Page CRO: Auditing Marketing Pages for Conversion

Overview

Most page audits start with opinions about the headline. This one starts with numbers: who arrives, on what device, from where, and how the page performs for each group. Only then does the agent read the page, and it reads what the visitor gets, not what the team intended.

The result is a short report: baseline by segment, findings ranked by how many visitors they affect, each labelled as a defect to fix, a change to ship, or a hypothesis to test, with the arithmetic that says whether a test is even possible. Forms inside signup flows, popups and post-signup onboarding are separate jobs.

Instructions

1. Establish what the page is for

Get the URL, the single action that counts as success (trial started, demo requested, purchase, email captured), and where visitors come from. In the repository, find the page's template or component, the event that records the action, and the ad copy, email or search snippet that sends people there. A page with two equally weighted goals has none; make the owner choose.

2. Measure before reading

Pull the last 28 to 90 days, long enough to cover a few hundred conversions if the page has them: