Conversion Rate Optimisation doesn't need expensive tools, agencies, or A/B testing software. Here's the free 30-minute audit framework that our community uses to systematically find and fix conversion leaks.
What Is a CRO Audit?
A CRO audit is a systematic review of your website to identify why visitors aren't converting — and prioritise what to fix first. Most businesses think they need more traffic. Usually, they need to convert the traffic they already have.
"Doubling your conversion rate is the same as doubling your traffic — but it costs nothing."
The $0 Audit Framework
Step 1: Define Your Conversion Goal (5 minutes)
What is one conversion? A purchase? A signup? A phone call? Pick one. Everything in this audit serves that one goal.
Step 2: Map Your Funnel (5 minutes)
List every page a visitor touches before converting. Homepage → Features → Pricing → Signup. Now check your analytics: where do most people drop off?
Google Analytics 4 shows you exactly where users drop out of your funnel for free. Set up a funnel exploration report.
Step 3: The 5-Second Test (10 minutes)
For each key page, ask: "Within 5 seconds, can a visitor understand what this page is for and what to do next?" If not, the page needs work.
Step 4: The Friction Audit (10 minutes)
❌ More than one primary CTA
❌ Form fields that aren't necessary
❌ Prices or key info buried below the fold
❌ Trust signals missing (reviews, guarantees, security badges)
❌ Confusing navigation that distracts from conversion
Quick Wins That Move the Needle
Add urgency: "Only 3 spots left this month" consistently lifts conversions when true.
Remove form fields: Every unnecessary field reduces completion rates by ~10%.
Add a guarantee: A money-back guarantee can lift conversions by 20–30% overnight.
Make the CTA specific: "Start My Free Trial" outperforms "Submit" every single time.