The SimPro Score
SimPro's AI engine — powered by Google Gemini — reads the actual content of your page and evaluates it across five conversion dimensions. Each dimension receives an individual score from 0–100. The overall SimPro Score is a weighted composite of those five dimensions, calibrated to your selected audience type.
Green — Ready for Traffic
Your funnel is conversion-ready. All five dimensions are performing well for your target audience. Launch with confidence — though there may still be optimisation opportunities in the detailed findings.
Yellow — Fix Before You Spend
Your funnel has meaningful weaknesses. Running paid traffic in this state will likely produce mediocre results and inflate your cost-per-acquisition. Address the high and medium priority issues first.
Red — Do Not Launch
Significant conversion blockers are present. Launching paid traffic to this funnel will waste budget. Work through all high-priority issues before investing in any traffic source.
The Five Scoring Dimensions
SimPro evaluates every funnel across these five core conversion drivers. Each is scored independently, giving you a precise view of where your funnel is strong and where it's leaking.
Dimension 1
Clarity
High ImpactEvaluates how clearly your page communicates its value proposition. Gemini assesses whether a first-time visitor can immediately understand what you offer, who it's for, and why they should care — all within the first 5 seconds of landing.
- Headline specificity and audience relevance
- Sub-headline clarity and supporting copy
- Visual hierarchy guiding the eye
- Absence of jargon or confusing terminology
Dimension 2
Calls-to-Action
CriticalMeasures the effectiveness of your conversion prompts. A great CTA is visible, action-oriented, benefit-driven, and placed where the visitor is ready to act. Weak CTAs are the single most common cause of high-traffic, low-conversion funnels.
- Button copy (action verbs vs. passive phrases)
- Visual contrast and above-the-fold placement
- Number of competing CTAs on the page
- Urgency or benefit framing
Dimension 3
Friction
CriticalIdentifies anything that slows, confuses, or discourages a visitor from converting. Friction is invisible to the page owner but felt immediately by the visitor. Every unnecessary step, form field, or cognitive load point costs conversions.
- Form field count and complexity
- Page load considerations and content density
- Number of steps to conversion
- Distracting navigation or exit points
Dimension 4
Mobile Friendliness
Moderate ImpactAssesses whether the page delivers a strong conversion experience on mobile devices. With the majority of paid traffic now arriving on phones, a desktop-first design that works "well enough" on mobile can silently cut conversions in half.
- CTA button size and tap target accessibility
- Above-the-fold content on small screens
- Text legibility without zooming
- Form usability on touch keyboards
Dimension 5
Trust Signals
High ImpactEvaluates the credibility markers present on your page. Cold traffic arrives with zero pre-existing trust. Without the right proof elements placed at the right moments, even a perfectly designed funnel will leak conversions at the decision point.
- Testimonials, reviews, or case study snippets
- Client logos or partner badges
- Security and privacy indicators near forms
- Guarantees, credentials, or social proof counts
Audience-Adjusted Scoring
The same page can perform very differently depending on who's seeing it. A cold audience needs more trust-building; a retargeting audience needs less convincing but cleaner friction removal. SimPro adjusts scoring weights based on who you tell us you're targeting.
Cold Traffic
First-time visitors with zero prior relationship. Highest bar for trust and clarity. Clarity and Trust Signals are weighted most heavily. The funnel must do all the selling from scratch.
Dimension Emphasis
Retargeting
Visitors who've seen your brand before but haven't converted. They know who you are — the priority shifts to overcoming objections and reducing friction. CTAs and Friction are weighted more heavily.
Dimension Emphasis
High-Intent Search
Visitors actively searching for a solution. They arrive motivated — the funnel's job is to confirm relevance and remove friction fast. All dimensions matter, but Clarity and CTA must be immediate.
Dimension Emphasis
Issue Severity Ratings
Every SimPro check surfaces specific issues found on your page. Each issue is assigned a severity level that reflects its estimated impact on conversion rate. Fix high-priority items before launching — they are the ones most likely costing you conversions right now.
A conversion blocker. This issue is actively preventing visitors from taking action. It must be addressed before sending any paid traffic. Typical examples: no visible CTA above the fold, broken trust signals, overwhelming form friction.
A meaningful friction point that's reducing conversions but not stopping them entirely. Fix these before scaling spend. Typical examples: passive CTA language, generic headlines that don't speak to the audience, missing mobile optimisation.
An optimisation opportunity. The funnel works without addressing these, but fixing them can compound gains over time. Typical examples: adding a guarantee badge, improving testimonial placement, A/B testing headline variants.
How the AI Analysis Works
SimPro doesn't guess based on your URL. When you submit a check, the engine fetches the actual live content of your page — the real headlines, copy, CTAs, and structure that your visitors see.
That content is passed to Google Gemini with a detailed scoring brief that includes your page type, your target audiences, and the five evaluation dimensions. Gemini reads the page the way a conversion expert would, producing scores and findings grounded in what's actually there.
No traffic is sent to your page. No personal data from your visitors is collected. SimPro observes only the publicly visible content of the URLs you submit.
Page Fetched
SimPro retrieves the live HTML of your submitted URL and strips it down to visible content.
AI Evaluation
Google Gemini reads the page content against the five scoring dimensions and your audience profile.
Score Generated
Each dimension receives a 0–100 score. The overall SimPro Score is calculated as a weighted composite.
Issues Surfaced
Specific findings are extracted, assigned severity levels, and paired with actionable recommendations.