The CRO Audit: Your Roadmap to Higher Conversions

Quantitative Analysis: Finding the 'What'

The audit begins with a deep dive into your quantitative data to identify where value is leaking from your funnel. This data-driven approach allows us to pinpoint specific problem areas with mathematical certainty, moving beyond guesswork. We analyze trends, segment audiences, and build a clear picture of user behavior at scale.

• Funnel Analysis: We map out your primary conversion paths—from landing page to thank you page—to identify the biggest drop-off points between each step.
• Page-Level Analysis: We identify pages with unusually high bounce rates or exit rates, indicating a potential mismatch between user intent and page content.
• Audience Segmentation: We analyze the behavior of different user segments (e.g., mobile vs. desktop, new vs. returning, traffic source) to find specific cohorts that are underperforming.

Qualitative Analysis: Understanding the 'Why'

Once we know what is happening, we need to understand why. Qualitative analysis provides the crucial context behind the numbers. This phase is about developing empathy for the user and seeing your website through their eyes to understand their frustrations, motivations, and points of hesitation.

Key Qualitative Tools:

• Session Recordings: We watch anonymized recordings of real user sessions to see exactly where they struggle, hesitate, or encounter errors. This is the most direct way to uncover usability issues.
• Heatmaps & Scroll Maps: Heatmaps show where users are clicking, while scroll maps show how far down the page they scroll. This helps us understand which elements are being ignored and if critical CTAs are even being seen.
• User Surveys & Feedback: We analyze feedback from on-page surveys, customer support tickets, and live chat transcripts to gather direct input from your users about their experience.

Heuristic Evaluation & Competitor Benchmarking

This phase involves an expert review of your website against a checklist of established usability principles. It's a systematic inspection to identify common conversion barriers related to clarity, friction, and anxiety. This is then benchmarked against your key competitors to identify strategic opportunities.

• Clarity: Is the value proposition immediately clear? Is the copy easy to understand? Is the navigation predictable?
• Friction: Are there unnecessary steps in the checkout process? Is the form difficult to fill out? Does the site load slowly?
• Anxiety: Are there enough trust signals? Is the return policy clear? Does the design look professional and secure?
• Competitor Analysis: How does your user experience compare to your top 3-5 competitors? What are they doing better, and where are their weaknesses?

Creating a Prioritized Testing Roadmap

The final, and most important, deliverable of a CRO audit is not just a list of problems, but a prioritized roadmap of solutions. We consolidate all findings from the previous phases into a structured list of testable hypotheses. Each hypothesis is scored to ensure that we focus on the experiments that will drive the most significant business impact first.

Our Prioritization Framework:

• Potential Impact: How much potential for conversion lift does this test have? (Scored 1-5)
• Confidence: How confident are we, based on the data, that this hypothesis is correct? (Scored 1-5)
• Ease of Implementation: How difficult will this test be to implement from a technical perspective? (Scored 1-5)

This scoring system produces a clear, actionable plan that guides your A/B testing strategy for the months to come.