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A comprehensive CRO audit checklist, or conversion rate optimization, is a great way to gain insight into areas of opportunity for your website and digital assets. This article discusses the ins and outs of a successful CRO audit – from understanding the basics to executing step-by-step actionable tactics! 

Throughout our 9-step process, we’ll provide tips on what insights audit checklists can help you better understand how users interact with your content to increase CRO conversions. Ready? Let’s jump in!

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What Is A CRO Audit?

CRO audits, also called conversion rate optimization, are a way to optimize your website’s CRO conversion rates, which ultimately leads to increased profitability. Using reliable CRO tools during the auditing process gives you a comprehensive view of your website’s performance, identifying areas that require improvement. 

With successful CRO audits, you can expect to see an increase in website user engagement and, subsequently, in revenue. In short, audit a website is a valuable investment if you’re looking for ways to maximize your online potential.

5 Best CRO Tools 

Listing below are the 5 most common CRO tools that can make your CRO audit checklist much more efficient and thorough:

  • Hotjar
  • Google Analytics
  • Crazy Egg
  • Optimizely
  • User Testing


Hotjar is a popular tool for optimizing CRO website. It features heatmaps, visitor recordings, and conversion funnels. These tools allow you to see where users tend to click or scroll. The visitor recordings give insight into how users navigate your site. And with CRO conversion funnels, you can monitor user behavior throughout their visit.


Google Analytics

Google Analytics is another essential tool for CRO website optimization. This tool provides you with critical data on user behavior, which you can then use to identify areas for improvement. You can use it to track page views, bounce rates, and user demographics. Google Analytics data can also help you determine which pages need updates to help boost CRO conversions.


Crazy Egg

Crazy Egg is a CRO tool that can track how users interact with your site. It has a “Confetti” feature, which lets you view where your users click on a page. This tool identifies the most clicked elements on the page and how long each is clicked. Additionally, you can use Crazy Egg to determine which features are most clicked, how far down the page users scroll, and whether they click through your site’s navigation.



Optimizely is an experimentation and optimization platform that helps businesses conduct A/B testing, multivariate testing, and personalization. It offers a code-free, drag-and-drop interface enabling marketers to create real-time campaigns. Optimizely also provides valuable insights with heatmaps, which show which elements of your page enjoy the most attention.



UserTesting is a tool that allows you to conduct qualitative research on your site. With it, you can receive videos of people visiting your site and completing specified tasks. This tool lets you see user behavior in real-time and analyze where people are having trouble completing specific actions on your site. This test can give you insight into what users like or dislike about your site and how you can optimize it for better results.


9 Steps To Perform A CRO Audit Checklist

Understanding user behavior, identifying easy fixes, gathering VoC insight, and forming conversion hypotheses are critical to performing CRO audit checklist. Below are 9 steps to perform when conducting a comprehensive CRO website, allowing businesses to increase conversions, boost revenue, and achieve their business goals.

  1. Determine key conversion actions.
  2. Priority main pages
  3. Analyze user behavior
  4. Obtain insight from the voice of the consumer (VoC)
  5. Define easy fixes
  6. Establish the conversion hypothesis 
  7. Conduct A/B tests
  8. Convert lessons to actions
  9. Plan your next CRO audits

Step 1: Determine Key Conversion Actions

Before diving into the audit, it’s essential to determine which actions you want your visitors to take on your site. Ask yourself, what are you targeting? Do you want your audiences to fill out a form, subscribe to your newsletter, or make a purchase? Make sure you clearly understand the actions you want your users to take and focus on improving those CRO conversion opportunities.


Step 2: Concentrate On Priority Pages

Once you’ve established your primary conversion goals, identify the pages that receive the most traffic. Start your audit with these priority pages to achieve maximum impact as soon as the campaign takes action. After completing the priority pages, move on to optimize the remaining pages.

See more: 5 Steps To Design A Hero Section (2023 Latest Guide)

Step 3: Analyze User Behavior

To identify areas of improvement, analyze your website’s analytics data. Which pages have the highest bounce rates, exit rates, or lowest engagement times? By gaining insights about user engagement on your site, you can make informed decisions to improve the user experience.

Step 4: Obtain Insight From Voice Of Consumer (VoC)

VoC data provides valuable customer feedback, which can help you create a better user experience. Surveys, feedback forms, and social media platforms are all sources of VoC data. Collecting feedback on your website’s strengths and weaknesses can help you prioritize your optimization efforts.


Step 5: Define Easy Fixes

Next, identify simple improvements that can quickly enhance the CRO website’s conversion rate. For instance, optimize images, text, and CSS to improve loading speeds if your site has a lengthy load time. These simple fixes can have a significant enhancement on the user experience.

Step 6: Establish The Conversion Hypothesis 

Based on your analytics data, VoC insights, and easy fixes, develop a hypothesis for each website page you’re optimizing. Identify a problem, provide a solution, and identify a goal for increasing the conversion rate. This hypothesis will guide your optimization efforts.

Step 7: Conduct A/B tests

Evaluate your conversion hypotheses using A/B testing. Conduct a control version of your webpage against a variant with a specific change. Then, measure and compare the CRO conversion rates of the two pages to determine which variation is better. This data provides insight into what changes positively impact the user experience on your CRO website.


Step 8: Convert Lessons To Actions

Analyze A/B testing data and implement changes based on those results. Continue to collect VoC feedback to ensure you’re meeting customer needs and improving their online experience. Based on your analytics data and testing results, prioritize the areas where you can make the most significant impact.

Step 9: Plan Your Next CRO Audits

Improving conversion rates is ongoing, so don’t stop monitoring and optimizing your site. When you see a dip in CRO conversion or significant changes to your site, schedule a follow-up audit to ensure your site performs at its best.

Frequently Asked Questions

Do CROs get audited?

Yes, as companies strive to improve their online presence, they often turn to CRO tools and optimization techniques to boost their conversion rate. CRO audits ensure websites are optimized ethically and effectively without using shady or black-hat practices. 

These audits also ensure that the tools employed are reliable and accurate, helping to guarantee that businesses can make informed decisions about improving their website. So while CRO website may be optimizing, they are not immune to scrutiny and audits in their quest to help companies reach their online potential.


How much does a CRO audit cost?

Hiring a specialized firm to audit a website costs between $800 and $10,000 per month, or around 30% of your marketing budget, if you adopt and execute a CRO plan internally.

However, there needs to be a precise answer to this question, as the cost of CRO audits will depend on various factors, including the size and complexity of your website, the level of expertise required to conduct the audit, and the scope of the optimization process. 

What is the complete form of a CRO audit?

Conversion Rate Optimization, also called CRO, is the science of analyzing data and user behavior to identify areas of your website that could be improved to get more CRO conversions. Various CRO tools and techniques can come in handy to carry out sufficient CRO audits, allowing you to understand your website’s weaknesses better and make data-driven improvements. 

What are the steps in the CRO process?

If you want to ensure your website is performing at its best, it’s time to audit a website with these 9 simple steps:

  1. Determine key conversion actions
  2. Priority main pages
  3. Analyze user behavior
  4. Obtain insight from the voice of the consumer (VoC)
  5. Define easy fixes
  6. Establish the conversion hypothesis 
  7. Conduct A/B tests
  8. Convert lessons to actions
  9. Plan your next CRO audit

A structured CRO audit checklist is crucial in helping your business gain insights into areas of opportunity for your website and digital assets. Whether you’re a seasoned marketer or just starting, following the 9 steps helps you conduct a survey, review data, and create effective action plans that drive ROI. 

To maximize these changes from start to finish, turn to an experienced team passionate about marketing. And ROI Digitally is right here for you. With years of experience tailoring custom strategies, we provide the best Michigan SEO services designed specifically for each business.


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