CRO Audit

A CRO audit isn't a general website review. It has one job: name what's costing you conversions, in order of impact, with a specific fix for each. Most audits fail because they read like UX critiques — "the navigation could be cleaner" — instead of conversion engineering. The page is converting 2.1% because of three specific levers, not because the design isn't pretty enough.

This skill works through eight lenses, each tied to a specific psychological factor and a benchmark lift range. Message match — does the page deliver on the promise that brought the visitor here, or did they click "Free SEO Audit" and land on "Welcome to Our Agency"? Value proposition clarity — can a stranger understand what you offer in five seconds. Visual hierarchy. CTA copy, colour, size, frequency, and micro-copy. Social proof quality and placement. Friction — form fields, ambiguous pricing, navigation that lets the visitor wander off. Mobile experience at 375px. And page performance — LCP under 2.5s, CLS under 0.1, INP under 200ms — because a slow page bleeds conversion no copy fix can recover.

Every recommendation lands with the same shape: the issue, which lens, severity, estimated lift, the current state, the exact replacement, the behavioural principle, and a test suggestion. "Improve the headline" isn't a recommendation. "Replace H1 'Enterprise-Grade Platform' with 'Cut Invoicing From 3 Hours to 15 Minutes' — outcome-specific, matches the ad-copy promise" is.

Output is separated into Quick Wins (under 30 minutes, no design work), Medium-Term (this week), and Strategic Tests (A/B before full rollout). The skill is also honest about the maths. Stacking five 20% lifts doesn't yield 100% — it doesn't even yield 60%. Lifts compound multiplicatively and conversion has a ceiling. A page converting at 2% can plausibly reach 5-7% with a strong audit applied; promising 15% would be selling a number that doesn't exist.