A CRO audit is not a redesign brief. It is a structured diagnostic — a way to find where revenue is leaking before deciding how to fix it. After auditing over 85 funnels, these are the 12 points that surface the most valuable opportunities.
1. Traffic-to-landing-page match
Does the ad or email copy match the headline and offer on the landing page? Mismatches here cause immediate bounces regardless of how good the page design is.
2. Above-the-fold clarity
Can a new visitor understand what you do, who it is for, and what to do next within five seconds? Test this by asking someone unfamiliar with your business to look at your homepage for five seconds and then tell you what you offer.
3. Single primary CTA per page
Pages with multiple competing calls to action consistently underperform pages with a single focused ask. Identify every page in your funnel and confirm each has one primary action.
4. Form field count
Every additional form field reduces completion rates by approximately 10%. Audit every form and remove any field that does not directly affect your ability to follow up or qualify the lead.
5. Mobile experience parity
More than half of B2C traffic and a growing share of B2B traffic arrives on mobile. Walk your entire funnel on a phone and note every friction point — slow loads, small tap targets, horizontal scrolling.
A thorough audit of these 12 points typically surfaces two or three high-impact fixes that can be implemented within a week and tested within a month.
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