ianrexexanes/nca-conversion

Conversion page audit

Read references/evidence-rules.md before concluding anything. This is a hard step, not a suggestion. Every rule in that file exists because a plausible-looking method returned a wrong answer with total confidence, and the report shape below only stays honest if you've read it before you start finding things.

Procedure

1. Read references/evidence-rules.md first. Not a skim — its closing section is what makes the report trustworthy, and it changes how you weigh your own findings, not just how you word them.
2. Gather facts. Run python3 ${CLAUDE_PLUGIN_ROOT}/skills/conversion-page-audit/scripts/page_facts.py <url>. It returns ten keys parsed from static markup only — url, title, meta_description, headings, ctas, forms, schema_types, images, lcp_candidates, notes. Treat notes as an unordered set and match entries by their content, never by position — the array's order has already changed once between tasks and carries no guarantee it won't again. lcp_candidates are the first images in document order, not a measured Largest Contentful Paint; see references/audit-framework.md for exactly what that distinction does and does not license you to claim.
3. Get a rendered capture via the Playwright MCP, if it is available. This is the single most important instruction in this skill: if Playwright is not available, every rendered-only check goes to "Could not check" — never to "Not a problem." Static markup cannot see layout, scroll-gated content, consent-gated tags, or anything CSS hides. references/evidence-rules.md is the full account of what that blindness costs when it gets ignored instead of named.
4. Check for a Conversion Brief at 03 Projects/<Project>/_Research/ — or your project's research folder if you're not running this inside that setup. Use it if present, to check the page's argument and register against real audience research. If it's absent, note that as a stated limitation and keep going — a missing brief narrows what you can claim, it never blocks the audit.
5. Produce the report in the shape references/report-template.md defines: Fix now, Test don't guess, Not a problem, Could not check. Follow that file's rules for each section — they are what keeps a "Not a problem" line from quietly becoming a guess wearing a verified finding's clothes.

What each reference file is for

• references/evidence-rules.md — what an audit is allowed to conclude, and from what. Read it first, every time.
• references/audit-framework.md — the checks themselves, organized by the eleven page sections conversion-page-build writes, plus the page-level checks that don't belong to any one section.
• references/form-and-signup-audit.md — field count, required-field justification, signup flow and popup behaviour, in more depth than the framework file carries.
• references/test-design.md — whether a "Test, don't guess" finding is actually testable at this page's traffic, before you recommend running it.
• references/report-template.md — the four-section output shape and the rule that keeps it honest.

Where the report goes

By convention in this vault, the report lands at 03 Projects/<Project>/[C] Conversion Audit — <Page> — <date>.md — or wherever your project keeps audit output if you're not running this inside that setup.

If the humanizer skill is available, run the finished report through it before sending it anywhere a client will read it. If it isn't installed — a fresh install of this plugin has no vault and no humanizer — apply ../copy-sweeps/references/banned-vocabulary.md to the report directly instead. That step is optional — the audit is complete without it.