Begin with a measurable journey
Start with the business action users need to complete and map the steps before it. Funnel events, page reviews and source or device segments can flag patterns; check tracking before treating them as user behavior.
Write findings so they can be acted on
For each finding, record the issue, context, evidence, business relevance, priority and next step: fix, investigate or test. State what would validate the recommendation.
Be clear about what an audit cannot prove
Heuristic reviews flag usability issues, and funnel drop-off can show a pattern, not its cause. State limits in access, tracking, privacy and implementation. Recommendations do not guarantee a conversion lift.
Use priority as an explicit decision
Set priority by journey impact, evidence confidence, business relevance, effort, dependencies and risk. Explain the rationale and sequence rather than using a universal checklist.
Common questions
Does an audit include implementation?
Implementation is not included by default. Agree whether the scope covers diagnosis, recommendations, implementation support, testing or reporting.
Can an audit work without enough traffic for testing?
Yes. Analytics, journey reviews and qualitative evidence can guide priorities, but they are not a powered experiment.
Where should a CRO diagnosis start?
Start with the business action and the path visitors take before it. Define the event and denominator, then map the important steps from entry to completion. Check whether tracking captures each step before interpreting drop-offs; otherwise a measurement gap can look like customer friction. Sources and context
