How to do a CRO audit

Before we dive into CRO audits we need to define what CRO is.

CRO, or Conversion Rate Optimization, is the process of increasing the percentage of visitors to a website who take the desired action. This could be anything from making a purchase to signing up for a newsletter. CRO is achieved by testing different elements on a website and measuring the effect they have on conversion rates.

There are many aspects of a website that can be tested in order to increase conversions. These include things like headlines, images, call-to-action buttons, and even the overall layout of the site. Testing can be done through A/B testing, which involves showing two different versions of a web page to visitors and seeing which one performs better.

It’s important to note that CRO is an ongoing process, not a one-time fix. As visitor behavior changes over time, so too should the elements on your website.

Why do a CRO audit?

A CRO audit is important for any business that wants to improve its conversion rate and overall performance. There are many factors that can affect a business’s conversion rate, and a CRO audit can help identify those factors so that they can be addressed.

There are many benefits to conducting a CRO audit. Perhaps the most important benefit is that it can help businesses identify areas where they can improve their conversion rate. A CRO audit can also help businesses save money by identifying areas where they waste money on ineffective marketing or other activities. Additionally, a CRO audit can help businesses improve their customer satisfaction rates by identifying areas where customers are having difficulty converting.

Overall, a CRO audit is an essential tool for any business that wants to improve its conversion rate and overall performance.

How to do a CRO audit

A CRO audit is a process of reviewing your website with the goal of improving its conversion rate. By analyzing your website’s design, content, and user experience, you can identify areas that may be hindering your conversion rate and take steps to improve it.

Here are some tips for conducting a successful CRO audit:

1. Start by reviewing your website’s overall design and layout. Is it user-friendly and easy to navigate? Are there any elements that could be confusing or off-putting to users?

2. Take a close look at your website’s content. Is it well-written and relevant to your target audience? Does it provide enough information to help users make a decision?

3. Evaluate your website’s user experience. Is the overall experience positive or negative? Are there any areas where users might get frustrated or encounter problems?

Depending on the budget, there are multiple tools you can use for the audit.

1. Heuristic analysis

A heuristic analysis is a type of audit that can be used to evaluate the effectiveness of a website or other online resource. This evaluation is based on the user’s experience and looks at factors such as the usability of the site, its design, and how easy it is to navigate.

Heuristic analysis can be a valuable tool for businesses that want to improve their online presence. By understanding the user’s experience, businesses can make changes that will make their site more user-friendly and likely to convert visitors into customers.

2. Expert review (according to a framework)

Based on what you’ve learned, identify potential areas for improvement and possible solutions. For example, if you find that users are having difficulty completing a task on the website, you may want to consider simplifying the design or adding more helpful instructions.

3. Google Analytics

Identify if there are any anomalies in the data with different browsers, devices, screen resolutions etc. See where visitors exit the page, but also where they land.

4. Recording and Heatmaps

Recording and heatmaps are two important tools that can be used to improve the conversion rate of a website. Recording allows you to track the user’s journey through the site and identify areas where they may be having difficulty. Heatmaps provide a visual representation of where users are clicking on the page, which can be used to identify areas that are attracting attention or areas that may need more attention. By using these tools together, you can get a better understanding of how users interact with your site and make changes to improve the user experience and increase conversions.

5. Prioritized backlog

Write down what needs to be changed, and by whom this task needs to be done. Development, design, CRO specialist, copywriter, or any other team. Prioritize based on impact/effort what tasks should be done first. Clients can’t do anything with a report unless there is a clear plan of action.


If you’re looking to improve your website’s conversion rate, a CRO audit is a great place to start. By conducting a thorough analysis of your site, you can identify areas that require improvement and make the necessary changes.

Not sure how to go about doing a CRO audit? Get in touch!

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