Conversion Rate Optimisation (CRO) Audit


A Conversion Rate Optimisation (CRO) audit assesses your website or landing page to determine opportunities to increase the percentage of visitors who convert into leads or customers. It’s a systematic way of identifying elements and features that might be hindering conversions.

Here’s a step-by-step guide to conducting a CRO audit:

Define Clear Objectives

      • Understand what you’re trying to achieve: Increase sales, gather emails, get registrations, etc.

    Collect Data

        • Analytics: Use tools like Google Analytics to understand user behavior on your website.

        • Heatmaps: Tools like Hotjar or Crazy Egg show where users are clicking, moving, and scrolling on your pages.

      Evaluate Landing Pages

          • Relevance: Does the content match what the user expected when they clicked on an ad or link?

          • Clear CTA: Is there a clear call-to-action (CTA)?

          • Distractions: Remove unnecessary links or information that might divert users from the primary action.

        Examine Mobile Experience

            • Ensure your site is mobile-friendly since a significant portion of users might be visiting via mobile devices.

          Evaluate Page Load Times

              • Slow-loading pages can deter users. Tools like Google PageSpeed Insights can provide insights and recommendations.

            Assess User Experience (UX)

                • Navigation should be intuitive.

                • Information should be easy to find and understand.

                • Test different browsers and devices to ensure compatibility.

              Trust Factors

                  • Do you have testimonials, reviews, or trust badges?

                  • Clear return and shipping policies for e-commerce sites.

                  • Security indicators, especially on payment or personal info collection pages.

                Form Assessment

                    • Reduce the number of fields if possible.

                    • Explain why certain information is being requested.

                    • Check if forms work on all devices.

                  Content Review

                      • Clear and concise headlines.

                      • High-quality images and videos.

                      • Relevant and persuasive copy.

                    Test and Iterate

                        • A/B testing: Test different versions of a page or element to see which performs better.

                        • Multi-variate testing: Test multiple changes at once.

                      Gather User Feedback

                          • Use surveys or feedback tools to get direct input from users.

                          • User testing: Watch real users interact with your site.

                        Competitive Analysis

                            • Check out what competitors are doing right and where they might be lacking.

                          Create a CRO Plan

                              • Prioritize the identified issues and opportunities based on potential impact and ease of implementation.

                              • Assign responsibilities and timelines for addressing each point.

                            Continuous Monitoring

                                • CRO is an ongoing process. Regularly monitor performance metrics, user feedback, and the competitive landscape to adapt and refine your strategies.

                              By the end of the audit, you should have a clear understanding of where improvements are needed and a roadmap for implementing changes. Remember that CRO is iterative; always be testing and refining for best results.

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