This document provides a framework for evaluating a website through a conversion rate optimization (CRO) scorecard. The scorecard contains metrics to measure things like usability, relevance of content and calls-to-action, site speed, funnel drop-off points, and mobile performance. Completing the scorecard helps identify areas of strength and weakness to focus optimization efforts on improving conversion rates.

2. What is Conversion Rate Optimisation?
Our CRO scorecard
5 tips
5 myths

3. How do you view your website?
….A necessary evil?
….An online version of your brochure?
….A valued channel for generating bookings?

8. 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
Menu
Prominent
Content
Supporting
Content
Form LengthForm Usability
Technical Impact
Planning Journey
Mobile

9. 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
Comparison
How does your site speed compare to your competitors?
Prominent
Content
Can 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?

21. www.website.co.uk

30. What CRO is
A scorecard to evaluate your website
5 conversion tips
5 myths busted