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Step by step conversion optimization audit

Every page on the internet generates sales based on the traffic that brings you to your site. However, it happens that the website has a lot of traffic, but the number of conversions and the conversion rate are low, and the entrepreneur is looking for an answer to the question of why this is happening. It can be obtained by auditing the website for conversion optimization. Let’s check how to increase conversion on the website through a website audit, what is website analysis in terms of generating conversion and how to carry it out step by step?

Website audit for conversion optimization – what is it?

A website audit, taking into account conversion optimization, is a comprehensive analysis of a website, during which a specialist examines the website’s capabilities in terms of generating conversions, e.g. obtaining leads, building sales, acquiring subscribers. The expert also checks that:

– the website uses the maximum capacity to generate conversions, and if not, what can be done to change it,
– the process leading to the conversion is as smooth as it could be
– there are some elements on the page and conversion points that may make it difficult or even impossible,
– there are problems with data collection and analysis (e.g. are tracking tags correctly implemented and tracking all orders).

>> SXO audit – what is it and how to conduct it? <<

Based on the collected data and the website audit for CRO, you can implement changes to the website that will encourage users to perform the desired actions, e.g. make a purchase, subscribe to the newsletter, download an e-book, etc.

Website traffic and conversions

How to increase the conversion rate on the website or in the store? Many will answer that you need to increase your traffic. Not necessarily. First, increasing website traffic is a long process. Second, the mere increase in traffic does not mean that you will generate more sales and improve your conversion rate. First, you need to focus on getting the most out of the traffic you already generate on your website and converting as many audiences as possible into real customers. For this purpose, it is worth carrying out a professional website audit in terms of conversion.

Website analysis in terms of conversion – why is it worth it?

Why should you regularly audit your website in terms of the number of generated conversions and conversion rate? Because the solutions on your website should be tailored to the needs and expectations of your target group. It is not worth copying solutions from other websites, as they may turn out to be ineffective. You can treat the solutions of competing brands in your industry as an inspiration, but do not copy them 100%. With a site audit for conversions, you will learn:

– which lowers your conversion rate on the website,
– how you can optimize the website design to improve the conversion rate,
– are there any processes on the page that are obstructing users’ path to conversion.

Thanks to the conversion and UX audit, you can make your website meet the expectations of users, gain a better design and User Experience, and you will gain higher revenues and more customers from the same traffic.

How to increase your conversion rate? Website audit for step-by-step conversion

How to conduct a website audit in terms of generating conversions? Below is a comprehensive guide to see what you can improve and which solutions work and which don’t.

1. How to increase the conversion rate? Identify your side’s problems

If you want to audit your website for conversion optimization, you probably have trouble persuading users to take advantage of your offer. So think carefully about the challenge you are facing. Define it as specifically as possible. Don’t write “I have a low conversion rate“. Instead, write:

– Only 1 in 400 users make purchases.
– As many as 30% of users abandon their shopping carts.
– Only 5% of users fill out the entire contact form.
– My ecommerce site has a ratio of 0.5%, which is well below the average for my industry.

2. Analysis of the website in terms of conversion. Use the data to get to know your customers better

In conversion optimization (CRO), hard data is what separates you from reading tea leaves and working in the dark. If your website conversions are low, you need to get to know your audience and provide them with a user experience (UX) and content that will be satisfactory for them. How can you do that?

>> Conversion optimization and UX – how do they affect the positioning of the website? <<

– Use the data available in analytical tools, such as Google Analytics or Google Search Console. We will find out who your recipients are and what content on the website interests them.
– Conduct audience demographic analysis.
– Check how users behave on the site – which pages are browsing, how long they stay on the site, etc. You can do it using tools such as Hotjar or Yandex.metrica.
– Check if the language matches the recipient (age, gender, interests, income level, professional group, etc.).

3. Audit of the website in terms of conversion. Verify your business goals

It is worth carrying out the website audit in terms of optimization with the awareness of your business goals. You need to know what you want to achieve. If you are just creating a new page, determine what you want to achieve with it. If your page’s conversion analysis is for an existing page, verify that your goals are measurable, realistic, and time-limited. Consider if your goal is to:

– obtaining leads,
– sale of products,
– building brand awareness,
– community building.

For different purposes, you need to match specific KPIs and implement solutions on the website that will support the achievement of these goals (conversions).

4. How to increase the conversion rate? Check traffic sources

It is worth checking where the current traffic on your website is coming from. You may find that you are attracting users through email marketing, but no traffic from SEO or social media. then, one of the solutions to increase conversion is an investment in website positioning and gaining sales from new channels. At the same time, focus on channels that are already converting. Think about what you can do even better. See how to keep users on the page.

>> What is Internet Marketing? <<

5. Audit of the website for the conversion rate. Look at your website from a different perspective

To notice shortcomings on the website, it is worth looking at it from a different perspective than usual. If you always use one browser and device – change them and see what the website looks like when you use different technologies. It may turn out that in specific browsers the website needs to be improved or optimized. You can also ask someone who doesn’t know your site for help. Suggest that she use the website on a mobile device, laptop and tablet and indicate what, from her perspective, could work better. From time to time also check how your website works on mobile devices. Conduct a test order, pay for subscription, use the contact form. This way you can check that these elements are working properly.

6. Analysis of the website in terms of the number of conversions. Check the effectiveness of data collection and analysis

To effectively optimize conversion, you must have access to real data. Therefore, during the conversion optimization audit, check that all analytical tools collect data correctly and that there are no obstacles in their collection and analysis. Why is it important? If Google Analytics is not counting all conversions, your data may be understated. In practice, this means that you are getting more conversions than you think. For example, the error could be an incorrect tracking code implemented on the page.

7. How to increase the conversion rate? Take a look at the design and navigation of the site

Contrary to appearances, an extensive layout and website design are not the best way to improve the conversion rate. Therefore, when analyzing the website or designing, the layout and navigation of the website are simple, intuitive and attractive to the user. Some websites, although eye-catching at first, can ultimately cause the user to get confused and not know what step to take to convert. Verify that the category structure is clear. Consider whether you can simplify the quality of the menu, e.g. add subcategories in the form of a drop-down list. Also, make sure there are elements on the page that make it easier to interact with the page, such as:

– white spaces between content,
– visible calls to action
– legible font,
– consistent arrangement of elements on individual subpages.

8. How to increase the conversion rate on the website? Verify the page speed

Page speed is an element that you cannot ignore in the process of auditing the website in terms of generated conversions. If a page takes a long time to load, a discouraged user is likely to stop browsing and converting. This could be one reason why traffic doesn’t translate into sales. What elements of page speed should be checked during the conversion optimization audit? Check:

– JavaScript, HTML and CSS code length,
– are you using modern file formats – JPG or JPEG. – do you use a network of distributed CDN servers (and do you need it),
– does your hosting provider provide you with the performance you need,
– does your website meet the requirements of Core Web Vitals and Page experience,
– does the page load in less than 3 seconds,
– do you have unnecessary plugins installed that slow down the website performance.

9. Analysis of the website in terms of conversion. Check UX

UX is important not only in SEO but also in conversion optimization. Therefore, the website analysis must include User Experience verification. Check:

– whether the content is legible (bolts, bullets, headings, etc.),
– does the content generate information useful for users,
– whether the content is consistent with the search intention in SEO,
– do all clickable elements lead users to the places they expect,
– whether all links are working properly,
– is the website fast and adapted to mobile devices,
– whether the website allows filtering of results and intuitive search.

10. Audit of the website in terms of conversion. Check site mobility

As well as speed, website mobility problems can have a negative impact on the number of conversions on the website. When analyzing the website in terms of generated conversions:

– check if the website works properly on various devices – both on a desktop computer, laptop, tablet and smartphone,
– use different phone models and different web browsers to identify possible errors,
– conduct a test order using a mobile device,
– check the report Support on mobile devices: in Google Search Console “to find errors such as too small font, small spacing between clickable elements, etc.

11. Analysis of the website in terms of conversion. Work on the value of your content

What convinces users to buy? One of the important elements may be the content on the page. Therefore, analyze their effectiveness during the website audit for the generated conversions. Check:

– is the content valuable to users,
– can you somehow improve the content (e.g. after competitor analysis),
– how much time users spend browsing the content,
– what is the engagement rate on websites,
– does the content contain eye-catching interactive elements (screenshots, graphics and infographics, videos),
– do you use storytelling in your content,
– whether the most important elements of the content are properly highlighted,
– whether the most important elements of the content are above the fold line and are visible without the need to scroll the page,
– whether the language is suited to the target group.

12. How to increase the conversion rate through website audit? Verify the effectiveness and content of the CTA

CTAs, or calls to action, are page elements that can significantly increase the number of conversions on the page and in the store. When analyzing the website, check:

– there is only one call to action on each page,
– whether the call to action is prominently displayed,
– whether the content of the call to action is clear and transparent,
– whether the content uses active verbs such as download, buy, receive, etc.,
– whether the colors of the CTA buttons are correct.


A conversion optimization audit is a good step towards verifying that your website is generating the goals you set. In the process of optimizing your website for sales, make sure you stay true to the goals you set for yourself, work on the UX of the website and check the effectiveness of various elements on the website. Take care of the content, design and navigation to ensure comfort for users in the process of interacting with the website. This way you have a good chance of turning your traffic into real customers.

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