CRO Audit Checklist: 68-Point Conversion Audit for Your Website
You know your website should convert better. You can feel it. Traffic is coming in, people are clicking around, but the numbers are not where they should be. The problem is that "fix the website" is not a strategy. You need a system.
The CRO Audit Checklist is a 68-point, structured conversion audit that walks you through every element on your website that affects whether visitors convert or leave. No guesswork. No "maybe try changing the button color." Just a methodical, section-by-section review built on frameworks that have generated millions in incremental revenue.
What Is Inside the Checklist?
The checklist is organized into 7 sections, each targeting a specific area of your website that impacts conversions. Every item includes a pass/fail check, a brief explanation of why it matters, and a suggested fix if it fails.
1. Above-the-Fold & First Impressions (12 points)
Headline clarity, value proposition, visual hierarchy, CTA placement, message match, and mobile above-the-fold experience.
2. Copy & Messaging (11 points)
Benefit-driven language, specificity, objection handling, readability score, CTA copy, microcopy, and tone consistency.
3. Trust & Social Proof (10 points)
Testimonial quality, logo placement, review scores, guarantees, security badges, contact info, and privacy signals.
4. Forms & Lead Capture (9 points)
Field count, sensitive field audit, inline validation, submit button copy, multi-step flow, CAPTCHA placement, and error handling.
5. Technical Performance (8 points)
Core Web Vitals, image optimization, render-blocking resources, third-party script audit, and caching.
6. Mobile Experience (10 points)
Tap targets, content stacking order, fixed element audit, font sizing, thumb zone, mobile input types, and viewport checks.
7. Checkout & Conversion Flow (8 points)
Step count, guest checkout, payment options, surprise cost audit, security signals at checkout, and error recovery.
How the Scoring System Works
Each of the 68 items is scored as Pass, Partial, or Fail. At the end of each section, you tally your score and get a section grade. The overall score gives you a clear, comparable number you can track over time.
- 55-68 points: Your site is well-optimized. Focus on A/B testing to squeeze out incremental gains.
- 40-54 points: Solid foundation with meaningful gaps. The checklist shows you exactly where to focus.
- 25-39 points: Significant conversion leaks. Fixing the red items alone should produce noticeable lifts.
- Below 25: Major structural issues. Start with above-the-fold and trust signals before anything else.
Sample Items from Each Section
Here is a taste of what you will be auditing:
- Above-the-Fold: Does the headline pass the 5-second test? Can a first-time visitor explain what you do and who it is for after seeing only the first viewport?
- Copy: Does every CTA button use action-oriented, benefit-driven language? (No "Submit," "Learn More," or "Click Here.")
- Trust: Is there at least one specific, results-driven testimonial with a full name, photo, and company visible above the fold?
- Forms: Does the form have 4 or fewer fields for lead generation? Are phone number and company size fields removed from initial captures?
- Performance: Is Largest Contentful Paint (LCP) under 2.5 seconds on mobile? Are images served in WebP or AVIF format?
- Mobile: Are all tap targets at least 48x48px? Does the numeric keyboard appear for phone number fields?
- Checkout: Is guest checkout available? Are total costs (including shipping and taxes) shown before the final step?
Who This Is For
- Marketers who manage websites and landing pages and want a repeatable audit framework
- Founders who cannot afford a $10K CRO agency but want the same rigor
- Freelancers and consultants who want to add CRO audits as a service offering
- In-house teams who need a structured process for quarterly conversion reviews
What You Will Find
Every website has conversion leaks. The question is whether you can find them before your competitors do. This checklist exposes the issues that are costing you signups, sales, and revenue -- the same issues that most teams either miss entirely or spend months discovering through trial and error.
Most teams who run this audit find 15 to 25 actionable issues on their first pass. Fixing the top 5 alone typically produces a measurable conversion lift within 2 to 4 weeks.
What You Get
- 68-point audit checklist in PDF format (printable, reusable)
- Scoring sheet with section-by-section grading
- Pass/Fail criteria with explanations and suggested fixes for every item
- Priority framework (ICE scoring) to decide what to fix first
- Quarterly audit schedule template
- Free updates when new items are added
Get the CRO Audit Checklist
68 points. 7 sections. One systematic process for finding and fixing conversion leaks. €29 one-time.
Get the Checklist →Want a free starting point? Run a free CROgrader scan to get your baseline conversion score in 60 seconds.