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Information hierarchy
—Does the design help or inhibit what the page is trying to say?
CTA
—Copy, size, verb, cost-feel — does the primary CTA earn the click?
Value props
—Title, subtitle, hero — do they sell the product's true value?
Working
Could improve
Trust
—Proof that the product is real, competent, and safe to try.
How Prepworks (Test Innovators) compares
Trust read
Mobile web
—The phone experience as a first-class citizen.
What works
What to improve