CRO Audit

What's included

Foundation

• Tracking validation first, because a funnel analysis built on broken events is worth nothing
• Traffic quality segmentation by channel, campaign, device, and new vs returning, so we can tell a page problem from a targeting problem
• Test history review covering what's been run, what won, and what was declared a win on bad math
• Experimentation readiness check on traffic volume, tooling, and the minimum detectable effect that's realistic at your current numbers

Behavioral analysis

• Analytics deep-dive in GA4, PostHog, or your stack to find drop-off points and the segments hiding inside your average conversion rate
• Session replay and heatmap analysis on the sessions that abandoned, not a random sample
• Micro-conversion and assist path review for visitors who aren't ready to buy yet
• Cross-browser and device rendering checks, including older Safari and low-end Android

Qualitative research

• On-page polls, exit surveys, or post-purchase surveys where the traffic supports it
• Sales call and support chat review to surface objections your team answers weekly that never appear on the page
• Review mining across your reviews and your competitors' to pull the language customers use for the problem

Page and funnel review

• Heuristic review across UX, copy, visual hierarchy, and trust signals
• Message match between ad, search query, and landing page, which is where most paid landing pages actually break
• Offer and pricing presentation, covering plan structure, anchoring, guarantees, and how shipping, tax, and currency show up
• Form and checkout review covering field count, validation, error states, and payment options
• Mobile experience audit, since most traffic and most friction live there
• Social proof placement and relevance against your audience and offer
• Accessibility check on contrast, tab order, labels, and keyboard flow
• Page speed and Core Web Vitals on key templates
• Post-conversion review of the confirmation page, follow-up sequence, abandonment recovery, and lead-to-sale handoff
• Competitor walkthrough of the same funnel steps your buyer just came from

Output

• Quick fix list for the things that are simply broken and should be repaired rather than tested
• Prioritized hypothesis list scored by impact, confidence, and effort
• Test roadmap sequenced by dependency, so nothing gets scheduled before the tracking or traffic supports it

Why it matters

Most CRO work starts with someone's gut feeling about what to test. You end up running a button color experiment for six weeks while the real leak sits in a checkout that fails silently on mobile Safari. And plenty of what gets called a page problem isn't. If the ad promised a free trial and the page opens with a demo request, no amount of copy testing saves it.

The other thing worth saying out loud is that not every site is ready to test. Below a certain traffic volume you can't reach significance on anything smaller than a redesign, and the honest answer is to fix what's broken, improve the offer, and revisit testing later. An audit tells you which situation you're in before you spend a quarter finding out.