How to Conduct a CRO Audit: The Complete 100-Point Checklist
A CRO audit is a systematic review of your website’s conversion performance. It identifies what’s working, what’s broken, and where the biggest revenue opportunities are hiding. This guide gives you the exact checklist used by professional CRO agencies.
What Is a CRO Audit?
A CRO audit evaluates your website across 5 dimensions:
- Technical performance — Speed, functionality, cross-device experience
- User experience — Navigation, clarity, friction points
- Persuasion and messaging — Value proposition, social proof, trust
- Funnel efficiency — Drop-off points, conversion barriers per step
- Behavioral analysis — How users actually interact with your pages
The output: a prioritized list of issues and opportunities with estimated revenue impact.
Phase 1: Technical and Performance Audit
Site Speed
- Core Web Vitals pass assessment (LCP less than 2.5s, FID less than 100ms, CLS less than 0.1)
- Mobile page load under 3 seconds on 4G connection
- Desktop page load under 2 seconds
- Images optimized (WebP format, lazy loading, proper sizing)
- No render-blocking resources above the fold
- CDN configured for static assets
- Third-party scripts audited for performance impact
Cross-Device and Browser
- Site fully functional on iOS Safari, Chrome, and Firefox
- Checkout works on all major mobile devices
- Forms are usable on mobile (proper input types, autocomplete)
- Touch targets are at least 44x44px on mobile
- No horizontal scrolling on any device
- Images and videos responsive across breakpoints
Technical Functionality
- All links work (no 404s in key user paths)
- Forms submit correctly and show success/error states
- Search returns relevant results
- Cart persists across sessions
- Payment processing works for all enabled methods
- SSL certificate valid and properly configured
- No console errors on critical pages
Phase 2: Analytics and Data Audit
Tracking Setup
- Analytics tool properly installed on all pages
- eCommerce tracking configured correctly
- Conversion goals defined for key actions
- Event tracking on micro-conversions (add-to-cart, email signup, etc.)
- Cross-domain tracking configured (if applicable)
- UTM parameters standardized across campaigns
Funnel Analysis
- Identify top entry pages (where visitors arrive)
- Map conversion funnel with drop-off rates per step
- Compare CVR by device type (mobile vs desktop vs tablet)
- Compare CVR by traffic source (organic vs paid vs email vs social)
- Identify highest-exit pages
- Analyze new vs returning visitor conversion difference
- Review internal search queries (what are visitors looking for?)
Revenue Analysis
- Calculate RPV by traffic source
- Identify top revenue-generating pages/products
- Calculate cart abandonment rate and revenue loss
- Review AOV trends and segment differences
- Identify underperforming high-traffic pages
Phase 3: UX and Navigation Audit
Navigation
- Primary navigation is clear and limited to 5-7 items
- Mobile navigation is easy to use (hamburger menu or tab bar)
- Search is prominent and functional
- Breadcrumbs present on category and product pages
- Footer includes key links (contact, shipping, returns, FAQ)
- Category structure is logical and not too deep (max 3 clicks to product)
Page Clarity
- Each page has a clear primary purpose and CTA
- Headlines communicate value (not just describe)
- Content hierarchy guides the eye (H1, H2, H3)
- Above-the-fold content answers: “What is this? Why should I care? What should I do?”
- No competing CTAs that confuse the visitor
Forms and Input
- Forms use minimal fields (only what’s truly needed)
- Field labels are clear and persistent (not just placeholder text)
- Error messages are specific and helpful
- Inline validation provides real-time feedback
- Autofill and autocomplete properly supported
- Required vs optional fields clearly marked
Phase 4: Persuasion and Trust Audit
Value Proposition
- Unique value proposition is clear within 5 seconds of landing
- Benefits are emphasized over features
- Specific metrics or outcomes are highlighted (not vague claims)
- Differentiation from competitors is clear
Social Proof
- Customer reviews/ratings visible on product/service pages
- Customer count or usage metrics displayed (“10,000+ customers”)
- Client logos or “as seen in” badges visible
- Case studies with specific results available
- User-generated content (photos, testimonials) incorporated
- Third-party trust badges present (BBB, Trustpilot, industry certs)
Trust Signals
- Contact information easily findable (phone, email, address)
- Return/refund policy clearly stated
- Shipping policy and costs transparent (no surprise fees)
- Privacy policy linked near forms
- Security badges near payment fields
- Money-back guarantee or risk-reversal messaging
Urgency and Motivation
- Real scarcity used when applicable (limited stock, limited time)
- Free shipping threshold clearly communicated
- Promotional offers have clear end dates
- Progress indicators in multi-step processes
Phase 5: Page-by-Page Audit
Homepage
- Hero section communicates value in under 5 seconds
- Clear path to key pages (products, pricing, about)
- Social proof visible above the fold
- Primary CTA stands out visually
- Content is personalized for returning visitors (if possible)
Product/Service Pages
- High-quality images (multiple angles, zoom, video)
- Benefit-driven descriptions (not just specifications)
- Price clearly displayed with any savings highlighted
- Add-to-cart / CTA button prominent and always accessible
- Reviews and ratings visible
- Cross-sell/upsell recommendations present
- Shipping and return info on the page (not hidden)
Category/Collection Pages
- Product grid is clean and scannable
- Filtering and sorting options available and functional
- Product cards include key info (price, rating, badges)
- Pagination or infinite scroll implemented well
Cart Page
- Cart contents clearly displayed with images
- Easy to update quantities or remove items
- Free shipping progress bar (if applicable)
- Cross-sell recommendations present
- Promo code field doesn’t cause cart abandonment
- Clear path to checkout
Checkout
- Guest checkout available (no forced account creation)
- Express checkout options prominent (Shop Pay, Apple Pay, etc.)
- Progress indicator showing current step
- Order summary visible throughout checkout
- Trust signals near payment fields
- Form fields minimize friction (autofill, proper input types)
- No surprise costs at final step
Phase 6: Behavioral Analysis
Heatmap Analysis
- Review click heatmaps on top 10 pages
- Identify elements that get clicked but aren’t clickable
- Identify CTAs that aren’t getting clicks
- Review scroll depth — how far do visitors scroll?
- Compare mobile vs desktop heatmaps
Session Recordings
- Watch 20-30 recordings of non-converting sessions
- Identify rage clicks, hesitation, and confusion patterns
- Document where visitors get stuck or frustrated
- Note unexpected navigation patterns
User Feedback
- Review on-site survey responses
- Analyze customer support tickets for UX complaints
- Review NPS/CSAT feedback for conversion-related issues
Audit Output Template
For each finding, document:
- Issue — What specific problem was identified
- Evidence — What data supports this finding
- Impact — Estimated revenue impact (high/medium/low)
- Recommendation — Specific change to make
- Priority — AXR score for test prioritization
Frequently Asked Questions
How long does a CRO audit take?
A thorough audit takes 2-4 weeks for a professional team. A focused audit covering the most critical areas can be done in 3-5 days.
How often should we audit?
Full audit annually. Quarterly mini-audits focusing on the highest-traffic pages and any pages that have changed significantly.
Can I do a CRO audit myself?
Yes — this checklist gives you everything you need. But an outside perspective catches blind spots your team has become accustomed to.