How to Conduct a Conversion Rate Audit

2 January, 2023
Maybelle Casiple
3min read


  • What Is a Conversion Audit?
  • How to Perform a Conversion Audit?
  • Why Perform Conversion Optimisation Audits?
  • Key Takeaways

Conversion Rate Optimisation (CRO) is a detailed process that can be difficult to master if you don’t know the ins and outs. Conversion rate optimisation is data-driven; the more data you have, the better. This is why a conversion rate optimisation audit is a necessary first step.

What Is a Conversion Audit?

A conversion audit (also known as a CRO audit) is a 360-degree evaluation of the customer journey on your website. This audit aims to identify technical and usability issues that may impede your website’s conversion rate.

A typical conversion audit examines the entire customer journey while delving deeper into a website’s analytics and reporting.

How to Perform a Conversion Audit?

The finest CRO audits concentrate on truly comprehending your people and figuring out how to satisfy their demands rather than discovering surface-level modifications that increase conversions but degrade UX.

  • Check your conversion rate regularly to compare new reports to old ones. Examine changes closely to determine what boosted your conversion or decreased your rate. The more you look, the better you’ll be able to identify the cause of the change.

  • Compare bounces and conversions to your goals. Examine the conversion rates you want (a sale, an opt-in, a social media following, etc.) in your CRO audit. 

  • Make lists that are categorised for targeting. Ascertain that you have identified your target customer. It’s a good idea to have multiple groups. Your target customer list could also be a flowchart organised by geography, products, and services. CRO can be measured in stages and phases for segmented lists.

  • Investigate the sources of your converting traffic so that you can set goals to capitalise on all of them and devise a game plan to boost rates for each of them individually.

  • Look for bad traffic sources. Are there any patterns in where your bounces come from? Do you know what causes the highest bounce rates? You should improve the path to your site (keywords, call to action, etc.) to ensure you’re directing the right traffic to a well-optimised landing page that provides what visitors want.

  • Investigate individual bounces to determine why they left the same page they arrived on. Remove ineffective clickbait and avoid promoting expired offers. Examine your content and keyword rankings, and then optimise them.

  • User experience should be measured. Take note of where user experience (UE) may have come into play when looking at converted traffic and bounces. Check for broken links and ensure your checkout process is simple and streamlined.

  • Enhance your landing pages. Getting traffic is one thing, but converting website visitors is another. Is it time to improve the performance of your landing pages? Perform some split tests. Examine your most successful landing pages to see what elements are worth replicating.

  • Examine your competition regularly to see what they’re doing well and where they might be lacking, allowing you to gain market share.

  • Create and carry out a plan. Your CRO audit most likely revealed some areas that required improvement. Implement improvements, and then schedule another conversion rate optimisation audit as soon as possible to determine whether your efforts have paid off and what other changes you may need to make.

Why Perform Conversion Optimisation Audits?

The foundation of the conversion rate optimisation process is a proper conversion audit. The goal of an audit is not to provide an immediate increase in conversions but rather to reveal hidden issues that may be costing you sales.

Data is the most critical prerequisite for a successful conversion optimisation programme. Conducting a conversion audit will assist you in gathering the data required to identify and prioritise what needs to be fixed on your website to improve the customer experience and, eventually, the conversion rate.

Key Takeaways

So, what do you do with the results of your conversion rate optimisation audit?

Implementing an audit to create a successful landing page requires you to look at your website critically. You may need to make tweaks to your pages to provide a great experience to your users.

  • Regularly check conversion rates.

  • Make comparisons with your goals.

  • Create a list for targeting.

  • Analyse the sources of your converting traffic.

  • Find undesirable traffic sources.

  • Examine specific bounces

  • Reevaluate the user experience

  • Enhance your landing pages.

  • Investigate your competitors

  • Create and carry out a plan.

Our digital marketing agency in Sydney boasts a dedicated content team who specialise in crafting high-converting web copy. Our consultative approach in working closely with our clients allows us to identify real opportunities to reach your most valuable customers with a bespoke CRO audit. So if you’re looking to take your conversion rates up a notch, get in touch with us today!

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