AI Scoring

Introduction

AI CRO's scoring system provides a quantitative measure of your website's conversion optimization performance. These scores help you understand how well your website is optimized for conversions and identify areas for improvement.

The scoring system is designed to be comprehensive, taking into account multiple factors that affect conversion rates, and to provide actionable insights that can guide your optimization efforts.

The AI Scoring System

AI CRO uses a sophisticated scoring system that evaluates your website against a comprehensive set of conversion optimization best practices. The system calculates scores based on the results of your CRO audits.

Score Calculation

AI CRO calculates scores using an impact-weighted quality formula with active checkpoint gating:

1. Audit Score: Checkpoint quality on a 0-100 scale
2. Active Status: Only relevant, non-ignored checkpoints are included
3. Impact Weight: Contextual importance per checkpoint

The formula for calculating scores is:

PageScore = Σ(AuditScore × ImpactWeight) / Σ(ImpactWeight)

Where:

• AuditScore bands: Bad (0-39), Could improve (40-59), Good (60-79), Excellent (80-100)
• Active: relevant AND not ignored
• ImpactWeight: normalized weight (higher = larger contribution)

Opportunity and Effort are separate prioritization metrics and are not part of PageScore.

Score Factors

The main factors that contribute to your score are:

• Audit Score: Quality score per checkpoint from 0 to 100.
• Active Status: Not relevant or ignored checkpoints do not affect score.
• Impact: Higher-impact checkpoints influence PageScore more strongly.

Interpreting Your Scores

AI CRO provides several types of scores to help you understand your website's performance:

Overall Score

The overall score is a number from 0 to 100 that represents your website's overall conversion optimization performance. This score is calculated as the weighted average of all completed checkpoint scores.

Score ranges can be interpreted as follows:

• 80-100: Excellent
• 60-79: Good
• 40-59: Could improve
• 0-39: Bad

Device-Specific Scores

AI CRO also provides separate scores for desktop and mobile devices. These scores help you understand how well your website is optimized for different devices and identify device-specific issues.

A significant difference between desktop and mobile scores often indicates responsive design issues or mobile-specific problems that need to be addressed.

Opportunity Score

Each checkpoint also gets an Opportunity Score from 0 to 100. It answers a single question for the user: how loudly should I act on this checkpoint right now? It is an absolute score — not a page-relative ranking — so a 100 always means the same thing, no matter which page or audit you are looking at.

Formula

Three factors are multiplied to produce the underlying value, then a fourth factor — effort — caps the result:

OpportunityScore = min( round(100 × Audit × Impact × Relevancy), EffortCeiling )

• Audit — current state, mapped from the AI verdict band:
  • Bad / Fail / Poor → 1.00
  • Could be improved / Average / Fair / Medium → 0.70
  • Good / Pass → 0.40
  • Excellent → 0.15
• Impact — AI verdict on how much fixing this moves conversion:
  • High → 1.00
  • Medium → 0.70
  • Low → 0.40
• Relevancy — does this even apply here? Acts as both a multiplier and a hard gate:
  • High → 1.00
  • Medium → 0.75
  • Low → 0.50
  • Not relevant → 0 (zeros out the score entirely)
• EffortCeiling — the cap, derived from effort:
  • Low effort → 100
  • Medium effort → 88
  • High effort → 70

Why Effort Is a Ceiling

Effort doesn't change the underlying value of fixing something — a bad, high-impact, highly-relevant issue is genuinely worth a 100 in pure value. But it should not feel like a 100 if it takes a sprint to fix; that signal belongs to the unambiguous quick wins.

So we treat effort as a cap, not a multiplier. A medium-effort item with all other factors maxed out lands at 88 — still clearly a strong opportunity — instead of pretending to be a drop-everything-now 100.

This way, the only items that ever read 100 are low-effort + high-impact + bad audit + high relevancy. Everything else gets an honest, well-ranked second-tier score.

Worked Examples

Items that are ignored or not yet completed always score 0.

Benchmarking

AI CRO provides benchmarking capabilities that allow you to compare your website's performance to other websites of the same type. This helps you understand how your website stacks up against the competition.

The benchmarking system calculates a percentile score that indicates what percentage of similar websites have lower scores than yours. For example, a percentile score of 75% means your website performs better than 75% of similar websites.

Improving Your Scores

To improve your scores, focus on addressing the issues identified in your audit results, starting with those that have:

1. Low AuditScore checkpoints
2. High Opportunity checkpoints
3. High impact, low effort opportunities first

These issues have the biggest negative impact on your overall score and fixing them will yield the greatest improvements.

Best Practices

To get the most out of AI CRO's scoring system, follow these best practices:

• Focus on trends: Look at how your scores change over time rather than fixating on absolute values
• Prioritize opportunity: Start with high-opportunity, low-effort improvements
• Balance desktop and mobile: Ensure both device types are well-optimized
• Use benchmarking: Compare your scores to similar websites to set realistic goals
• Rerun audits: After making changes, rerun audits to see if your scores improve