Why You Need a CRO Audit
Most websites leave 40-60% of potential conversions on the table. A systematic CRO audit identifies these opportunities and prioritizes fixes based on impact.
This checklist covers every aspect of conversion optimization, from technical performance to psychological persuasion.
Technical Performance (10 Points)
Page Speed
- LCP (Largest Contentful Paint) under 2.5 seconds
- FID (First Input Delay) under 100ms
- CLS (Cumulative Layout Shift) under 0.1
- Time to First Byte under 600ms
- Total page weight under 3MB
Mobile Experience
- Fully responsive design
- Touch targets at least 44x44px
- No horizontal scrolling
- Font size minimum 16px
- Forms optimized for mobile input
User Experience (12 Points)
Navigation
- Clear primary navigation
- Breadcrumbs on product/content pages
- Search functionality (if 50+ pages)
- Footer navigation with key links
- No more than 7 main nav items
Content Hierarchy
- Clear H1 on every page
- Logical heading structure (H1-H6)
- Scannable content with subheadings
- Bullet points and numbered lists
- Short paragraphs (3-4 sentences max)
Forms
- Minimal required fields
- Inline validation
- Clear error messages
- Progress indicators for multi-step
- Autofill enabled
Copy & Messaging (10 Points)
Value Proposition
- Clear headline above the fold
- Benefits-focused subheadline
- Unique selling points visible
- Problem-agitation-solution flow
- Action-oriented language
Objection Handling
- FAQ section or inline answers
- Pricing transparency
- Return/refund policy visible
- Security/privacy assurances
- Risk reversal (guarantees)
Trust & Credibility (8 Points)
Social Proof
- Customer testimonials
- Case studies or results
- Client logos (if B2B)
- Review ratings displayed
- User-generated content
Authority Signals
- Industry certifications
- Media mentions
- Awards or recognition
- Team credentials
- Years in business/numbers served
Call-to-Action (7 Points)
CTA Design
- Contrasting color
- Action-oriented text
- Above the fold placement
- Repeated throughout page
- Adequate white space around CTA
CTA Copy
- Specific (not generic "Submit")
- Creates urgency when appropriate
Prioritizing Your Audit Findings
Use the PIE framework to prioritize:
P - Potential: How much improvement is possible? I - Importance: How valuable is the traffic to this page? E - Ease: How easy is this to implement?
Score each finding 1-10 on all three factors. Multiply for total score. Start with the highest scores.
Ready for a professional CRO audit? Our team can identify your biggest conversion opportunities.