Conversion Rate Optimization Audit Checklist

An audit for conversion rate optimization (CRO) should be one of the initial steps in any CRO initiative. An audit can reveal hidden issues that would otherwise go undetected, making this an invaluable way of improving website performance.

While average industry figures may provide valuable guidance, your CRO strategy must focus on meeting an objective instead of maintaining an average.

1. Gather Data
An effective conversion rate optimization audit requires gathering an abundance of information, starting with baseline information such as historical performance and metrics.

Data will help you assess which aspects of your site are performing well and which need improvement, and identify which conversions (sign-ups, sales or form submissions) to track.

Traffic metrics don’t translate to real revenue for your business unless they turn into valuable sales; conversion rate optimization audits (CRO audits) can provide invaluable assistance here.

2. Conduct A/B Testing
To increase the chances of conversion for website visitors, whether that be making purchases, filling out forms, or signing up for services, A/B testing is one of the best methods.

Once the experiment is over, you can analyze your data to identify which variation performed best.

However, you must remain mindful of some common A/B testing mistakes which could compromise the outcome.

3. Conduct Usability Testing
Usability testing is one of the cornerstones of conversion rate optimization. It allows you to gain insight into users’ experiences with your product, while helping identify any obstacles that might impede conversions.

Start by clearly outlining the objectives of your test, recruiting participants who meet your target audience demographic, and creating tasks which accurately represent your design/product.

Your team’s testing session will involve watching each participant complete three representative tasks and monitor their responses in a neutral environment, then interviewing them afterwards in order to gather both qualitative and quantitative data that can help your team improve your product’s user experience. These data will then be analyzed so as to help enhance it further.

4. Optimize Your Content
Nearly every business owner desires to increase website conversions; however, many struggle to surpass industry averages and conversion limits due to an imbalanced approach.

Consideration of users and context are vital when trying to optimize content. This may involve writing engaging web copy, including alluring calls-to-action or redesigning websites for improved user experiences – these could all be ways of optimizing your content effectively.

Your content must also reflect your value proposition, which helps distinguish your brand and stand out from competitors while giving customers insight into if your product fits with them.

5. Optimize Your Landing Page
Landing pages are standalone web pages designed with one goal in mind – be it signing up for a mailing list, downloading an ebook or industry report, attending an event, or getting in touch with us. A high-converting landing page should target its message directly at its target audience by using content and imagery they are familiar with from previous experiences on your website.

Use qualitative analytics tools such as Hotjar to track visitor behavior on your site and pinpoint areas for conversion rate optimization. Visualize visitors’ clicks and mouse movements using heat maps, or watch recordings of their sessions to understand how they interact with your pages and site.

6. Optimize Your Thank You Page
Thank you pages provide a wonderful opportunity to provide value and nurture visitors. By including additional content, offers, or resources such as videos, infographics and blog posts on them can provide visitors with an enhanced experience that increases engagement and leads to sustainable conversions.

Upsell and cross-sell opportunities on your thank you page can also provide customers with additional value, especially if you offer loyalty programs or incentives such as free shipping for repeat purchases.