Conversion Audit
A conversion audit is a systematic review of a website, landing page, or funnel to identify the obstacles preventing visitors from completing a desired action.
In depth
A conversion audit combines quantitative signals (analytics, heatmaps, event tracking) with qualitative inputs (session recordings, user surveys, support tickets) to build a prioritized list of issues. Auditors typically score findings by impact and effort, then map each one to a hypothesis that can be tested. The goal is not a long PDF of complaints but a short, ranked backlog of experiments the team can actually run.
The most common pitfall is auditing in a vacuum: flagging "the button is the wrong color" without tying it to a measurable drop in a real step of the journey. In a quiz-funnel or lead-qualification workflow, a good audit follows the visitor from ad click to landing page, through each quiz question, and into the lead-capture and result steps, so you can see exactly where qualified prospects abandon and why.
Example in practice
Frequently asked questions
How long does a conversion audit take?
A focused single-funnel audit usually takes one to two weeks, including data collection and a prioritized findings report. Larger multi-page audits can run three to four weeks because they require deeper session-recording and survey analysis.
What data do I need before starting?
You need at least a few weeks of analytics with funnel events, plus heatmaps or session recordings if available. Qualitative inputs like exit surveys and support tickets dramatically improve the quality of recommendations.
Is a conversion audit the same as A/B testing?
No. An audit diagnoses problems and generates hypotheses, while A/B testing validates whether a proposed fix actually improves the metric. Audits typically come first and feed the testing roadmap.