Audit: How to Audit Your Website for Conversion Rate Optimisation

How to audit your website for conversion rate optimisation (CRO). Audit as a first step in the CRO process. No Audit, No CRO.

Audit as the First Step in CRO #

We have already learned about CRO and how important it is, but how do we identify the issues and where do we start? Well, first we need a CRO audit.

As CRO is not just one particular thing, but is more about a group of factors, it requires a few experts to look at it and give their opinion.

So, to know the next steps, what is missing, what needs to improve, what is already working well - we need an audit.

What is usually included in the CRO audit? #

Some agencies believe that CRO audit is just about data analysis - examining how users behave on the website, where they click, what the funnel looks like, and where traffic comes from.

Other agencies focus purely on design, insisting that fixing design issues should be the first priority.

There are agencies that emphasize SEO importance, claiming that site speed and organic traffic are the key factors.

And finally, some agencies ignore all of the above and maintain that it's all about marketing and how you present your product.

We're not going to argue with any of these approaches - they all have merit. However, a truly comprehensive audit should include all of these aspects and provide detailed reporting on data, design, SEO, and marketing. A professional CRO audit typically includes:

  • UX/UI revamp
  • On-page SEO
  • Technical SEO
  • Purchase funnel analysis
  • Technical website assessment
  • A/B testing ideas
  • Action plan

What to do with that audit? #

Once you have the audit, you can start working on the issues that have been identified. You can prioritize them based on the impact they have on your website's performance and start fixing them one by one.

Usually, the audit will provide you with a list of recommendations, and you can start implementing them right away. Some of the recommendations might be quick fixes, while others might require more time and resources.

A CRO agency should provide an actionable plan that will help you improve your website's performance and increase your conversion rate.

If the agency is technically strong and backed by a team of experts, they will be able to implement the fixes themselves. In fact, this is the best way to go, as they will have to take responsibility for the results and for the audit they have provided.

Measurement and Reporting #

Once you have agreed to implement the recommendations, the agency should provide you with a detailed report on the results. This report should include the impact of the changes on your website's performance, and how they have affected your conversion rate.

The CRO agency should capture the Conversion Rate before and after the changes, and provide you with a detailed report on the results.

Conversion Audit: The Timeline #

Usually, CRO agencies ask for about 2-4 weeks to complete the audit. Honestly, this is not just because they need this time, but also to "prove" that they are working hard on your project, and it can also be due to lack of resources.

If we are talking about a one-time audit, ideally it should not take more than 3 days to complete, as the agency should have all the tools and resources to do it. Especially if the agency is focused on CRO and has done it many times before.

Common Issues Found in Audits #

  • Navigation problems
  • Cart abandonment issues
  • Mobile responsiveness
  • Page load speed
  • Trust indicators
  • Call-to-action effectiveness

CRO Audit: Navigation Problems #

Navigation problems are one of the most common issues found in audits. We need to mention that the audit should be up to date, as devices are being updated and the site navigation should fit and work on those new devices too.

For example, there are already new foldable phones on the market - does your website get the most profit from them?

With foldable phones, the size of tablet screens is back, and the navigation should be adjusted to fit those screens too.

CRO Audit: Cart Abandonment Issues #

Cart abandonment is another common issue found in audits. The reasons for cart abandonment can be many, but the most common ones are:

  • Unexpected shipping costs
  • Complicated checkout process
  • Lack of payment options
  • Lack of trust indicators

CRO Audit: Mobile Responsiveness #

Mobile responsiveness is another common issue found in audits. With the increasing number of mobile users, it's important to have a mobile-friendly website.

If your website is not mobile-friendly, you are losing a lot of potential customers. The audit should identify the issues and provide recommendations on how to fix them.

CRO Audit: Page Load Speed #

Page load speed is a game changer in 2024, why? Because Google has announced that it will be a ranking factor in 2024. Think about it - now when content creation cost has become almost zero, Google has to find a way to rank websites. What is hard to do and has value? Of course, it's page load speed!

If something is not easy to do, it has value. So in the long-term, you can beat your competitors by having a faster website. It's as simple as that.

CRO Audit: Trust Indicators #

If you are going to play the long game and become a brand, you need to have trust indicators on your website. Trust indicators are elements that build trust with your customers and make them feel comfortable buying from you:

  • Testimonials
  • Social presence
  • About us page
  • Contact information

CRO Audit: Call-to-Action Effectiveness #

Well, CTA, CTA - I think it's the most used term on our website. CTA decides if the purchase will be made or not. From homepage to the checkout page, CTA is the most important element on the website.

Let's Sum Up Quickly #

  • CRO audit is the first step in the CRO process.
  • A comprehensive audit should include design, SEO, and marketing.
  • The audit should provide you with a list of recommendations.
  • The agency should provide you with a detailed report on the results.
  • Ideally, the audit should not take more than 3 days to complete.

A CRO audit is like going to the doctor - you need to know what is wrong with you before you can fix it. So, no audit, no CRO.

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