How To Successfully Run CRO Audit?

Two marketers reviewing a Toronto client CRO (Conversion rate optimization) audit and finding positive results

When it comes to online marketing, a Conversion Rate Optimization (CRO) audit helps businesses in their quest to increase the number of their prospects that convert. More importantly, SEOs who can locate how adjustments to the website can help improve the conversion rates are a cut above and ahead in the game against less capable counterparts.

What Is Conversion Rate Optimization?

Conversion Rate Optimization (CRO) is the practice of improving the conversion rate of a website or landing page. Conversion rate is the percentage of visitors to a website who take the desired action, such as completing a purchase or signing up for a newsletter. A higher conversion rate means that more visitors are taking the desired action, and a lower conversion rate means that fewer visitors are taking the desired action. 

Read: 8 Ways to Get Started with a CRO Strategy

Different Ways To Optimize Your Conversion Rate

There are a number of different ways to optimize your conversion rate, but not all methods will work for every business. The key is to experiment and find what works best for you. Here are a few different techniques you can try:

1) A/B Testing

A/B testing is a method of comparing two versions of a web page to see which one performs better. By directing 50% of your visitors to one version of the page and the other 50% to the other, you can quickly see which version is more effective.

2) User Testing

User testing involves bringing in real people to test out your website and give feedback. This can be done through online services or by hiring someone locally. By understanding how real people interact with your site, you can make necessary changes to improve the user experience and increase conversions.

3) Analytics Analysis

Analytics data can tell you a lot about how visitors are interacting with your website. By analyzing this data, you can identify areas for improvement and make changes to increase conversions.

4) Heatmaps

Heatmaps are visual representations of where visitors are clicking or spending time scrolling on your web page. They can be used to identify areas of your page that are being ignored or areas that are confusing visitors. By making changes to these areas, you can improve the user experience and increase conversions.

An illustration of red, yellow and green showing where a user spends most of their time viewing when on a web page.

5) Landing Page Optimization

Landing pages are the first thing visitors see when they arrive at your website. They should be designed to lead visitors towards taking a specific action, such as subscribing to your newsletter or making a purchase. By optimizing your landing pages, you can increase conversions and lower your bounce rate.

6) Call To Action Testing

The call to action is the most important element of your website. It should be clear, concise, and effective in order to convince visitors to take the desired action. By testing different versions of your call to action, you can find the wording and placement that works best for your business.

7) Copywriting Optimization

Your website’s copy should be well-written and persuasive in order to convince visitors to take the desired action. By optimizing your copywriting, you can increase conversions and improve the overall effectiveness of your website.

8) Page Speed Optimization

The speed of your website can have a significant impact on conversion rates. Visitors are less likely to convert if your pages take too long to load. By optimizing your page speed, you can improve the user experience and increase conversions.

9) Mobile Optimization

More and more people are using their mobile devices to browse the web. If your website is not optimized for mobile, you could miss out on many potential businesses. By making your website mobile-friendly, you can improve the user experience and increase conversions.

10) Exit Popups

Exit popups are designed to stop visitors from leaving your site without taking action. They can be effective in preventing lost sales and increasing conversion rates.

Do’s And Don’ts Of A Successful Conversion Rate Audit

As a digital marketer, it’s important to audit your website’s conversion rate regularly. By doing so, you can identify areas of improvement and make changes that could lead to more sales and conversions. But how do you successfully run a Conversion Rate Optimization audit? Here are some do’s and don’ts to keep in mind:


1. Use data to guide your audit. Look at your web analytics to see where users are dropping off in the conversion process. This will help you identify which pages or areas of the site need improvement.

2. Be thorough. When auditing your website, don’t just focus on the homepage or the checkout page. Every page of your site has the potential to influence conversion rates, so be sure to look at every page with a critical eye.

3. Involve stakeholders. Get input from other members of your team, including designers, developers, and copywriters. They may have helpful insights that you didn’t consider.

4. Make recommendations for change. Once you’ve identified areas that need improvement, make specific recommendations for how those changes can be made. Be as specific as possible, so there’s no confusion about what needs to be done.


1. Overwhelm yourself with data. It’s important to look at data, but don’t get so lost in the numbers that you forget to look at the bigger picture. Sometimes qualitative data (like user feedback) can be just as helpful as quantitative data.

2. Rush the process. A conversion rate optimization audit is a complex process, so don’t try to do it all in one day. Take your time and do it right.

3. Ignore your stakeholders. As mentioned above, it’s important to involve other members of your team in the audit process. Don’t just go off on your own and ignore their input.

4. Make changes without testing. Before you make any changes to your website, be sure to test them first. A/B testing is a great way to see how changes will impact conversion rates before you roll them out to your entire site.


Before you launch a CRO audit, it’s important to understand what you hope to achieve and set some realistic goals. Once you have a plan in place, executing the audit is relatively straightforward if following the tips from our Consultus Digital blog post. Remember to involve your team in the process and keep an open mind to the feedback you receive. With a little effort, you can ensure that your next CRO audit is successful! For more tips or help with everything CRO, contact us — the experts at Consultus Digital.

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