The 35-point CRO audit checklist

A self-serve version of the heuristic framework we use on every CRO engagement. Run it as a structured walk-through of your highest-traffic page.

Above the fold

1. The headline answers “what is this and who’s it for” in <5 seconds.
2. The primary CTA is visible without scrolling on the smallest target device.
3. There’s a credibility signal (logo bar, review count, customer count) before the fold.
4. The image or hero asset reinforces, not contradicts, the headline.
5. The page loads under 2.5s on a throttled mobile connection.

Body content

6. Each section answers a specific objection or buying question.
7. Social proof appears at the moment of doubt, not all at the end.
8. Pricing or commitment information is reachable in one click.
9. There’s a clear secondary CTA for visitors not ready to convert.
10. Long-form copy is broken with subheads, lists, and visuals.

Conversion mechanics

11. The form asks for the minimum required information.
12. Form errors appear inline, near the field, in plain English.
13. The submit button label describes the outcome (“Get my audit”) not the action (“Submit”).
14. The post-submit experience confirms what happens next.
15. There’s a fallback (chat, phone, email) for visitors who won’t fill a form.

20 more entries. Full checklist available on request. Get in touch for the printable PDF.