Conversion rate optimization
eCommerce Guide
CRO Audit + Checklist

CRO Audit + Checklist


Conversion rate optimization or CRO can be confusing to some people. There are so many gadgets, widgets, design changes to change that the possibilities are endless.

Where do you start? What do you optimize first?

How do you make sure to focus on the features that have the greatest impact first?

That’s why we’ve created this quick CRO audit + checklist.

It’s a 5-minute questionnaire to see what you are currently doing on your store and then we display your CRO Score and a checklist of all the features that you need to develop more or improve on.

Our audit tool is just a taste of what you would be able to get from a comprehensive CRO audit, by a conversion rate optimization expert. This tool will get you started on some of the key areas of your site, and show you what you could do by yourself or with your existing marketing team to improve your conversions.

Before we dive into the areas that we cover in our audit, let’s first talk about why you need an audit and what it could do to improve your business.

What is a CRO audit

A conversion rate optimization (CRO) audit is a full audit of your site, traffic sources, and marketing channels and is used to determine all the various things you could do to improve your conversion rate.

CRO is all about taking the traffic your pages get and figuring out how to improve the percentage of that traffic that converts.

An eCommerce CRO audit usually looks at the following:

  • Your site content
  • Your checkout process
  • Email marketing
  • Popups
  • Shipping / Returns policies
  • Social media retargeting strategies
conversion rate optimization cycle cro audit
Image source

Why every business needs a CRO audit

Knowing what your conversion rate is and working to improve it is super important for any eCommerce business.

Let me give you an example.

Bob is your Facebook ads guy, and he comes to you asking to double the monthly advertising budget from $500 -> to $1000.

You immediately say that’s a great idea, but let me do a CRO audit first!

You go check out our CRO Audit tool, and realize that you don’t currently have any exit popups on the site.

So you buy an exit popup tool ($25) and test it out for 2 weeks.

After 2 weeks, it improves your conversions from 2% to 3%. That’s just a 1% improvement, but that affects all of your marketing channels and not just Facebook ads.

If your store generates $1M in revenue annually, then a 1% increase in conversion would equal $10,000 more sales per year.

The best part is that the popups cost you $25/month.

how to improve your conversions with a CRO audit

And that’s why you need to get a CRO audit. To discover new opportunities or optimize existing elements of your site. To improve your overall conversion rate that will improve every single one of your marketing channels (ads, social media, influencer marketing, SEO, etc.).

Here are the steps to conduct your own CRO audit:

Step 1 - Define your Business Goals

The first step is to define your business goals. This goes back to your business’ marketing strategy, which is where you should have outlined this part.

You have to set a specific goal that you want to improve on with your CRO efforts and this will really guide you along the entire process.

For example, if your goal is to increase blog subscribers as opposed to increasing sales then your key metrics will be totally different.

If you are looking at sales you should track ROAS or ROI. If you’re looking to get more leads then you should track the number of sales qualified leads (SQLs).

Step 2 - Identify your Ideal Customer

The next step is to identify your ideal customer. Who are you trying to attract? Who are the customers that you wish to convert better? It’s important to zero in on converting those customers that will have the greatest impact on your ROI.

So break it down into demographic information:

  • Age
  • Gender
  • Location
  • Income bracket
  • Industry
  • Interests
  • Shopping habits/preferences
  • The device they’re using

Step 3 - Make sure your tech works

Now that you have your goals and have outlined your ideal customer, it’s time to look at your site. Do a quick technical audit of your site, to make sure that everything works.

This means looking at:

Mobile responsiveness

Make sure that your site works for all the common screen sizes out there (web, mobile, tablet) and that it is responsive.

mobile responsive ecommerce website cro audit
Source: 3DCart

Page load speed time

Use Google’s PageSpeed Insights to see how fast your site loads on desktop and mobile devices. This tool will show you all the images that you need to optimize, unused code you should delete, and other technical upgrades you should perform to your site.

target pagespeed insights cro audit

Broken pages/links

Make sure that all of your buttons are clickable and your links work. You can use an SEO tool like Ahrefs to find all of your broken links. You can also use a heatmap tool like HotJar to see if there are any elements on your site that are not visible or clear enough for your site visitors.

hotjar heatmap example cro

Step 4 - Look at your content

Now, that you have done a thorough technical site audit, it’s time to look at your content. It’s important that you have something called “message match”, which means that your landing page content matches your brand messaging on social media, advertising, and whatever other marketing channels you’re using.

Step 5 - Conduct a design and layout audit

Make sure that your design and layout make sense. This ties back to mobile responsiveness as your layout will change based on the device that your site visitor is using.

Here are some general guidelines to follow:

  • Make sure that your CTAs are clearly visible
  • Use color theory to decide on the right colors to use
  • Don’t be too aggressive in your offers
  • Make sure that your design matches your brand

Here’s a great guide to using the right colors for your site:

color theory emotion cro conversion rate optimization design

Step 6 - Conduct a user experience audit (social proof, UGC, upsells)

Last but not least, all of this culminated in the user experience. This is perhaps one of the biggest factors in eCommerce CRO. There are hundreds of tools out there, for every kind of platform, that can help you improve your users’ experience.

These include:

-Social proof


-Urgency notifications

-Dynamic content

-FAQ pages

-Our Story

-Clearance pages

conversion rate optimization tools

Here is a comprehensive list of CRO tools that will help you increase your conversions and your bottom line | Mayple's Guide to eCommerce Marketing

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