Conversion Rate Audit

The commodity version of this deliverable is a heuristic review: someone opens your site, compares it against a list of conversion best practices, and writes up the deltas. Add trust badges. Shorten the form. Make the call to action more prominent. None of it is wrong, exactly, and none of it is diagnostic. It would read identically for a competitor in a different industry.

The reason it stays shallow is that going deeper requires two things a marketing generalist does not have: the ability to verify that the analytics are correct, and the ability to read the front-end code well enough to explain why a specific step fails. Without those, the audit cannot get past what is visible on the surface.

We start every audit by testing whether your measurement layer is telling the truth. This is not a formality. In the large majority of the sites we audit, we find at least one defect serious enough to have distorted every optimization decision made in the previous year.

The defects are rarely exotic. They are duplicated purchase events inflating conversion counts, a tag that stopped firing after a deploy, transactions attributed to the payment provider's domain because of a referral exclusion nobody set, filters that quietly drop a segment of traffic, or consent configuration that suppresses events for a large share of users without anyone noticing the volume drop.

With trustworthy data we build the real funnel and segment it — by device, browser, traffic source, new versus returning, and landing page. Aggregate conversion rate is close to useless as a diagnostic; the interesting finding is almost always confined to a segment. A checkout that converts acceptably overall can be catastrophically broken on iOS Safari, and the blended number will hide that completely.

This is also where we separate a traffic problem from a site problem. If one campaign converts at a fifth of the rate of the others, the fix is in the campaign, not the landing page — and a lot of expensive CRO work gets spent on pages that were never the issue.

Knowing that forty percent of mobile users abandon at the shipping step is not actionable. Knowing that the shipping estimator makes an uncached API call that takes six seconds on a mobile connection, during which the continue button is disabled with no loading indicator, is actionable — and it is a fix, not a hypothesis.

Getting to that level means session replay on the failing segment, reproducing the failure on real devices, reading the network waterfall, and reading the component that renders the step. It is the part of the work that requires developers, and it is the part that produces changes worth shipping.

Our audit produces a written diagnosis with each finding ranked by estimated revenue impact and implementation cost, evidence attached to every claim, and a prioritized sequence of fixes. Where the fix is code, we scope it. Where the fix belongs to your ad platform or your merchandising, we say so rather than inventing a website reason to keep the work in-house.

The initial conversion audit is free for qualified businesses — practically, that means a site with enough traffic and enough ad spend for the findings to be worth acting on. If the engagement continues, ongoing conversion engineering starts at $3,000 per month.