The Complete CRO Audit Checklist for 2025

Why You Need a CRO Audit

Most websites are leaving money on the table. The average conversion rate for e-commerce sites is 2-3%, meaning 97-98% of visitors leave without converting. A systematic CRO audit uncovers exactly where you're losing potential customers.

This checklist is the same framework Wise Uplift uses to identify high-impact optimization opportunities for our clients. Use it to audit your site or download the full PDF checklist below.

Part 1: Analytics Foundation

Before optimizing anything, you need reliable data. Start here.

Analytics Setup

• Google Analytics 4 properly configured with conversions tracked
• Heatmapping tool installed (Hotjar, Microsoft Clarity, etc.)
• Session recording active on key pages
• Goal funnels configured for primary conversion paths
• Enhanced e-commerce tracking (if applicable)
• UTM parameters standardized for campaign tracking

Data Quality

• Check for tracking gaps or double-counting issues
• Verify mobile tracking works correctly
• Exclude internal traffic and bots
• Segment analysis by device, traffic source, and user type

Part 2: User Experience (UX) Audit

How users experience your site directly impacts conversions.

Navigation & Information Architecture

• Clear, descriptive menu labels
• Primary CTA visible above the fold
• Logical page hierarchy and URL structure
• Breadcrumbs on deep pages
• Search functionality (if needed)
• Mobile menu accessible and usable

Page Speed & Technical Performance

• Core Web Vitals passing (LCP, FID, CLS)
• Mobile page load under 3 seconds
• Images optimized and lazy-loaded
• No render-blocking JavaScript
• Browser caching enabled

Mobile Experience

• Fully responsive design across all breakpoints
• Touch targets minimum 44×44 pixels
• Forms optimized for mobile (appropriate keyboards, autofill)
• No horizontal scrolling required
• Mobile-friendly CTAs (thumb-reachable)

Part 3: Landing Page Optimization

Your landing pages are conversion battlegrounds. Every element matters. For more detail, see our landing page optimization guide.

Value Proposition

• Clear, benefit-focused headline visible above the fold
• Subheadline elaborates on main benefit
• Value prop answers: "What's in it for me?" within 5 seconds
• Unique differentiators highlighted

Calls-to-Action (CTAs)

• Primary CTA stands out visually (contrasting color)
• Action-oriented button copy ("Get Started" not "Submit")
• Single, clear conversion goal per page
• CTA repeated if page is long (every 2-3 scrolls)
• Value reinforced near CTA ("No credit card required", etc.)

Trust & Credibility

• Customer testimonials with photos and full names
• Trust badges (security seals, certifications)
• Real client logos (with permission)
• Case studies or results data
• Clear contact information
• Privacy policy and terms accessible

Visual Hierarchy

• Most important elements largest/boldest
• Clear scanning path (F-pattern or Z-pattern)
• Adequate white space around key elements
• Contrast ratios meet WCAG standards
• Images support and enhance copy (not decorative)

Part 4: Form Optimization

Forms are friction points. Minimize that friction.

Form Design

• Only ask for absolutely necessary information
• Single-column layout (not multi-column)
• Inline validation with helpful error messages
• Progress indicator for multi-step forms
• Autofill enabled for standard fields
• Clear field labels (above or inside fields)
• Submit button clearly labeled

Part 5: Copywriting & Messaging

Words drive action. Make every word count.

Copy Clarity

• Benefits-focused (not feature-focused)
• Written for your target audience's comprehension level
• Scannable (short paragraphs, bullet points, subheadings)
• Active voice, not passive
• Specific, not vague ("Increase conversions by 40%" not "Improve results")

Objection Handling

• Address common objections proactively
• FAQ section answers real user questions
• Risk reversal (guarantees, free trials, no commitment)
• Pricing transparency (no hidden costs)

Part 6: Conversion Funnel Analysis

Find where users drop off and why.

Funnel Mapping

• Document every step from landing to conversion
• Identify highest drop-off points
• Calculate conversion rate at each stage
• Prioritize stages with highest traffic and drop-off

Exit Analysis

• Review exit pages with highest exit rates
• Watch session recordings of users who exit
• Check heatmaps for rage clicks and dead zones
• Survey users who abandon (exit intent popups)

Part 7: Traffic Source Analysis

Different traffic sources behave differently.

Channel Performance

• Compare conversion rates by traffic source
• Identify best-performing channels for scale
• Analyze message match between ads and landing pages
• Check if paid traffic sees consistent experience

Part 8: A/B Testing Readiness

You've identified issues. Now prepare to test solutions. Learn more about A/B testing methodology.

Testing Infrastructure

• A/B testing tool selected and installed
• Traffic volume sufficient for tests (use our sample size calculator)
• QA process for test variants
• Documentation system for test hypotheses and results

Prioritization Framework

• Score opportunities by potential impact
• Estimate effort/resources required
• Start with high-impact, low-effort wins
• Create a testing roadmap for next 90 days

How to Use This Checklist

Step 1: Go through each section systematically, checking items that pass and noting items that fail.

Step 2: For failed items, document specific issues and opportunities.

Step 3: Prioritize fixes based on:

• Potential impact on conversions
• Pages with highest traffic
• Ease of implementation

Step 4: Create an action plan with owners and timelines.

Step 5: Design A/B tests for major changes before full implementation.

Key Takeaways

• A comprehensive CRO audit covers analytics, UX, copy, forms, and technical performance
• Start with data quality—bad data leads to bad decisions
• Prioritize issues on high-traffic pages first for maximum impact
• Always A/B test major changes before full implementation
• CRO is ongoing—audit regularly (quarterly recommended)