CRO Audit Checklist: 30 Conversion Checks

Area 1: First Impression

1. 1.Visitor understands what you sell within 3 seconds
2. 2.Hero image or visual is relevant (not a stock photo that could be any business)
3. 3.Page feels trustworthy and professional at a glance

Area 2: Headline Clarity

4. 4.Headline states the outcome, not just the feature
5. 5.Headline answers "what do I get and why should I care?"
6. 6.Subheadline adds one specific supporting detail
7. 7.Headline and ad copy match (message match)

Area 3: CTA Effectiveness

8. 8.Primary CTA is visible without scrolling on mobile
9. 9.CTA copy is specific ("Start my free audit") not generic ("Get started")
10. 10.Only one primary CTA per page (no competing actions)
11. 11.CTA button has strong visual contrast against background

Area 4: Trust Signals

12. 12.At least one testimonial or review visible above the fold
13. 13.Testimonials name real people with role/company
14. 14.Trust logos, partner badges, or certifications visible
15. 15.Privacy policy or data assurance visible near forms

Area 5: Mobile Readiness

16. 16.Page layout doesn't break on 375px screen
17. 17.CTA button is tap-friendly (minimum 44px height)
18. 18.Text doesn't require pinch-zoom to read
19. 19.Contact method is tap-to-call or tap-to-WhatsApp on mobile

Area 6: Speed Perception

20. 20.Above-the-fold content loads within 2 seconds
21. 21.No layout shift when page loads (no jumping elements)
22. 22.Page feels fast — no blank white screens or loading spinners

Area 7: SEO Basics

23. 23.Title tag includes the primary keyword and is under 60 characters
24. 24.Meta description summarises the page and includes a CTA phrase
25. 25.H1 exists and matches the page's primary intent
26. 26.Images have descriptive alt text

Area 8: Conversion Flow

27. 27.Visitor knows what to do next at every scroll depth
28. 28.Form has fewer than 4 fields (fewer fields = more submissions)
29. 29.No dead-end pages (every page links to a next step)
30. 30.Thank-you page or confirmation confirms what happens next

What is a CRO audit?

A CRO (Conversion Rate Optimisation) audit is a systematic review of a website to identify why visitors aren't converting. It examines every element that affects the decision to act — copy, CTAs, trust signals, layout, mobile experience, and page flow. A CRO audit is different from an SEO audit: SEO brings traffic, CRO converts it.

How often should I run a CRO audit?

Run a baseline CRO audit before every paid campaign. Run a full audit after major design changes. Run a quick checklist review whenever conversion rate drops more than 0.5% week-over-week. Most conversion problems appear gradually — regular audits catch them before they cost significant ad spend.

What's the difference between a CRO audit and a UX audit?

A UX audit focuses on usability — is the interface easy to use, are navigation paths clear, is the experience frustrating? A CRO audit focuses on conversion — is the page persuasive enough to get visitors to act? Both matter, but CRO audits prioritise findings by revenue impact, which makes them more directly actionable for growth teams.