CRO · Operational
First Impression
Can a new visitor tell who you are, what you offer, and who it is for?
Version cro-v5.0
What is this benchmark?
First Impression
Can a new visitor tell who you are, what you offer, and who it is for?
Why it matters
Headline, offering, audience, and service list on the public page.
How SiteGlue evaluates it
CRO cro-v5.0. Equal mean of eligible benchmarks (the 20% model). A benchmark scores only with coverage of at least 50% and at least two conclusive checks.
- Passing criteria
- Enough conclusive checks pass for this benchmark on the public pages or probed channel.
- Failing criteria
- Conclusive checks fail: the visitor cannot complete this part of the journey.
- Not verified
- Not verified is excluded, never scored as 0. Conversion Flow later steps stay not verified until they are actually tested.
- Not applicable
- Not applicable when the surface does not exist for this business.
Scoring weight: 1. Evidence: Public page HTML, channel findings, or an interactive probe that actually ran.
Example results
Pass
The public site shows clear evidence for First Impression.
Fail
First Impression is missing or not usable.
Recommended fixes
- Use the Improve rail on the CRO report.
- Close dead ends between intent and confirmation.
Related benchmarks
Frequently asked questions
Does turning on a SiteGlue channel pass this benchmark?
No. Enabling a channel is not a Conversion Flow pass. Untested steps stay not verified.
Run the CRO audit.