How the score works

The comprehension score answers one question: would a stranger understand what your page sells, in ten seconds and after a scroll? Here is exactly how we get there, and what it can't tell you.

What we measure

Not whether your page is good-looking, follows best practice or ranks in search. Only whether strangers can say what it is, who it's for, what they'd get, what it costs and what the button does, and how quickly they can say it. It's modelled on the five-second test that researchers run with real people.

The five visitors

Each visitor is an AI with a different goal and reading depth, on a different model, so no single reader's habits decide your score. For business pages, the feed scroller becomes a busy decision-maker.

The three stages

We test on a phone first, because that's where most paid and social traffic lands: a tap from a feed, on a small screen, with a thumb ready to go back. We load your page at iPhone size and check the desktop view at the end. Each visitor only gets the next stage after answering the current one, and earlier answers are locked.

Keeping them strangers

• Your brand is hidden. We swap your brand, company and any names you add for invented ones before the visitors see the page.
• Recognisers are replaced. We ask each visitor, separately, whether it recognises the real brand. If it names it correctly, it's removed and replaced on a different model.
• No reading ahead. Lower screens aren't sent until the visitor has answered, so first impressions can't borrow from further down.
• No outside knowledge. Visitors have no web access. Names or numbers in their answers that weren't on the page are flagged and not credited.

Checking against the truth

A score needs a right answer. Yours comes from two places: the one line you give us about what the page sells (the visitors never see it), and a real tap on your main button to see where it leads. We never fill in forms or create accounts.

The rubric: 14 items, 100 points

Most items are the share of visitors who got something right, without hedging. Fixed rules score them, not the visitors' own confidence.

Confidence and range

With five visitors, one changed answer can move an item by a few points, so every score comes with a likely range: the score re-calculated with each visitor left out in turn. If the range crosses a band line, we automatically add five more visitors before showing you a result.

Validation