CRO Audit: 10 Key Steps To Discover What’s Pulling Your Conversion Rates Down

Brian Bojan Dordevic
About The Author

Brian Decoded

President at Alpha Efficiency

Join me at the forefront of web design and digital marketing innovation. I am obsessed with web design, business philosophy and marketing performance.
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One of the toughest situations for a marketer is dealing with low conversion rates on a client’s website. You’ve put in the hours to build what you thought was a solid marketing plan, but the results just aren’t showing. It’s like knowing you missed a step somewhere but not knowing which one.

This can really start to weigh on you. Doubts begin to creep in. Is it something you did? Or didn’t do? The pressure builds up, especially when clients are waiting for results. It feels like you’re stuck in a loop, trying to find that one thing you might have missed.

Most marketers face this hurdle at some point. Conducting a thorough CRO audit has been my go-to strategy whenever I hit a roadblock. This means checking everything from top to bottom to find where the problems are.

At my digital marketing agency, we’ve made it a practice to prepare a CRO audit plan before diving into any project. This approach has been our safety net, giving us the confidence to tackle any challenge head-on.

To make it easier for you, I’ve put together a 10-step CRO audit checklist. This is a straightforward guide to help you spot what needs fixing and get those conversions up.

Using this checklist gives you a clear plan for doing your conversion optimization audit. You’ll know exactly what to look for and how to fix it in order to increase conversion rates. This means better results for your website and happier clients. So, let’s dive in and turn those numbers around.

Table of Contents:

CRO audit

What Is CRO Audit?

The endgame for any business website is to transform visitors into customers, a goal squarely in the realm of conversion rate optimization strategies. But sometimes, despite our best efforts, things pan out differently than planned. When you find yourself in this situation, it’s time to step back, put on your detective hat, and conduct a CRO audit.

A CRO audit is essentially a deep dive into understanding why visitors to your website aren’t converting. This is not just about looking at surface-level metrics; it’s about unraveling the intricacies of user behavior and site performance to answer the pivotal question: “Why is my conversion rate so low?

One of the mistakes marketers make is following best practices and already-tested strategies for every client. While relying on tried-and-tested strategies is tempting, it overlooks a crucial fact: not every business is the same, and by extension, their digital marketing strategies should be tailored to their unique needs. This cookie-cutter approach can often lead to blind spots, particularly when identifying bottlenecks in the conversion funnel.

However, a thorough website conversion audit can change this scenario. CRO audits work granularly, forcing you to pay attention to the smallest details and put all the pieces of the puzzle together before you start boosting conversions.

Why Are Regular CRO Audits Important For Growing Your Business?

As conversion optimization audit seems complex, settling with average landing page conversion rates and delaying it for as long as possible may be tempting. However, any business can benefit from regular CRO audits. Here are just some of the benefits you can expect:

  • Lower Customer Acquisition Costs: One of the main objectives of any business is to reduce expenses while maximizing returns. Regular CRO audits play a pivotal role here. You can attract and convert customers more efficiently by fine-tuning your website and marketing funnel through these audits. This efficiency translates into lower customer acquisition costs, increasing your marketing budget.
  • Uncover Weaknesses in Your Marketing Funnel: Every inbound marketing funnel has flaws, but these weak spots might remain hidden without a thorough conversion audit. Regular CRO audits help you identify and address these weaknesses. It could be a specific stage in the funnel where potential customers drop off or a particular message that doesn’t resonate. Understanding and fixing these issues is crucial for a smoother customer journey and better conversion rates.
  • Boost Customer Engagement: Engagement is a crucial indicator of how well your audience connects with your brand. Through CRO website audits, you can get insights into user behavior and preferences. This knowledge allows you to tailor your content, design, and overall user experience to match your audience’s expectations and needs better, leading to increased engagement.

Incorporating regular CRO audits into your digital strategy aligns perfectly with your primary business goals. Addressing the pain points of your website and marketing strategy through these audits ensures that your efforts are not just bringing in visitors but converting them into loyal customers.

10-Step CRO Audit Checklist To Maximize Your Profit

Looking for a quick way to boost conversions and generate profit for your business?

I have some bad news.

Conversion rate optimization audits require patience.

But let’s get to the good news…

There’s a 10-step process my web design agency in Chicago is using, which you can follow to ensure your CRO audits go smoothly.

While recognizing that every business is unique, this checklist is designed to be universally applicable, providing a clear path to strengthen your conversion funnel and pinpoint improvement areas.

Pair this with my conversion rate optimization checklist, and you’ll be equipped with the knowledge to increase profit by converting more visitors into customers:

Conversion rate optimization goals

Start By Establishing Your Conversion Goals

First, you must set primary goals you want to achieve with your conversion rate optimization efforts. Aiming to set 1-3 primary objectives would be best, as this helps keep your efforts concentrated and effective. These goals can vary significantly depending on what you aim to achieve with your website. For instance, you might set objectives like:

  • Increase conversion rates on purchase pages by 10%
  • Increase the time people spend on your blog posts by 50%
  • Increase email signup rates by 30%

It’s important to choose goals that align with the nature of your website and make them measurable.

For example, suppose you’re running an eCommerce store. In that case, your focus might be on increasing the number of visitors who complete a purchase or on reducing the number of abandoned shopping carts. These tangible, quantifiable targets can profoundly impact your business’s bottom line.

On the other hand, if you’re working on a SaaS website, your priorities may differ. Here, you can focus on improving trial sign-up rates or assessing the effectiveness of your lead magnets. Such goals are crucial for a SaaS business model, where the emphasis is often on converting users into trial subscribers and, eventually, paying customers.

By establishing these clear conversion goals, you can tailor your website conversion audit more effectively. This initial step ensures that every audit aspect is geared towards achieving these specific objectives. Whether it’s a standard e-commerce CRO audit or a more specialized assessment, having well-defined goals lays the groundwork for a focused and successful optimization strategy.

Priority pages for CRO

Focus On Priority Pages To Boost Conversions Faster

When conducting a CRO audit, starting with the pages with the highest potential to increase your conversion rates is strategic. These are typically the pages that are both conversion-focused and receive a substantial amount of website traffic.

It’s common to think of top-of-the-funnel pages, like blog posts, due to their high traffic volume. However, for a website conversion audit, setting these aside initially is more effective. The reason is straightforward: these pages are primarily about building awareness of your product or service rather than directly driving conversions. While they attract a lot of website traffic, blog posts usually don’t have as significant an impact on your sales as other pages might.

Instead, your focus should be on the key touchpoints in the customer journey that are more closely aligned with conversions. This usually means honing in on lead capture pages designed to convert visitors into leads. These pages are crucial because they bridge the gap between someone interested in your content and taking an action that brings them closer to becoming customers.

By prioritizing these pages in your audit, you can make impactful changes more quickly. Your potential customers make critical decisions on these pages, so optimizing them can lead to quicker and more significant improvements in your overall conversion rates. Once you’ve addressed these high-priority pages, you can expand your focus to include other site areas.

Creating Ideal Customer Profile (ICP)

Create an Ideal Customer Profile (ICP) That Will Guide Your CRO Audit

Crafting an ideal customer profile (ICP) is pivotal in guiding your conversion rate optimization (CRO) strategies. The specificity of your ICP directly influences the effectiveness of your efforts to tailor content and offerings, ultimately improving conversions.

When creating your ICP, think of it as characterizing a single person rather than a group. This approach ensures that your marketing messages are highly targeted and relevant. Consider various aspects such as:

  • Demographics
  • Psychographics
  • Pain points
  • Aspirations
  • Behaviors

The more detailed your ICP, the better you can align your website’s messaging, design, and user experience with the expectations and needs of your ideal customers.

Your ICP serves as a compass for all CRO decisions. Whether it’s choosing the right language for your call-to-action buttons, designing landing pages, or creating content for your blog, every element should resonate with your ICP. This level of personalization is vital in creating a connection with your visitors, making them feel understood and catered to.

Utilize your ICP to examine each element of your website critically. Ask yourself: Does this page address the pain points of my ideal customer? Is the language used on this landing page in sync with how my ideal customer communicates? Are the visuals appealing to their tastes and preferences?

Analyzing conversion elements

Analyze Conversion Elements On Your Web Pages

A key aspect of any successful CRO audit involves a detailed analysis of the conversion elements on your web pages. These elements, including landing page forms, call-to-action (CTA) buttons, and other interactive features, are crucial in guiding visitors toward the desired action.

Start by examining the user-friendliness of these elements. For instance, look at your form UI design. Are your forms easy to fill out? Do they ask for too much information, potentially deterring users from completing them? The goal is to make the process as smooth and frictionless as possible for the user.

CTAs are another vital area to focus on. They should be prominently displayed and compelling enough to encourage clicks. Heatmaps are an excellent way to assess how visitors interact with your CTAs and other crucial elements on your page. Heatmaps can reveal whether your CTAs are positioned effectively and if they are grabbing the attention they deserve. They provide visual data about where users click, how far they scroll, and which parts of your page receive the most attention.

Additionally, consider other conversion elements like chatbots, pop-ups, or lead magnets. Are they contributing to a positive user experience, or are they intrusive and off-putting? It’s crucial to strike a balance between being persuasive and not overwhelming the user.

By thoroughly analyzing these conversion elements, you can identify areas needing improvement. Perhaps your CTA buttons need to be more eye-catching, or your forms could be simplified. Making these adjustments based on data-driven insights can significantly enhance the user experience and increase the likelihood of conversion.

Website trust building elements

Closely Examine Trust Building Elements On Your Website

Establishing trust with your audience is a cornerstone for successful conversions in digital marketing. During a CRO audit, it’s crucial to examine the trust-building elements on your website closely. These elements are pivotal in reassuring visitors of your credibility and persuading them to take the desired action.

1. Assess Your Testimonials and Reviews:

Customer testimonials and reviews are powerful tools for building trust. They offer social proof, showing potential customers that others have had positive experiences with your product or service. Evaluate how prominently these testimonials are displayed and ensure they are from genuine customers. Video testimonials or case studies can effectively address user pain points and show how your product solves them.

2. Highlight Security Features:

With increasing concerns about online privacy and security, you must reassure visitors that their data is safe. Ensure that trust badges, SSL certificates, and secure payment options are prominently displayed, especially on pages where personal information is entered, like checkout or sign-up pages. This can increase your website’s sales potential, as site visitors want to ensure their private information is safe before committing.

3. Review Your About Page and Contact Information:

A detailed ‘About Us’ page and easily accessible contact information can significantly enhance trust. These elements tell the story of your brand and provide transparency, which is crucial for building relationships with potential customers. Ensure this information is current and reflects your brand’s values and professionalism.

4. Analyze the Quality of Your Content:

The quality of your content reflects the quality of your brand. Poorly written, outdated, or irrelevant content can be a major turn-off for visitors. Ensure that your content is engaging, informative, and aligned with your audience’s interests and needs. Regularly update your blog, FAQs, and resource sections to keep them fresh and relevant.

5. Look at Design and Usability Elements:

A professional-looking website with a user-friendly interface instills confidence. Review your website’s design for consistency in branding, ease of navigation, and overall aesthetic appeal. A clean, uncluttered layout with a clear value proposition can help establish a positive first impression.

Mapping conversion funnel

Map Your Conversion Funnel And Analyze How Users Behave At Each Stage

Understanding the journey your users take from the moment they land on your website to the point they convert is vital for effective conversion rate optimization. This process starts with mapping out your conversion funnel, which is a step-by-step visualization of the customer’s journey. Once mapped, you should analyze user behavior at each stage to identify potential drop-off points and areas for improvement.

Pay special attention to the stages where you notice a significant drop-off in user engagement. These are critical areas where potential conversions are being lost. By analyzing these points, you can identify issues like confusing navigation, lack of information, or unappealing calls to action.

Based on your analysis, make targeted changes to improve the user experience at each funnel stage. This could involve tweaking your website design, refining your content, or adjusting your CTAs. After implementing changes, continuously monitor user behavior to see if there’s an improvement in how they move through your funnel.

Evaluate Your Content To See If It Aligns With The Target Audience’s Needs

An integral part of any CRO audit is evaluating your content to ensure it aligns with your target audience’s needs, intents, and journeys. This alignment is crucial for reducing bounce rates, engaging website visitors effectively, and optimizing conversion rates.

1. Check for Message Match:

The first step is to ensure a message match between your headlines and the content that follows. This means that the promises made in your headlines should be fulfilled in your content. Mismatched messages can confuse visitors and lead to higher bounce rates, as the content may not meet the expectations set by the headlines.

2. Understand User Intent:

Your content should be crafted with the user’s intent in mind. Are your visitors looking for information, trying to make a purchase, or seeking a solution to a specific problem? Tailor your content to meet these intents. For example, product pages should be clear, informative, and conversion-focused, while blog posts should be educational or entertaining, depending on what your audience is seeking.

3. Align Content with User Journeys:

Consider the different stages of user journeys on your website. A visitor at the awareness stage will have different content needs than someone at the decision-making stage. Ensure that your content caters to these varying needs appropriately, guiding users smoothly from one stage to the next.

4. Conduct a Thorough Content Evaluation:

Review your content for clarity, relevance, and engagement. Is the information up-to-date and accurate? Does it address the user needs and answer their questions? High-quality, relevant content can significantly improve user engagement and reduce bounce rates.

5. Implement Conversion Rate Optimization Tips:

Use proven conversion rate optimization tips to make your content more compelling. This could include using persuasive language, incorporating strong calls to action, or leveraging storytelling to connect with your audience on a deeper level.

Gathering customer feedback for CRO audit

Gather Customer Feedback To Get First-Hand Insights

Gathering customer feedback is an invaluable step in your conversion rate optimization audit checklist. Direct input from users provides first-hand insights into their experience with your website, which is essential for identifying areas for improvement and ultimately increasing conversions.

  • Utilizing User Testing: User testing sessions are a great way to observe how real users interact with your website. This includes watching them navigate your site, complete specific tasks, or use key features. Pay attention to their behavior flow and note any points of confusion or difficulty.
  • Conducting User Interviews: In addition to user testing, conducting interviews can provide deeper insights into customer behavior. These conversations can reveal how users perceive your website design, what they find appealing or off-putting, and what might be causing friction in their journey.
  • Analyzing Click and Movement Maps: Tools like click maps, movement maps, and heat mapping can offer visual representations of how users interact with your website. These tools track mouse movement and clicks, showing you which areas of your website are getting the most attention and which are being ignored.
  • Implementing User Experience Survey Questions: An effective way to gather feedback is by asking the right user experience survey questions. These surveys can be designed to specifically ask questions about how users perceive your website, their visitor experience, and what improvements they think could be made. The responses to these survey questions can be a goldmine of information for optimizing your conversion funnels.
  • Identifying Friction Points: All these methods of gathering feedback can help you identify the friction points in the user journey. These are the spots where users are getting stuck or frustrated, which can be critical barriers to conversion. Understanding these points allows you to make targeted changes to smooth out the user experience.

By systematically gathering and analyzing customer feedback, you can clearly understand what works well on your website and what doesn’t. This direct feedback is instrumental in guiding your efforts to refine your website and improve its effectiveness in converting visitors into customers.

Form A Conversion Hypothesis Based On Your Learnings

Forming a conversion hypothesis is critical in optimizing your website’s conversion rate. This hypothesis is a guiding statement you can test and validate in subsequent phases of your conversion rate audit. It’s essentially a prediction based on the insights you’ve gathered from your evaluations and customer feedback, pinpointing what changes you believe will increase conversions.

Your hypothesis should be concise and focused, clearly stating what specific change you think will improve your website’s performance. For example, suppose your analysis has revealed usability issues on your product pages. In that case, your hypothesis might be that simplifying the design and making the call-to-action buttons more prominent will lead to higher engagement and more conversions.

Similarly, if your data indicates that a particular area of your website is causing visitors to drop off, your hypothesis could focus on addressing this issue. You might hypothesize that restructuring the content and improving the navigation on these pages can reduce the bounce rate and enhance the overall website conversion rate.

The beauty of a conversion hypothesis lies in its specificity and testability. You clearly state what you believe is the root cause of your website’s conversion issues. Additionally, you propose a targeted solution, which sets the stage for a focused and measurable testing phase. This approach allows you to apply changes methodically and monitor their impact, ensuring that every modification is driven by data and has a clear purpose.

A/B Test Various Elements To Improve Conversion Rates Continuously

Once you have formulated your conversion hypothesis, the next crucial step is to conduct A/B testing to validate your assumptions. A/B testing, or split testing, involves comparing two page versions to see which one converts better. This method helps you continuously improve your website’s effectiveness. A/B testing ensures that any changes you make are based on concrete data.

Setting Up Your A/B Tests:

Begin by creating two versions of a webpage: the current version (A) and a modified version (B) that incorporates the changes suggested by your hypothesis. For instance, if your hypothesis is about a redesigned call-to-action button, version A would have the original button, while version B would feature the new design.

Choosing What to Test:

The elements you choose to test can vary widely, depending on your hypothesis. It could be anything from the layout of your product page, the wording of your headlines, or the color scheme of your website. The key is ensuring that the element you’re testing directly relates to your hypothesis.

Monitoring the Results:

Once your A/B test is live, monitor the performance of both versions of the page. This involves tracking key metrics like click-through rates, conversion rates, time spent on the page, and bounce rates. The goal is to gather sufficient data to determine which version leads to better engagement and conversions.

Analyzing and Implementing Changes:

After running the test for a significant amount of time, analyze the results to see which version was more successful. If version B outperforms version A, it validates your hypothesis, and you can confidently implement the changes across your site. If there’s no significant difference or version A performs better, it’s back to the drawing board to reassess and create a new hypothesis.

Continuous Improvement:

A/B testing is not a one-time process but a continuous cycle of hypothesis testing, analysis, and implementation. By regularly conducting A/B tests, you can incrementally improve various aspects of your website conversion funnel, steadily increasing your overall conversion rates.

Conclusion – Mastering The Art Of CRO Audit

Are you struggling to boost conversion rates on your website? The devil lies in the details. Conducting conversion audits is the best starting point. It helps you identify improvement areas and craft a more effective conversion process tailored to your specific needs.

In this guide, I’ve outlined the essential steps you must master to conduct an effective CRO audit. From establishing your conversion goals to rigorous A/B testing, each step is a piece of the puzzle in understanding and enhancing your website’s performance.

However, mastering a CRO website audit requires patience and an openness to a trial-and-error process, especially if you’re undertaking this journey for the first time. There’s no one-size-fits-all approach, and every website presents its unique challenges and opportunities.

If you want to get results faster and more confidently, having a guiding partner can make a significant difference. With over 500 website projects, I’ve gained first-hand experience in the elements that make or break conversions. I understand the nuances of connecting with different target audiences and would love to help you navigate this journey.

Schedule a call with me today, and let’s create a detailed plan for a CRO audit that accounts for your unique needs. Together, we can transform your website into a more powerful tool for your business, aligning it perfectly with your audience’s expectations and driving those all-important conversion rates.

Also, to stay in touch with the latest digital trends, you can join my Conversion Insider community and receive weekly updates for free.


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