This CRO Audit is a simple approach that provides a solid foundation to identify touchpoints that require improvement on your page.
TABLE OF CONTENTS:
- This CRO Audit is a simple approach that provides a solid foundation to identify touchpoints that require improvement on your page.
What is a CRO audit for B2B Saas?
A Conversion Rate Optimization Audit involves reviewing a website from the user’s perspective.
The goal is to grasp the entire customer journey, understanding how well the funnel performs on your website.
It’s about comprehending user actions, identifying drop-off points, uncovering preferences, dislikes, and missing information.
A CRO audit serves as the cornerstone for an exceptional Conversion Optimization process, aimed at generating more qualified leads.
Why conduct a CRO audit for your Saas?
It’s straightforward:
If you’re attracting traffic but not the quantity or quality of leads you need, it’s crucial to understand what’s happening on your website.
As mentioned earlier, a CRO audit is the initial step toward aligning your website with your users’ needs.
8 Steps to Conduct a CRO Audit for a SaaS B2B Company.
1) Set Goals
First things first, you can’t improve what you don’t measure.
So, what are you going to measure as your star metric? Sign-ups? Demos booked? Free trials?
In addition to this primary goal, it’s essential to track other KPIs that serve as a guide for your customer journey performance.
Metrics such as bounce rate, visits, session duration, and pages viewed can provide insights into understanding the funnel.
2) Data control in analytics
You need to ensure that you are gathering all the data correctly.
This step involves verifying if the data is set up correctly.
Check if the events that are important to you are being tracked. For instance, demos booked, clicks on CTAs, visits to specific pages, and so on.
3) Set analysis on site tools if needed
If you want to delve deeper into this audit, you may need additional tools beyond Google Analytics (GA4).
Don’t misunderstand me, GA4 is a powerful analytics tool and will be instrumental in measuring most of the outcomes from your CRO efforts. However, it primarily provides you with the “Whats“.
To uncover the “Whys“, consider using tools like Heat Maps, Click Maps, Mouse Movement, and Scroll Maps.
I can recommend platforms such as Hotjar, Full Story, or Content Square for this purpose.
4) Check quantitative data
Once everything is set up, it’s time to delve into those metrics!
Initially, the abundance of metrics can seem overwhelming, but it becomes more manageable when you know what to focus on.
Here are some questions you can use as a guide while searching for insights on GA4:
- How many people are visiting the website?
- How often?
- How frequently do they return?
- Device used?
- How did they found the website?
- Where did they land?
- What pages did they look at? In what order?
- Did they complete any goal?
- Where did they live the website from?
PRO TIP:
The key is always to segment users and conduct as granular an analysis as possible.
Analyze new users versus returning users, mobile versus desktop users, sessions with conversions versus sessions without, and so on.
Regarding heat maps, you can consider the following questions:
- Are users seeing important content?
- Are users clicking on key elements on the page?
- Are users confused by non-clickable elements?
- Are they ignoring completely something?
- Are they getting distracted by unnecessary content?
5) Heuristic UX review
This step can be summarized in the next sentence:
Check the site in general to find if there is any bug or a step during the customer journey that doesn’t make sense or that is confusing.
Broken links or long page loading are also items to check.
6) Heuristic Messaging Analysis
Is the content relevant and trustworthy for your audience?
The copy and design of your page need to align with your ICP’s pain points and desired outcomes while addressing barriers.
So, how do you determine if your content truly resonates with users?
I wrote a post where you can find 10 quick-fire questions to analyze and improve the copy of your page:
<< Check it out here >>
7) Gather data from the voice of customer
To ensure your content is relevant, it’s crucial to understand what your users and customers think about your page and product.
Launching on-site polls to gather information from your visitors can help you determine which information is relevant and what might be missing.
Additionally, conducting interviews or surveys with your customers will provide insights into their main pain points and motivations. This approach can yield valuable insights into how users perceive your content.
8) Analyze and sort the data
After completing the audit, you’ll have a wealth of quantitative and qualitative data that needs processing.
I won’t delve deeply into this step here, as it warrants its own dedicated post. However, the goal after analyzing all the gathered data is to identify patterns that highlight relevant information.
Begin by organizing the information according to its source.
For example: In one group you have several data from GA4 (Triangles), in another the data collected from a Heatmap (Stars), and so forth…
Next, you’ll need to identify common patterns across the various sources.
Once recognized, organize them into related themes or groups.
These themes or groups will serve as the focal points for improvement during implementation.
Something like this:
How long does it takes all this audit?
Typically, a CRO audit can span from 1 to 2 months, sometimes more or less, depending on the available data.
In this post, I’ve simplified the CRO audit process. Often, diving deeper into more information is necessary to gather relevant data before proceeding with implementation.
However, this approach provides a solid foundation to identify touchpoints that require improvement on your page.
Don’t have the time for a CRO audit?
In The Leads Booster we can run a CRO Audit for your Saas to help you get more qualified leads and increase your ROI.
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