Audit in this order: tracking, speed, mobile, landing pages, forms, trust, checkout and testing. Confirm key events are counted correctly, check Core Web Vitals, review every key page on a phone, match each landing page to its traffic source, shorten forms and checkouts, add proof, then rank findings and test the ones that are not obvious fixes.
1. Tracking
Google Analytics defines a key event as an event that measures an action particularly important to the success of your business. Check:
- Every conversion (form, call, chat, purchase, booking) is set up as a key event in analytics.
- Each key event fires once, on success, and not on page load or error.
- Leads in analytics reconcile with leads in your CRM or inbox for the same month.
- Traffic sources are tagged, so you can see which campaigns bring converting visitors.
2. Speed
web.dev's Web Vitals set the targets at the 75th percentile of visits. Check each key page against:
- Largest Contentful Paint within 2.5 seconds.
- Interaction to Next Paint within 200 milliseconds.
- Cumulative Layout Shift within 0.1.
- Images compressed and sized; no heavy scripts above the fold.
3. Mobile
Pew Research Center's mobile fact sheet (19 October 2026) finds 91% of US adults own a smartphone. Review every key page on a real phone:
- The main call to action is visible without scrolling on a phone.
- Buttons and links are large enough to tap; nothing overlaps.
- Phone numbers are tap-to-call; forms use the right keyboard for each field.
- Pop-ups do not cover the page on small screens.
4. Landing pages
Google names relevant and original content, transparency, ease of navigation, and loading speed and mobile friendliness among the factors in landing page experience, which counts toward Quality Score. Check:
- The headline repeats the promise of the ad, email or search result that brought the visitor.
- One page, one goal, one main call to action.
- Who it is for, what it does and what happens next are clear in the first screen.
- Navigation and links that lead away are kept to what helps the decision.
5. Forms
Forms are where intent becomes a lead. Check:
- Only the fields you use; every extra field is a reason to stop.
- Clear labels above fields, helpful error messages, no lost input on error.
- A confirmation page or message that says what happens next and when.
- Phone and chat offered beside the form for buyers who prefer them.
6. Trust
Visitors convert when they believe you. Check:
- Real proof near the call to action: named clients, reviews, case studies.
- A physical address, phone number and named people on the site.
- Clear prices or price guidance where your market expects them.
- Privacy, delivery and returns terms easy to find.
7. Checkout (online stores)
Baymard Institute's running average of 50 studies puts cart abandonment at 70.22%. In its US survey, 42% abandoned because they were just browsing; among the rest, 40% cited extra costs, 20% slow delivery, 19% not trusting the site with card details, 18% forced account creation and 17% a long or complicated checkout. Check:
- Shipping, tax and fees shown early, before the last step.
- Delivery times stated on the product page and in the cart.
- Guest checkout available; account creation optional.
- As few steps and fields as possible; trusted payment options visible.
8. Testing and ranking the fixes
An audit ends in a ranked plan:
- Score each finding by expected impact and effort, and fix broken things at once.
- A/B test changes that are not obvious, one variable at a time, to a set sample size.
- Record each test: what changed, the result, and what you learned.
- Re-audit key pages every quarter and after any redesign.
Conclusion
A CRO audit runs in a set order: tracking, speed, mobile, landing pages, forms, trust, checkout and testing. Confirm key events first, hold pages to the Core Web Vitals thresholds, review on a phone, match each page to its traffic, shorten forms and checkouts, show real proof, and rank the findings into fixes and tests.
PromotEdge International is an international strategy, technology, marketing and design company, and our delivery team is in India. Our CRO team runs this audit, then tests and fixes websites and landing pages to turn more existing traffic into leads and sales.
Facts we rely on: see our company facts for what we state about ourselves and where each fact comes from.