What is a CRO Audit?

Conversion Rate Optimization (CRO) is emerging as an essential pillar of website strategies. More than just a trend, CRO represents a strategic response to turning website visitors into customers, and customers into loyal clients. 

‍

In this article, discover the role of a CRO audit and how to implement it on your website to optimize your conversion rate.

‍

Contents : 

1. What is a CRO audit? 
2. What are the objectives of a CRO audit? 
3. What are the prerequisites for a CRO audit? 
4. What are the pillars of a CRO audit?
5. 5 steps to a complete CRO audit
6. How do you start a CRO audit? 

‍

What is a CRO audit? 

‍

CRO definition

‍

L'conversion rate optimization (CRO) is a process aimed at increasing the percentage of website visitors who complete a desired action. It's a strategic approach designed to improve a website's performance in terms of conversions.

‍

To optimize a conversion rate, it's essential to understand what needs to be optimized, where, and for whom.

‍

Although the term CRO is very conversion-focused, it's an oversimplification, as many other KPIs, such as engagement and Net Promoter Score, can also be optimized. 

‍

CRO audit definition

‍

TheCRO audit is an in-depth analysis of a website's performance , highlighting areas of friction and opportunities for improvement. It is based on data from several pillars, including web analysis, user experience and reach tracking. It is an indispensable tool for optimizing a website's conversion rate . 

‍

When should you carry out a CRO audit?

‍

A CRO audit is generally carried out at key moments in a company's life: before redesigning the interface (to retain what's working well), after the redesign (to validate the performance of the new interface) or during the life of the site with a view to continuous improvement.

‍

What are the objectives of a CRO audit?

‍

The ultimate aim of a conversion audit is to understand the reasons for lead loss, so that we can find solutions to remedy the situation. Accurate performance analysis also involves the following objectives: 

‍

• Analyze user paths from landing on a website page to conversion. This analysis enables you to identify the stages at which users may abandon their journey. 
• Identify user friction points that can block the conversion process, with the aim of retaining visitors on the website. 
• Improve the User Experience (UX) to guarantee intuitive and fluid navigation on the website.
• Increase your website's conversion rate. 

‍

What are the prerequisites for a CRO audit? 

‍

Before starting an audit, it's important to take stock of your company's context, to understand whether it makes sense to undertake an analysis of your website. A few prerequisites are necessary: 

‍

• Generate a sufficient quantity of data on the website to be able to analyze it. As a general rule, it's advisable to have at least several thousand conversions per month to enable segmentation.
• Have a reliable database for a minimum period of 3 months to eliminate seasonal effects. 
• Full access to AB Test and analysis tools/platforms. 

‍

What are the sources of a CRO audit?

‍

Theconversion audit is based on cross-referencing information from different sources, each of which plays a key role inimproving website performance . 

‍

Web analysis

‍

The first fundamental source is web analytics: the in-depth examination of Analytics data. It paves the way for an in-depth understanding of user behavior across a range of metrics: overall engagement, e-commerce conversion, page views, purchase tunnel performance and audience type. By scrutinizing relevant metrics, this aspect helps identify friction points and understand visitor journeys. The aim is therefore to understand the "how" of users when they visit your website. This analysis can be carried out using a number of tools, including Google Analytics 4, Piano or Adobe Analytics. 

‍

User Experience (UX)

‍

The second, equally crucial source isUser Experience (UX) analysis. By evaluating elements such as navigation, interface legibility and overallergonomics , this aspect aims to ensure a fluid, user-friendly experience. Here, the aim is toexplain the "why" of potential leakage points identified in the analytics audit. In addition, UX analysis is based on theconversion equation, taking into account several indicators: the sum of motivations, value propositions and incentives, subtracted from users' frictions and anxieties. 

‍

Conversion equation

‍

A well-optimized UX helps retain visitors and motivates them to perform the desired actions. To help you with your analysis, Baymard Institute provides free resources (articles, case studies) to help you evaluate your website's UX.

‍

Reach tracking

‍

The third key source of a CRO audit is reach tracking. This is based on the use of heat maps and other tools to track user behavior. These can be found on tools such as Contentsquare or Hotjar. Indicators such as clicks, scrolls, mouse movements and time spent on an interface are analyzed. This approach enables interaction zones to be precisely visualized, making it easier to identify areas of opportunity and potential obstacles.

‍

User Test

‍

User testing is another indispensable source for your CRO audit. This is an evaluation method in which a sample of users test the interface of your website. These user tests can take the form of face-to-face interviews. The aim of the test is toobserve and understand how users behave with your interface. This qualitative data makes it easier to identify areas of friction or misunderstanding.

‍

Benchmark

‍

Finally, it's important to include a competitive benchmark throughout the audit. The aim of the benchmark is to select websites with good CRO practices, compare them with your website and draw out key lessons. It enables you to keep abreast of the latest trends and to draw inspiration from the best cases, so that you can test them on your own website. It is advisable to build your benchmark by taking into account players both inside and outside your sector.

‍

5 steps to a complete CRO audit

‍

1) Define the scope of the analysis

‍

Before starting the CRO audit, it is imperative to clearly define the scope of the analysis. This includes contextualizing the project, defining the main objectives, determining the analysis period, specifying the user segment, and identifying the site's key objectives (KPIs). This step lays the foundations for a targeted and relevant analysis. 

‍

2) Pre-analyze global data

‍

The pre-analysis phase consists of an overview of the website's analytics data . This quick check of key data, such as overall engagement, e-commerce performance and user journey, enables us to quickly identify potential sources of underperformance. This step serves as a prelude to a more in-depth analysis.

‍

3) Perform a complete audit

‍

The crucial stage of the audit consists of an in-depth analysis of the data, leading to a complete diagnosis, lasting an average of two weeks. The results of this analysis provide significant insights. Structured around the three key phases for the user(discovery, exploration and decision), this stage generates optimization hypotheses throughout the analysis, providing a solid basis for future recommendations. The construction of a hypothesis is based on several characteristics. The hypothesis must be : 

• Testable: it can be shown to be true or false on the basis of evidence.
• Precise : it describes the what (identified problem), the who and the when. 
• Distinct : it describes only one distinct element at a time. 

‍

It's also at this stage that the CRO expert delves deeper into web analysis, UX, reach tracking and benchmarking. 

‍

4) Draft areas for improvement and recommendations

‍

Based on the findings of the audit, it's important to draw up a list of areas for improvement and recommendations. These suggestions should be classified as Quick Wins, offering immediate results, or as recommendations to be tested via AB tests to ensure validation of their impact on site performance.

‍

5) Create a roadmap

‍

The final step is to create a strategic roadmap. This roadmap is used to prioritize Quick Wins and AB tests, ensuring effective implementation of recommendations. A sequenced approach ensures ongoing site optimization, aligned with the objectives defined in the first step.

‍

How do you start a CRO audit?

‍

Need expertise? We offer you comprehensive support in the development of your CRO strategy, from audit to implementation of optimizations. Our support covers the entire process, guaranteeing an effective approach to maximize the results of your conversion rate optimization project.

‍

Discover our offers right now!

‍