CRO (Conversion Rate Optimization) Website Audit
CRO audit is systematic site analysis to identify reasons visitors don't convert. Result—specific problems with priorities, not abstract recommendations.
Data Sources for Audit
- Google Analytics 4 / Yandex.Metrika — funnels, events, user paths
- Hotjar / Microsoft Clarity / FullStory — session recordings, heatmaps
- Google Search Console — traffic sources, landing pages
- Feedback — live chat, support, NPS surveys
Technical Checklist
Page Speed:
☐ LCP < 2.5s (Core Web Vitals)
☐ CLS < 0.1
☐ INP < 200ms
☐ Mobile speed (PageSpeed Insights > 70)
Mobile Adaptation:
☐ CTA buttons large enough (min 44×44px)
☐ Forms convenient on mobile
☐ No horizontal scroll
☐ Text readable without zoom
Conversion Form:
☐ Minimal field count
☐ Inline validation (not after submit)
☐ Clear error messages
☐ CTA button visible without scroll
☐ Auto-focus on first field
Funnel Analysis
// GA4: funnel setup
// Key points: view → add to cart → checkout → payment
// Define funnel events
gtag('event', 'view_item', { item_id: productId });
gtag('event', 'add_to_cart', { value: price, currency: 'RUB' });
gtag('event', 'begin_checkout', { value: cartTotal });
gtag('event', 'purchase', { transaction_id: orderId, value: total });
In GA4 Explorer create funnel with these events. Key questions:
- Where's biggest drop-off?
- Does conversion differ by device?
- Does conversion differ by traffic source?
User Behavior Analysis
# Hotjar session analysis
import pandas as pd
sessions = pd.read_csv('hotjar_sessions.csv')
# Rage click sessions (frustrated users)
rage_click_sessions = sessions[sessions['rage_clicks'] > 0]
print(f"Rage click sessions: {len(rage_click_sessions)} ({len(rage_click_sessions)/len(sessions)*100:.1f}%)")
# Short sessions on landing pages (high bounce)
short_sessions = sessions[
(sessions['page_type'] == 'landing') &
(sessions['duration_seconds'] < 10)
]
print(f"Bounce sessions (<10s): {len(short_sessions)}")
CRO Report Structure
Section 1: Current Metrics
- Conversion Rate (overall and by segment)
- Bounce Rate by landing pages
- Cart Abandonment Rate
- Checkout Abandonment Rate
Section 2: Critical Problems (Quick Wins)
| Problem | Page | Potential | Complexity | Priority |
|---|---|---|---|---|
| CTA below fold on mobile | /checkout | High | Low | P1 |
| 7 form fields (could be 3) | /register | Medium | Low | P1 |
| No progress indicator in checkout | /checkout | Medium | Medium | P2 |
Section 3: A/B Test Hypotheses
Each hypothesis formatted as:
We believe that [change X] on [page Y]
will lead to [metric] increase by [N]%
because [reason].
Test method: A/B test, minimum 1000 conversions.
Timeline
Full CRO audit (technical + analytics + sessions + report with priorities): 5-7 business days.