Conversion Optimization Audit

Have the data you need to make the right decisions

What is a CRO audit?

The goal of the CRO audit is to discover why visitors do not become sales, establish various hypotheses and prioritize A/B (or multivariate) tests to resolve the situation.
This is a complex process where we will collect both quantitative and qualitative data in order to carry out a complete analysis.

CRO investigation

Our research process follows the guidelines created by ConversionXL, the world leader in conversion optimization. The ResearchXL model is divided into 6 elements.

Analysis of Web Analyticas

Having the right data is essential to be able to lead a conversion optimization strategy.

First, we’ll conduct a full audit of your Analytics account. We will verify more than 250 points, making sure that the collected data is reliable and useful. In addition, we will propose customized reports to measure your performance indicators.

We will give you a series of recommendations that will allow you to get the most out of your data.

User Testing

To discover the friction points of your page, it is advisable to develop a series of tests with real users.

We will hire users according to the profile of your customers. We will propose several tasks and get their most important perceptions.

Qualitative analysis – Surveys

We want to find out why certain visits do not end your purchase.

  • Do you know the main concerns or doubts of your customers?
  • Why do they want to buy your products?
  • What do you expect when you buy your products?
  • Is there anything on your Page that creates conflicts?

We will create surveys that will be activated for different profiles; visitors who do not buy, buyers, shopping cart abandonments.

Qualitative syllawebs – Chat logs

If you use a chat system to provide customer service, we will dedicate our efforts to identifying recurring issues.

It is very likely that your customers have already told you several times about some of their problems; those comments are a real opportunity to improve your proposal.

Qualitative analyses – Interviews

We are also interested in your team’s feedback. From customer service staff to managers, everyone can help identify areas of opportunity.

Technical analysis

It’s no use launching a conversion optimization campaign without having the technical part completely clean of errors.

We’ll test between browser and device versions, making sure all variations deliver a critical error-free experience.

We’ll do speed tests on your pages; pages with high load times usually get conversion rates well below expected.

Heuristic analysis

Heuristic analysis is defined by conversionXL as “… an experience-based assessment where the result is not guaranteed to be optimal, but it could be good enough. Its main advantage – speed. It can be done quite quickly.”

The results of the heuristic analysis will always be validated against data obtained through analytics.

Our team performs a review of its pages, each participant focusing on 5 key criteria:


Does the page meet user expectations, both in terms of content and design?

What can we do to further strengthen the proposal?


Is the content/offer of the page as clear as possible?

What can we do to make it clearer, simpler?


Is the page offering value to the user?

Can we do better? Can we increase the user’s motivation?


What is causing doubts, concerns and uncertainties on this page?

What makes the process difficult?

How and what can we simplify?

We can’t reduce friction completely, we can only minimize it.


What’s on the page that doesn’t help the user make decisions?

Is there anything that draws attention unnecessarily?

If it’s not motivation, it’s friction and therefore it might be a good idea to get rid of it.

Mouse tracking

There are tools that allow us to record what users do with their mouse or trackpad. This information is very visual and allows us to identify potential problems or validate our goals in terms of using the options on the page.

Click maps

The click map shows us where and how often users click. It will allow us to identify those elements of the page that attract the user’s attention. Sometimes, it will allow you to identify a problem, such as items that have many clicks but should not have them.

Displacement maps

The displacement map allows us to see graphically the number of users who see each part of our page. If few people reach a certain level of our page, and that level has key elements, we’ll have to redesign the page.

Hypothesis and priorities

The conclusion of the conversion optimization audit is to establish assumptions and proposals for changes to be tested. However, a list of tests without priorities would be nefarious to the optimization strategy. That’s why we organize our hypotheses according to a set of established priorities.

Do I need a conversion audit?

The CRO audit is particularly designed to:


  • Companies with at least 20,000 visits per month, whose main activity is e-commerce or lead generation.
  • Marketing Managers who do not have a team dedicated to conversion optimization.
  • Executives interested in knowing the details of the performance of their e-commerce (or landings).

Advantages of a CRO audit

  • Full analysis of your page
  • Personalized and useful recommendations
  • Unique facts about your visits and buyers
Delivery time

Depending on the complexity of your project, the time for report delivery can vary from 30 to 40 days. We spend at least 30 days collecting the necessary data.

Doing nothing is the biggest risk your business faces