A Conversion Rate Optimisation (CRO) audit is an important first step in improving a website’s conversion rate and overall performance. However, it is possible to make mistakes during the process that will harm the results. This article will cover some of the most common mistakes to avoid when conducting a CRO audit.
Lack of a Clear Goal or Objectives
Before you conduct CRO audit, it is critical to have a clear understanding of your goals. A defined goal or objective aids in prioritising and directing audit efforts in the right direction. With a clear goal, the audit may become disoriented and effective.
Ignoring User Suggestions
A CRO audit must include the collection and analysis of user feedback. It offers valuable insights into the user experience, highlighting potential areas for improvement. Ignoring user feedback can lead to missed opportunities to improve the website’s conversion rate.
Making Decisions Based on Data
A CRO audit is incomplete without data, and it provides evidence to support audit recommendations and decisions. Without data-driven decisions, guesses and assumptions may be made, resulting in ineffective optimisation efforts.
Failure to Test Before Making Changes
It’s tempting to change immediately after identifying a problem during a CRO audit. However, testing the changes before implementing them is critical to ensure they have the desired effect. Failure to test prior to implementation can have a negative impact on the website and conversion rate.
Ignoring the Mobile Experience
Because mobile devices are becoming more popular, it is critical to consider the mobile experience during a CRO audit. Overlooking the mobile experience can lead to missed opportunities to optimise the website for many users and increase conversion rates.
Failure to Evaluate the Entire Customer Journey
A CRO audit should look at the entire customer journey, from when a user visits the website to the conversion point. If the entire customer journey is evaluated, opportunities to optimise key stages of the journey and improve conversion rates may be recovered.
Not Taking User Intent into Account
When conducting a CRO audit, it is critical to understand the user’s intent. What does the user expect from the website, and how can the website meet those expectations? Ineffective optimisation efforts that do not address the user’s needs can result from failing to consider user intent.
A/B Testing Is Not Used
A/B testing is an excellent way to validate changes made during a CRO audit and see how they affect conversion rates. If A/B testing is used, opportunities to optimise the website and increase conversion rates may be recovered.
Finally, performing a CRO audit is essential in improving a website’s conversion rate and overall performance. By avoiding these common blunders, you can ensure that your audit is efficient and effective. Remember to have a clear goal or objective in mind, to collect and analyse user feedback, to use data-driven decisions, to test before implementing changes, to consider the mobile experience, to evaluate the entire customer journey, to consider user intent, and to incorporate A/B testing.