Checklist

Complete CRO Audit Checklist

A comprehensive, step-by-step checklist for conducting professional conversion rate optimization audits. Used by the Wise Uplift team to identify high-impact opportunities.

Why Use This Checklist?

A systematic CRO audit is the foundation of any successful optimization program. This checklist ensures you don't miss critical issues that could be costing you conversions. Whether you're auditing an e-commerce site, SaaS product, or lead generation funnel, this framework applies.

We've organized the audit into five key areas based on 6+ years of optimizing hundreds of websites. Each section includes specific items to check, questions to answer, and frameworks for prioritization.

1. Analytics Review

Before making any optimization decisions, you need to understand what's actually happening on your site. This section ensures your analytics setup is accurate and you're looking at the right data.

Tracking & Measurement

Goal Tracking Setup: Are all key conversion goals properly configured in GA4? Test each goal to ensure it fires correctly.
Event Tracking: Are micro-conversions tracked (form starts, video plays, scroll depth, clicks on key CTAs)?
Funnel Visualization: Can you see drop-off points in your conversion funnel? Set up funnel reports for checkout, signup, or lead flows.
Traffic Segmentation: Break down performance by traffic source, device, location, and new vs. returning visitors.
Revenue Attribution: If e-commerce, is enhanced e-commerce tracking enabled? Can you track revenue by source and campaign?

Behavioral Analysis

Heatmap Review: Use tools like Hotjar or Microsoft Clarity to see where users click, scroll, and hover. Are they interacting with CTAs?
Session Recordings: Watch 20-30 user sessions. Where do users get confused? Where do they drop off?
Form Analytics: Which form fields cause abandonment? Are users correcting errors repeatedly?
Exit Pages: Identify top exit pages that aren't intended conversion points. Why are users leaving?

Pro Tip from Wise Uplift:

Don't just look at overall conversion rate. Segment by device type—mobile often has significantly lower conversion rates and needs separate optimization strategies. Use our Sample Size Calculator to ensure your data is statistically significant before drawing conclusions.

2. UX & Design Evaluation

User experience issues are often the biggest conversion killers. This section uses proven heuristic evaluation frameworks to identify UX problems.

Visual Hierarchy & Clarity

Value Proposition: Can a first-time visitor understand what you offer within 3 seconds? Is it above the fold?
CTA Visibility: Are primary CTAs obvious and distinct? Do they stand out visually with contrasting colors?
Visual Flow: Does the eye naturally flow from headline → benefits → CTA? Use the squint test to check hierarchy.
Cognitive Load: Is the page cluttered? Remove unnecessary elements that distract from conversion actions.
White Space: Is there enough breathing room around key elements? Cramped designs reduce comprehension.

Navigation & Flow

Navigation Clarity: Can users easily find what they're looking for? Test the navigation structure with real users.
Conversion Path: Is the path to conversion clear and unobstructed? Remove unnecessary steps.
Internal Search: If you have site search, are users finding what they need? Check search analytics for failed searches.
Breadcrumbs: On deep pages, can users easily navigate back? Breadcrumbs reduce friction.

Mobile Experience

Mobile Responsiveness: Test on actual mobile devices, not just browser emulators. Check tap target sizes.
Form Usability: Are forms easy to complete on mobile? Use appropriate input types (number, email, etc.).
Page Speed: Mobile users are impatient. Aim for load times under 3 seconds. Use Google PageSpeed Insights.
Thumb Zone: Are important CTAs positioned within easy thumb reach on mobile devices?

3. Technical Performance Audit

Technical issues can kill conversions before users even experience your content. Page speed, broken elements, and browser compatibility all matter.

Speed & Performance

Page Load Time: Run Google PageSpeed Insights for both mobile and desktop. Aim for scores above 80.
Core Web Vitals: Check LCP (Largest Contentful Paint), FID (First Input Delay), and CLS (Cumulative Layout Shift).
Image Optimization: Are images compressed? Use modern formats like WebP. Implement lazy loading.
Script Optimization: Are third-party scripts (analytics, chat widgets) slowing down the page?

Functionality & Compatibility

Cross-Browser Testing: Test on Chrome, Safari, Firefox, and Edge. Check mobile browsers too.
Form Validation: Do forms provide clear error messages? Are errors validated in real-time?
Broken Links: Use tools like Screaming Frog to check for 404 errors, especially in conversion funnels.
Payment Gateway: If e-commerce, test the entire checkout process. Try different payment methods.

4. Copy & Messaging Analysis

Your messaging either resonates with visitors or loses them. This section evaluates copy effectiveness using proven frameworks.

Value Proposition

Clarity: Is your main headline crystal clear about what you offer? Avoid jargon and clever wordplay.
Relevance: Does your copy address the visitor's pain points? Use language from customer research.
Differentiation: What makes you different from competitors? Is it obvious from the homepage?
Benefit-Focused: Are you selling benefits (outcomes) or features (capabilities)? Always lead with benefits.

Trust & Credibility

Social Proof: Do you display testimonials, reviews, case studies, or client logos? Place near CTAs.
Authority Indicators: Certifications, awards, media mentions, or impressive metrics (users, revenue, etc.).
Guarantees: Do you offer money-back guarantees or free trials? This reduces perceived risk.
Security Indicators: SSL certificates, payment security badges, privacy policy links visible in checkout.

Call-to-Action Copy

Action-Oriented: Use strong verbs. "Get Started" is better than "Submit." "See Pricing" is better than "Learn More."
Value-Driven: Tell users what they'll get. "Download Free Guide" not just "Download."
Urgency/Scarcity: When appropriate, use time-limited offers or limited availability (but be genuine).
Friction Reducers: Add reassurance: "No credit card required," "Cancel anytime," "Free shipping."

5. Prioritization Framework

You've identified dozens of issues. Now what? Not all fixes have equal impact. Use this framework to prioritize your optimization roadmap.

ICE Scoring Method

Rate each identified issue on three dimensions (1-10 scale):

Impact: If fixed, how much will it increase conversions? (Consider page traffic and current conversion rate)
Confidence: How certain are you that this change will work? (Based on research, data, and best practices)
Ease: How easy is it to implement? (Time, resources, technical complexity)

ICE Score Formula:

ICE Score = (Impact + Confidence + Ease) / 3

Prioritize experiments with ICE scores above 7. Test quick wins (high Ease) first to build momentum.

High-Priority Patterns

In our experience, these issues almost always have high impact:

•Above-the-fold issues on high-traffic pages
•Checkout flow friction (for e-commerce)
•Form abandonment on lead capture pages
•Mobile-specific issues (if mobile traffic is high)
•Page speed issues causing high bounce rates
•Unclear value propositions on landing pages

Next Steps After Your Audit

Once you've completed this audit, you should have a prioritized list of opportunities. The next phase is creating hypotheses and designing experiments to validate your assumptions.

Use our A/B Test Planning Template to structure your experiments. Before launching tests, calculate required sample sizes with our Sample Size Calculator to ensure statistical validity.

Remember: CRO is iterative. You won't fix everything at once, and not every experiment will win. The key is systematic testing and learning from both successes and failures.

Want Expert Help with Your CRO Audit?

While this checklist gives you the framework, a professional audit from Wise Uplift includes heatmap analysis, user research, competitive analysis, and a prioritized roadmap with projected impact.

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