A CRO audit that shows where visitors drop off and why
Our CRO audit follows how real visitors move through your website, from the page they land on to the form, call or checkout, and finds the points where they give up. We review GA4 funnels, heatmaps and session recordings together, check the tracking behind them, then hand you a ranked list of fixes with the reason for each one.
What a CRO audit covers
A CRO audit, short for conversion rate optimization audit, is a structured review of why visitors who could become customers don’t. Numbers show where people leave: the step in a GA4 funnel where half of them drop, the page that loses most of its mobile visitors. Heatmaps and session recordings show why: a button below the fold, a form field that keeps failing, a price people can’t find, a page that loads slowly on a phone.
We put the two together, check that the tracking itself is accurate, and start with the pages that have the most traffic and the most to gain. The result is not a list of design opinions. Each finding comes with the evidence behind it, its likely effect and the effort to fix it, so you can decide what to do first.
Signs you need a CRO audit
- Traffic is steady but leads have flattened
- Mobile visitors convert far less than desktop
- Ad clicks are rising and inquiries are not
- People start the form or checkout, then leave
- Your team disagrees on what to fix first
What’s included in our CRO audit
Numbers, behavior and the pages themselves, reviewed together and turned into a plan.
Tracking check
GA4 key events and ad conversions checked first, so the audit is built on numbers you can trust.
GA4 funnel analysis
Funnels from landing page to lead or sale, split by device, traffic source and new versus returning visitors.
Heatmaps and scroll maps
Where people click, tap and stop scrolling on your key pages, on mobile and desktop separately.
Session recordings
Real visits reviewed for rage taps, dead clicks and form fields that make people quit, with typed entries masked.
Page and form review
Each key page checked for clarity, trust, speed and friction against how your buyers decide.
Ranked list of fixes
Every finding scored by impact, confidence and effort, marked as fix now or A/B test.
Conversion rate optimization audit in depth
How we find the problems that cost you leads, and how we decide which to fix first.
Numbers first, then behavior
Heatmaps on their own invite guesswork, and analytics on its own can’t say why. So we start in GA4, building a funnel from the pages people land on to the form, call or checkout, split by device and traffic source. That shows where the biggest drop sits. Only then do we open heatmaps and recordings for those pages, watching enough sessions to see a pattern rather than one odd visit.
Where mobile visitors give up
On many sites most visitors arrive on a phone, yet the site was designed and checked on a desktop. We review every key page at real phone sizes: how far down the main button sits, whether the phone number can be tapped, how the form behaves with a phone keyboard and how fast the page loads on a mobile connection. Small fixes here often matter more than a full redesign.
Fix now or test first
Not every finding needs an A/B test. A broken form field, a slow page or a phone number that can’t be tapped should simply be fixed. Changes that are a matter of judgment, such as a new headline, a shorter form or a different offer, go on a test list if your traffic can support a valid A/B test. If it can’t, we make the change, compare the period before with the period after, and say so plainly.
How our CRO audit works
A fixed scope agreed up front, a progress update every week and a walkthrough of the findings at the end.
- Step 01
Access and goals
Access to GA4, ads and your site, plus a clear list of the actions that count as a conversion.
- Step 02
Data and tracking
Tracking checked, then GA4 funnels built to find the steps where visitors drop off.
- Step 03
Behavior research
Heatmaps and session recordings collected and reviewed on the pages that matter most.
- Step 04
Findings and plan
A ranked list of fixes and test ideas, walked through with you and ready to act on.
Why Griffon for a CRO audit
The people who audit your site also design pages, build websites and run Google Ads and paid social. So every fix we recommend is one we know how to build, and we can carry it out for you or hand the list to your own team.
Your analytics, ad accounts and website stay in your name, and we only need access while the audit runs. Once the work is paid in full, the audit report, the evidence behind it and the plan are yours to use with any team.
Part of our Conversion rate optimization ↗2 hours
our usual reply to a new inquiry, one business day at most
Weekly
progress updates, plus a monthly report with the data and the work done
One team
strategy, design, development and marketing under one roof
Google Partners
our team keeps its Google Ads certifications current
Questions about our CRO audit, answered
What is a CRO audit?
A conversion rate optimization audit reviews your analytics, heatmaps, session recordings and key pages to find where visitors drop off and why, then ranks the fixes by likely impact and effort.
What do you need from us?
Access to GA4, Google Tag Manager and any ad accounts, plus a short call about your customers and what counts as a lead or sale. If heatmaps and recordings aren’t installed, we add a tool such as Microsoft Clarity and let it collect data first.
How is this different from an SEO audit?
An SEO audit asks how people find your site. A CRO audit asks what happens after they arrive, and why so many leave without calling, booking or buying. The two work well together.
Is a CRO audit worth it for a small site?
Usually, if the site gets steady traffic from search or ads. Smaller sites may not have the traffic for A/B tests, so the audit focuses on clear fixes you can make and measure before and after.
Who owns the audit and the data?
You do. Your analytics and ad accounts stay in your name, and the audit report and plan are yours once the work is paid in full.
Get a free CRO audit
A 30-minute call. No deck, no pressure. Bring the site, the numbers and the goal, and leave with a plan and a price.