Conversion Audit Scorecard

The diagnostic is broad — 7 questions across 4 leak categories (OTA dependency, conversion, traffic, AI search). This scorecard is deep — 20 questions specifically about checkout/conversion mechanics. Use the diagnostic to find your biggest leak overall; use this scorecard once you know conversion is the leak and you want to fix it specifically.

Self-audits work well for binary and observable questions ("do you have Apple Pay?"). They're less reliable for subjective UX questions ("is your mobile experience good?"). To improve accuracy, audit your site as if you were a customer: open it in incognito mode, complete a fake booking on your phone, and rate honestly based on what you experienced — not what you intended.

50/60 (83%) is excellent and rare. 40-49 (67-82%) is good — most operators land here. 30-39 (50-67%) is average and has clear improvement opportunities. Below 30 (<50%) means there are significant conversion issues costing you bookings, and you should prioritize the lowest-scoring dimension first.

No. Fix your weakest dimension first (the scorecard surfaces this automatically). Compounding gains work best one at a time — you can't isolate which fix moved the needle if you change five things at once. Plan one dimension per month, document the conversion lift before/after, and move to the next.

Mobile UX or trust signals: 1-2 weeks of focused work. Pricing transparency or booking flow: 2-4 weeks (often involves changes to your booking system configuration). Page speed: 4-8 weeks if hosting/CDN changes are involved. The scorecard shows where to start — implementation timing depends on your tech stack.

Yes — retake every 90 days as you make improvements. The score should rise as you ship fixes. Most operators we work with go from 30-35 (50-58%) to 48-52 (80-87%) within 6 months by addressing dimensions one at a time.