CRO Audit & Optimization
CRO Audit and Conversion Optimization
A structured review of the customer journey that finds where people hesitate, explains why it happens and turns the evidence into a prioritised plan of improvements.
Interactive demo · Funnel Fix Lab
See a fix change the funnel
This is the shape of a CRO audit in miniature. Pick a stage of the journey, read the friction an audit typically finds there, then apply the fix and watch the funnel respond.
What the audit finds
The main promise sits below the fold on mobile, so first-time visitors scroll past the reason to stay.
The fix we would test
- Lift the promise and primary action into the first screen
- Match the headline to the ad or link that sent them
- Put one proof point beside the action, not below it
Pick a stage, then apply the fix to watch the funnel respond.
Visitors who continue
38%
+19 pts after the fix
Showing the current experience, before any fix.
Illustrative demo with made-up figures. A real audit measures your actual funnel first, then recommends what to test. Nothing here promises a result.
Why it matters
Conversion rarely fails in one dramatic moment
It fails in small frictions that nobody on the inside can see any more, because the team already knows how the site works.
Inside a business, the website feels obvious. Outside it, visitors are meeting your experience for the first time, on a small screen, in a hurry, with their own questions. The gap between those two views is where conversion money hides.
A CRO audit walks the journey the way a visitor does, across landing pages, product exploration, cart and checkout, then compares what the experience communicates against what people actually need to keep going.
The point is not to restyle pages because they look dated. It is to identify friction you can name, measure and remove.
What you get
What the audit produces
A written, prioritised set of findings with the evidence attached to each one.
- 01
Journey walkthrough
Desktop and mobile review of the key routes from arrival to the desired action.
- 02
Friction register
Each issue documented with location, evidence, affected step and severity.
- 03
Annotated screens
Marked up interface examples so developers see exactly what is meant.
- 04
Prioritised opportunities
Impact and effort reasoning per item, ready to sequence into a roadmap.
- 05
Measurement gaps
Where current analytics cannot verify the findings, plus what to instrument.
- 06
Read-out session
A walkthrough of the findings with space for questions, pushback and decisions.
Coverage
What we look at
- Landing page clarity
- Product and service pages
- Navigation and search
- Forms and fields
- Cart and checkout paths
- Trust and reassurance
- Mobile usability
- Speed perception
- Message match from campaigns
- Post-click expectations
Implementation approach
How an audit engagement runs
- STEP 01
Context
We learn the business model, the traffic sources, the target action and what your team already suspects.
- STEP 02
Walkthrough
The journey is reviewed on desktop and mobile, screen by screen, with notes captured against each step.
- STEP 03
Corroboration
Findings are checked against whatever evidence exists: analytics, recordings, support threads, past tests.
- STEP 04
Priorities
Everything is ranked, documented and walked through with your team so the next actions are agreed, not guessed.
Scope
What a CRO audit includes (and what it does not)
- Includes a full journey review of agreed pages and flows, desktop and mobile.
- Includes prioritised findings, annotated screens and a read-out session.
- Implementation, design changes and development are scoped separately if you want us to do them.
- The audit is evidence based, but prioritisation involves judgement: impact and effort are estimates, not guarantees.
- Back-end systems, app experiences and offline journeys are out of scope unless agreed in writing.
Every example shown in the demonstration above is fictional and illustrative. Real audits are delivered against your actual experience, with your data, under NDA if required.
What do you need to run a CRO audit?
Access to the live experience, your analytics if you have them, and an hour of context from someone who knows the business. Session recordings, heatmaps and support tickets help but are not required.
Do you redesign our website?
An audit does not automatically mean a redesign. Most findings are specific improvements: hierarchy, copy, sequencing, forms, trust, mobile usability. If a redesign is genuinely the right answer, the audit will show why.
How are the findings prioritised?
By estimated impact against estimated effort, with the reasoning shown for each item. You get the priority logic, not just a ranked list, so your team can challenge it.
Will you implement the recommendations?
Yes, implementation can be scoped as a follow-on project, or the findings can be handed to your own team or agency with clear documentation. You choose before work starts.
Start with cro audit & optimization
Tell us where the journey loses people.
Send a short note about the business problem behind this service. We will reply with honest thoughts on fit, scope and what starting would involve.