What is Conversion Rate Optimisation?

Our CRO scorecard

5 tips

5 myths

How do you view your website?

….A necessary evil?

….An online version of your brochure?

….A valued channel for generating bookings?

Target Audience

Why choose us?

Competitor

Analysis

KPIs

Primary CTA

5 Second Test

Relevance

Why choose our

product?

Clutter

Reassurance

Site Speed Test

Site Speed

Comparison

Analytics Set Up

Tag Audit

Call Tracking

Simplicity

Keep Going

Thank You Page

Funnel Drop Off

Scarcity

MenuProminent

Content

Supporting

ContentForm LengthForm Usability

Technical Impact

Planning Journey

Mobile

This framework is intended to be a starting point to help you

weigh up the strengths and weaknesses of your website. Once

completed, you can work out where your efforts should be

focussed.

5 Second Test Get quick, objective feedback from real people to see their

immediate impression of your website.

Relevance Is your prominent messaging directly relevant to the visitors' intent?

Reassurance have you included reassuring content, such as awards, testimonials,

reviews and accreditations?

Why choose our

product?Is it clear why your product/service should be chosen for

segment/page/audience?

Clutter Do the key messages stand out from the page?

Target Audience Who is your target audience? What customer need do you satisfy? Simplicity Is it clear how to progress? What is required at each stage?

Why choose us? Why should you be chosen ahead of your competitors? Scarcity Is there compelling messaging to try to prevent the customer from

procrastinating?

Competitor

Analysis What does your competitors website do better/worse than you? Keep going Is there compelling messaging to remind the customer why they

started the journey?

KPIs What is your website purpose? What are the other metrics you will

monitor and report on?Funnel Drop Off Where are the weak points in your conversion funnel?

Primary CTA Which of these is your primary KPI? Is this clear from your home

page?Thank you page Do you make the most of the confirmation message? Tell people

what next? Cross sell other products?

Site Speed Test How well does your website perform in a site speed test? Menu Is the menu short and sweet? Is it easy to use on mobile?

Site Speed

ComparisonHow does your site speed compare to your competitors?

Prominent

ContentCan you see the key message and CTA when you first hit the page?

Tag Audit When did you last audit your website tags? Remove those not

needed, update others & check your cookie policy.Support Content Is 'click to call' present and easy to use? Is there an option to 'find

us' or find opening times?

Analytics Set Up Are you confident that you have a robust Analytics set up? 95% of

Analytics accounts are incorrect.Form length Do you only ask for essential information? Don't ask again unless

necessary.

Call Tracking Do you track phone calls and attribute them back to original traffic

source?Form usability Do you use toggles, drop downs, calendar pickers, real-time

validation & have large data entry fields?

www.website.co.uk

What CRO is

A scorecard to evaluate your website

5 conversion tips

5 myths busted