Conversion Audit

Find why the primary success action isn't happening. Output is a short audit + ordered bets — not a redesign.

Process

1. Load

BRIEF.md (success action + metrics), IA.md, page-spec for the landing, BRAND.md, TRACKING.md / analytics notes, any GROWTH.md history. If success action is undefined, stop and run /brief-site first.

2. Walk the funnel

From land → understand → trust → act. Use checklist.md. Prefer evidence: screenshots, live click-through, analytics if available. Mark unknowns explicitly.

3. Hypotheses

Write 3–7 friction findings. Each: