Relic 11 of 25 · Anubis
Conversion Checklist
The jackal god who guides souls and weighs each heart against the feather of truth.
Every point between click and checkout where money leaks, and the fix for each.
Walk the path a buyer walks
Money leaks at the joins: between the ad and the page, the page and the form, the form and the checkout. Open your own funnel on a phone, as a stranger would, and go through every stage below in order. Tick what holds. Every unticked line is a leak, and the fix is next to it.
1. Ad to page
| Check | Leak if not | Fix |
|---|---|---|
| The page headline repeats the promise in the ad | Visitors feel they landed in the wrong place and leave | Rewrite the headline using the ad's exact words |
| The offer in the ad is the offer on the page | Trust breaks in the first second | One landing page per offer, never the homepage |
| Images and colours match the ad | The visit feels like a different brand | Reuse the ad visual near the top |
| Links carry tracking parameters | You cannot tell which ad made the sale | Add source, medium and campaign to every link |
2. The first screen
| Check | Leak if not | Fix |
|---|---|---|
| A stranger can say what you offer within five seconds | Confusion reads as "not for me" | Headline names the result, subhead names who it is for |
| The main button is visible without scrolling on a phone | Ready buyers cannot find the next step | Move the button up, shorten what sits above it |
| The page loads in a few seconds on mobile data | Visitors leave before they see anything | Compress images, remove unused scripts, cut heavy video autoplay |
| No pop-up covers the page on arrival | The first thing they do is close something | Delay pop-ups or show them on exit |
3. The body of the page
| Check | Leak if not | Fix |
|---|---|---|
| The page answers the top five objections | Doubts go unanswered, so they wait | Add an FAQ written from real sales questions |
| Proof sits next to every big claim | Claims read as hype | Place a result or quote right after each claim |
| Benefits come before features | Readers do not see what is in it for them | Rewrite each feature as "so you can…" |
| One offer, one action | Choice causes delay | Remove secondary links and navigation |
| The button repeats every few screens | Ready readers scroll looking for it | Add the button after each major section |
4. Forms and booking
| Check | Leak if not | Fix |
|---|---|---|
| Only the fields you truly use | Every extra field loses people | Cut to the minimum; ask the rest later |
| Button says what they get | "Submit" gives no reason to click | "Send my guide", "Book my call" |
| Errors explain themselves | People give up on a red box | Plain message next to the field that failed |
| Booking shows times in their time zone | Missed calls and confusion | Turn on time zone detection in your calendar |
| Reminders go out before every call | Low show-up rate | Email at booking, day before, text one hour before |
5. Checkout
| Check | Leak if not | Fix |
|---|---|---|
| Price on checkout matches the sales page | Surprise costs kill the sale | Show the full price, taxes and terms before checkout |
| Checkout fits on one page | Each extra step loses buyers | Single-page checkout, card fields first |
| Wallet payments are offered | Phone buyers will not type a card number | Turn on the wallet options your processor supports |
| Guarantee and support line near the button | Last-second doubt | One line of reassurance under the pay button |
| Abandoned checkouts get a follow-up | Almost-buyers are forgotten | Email within the hour, again the next day |
6. After the purchase
| Check | Leak if not | Fix |
|---|---|---|
| Access arrives within minutes | Refund requests and support load | Automate delivery and test it with a real purchase |
| A one-click upsell follows checkout | Revenue left on the table at peak trust | Offer the natural next step right after payment |
| The first step is obvious | Buyers stall and ask for refunds | Thank you page names one action for the next ten minutes |
| The purchase is recorded with its source | You scale the wrong channel | Send purchase events back to your ad platforms and CRM |
Fix in the right order
Score every leak you found from 1 to 5 on three questions, multiply, and fix the highest number first.
- Impact: how much money passes through this point?
- Confidence: how sure are you this is a real leak?
- Ease: how quickly can it be fixed?
| Leak | Impact | Confidence | Ease | Score | Fixed on |
|---|---|---|---|---|---|
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