The Complete CRO Audit Checklist for 2025
A comprehensive, actionable checklist covering analytics, user experience, copywriting, and technical optimization to maximize your conversion rates.
Why You Need a CRO Audit
Most websites are leaving money on the table. The average conversion rate for e-commerce sites is 2-3%, meaning 97-98% of visitors leave without converting. A systematic CRO audit uncovers exactly where you're losing potential customers.
This checklist is the same framework Wise Uplift uses to identify high-impact optimization opportunities for our clients. Use it to audit your site or download the full PDF checklist below.
Download the Complete Checklist
Get the full audit framework as a printable PDF
Part 1: Analytics Foundation
Before optimizing anything, you need reliable data. Start here.
Analytics Setup
- •Google Analytics 4 properly configured with conversions tracked
- •Heatmapping tool installed (Hotjar, Microsoft Clarity, etc.)
- •Session recording active on key pages
- •Goal funnels configured for primary conversion paths
- •Enhanced e-commerce tracking (if applicable)
- •UTM parameters standardized for campaign tracking
Data Quality
- •Check for tracking gaps or double-counting issues
- •Verify mobile tracking works correctly
- •Exclude internal traffic and bots
- •Segment analysis by device, traffic source, and user type
Part 2: User Experience (UX) Audit
How users experience your site directly impacts conversions.
Navigation & Information Architecture
- •Clear, descriptive menu labels
- •Primary CTA visible above the fold
- •Logical page hierarchy and URL structure
- •Breadcrumbs on deep pages
- •Search functionality (if needed)
- •Mobile menu accessible and usable
Page Speed & Technical Performance
- •Core Web Vitals passing (LCP, FID, CLS)
- •Mobile page load under 3 seconds
- •Images optimized and lazy-loaded
- •No render-blocking JavaScript
- •Browser caching enabled
Mobile Experience
- •Fully responsive design across all breakpoints
- •Touch targets minimum 44×44 pixels
- •Forms optimized for mobile (appropriate keyboards, autofill)
- •No horizontal scrolling required
- •Mobile-friendly CTAs (thumb-reachable)
Part 3: Landing Page Optimization
Your landing pages are conversion battlegrounds. Every element matters. For more detail, see our landing page optimization guide.
Value Proposition
- •Clear, benefit-focused headline visible above the fold
- •Subheadline elaborates on main benefit
- •Value prop answers: "What's in it for me?" within 5 seconds
- •Unique differentiators highlighted
Calls-to-Action (CTAs)
- •Primary CTA stands out visually (contrasting color)
- •Action-oriented button copy ("Get Started" not "Submit")
- •Single, clear conversion goal per page
- •CTA repeated if page is long (every 2-3 scrolls)
Part 4: Form Optimization
Forms are friction points. Minimize that friction.
Form Design
- •Only ask for absolutely necessary information
- •Single-column layout (not multi-column)
- •Inline validation with helpful error messages
- •Progress indicator for multi-step forms
- •Autofill enabled for standard fields
- •Clear field labels (above or inside fields)
- •Submit button clearly labeled
Part 5: Copywriting & Messaging
Words drive action. Make every word count.
Copy Clarity
- •Benefits-focused (not feature-focused)
- •Written for your target audience's comprehension level
- •Scannable (short paragraphs, bullet points, subheadings)
- •Active voice, not passive
- •Specific, not vague ("Increase conversions by 40%" not "Improve results")
Objection Handling
- •Address common objections proactively
- •FAQ section answers real user questions
- •Risk reversal (guarantees, free trials, no commitment)
- •Pricing transparency (no hidden costs)
Part 6: Conversion Funnel Analysis
Find where users drop off and why.
Funnel Mapping
- •Document every step from landing to conversion
- •Identify highest drop-off points
- •Calculate conversion rate at each stage
- •Prioritize stages with highest traffic and drop-off
Exit Analysis
- •Review exit pages with highest exit rates
- •Watch session recordings of users who exit
- •Check heatmaps for rage clicks and dead zones
- •Survey users who abandon (exit intent popups)
Part 7: Traffic Source Analysis
Different traffic sources behave differently.
Channel Performance
- •Compare conversion rates by traffic source
- •Identify best-performing channels for scale
- •Analyze message match between ads and landing pages
- •Check if paid traffic sees consistent experience
Part 8: A/B Testing Readiness
You've identified issues. Now prepare to test solutions. Learn more about A/B testing methodology.
Testing Infrastructure
- •A/B testing tool selected and installed
- •Traffic volume sufficient for tests (use our sample size calculator)
- •QA process for test variants
- •Documentation system for test hypotheses and results
Prioritization Framework
- •Score opportunities by potential impact
- •Estimate effort/resources required
- •Start with high-impact, low-effort wins
- •Create a testing roadmap for next 90 days
Key Takeaways
- A comprehensive CRO audit covers analytics, UX, copy, forms, and technical performance
- Start with data quality—bad data leads to bad decisions
- Prioritize issues on high-traffic pages first for maximum impact
- Always A/B test major changes before full implementation
- CRO is ongoing—audit regularly (quarterly recommended)
Want an Expert Audit?
Wise Uplift conducts comprehensive CRO audits that identify your highest-impact optimization opportunities backed by data.