Conversion Rate Optimisation (CRO) Audit

Our iO CRO audit consists of a thorough analysis of various aspects of your website. Both on mobile and desktop.

The audit evaluates your website based on more than 100 CRO principles and best practices. These principles come from years of research by CRO experts, but also from the extensive CRO and UX experience of our iO specialists. This experience has been gained, among other things, through the many A/B tests we run for our clients every day.  

We look at the following principles, among others: 

1. Audience targeting: We assess whether your message (proposition) fits well with your target audience. If needed, we can help you refine your message.  

2. Navigation: We check whether the navigation matches your target audiences and conversion goals.  

3. Clear action: We check whether the call-to-action is clear and understandable. By implementing the right call-to-action buttons, in the right places and with clear instructions, you increase the chances of visitors taking the desired action.  

4. User experience: We analyse the user experience (UX) on your website and identify any obstacles that might prevent visitors from reaching their goal. This could be in forms, navigation or certain tools offered on the site. By optimising the user experience, you can significantly increase conversion rates.  

5. Seduction: by cleverly using online seduction principles, you can ‘nudge’ website visitors in the right direction: that of your conversion goals!  

6. Performance: we check which obstacles on your website hinder conversion. You should consider site speed, font use, colours, accessibility for different target groups and (the technical) functioning of forms.  

The basis of the audit is always a short intake where we identify possible bottlenecks of the website. We do this using the website's analytics (such as Google Analytics 4), and possibly mouse-tracking data (such as via Hotjar).   

Bottlenecks that often occur are:  

• Certain pages where visitors from a campaign leave a landing page immediately (bouncers)  

• Places in the customer journey where visitors drop out unwantedly (exits) 

• Specific products or services that do not generate enough conversion 

• Too little scrolling, resulting in certain parts not being viewed (enough) 

• Filters that are not, or not properly, used to make the product offering manageable 

• Forms that are not, or not fully or correctly, completed 

The audit is delivered as an Audit Report (PDF) that includes all findings and possible solutions, visualised where possible. In an office presentation (at one of our campuses or at your office), we’ll walk through all optimisations together and see where we can provide further briefing to the (internal or external) web developers to implement the improvements.  

It’s also possible to include the suggested optimisations in a prioritisation model, such as ICE or PXL. This way, CRO optimisations and AB testing get a place in the continuous improvement of the website and landing pages. We can set up or supervise the CRO improvement programme, as well as train the responsible team internally to pick up the improvements.