A CRO audit typically involves analysing the various elements of a webpage, but with so many things to consider, it can be overwhelming to know where to start. By applying the Pareto Principle, we’ll focus on the 20% of webpage elements that are responsible for 80% of its conversion rate.
The Value proposition is the main reason a prospect should buy from you.
- Does it explain what the product/service is?
- Does it clearly call out who the product/service is for?
- Is the copy clear and easy to understand?
- Does the copy clearly explain what advantages the product/service has over other existing solutions?
- Does it communicate the concrete results a customer will get from purchasing and using your products and/or services?
- Are there supporting images and/or videos that help me understand it?
In the following image you will notice that:
- It’s clear what the product/service is and for whom;
- There is a specific benefit-oriented sub-headline;
- It has relevant visuals;
- Smooth transition into features and benefits.
Call-to-Action (CTA) button
The CTA button is where visitors convert, and optimizing its design, copy, and placement can make a significant difference in the conversion rate.
- Does the CTA copy focus on acquiring value or desired outcome?
- Is the CTA the most visually dominant element in the viewport?
- Does the CTA copy make it clear what the user will get upon converting?
- Is it clear what users have to do next?
Examples of call to actions buttons:
Forms are a critical element for lead generation and conversions.
- Does the form ask for the least amount of information required to complete the transaction or qualify a lead?
- Is the layout of input fields as simple as possible?
- Does the form clearly and visibly explain what the user error is, where it is located and how to fix it?
Frictions are defined as a psychological resistance to a given element in the sales or sign-up process.
- Does the page ask for sensitive information? (like phone number)
- Slow loading pages? (linked to Technical Analysis)
- Does the site look spammy or amateur?
- Are there any usability problems?
- Any low contrast between text and background colors or poor readability?
- Are there any moving, blinking elements such as banners, automatic sliders?
What incentives do we have for them to convert? Is the offer clear enough to turn motivation into conversion?
- Is there a clear, benefit-driven offer?
- Do I understand WHY I should take action?
- Are features translated into benefits?
- Is there enough product information?
- Is the sales copy persuasive?