirds landing page teardown (excerpt)

CRITICAL — Headline names the company, not the outcome
  Current: 'Welcome to Allbirds'
  Fix: 'Shoes Made From Wool, Not Plastic'

MODERATE — No social proof near CTA
  Current: reviews only in footer
  Fix: add star rating + review count directly above the Add to Cart button

Success criteria

You're done when you can:

  • Correctly identifies all 5 real defects with the right severity and playbook section
  • Correctly separates both distractors from real defects, explaining why each is not actually a problem
  • Every fix proposed is specific enough that a copywriter could act on it without asking a follow-up question