Overview
A website conversion audit helps a growth marketer find the public-page issues that may be stopping visitors from taking the next step. This playbook audits priority website paths and keeps the findings in a reusable conversion fix tracker and audit brief.
The boundary is deliberately narrow. Juno reviews visible website paths against one primary conversion action, such as booking a demo, starting a trial, requesting a quote, purchasing, subscribing, or contacting sales. It replaces the recurring CRO audit spreadsheet, not an analytics suite, heatmap platform, or experimentation tool.
Why you should keep conversion fixes ranked
CRO audits get messy when every page review produces a different doc, screenshot folder, or spreadsheet tab. The useful part is not the checklist; it is the ranked decision surface: what blocks conversion, why it matters, who owns it, and whether it needs a fix or a test.
Google's guidance for landing pages emphasizes relevant content and easy navigation because unexpected or hard-to-use pages can push people back to search (Google Ads blog). Baymard's form research also shows how labels, field structure, validation, and perceived complexity can interrupt completion (Baymard Institute).
Juno turns those observations into a durable CRO workspace. The table stores the evidence, priority order, open blockers, owner gaps, and retest needs, while the brief explains the scope and assumptions.
Step-by-step
- 1Confirm the site or priority URLs, primary conversion action, target audience, included paths, excluded paths, safe stopping points, and whether the audit should run once, weekly, or monthly.
- 2Map the priority website paths into journey stages, such as entry, consideration, decision, conversion, and retest.
- 3Review each page for value clarity, message match, CTA visibility, proof, trust, offer or pricing clarity, form friction, navigation dead ends, and mobile readability.
- 4Record findings in the conversion audit table with page, journey stage, issue, evidence, severity, confidence, recommendation, owner, status, and retest state.
- 5Rank the fix tracker so quick wins, high-confidence blockers, test candidates, owner gaps, and evidence gaps are easy to separate.
- 6Update the audit brief so the growth, web, design, and content teams can see what changed and what needs action next.
Frequently asked questions
What does this replace?
It replaces a CRO audit spreadsheet for the narrow recurring workflow of reviewing priority public website paths, ranking conversion fixes, and tracking retests.
What inputs should I bring?
Bring the site or priority URLs, the primary conversion action, the target audience, and any constraints around forms, bookings, checkout, compliance, or excluded pages. Juno can run a first pass with reasonable assumptions when some context is missing.
Does it require analytics or heatmaps?
No. The default audit uses visible public-page evidence and any context you provide. If analytics, heatmaps, recordings, or CRM data are missing, Juno records those as confidence gaps instead of pretending to know them.
How often should it run?
Run it before launches, after major page or offer changes, before campaign pushes, or on a weekly or monthly cadence for important conversion paths. Recurring runs reuse the same installed workspace so fixes and retests stay connected.