MARKETING CLICK PATH RUBRIC

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Step 1: Landing Page

Clarity (1-5

Relevance (1-5)

• Unclear

•  Somewhat clear

•  Moderately clear

•  Very clear

•  Extremely clear

• Not relevant

•  Somewhat relevant

•  Moderately relevant

•  Highly relevant

•  Extremely relevant

Call to Action (CTA) (1-5)

Loading Speed (1-5)

• Weak or missing

•  Below average

•  Adequate

•  Strong

•  Compelling

• Very slow

•  Slow

•  Average

•  Fast

•  Very fast

Step 2: Navigation

Menu Clarity (1-5)

Ease of Finding Information (1-5)

• Confusing

•  Somewhat confusing

•  Clear

•  Very clear

•  Extremely clear

• Difficult

•  Somewhat difficult

•  Moderate

•  Easy

•  Very easy

Step 3: Content Quality

Relevance (1-5)

Visual Appeal (1-5)

• Irrelevant

•  Somewhat relevant

•  Moderately relevant

•  Highly relevant

•  Extremely relevant

• Unattractive

•  Somewhat attractive

•  Appealing

•  Very appealing

•  Extremely appealing

Step 4: Conversion Opportunities

CTA Placement (1-5)

Form Optimization (1-5)

• Poor placement

•  Below average placement

•  Adequate placement

•  Good placement

•  Excellent placement

• Poorly optimized

•  Somewhat optimized

•  Moderately optimized

•  Well optimized

•  Highly optimized

Step 5: Mobile Responsiveness

Mobile Compatibility (1-5)

Mobile Speed (1-5)

• Incompatible

•  Somewhat compatible

•  Moderately compatible

•  Highly compatible

•  Fully compatible

• Very slow

•  Slow

•  Average

•  Fast

•  Very fast