A conversion rate optimisation audit that ranks leaks by revenue impact.

A conversion rate optimisation audit is the structured starting point for fixing a leaking funnel. It maps exactly where visitors drop out of the buying process, scores each drop-off by likely revenue impact, and delivers a clear, ordered action list at the end: what to fix without testing, and what to test, in what order.

Most audits fail to change anything because they deliver a best-practices checklist rather than a scored, prioritised plan. When every finding sits at the same priority level, nothing gets done first, and the highest-impact fixes end up at the back of the development queue behind the easier ones. This audit scores each finding by its likely revenue impact, so the fix that could most improve your enquiry rate sits at the top of the list, not the one that is quickest to ship.

If you want to understand the full picture of conversion rate optimisation before deciding on an audit, the conversion and funnel optimisation page covers the approach and the commercial case. This page is for businesses that already know they have a funnel problem and want to know what the audit actually involves.

Who a conversion rate optimisation audit is built for.

The audit suits B2B and SaaS businesses that already have steady traffic, paid, organic or both, and whose enquiry count is not keeping pace with it. You have probably already checked the obvious things: the site loads, the forms submit, the CRM receives leads. The problem sits somewhere less visible.

It also suits businesses about to increase media spend. If the funnel is losing people before they enquire, adding more budget makes the problem more expensive, not more visible. An audit before a budget increase finds the leaks while the fix is still cheap.

Two situations where an audit is not the right first move: if you have very little traffic (fewer than a few hundred monthly visitors to the key pages), you cannot distinguish a real pattern from noise, and generating more demand is usually the better use of budget first. And if you have no real funnel yet, just a contact page on a brochure site, you are not optimising anything: you are building from scratch.

What the conversion rate optimisation audit covers.

Five components, all focused on the path from first visit to enquiry.

• Funnel analytics review. A GA4 deep-dive to trace the exact path visitors take from first click to enquiry: where they enter the funnel, on which pages they drop, at what rate, and how that splits by channel, device and traffic source. This shows which drop-offs are real problems and which are traffic-mix issues in disguise.
• Session recording and heatmap analysis. Watching what real visitors do on the pages that matter most: where they scroll, what they click, where they stop reading, which form fields they abandon. Pattern-matching across hundreds of sessions to find the moments of friction that analytics cannot show.
• Page-by-page message review. Reading each page the way a new visitor reads it. Is the offer clear above the fold? Does the page answer the questions the visitor has at that stage of the buying process? Does the call to action match what the visitor is ready to do, or is it asking for a commitment too early?
• Form and tracking audit. Are the forms asking for the right information at the right moment? Is the tracking reliable enough to tell you whether a change actually worked? CXL's analysis of 28,304 experiments found that only one in five reaches statistical significance (CXL, 2024). Poor measurement setup is the most common reason a test produces a false result.
• Technical friction check. Page speed, Core Web Vitals, mobile UX, broken steps in the funnel. Technical friction is often the cheapest fix and the most likely to have been overlooked: most businesses spend far more on acquiring traffic than on improving what happens when it arrives.

Each finding is scored by likely revenue impact. The output is an ordered list, not a flat inventory: the fixes to ship immediately because they are clearly broken, followed by the hypotheses worth testing because reasonable people could disagree about the right answer.

How the engagement works.

The audit runs over one to two weeks from the point of data access.

Some businesses want the audit only, so they have a clear starting point for their own team. Others want to move from the audit into an ongoing conversion rate optimisation services programme once the findings are in. Either way, the audit is the same. If you want one person to run the full engagement from audit through to implementation and results, the conversion rate optimisation consultant model covers that.

Outcomes and what you keep.

At the end of the audit you have three things.

First, a complete picture of where your funnel loses people and why, ranked by likely revenue impact rather than by how difficult each item is to fix. That ranking tells your development team and your marketing team what to pick up first.

Second, a clear split between what to fix without testing (because the problem is obvious and the right answer is not in doubt) and what to test (because you need data to say which version performs better). Mixing those two categories is how businesses ship changes that make things worse and have no way to know until enquiries drop.

Third, a measurement baseline. Most businesses discover mid-way through a CRO programme that they cannot tell whether anything actually moved, because no baseline was agreed at the start. The audit sets it before anything is changed, so every fix or test that follows is measured against something real.

You also know what not to fix. A clear answer on what is not the problem is as useful as the action list, because it stops time being spent on things that will not move the number.