Will this get me the outcome I want?

The customer didn't come for a product — they came for an outcome. Prognosis asks whether the page reflects their pain point, problem, or promise back to them, clearly and fast.

the 5-second test

Look at the page for five seconds, then look away. Can you say:

• what the product is
• what problem it solves or what it promises — for someone like this customer
• why to buy it here

If any answer is "not sure," that's your first finding. Clarity beats persuasion.

look for

lenses: value, clarity

• the outcome as a benefit (what changes for me), not just features
• the pain point, problem, or promise said explicitly — not left to inference
• above the fold, not after the specs
• carried by visuals too: in use, before/after, video
• the customer's own words, not internal product language