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Worksheet • CRO & Analytics
CRO Audit Starter Worksheet
A CRO audit worksheet for connecting traffic, behavior, friction, hypotheses and measurement before changing a website.
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How to use it
A CRO audit is more useful when every recommendation can be traced back to evidence and a measurable outcome.
Use the worksheet to turn analytics and observations into a prioritized hypothesis list. The objective is not to collect issues. It is to identify where the user journey and the business outcome appear to be misaligned.
Measurement baseline
- Write the primary business conversion and the secondary actions that indicate progress.
- Record conversion or key-event rate by traffic source and device.
- Identify the highest-traffic landing pages and the pages most often viewed before conversion.
- Record current engagement and form completion baselines.
- Note tracking gaps that make conclusions unreliable.
Acquisition & intent
- For each major channel, write the promise or intent that brings users to the site.
- Compare campaign or query intent with the landing-page headline and offer.
- Flag pages receiving broad traffic that are expected to perform like high-intent landing pages.
- Identify organic queries with strong impressions but weak click-through.
Journey friction
- List pages where users repeatedly change direction or loop through navigation.
- Review form starts, errors, abandonment and completion.
- Check mobile layouts for hidden content, hard-to-tap actions or unexpected horizontal movement.
- Review Core Web Vitals or obvious performance blockers on key templates.
- Note where visitors need proof, pricing context or eligibility information before the CTA.
Hypothesis writing
- Write the observed evidence before the proposed solution.
- State the likely user problem in plain language.
- Describe the change as a hypothesis, not a certainty.
- Name the metric or behavior expected to change.
- Record which segment or page the hypothesis applies to.
Prioritization
- Estimate business impact if the hypothesis is correct.
- Estimate confidence based on the quality and quantity of evidence.
- Estimate implementation effort and risk.
- Prioritize changes that improve a high-value journey without requiring a complete redesign.
- Separate quick technical fixes from experiments that need measurement time.
Post-change review
- Choose a review window appropriate to traffic volume and seasonality.
- Compare like-for-like segments and channels.
- Check whether the target metric improved without harming an important secondary metric.
- Document what was learned even when a change did not improve performance.
Research references
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Use the resource to get clearer. Use us when you are ready to turn the decisions into the actual website.
The resource should expose the important questions before the work becomes a list of disconnected tasks.
Ready to move from planning to execution?