Anthony McGrathWhat does CRO audit involve?
CRO audit covers analytics, behaviour, pages, forms and checkout, speed and tech and the fix list. Most sites have a handful of problems costing far more than the rest put together: a form that fails on some phones, a confusing pricing page, a checkout step that surprises people. Anthony McGrath does the work himself, with 22 years in digital marketing, for businesses in the UK, the US, Dubai and Australia.
- Best for
- Websites and online stores that already get steady traffic
- What you get
- Analytics, Behaviour, Pages, Forms and checkout, Speed and tech, The fix list
- First step
- Measure: analytics, heatmaps, recordings and a walk through your site as a customer, to find where people drop out.
- Where
- The UK, the US, Dubai and Australia, working remotely across time zones
- Who does the work
- Anthony McGrath, hands-on, with 22 years in digital marketing
What a good CRO audit gives you
Most sites have a handful of problems costing far more than the rest put together: a form that fails on some phones, a confusing pricing page, a checkout step that surprises people. An audit finds those first.
Each finding comes with evidence, the likely impact and a clear fix. You can hand it to your team, your developer or ask me to make the changes.
What's included
What the audit covers.
Analytics
- Funnel drop-off by step and device
- Traffic sources that do not convert
- Landing pages ranked by performance
- Tracking accuracy checked
Behaviour
- Heatmaps and scroll depth
- Session recordings reviewed
- Rage clicks and dead clicks
- Form field drop-offs
Pages
- Headlines and value proposition
- Calls to action and layout
- Trust and social proof
- Mobile experience
Forms and checkout
- Fields, errors and steps
- Payment and booking flows
- Confirmation pages
- Follow-up emails
Speed and tech
- Core Web Vitals
- Broken links and errors
- Browser and device bugs
- Third-party scripts
The fix list
- Ranked by impact and effort
- Evidence for each finding
- Clear how-to for each fix
- A call to walk through it
Before and after
An example of what fixing the top audit findings can do in the first month.
- Mobile conversion rate: 1.1% before, 1.9% after
- Form errors per 100 visitors: 9 before, 2 after
- Checkout drop-off: 71% before, 58% after
An example of the kind of change this work aims for, based on typical starting points. It is not a promise or a specific client result: every business starts somewhere different.
How it works
- MeasureAnalytics, heatmaps, recordings and a walk through your site as a customer, to find where people drop out.
- PrioritiseA ranked list of fixes and test ideas, scored on likely impact and effort.
- TestChanges tested properly (A/B where the traffic allows), so you know what worked and why.
- Roll out and repeatWinners go live, losers are learned from, and the next round starts.
Platforms and tools
Questions
How long does a CRO audit take?
Usually one to two weeks, depending on the size of the site and how much data is available.
What do I get at the end?
A short, ranked list of issues with evidence, likely impact and how to fix each one, plus a call to walk through it together.
Can you make the fixes too?
Yes. I can make the changes on Shopify, WordPress, Webflow and most other platforms, or brief your team.
Do you need access to my analytics?
Yes, read access to GA4 and ideally a heatmap tool. If you do not have one, I can set up Microsoft Clarity, which is free.
About Anthony McGrath
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A UK-based freelance digital marketer with 22 years across Shopify, WordPress, WooCommerce, Magento, conversion rate optimisation, funnels, Google, Meta and TikTok ads, SEO and tracking. He works directly with businesses in the UK, the US, Dubai and Australia, so the person who plans the work is the person who does it. More about Anthony or connect with him on LinkedIn.
Get your conversion audit
Send your site and what you want more of: leads, sales or bookings. You get a quote and a start date.
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