A CRO and CX audit of your online store — find the conversion barriers
We analyse user behaviour, the buying process and the places where the store makes a decision harder to take. The audit helps manufacturers and brands growing B2C, D2C or B2B sales work out what has to change and what is worth fixing first.
A single drop in the funnel rarely explains the whole situation. The cause may be how the product is presented, the navigation, missing information needed to decide, a form, the cart, or the customer's experience after the order is placed.
- B2C and D2C stores
- B2B platforms
- Magento 2 and Shopify
- Other platforms
When should you run a CRO and CX audit?
Usually when a drop in conversion has no single obvious cause. A team sees the end result — fewer orders, abandoned carts or weak sales from one traffic source — and the result alone does not yet say what needs to change.
Fixes chosen without a shared diagnosis grow the backlog and make it harder to judge whether a change solved anything. An audit puts the observations, the data and the platform's constraints in order before a decision about development is taken.
- 01
Traffic is growing, but the number of orders is not growing with it
- Possible sources
- How well the landing page matches the intent, product discovery, the product page, or the buying process itself.
- What it costs the team
- Without checking the stages one by one the result gets pinned on a single page, and the fix lands somewhere that was never the barrier.
- 02
Customers reach the cart and give up
- Possible sources
- Delivery costs, available payment methods, required fields, error messages, the mobile version, and when the full order total is shown.
- What it costs the team
- Each of these needs a different change, so without a diagnosis the team fixes them in turn and never learns which one worked.
- 03
The team has plenty of ideas but no shared order of work
- Possible sources
- Marketing, sales, customer service and IT each see a different part of the problem and weigh it differently.
- What it costs the team
- Recommendations compete inside the backlog, and the order of work is settled by opinion rather than by impact.
- 04
The store grew over years and the journey lost its consistency
- Possible sources
- Modules, campaigns, language versions and organisational changes introduced independently of one another.
- What it costs the team
- Inconsistent messages and unplanned friction points only become visible when you look at the whole customer journey rather than one screen.
The signals that usually justify an audit
- traffic grows but the conversion rate does not
- users abandon the cart or the checkout
- mobile converts markedly worse than desktop
- the product page does not lead the user to a decision
- users struggle to find the right product
- the store is heading for a redesign or a migration
- the team ships changes without data to prioritise them
The analysis covers the whole customer journey, from entry to post-purchase support
The scope depends on the sales model, the traffic sources, the structure of the catalogue and how orders are fulfilled. Buying a cosmetic is one process, buying a configured product another, and a B2B order something else again.
The audit concentrates on the decisions a user takes at each stage. Every stage needs different information and different interface elements.
Entry and first orientation
We check whether a visitor understands the offer on arrival, finds the right category, and gets information that matches the intent which brought them to the store.
Areas analysed
- campaign landing pages
- menu and information architecture
- how the value is communicated
- the mobile version
- consistency with the traffic source
Search and comparison
This part covers how products are found and how the choice is narrowed down. In a large catalogue, faults in the search engine, the filters or the naming can stop a customer before they ever reach the right offer.
Areas analysed
- internal search
- filters and sorting
- product listings
- categories
- comparing variants
- no-results messages
Assessing the product and taking the decision
A product page should answer the questions a purchase depends on. The analysis covers copy, photography, variants, availability, delivery, return terms, trust elements and how the price is presented.
Areas analysed
- product copy and photography
- variants and configuration
- availability and delivery time
- return terms
- trust elements
- how the price is presented
Cart and completing the order
We check the steps, the fields, validation, payments, delivery, error messages and how the process behaves on mobile devices. We look separately at the places where a user has to break off the purchase to find information they are missing.
Areas analysed
- number of steps and required fields
- validation and error messages
- payment methods
- delivery methods and costs
- the mobile version of the process
- points where the purchase breaks off
Experience after the purchase
CX also covers order confirmation, fulfilment status, contact with support, returns, complaints and the option to buy again. Problems in this part of the process drive the number of support tickets and the decision to come back at all.
Areas analysed
- order confirmation
- fulfilment status
- contact with support
- returns and complaints
- customer account
- repeat purchase
We check whether a visitor understands the offer on arrival, finds the right category, and gets information that matches the intent which brought them to the store.
Areas analysed
- campaign landing pages
- menu and information architecture
- how the value is communicated
- the mobile version
- consistency with the traffic source
This part covers how products are found and how the choice is narrowed down. In a large catalogue, faults in the search engine, the filters or the naming can stop a customer before they ever reach the right offer.
Areas analysed
- internal search
- filters and sorting
- product listings
- categories
- comparing variants
- no-results messages
A product page should answer the questions a purchase depends on. The analysis covers copy, photography, variants, availability, delivery, return terms, trust elements and how the price is presented.
Areas analysed
- product copy and photography
- variants and configuration
- availability and delivery time
- return terms
- trust elements
- how the price is presented
We check the steps, the fields, validation, payments, delivery, error messages and how the process behaves on mobile devices. We look separately at the places where a user has to break off the purchase to find information they are missing.
Areas analysed
- number of steps and required fields
- validation and error messages
- payment methods
- delivery methods and costs
- the mobile version of the process
- points where the purchase breaks off
CX also covers order confirmation, fulfilment status, contact with support, returns, complaints and the option to buy again. Problems in this part of the process drive the number of support tickets and the decision to come back at all.
Areas analysed
- order confirmation
- fulfilment status
- contact with support
- returns and complaints
- customer account
- repeat purchase
B2B platform
In B2B the journey does not end at the cart, and part of the decision is taken outside the store. The scope then also covers:
- log-in and user roles
- access to prices and commercial terms
- requests for quotation
- order limits and approvals
- reordering earlier purchases
- orders with a large number of line items
- individual catalogues and price lists
CRO, UX and CX — what do we analyse in the audit?
Three different things, even if they get used interchangeably in conversation. The audit covers all three, but the findings from each answer a different question.
CRO
Conversion optimisation
Conversion, the purchase funnel and the places where users are lost. It answers how many customers drop off at which stage, and what that loss means for sales.
UX
Usability
The usability of the interface, the navigation and the processes. It answers why a given stage is hard: what is unclear, hidden, too long or inconsistent between screens.
CX
Customer experience
The whole of the customer's experience across the touchpoints with the store — from campaigns and search, through the purchase, to delivery, service, returns and the next order.
We keep the three layers apart because they lead to different changes: CRO says where to look, UX what to fix in the interface, and CX what to fix in the process that happens outside the store.
What data do we analyse in a CRO audit?
Whatever already exists, plus a review of the store itself. We set the scope after checking which data is available and whether its quality supports conclusions — missing data does not rule an audit out, but it does affect how certain a recommendation can be.
The data shows where users break off. The experience analysis helps explain what may be stopping them. The business context decides which problems matter for sales and which changes are feasible in the current architecture.
- Quantitative data
- Shows the scale of the problem, where users drop out, and the differences between segments.
- Qualitative material
- Tickets, session recordings, conversations with support and earlier research help us understand customers' questions and difficulties.
- Expert review
- A review of the interface, the copy, the logic of the process and the consistency between screens surfaces barriers the current analytics may not record at all.
- Constraints
- Every recommendation accounts for the platform, the integrations, the sales model, internal processes and what the client's team can take on.
Business goal
Quantitative data
User behaviour
Expert review
Technical constraints
Recommendation
The data and the areas the analysis covers
- GA4 and other traffic and conversion data
- user journeys
- purchase funnels and stage-to-stage transitions
- mobile against desktop data
- heatmaps, where available
- session recordings, where available
- internal search
- category listings
- the product page
- the cart
- the checkout
- forms
- how value is communicated, and decision content
- the points where users give up
Heatmaps and session recordings are not a condition of running the audit. Without them we work from analytics data, an expert review and the material the company already gathers — service tickets, reasons for returns, campaign results and earlier research. That affects how certain some of the findings are, and we say so plainly.
If the analysis shows that a barrier originates in the code, the architecture or the integrations, we say so directly and route that scope to a separate service — a technical e‑commerce audit.
What do you get after a CRO and CX audit?
Recommendations ready to enter a backlog, with priorities and measures — not a list of remarks. Below is what the audit covers in the standard offer.
What the result covers
- Up to 70 optimisation recommendations
- Gathered in one document and ordered by impact rather than by the order in which they were found.
- Critical errors flagged
- Problems that block a purchase or mislead the customer are marked separately — those go into delivery ahead of the rest.
- Quick wins
- Changes that cost little to ship and show an effect quickly, doable without rebuilding the store.
- KPIs to measure the effect
- For every group of recommendations, the measure that shows whether the change worked — instead of judging by feel.
- A strategic consultation
- A ninety-minute walkthrough of the results with the team: questions, the order of delivery, and what needs a decision on the company's side.
- Six months of support after the audit
- Time to implement the recommendations, with the option to ask about details and about how to measure the effects.
How one recommendation is written
- 01
Problem
What exactly does not work, and at which stage of the journey.
- 02
Data or evidence
How we know: a metric, a recording, a test, an interface review.
- 03
Impact
What it bears on: conversion, cart value, customer service.
- 04
Recommendation
What to change, within what this platform allows.
- 05
Priority
How urgent it is next to the rest, and what it depends on.
- 06
KPI
How we will know the change worked.
The audit process puts goals, data and decisions in order
Before the analysis begins we have to establish which business result should improve, which parts of the journey raise the most doubt, and what data can be used.
The exact schedule, the number of meetings and the access required are confirmed at the proposal stage.
- 01
Establishing the goal and the starting point
We talk about the sales model, the traffic sources, the customers, the structure of the platform and the problems the team can see. We also establish which decisions are meant to follow from the audit.
Material after this stageThe audit goal and the list of questions to answer
- 02
Collecting material and checking the data
We verify the available reports, the measurement setup, the qualitative material and any limits on access to information. Data quality problems are recorded before the analysis proper begins.
Material after this stageA list of sources and notes on measurement quality
- 03
Analysing the buying journey
We check the stages of the process, the differences between devices and segments, and the places where a user may struggle to complete their task.
Material after this stageObservations attached to the stages of the journey
- 04
Combining observations and setting priorities
Problems are grouped, described and rated. Recommendations account for the possible impact, the level of certainty, the effort and the dependencies on the technology and the organisation.
Material after this stageAn impact and effort matrix with a certainty rating
- 05
Handing over the report and discussing decisions
The team receives the report and a walk-through of the most important recommendations. The point of that meeting is to settle the order of work, not merely to present a document.
Material after this stageThe report and the agenda for the closing meeting
How much does a CRO and CX audit cost, and how long does it take?
We give a starting price and a duration, because the scope of this service is repeatable enough to state without a conversation first. The final estimate depends on the size of the store and the number of journeys the analysis covers.
from PLN 5,000net
Price of a CRO and CX audit
2–4weeks
Delivery time
6months
Support after the audit
What moves the estimate up
- the number of purchase journeys and customer types covered
- the size of the catalogue and the number of listing and product-page templates
- the number of markets and language versions
- B2B selling beside B2C, with an ordering process of its own
- the state of the analytics: no GA4 configuration lengthens the data-gathering stage
- qualitative scope: additional user testing or interviews
The price covers the document of recommendations, the consultation and the support after the audit. Implementing the recommendations is a separate scope — if it is to be delivered by us, we estimate it once it is settled which changes go into the first stage. If the barrier turns out to be technical, the right scope is often a technical e‑commerce audit.
FAQ — CRO and CX e‑commerce audit
The final scope depends on the sales model, the available data and the problem the company wants to solve.
From PLN 5,000 net. The final estimate depends on the number of purchase journeys, the size of the catalogue, the number of markets and whether the analysis also covers B2B selling — the factors are set out in the section on price and duration.
Two to four weeks, counting from the moment we receive the access and the data. After the audit the client has six months of support for implementing the recommendations.
A CRO audit looks at conversion and the funnel: where users drop off and what it costs in sales. A UX audit looks at the usability of the interface, the navigation and the processes — why a given stage is hard. This service does both, and CX on top: the whole experience across the touchpoints with the store. The three layers are set apart in the section on CRO, UX and CX.
It helps a great deal and it is the first thing we ask for, because it shortens the route to the scale of a problem. It is not a condition, though: with no analytics or a broken configuration, the audit rests on an expert review, platform data, internal search and service tickets. We then say plainly which findings have a weaker basis.
Yes. We use heatmaps and session recordings where they exist, but they are not a condition of running the audit. Without them, some of the findings about user behaviour rest on quantitative data and an interface review, which is usually enough to set priorities.
Every group of recommendations gets a KPI that shows the effect — most often the conversion rate at a given stage, the add-to-cart rate, checkout abandonment, mobile conversion or average cart value. Measurement needs a point of reference from before the change, which is why the starting state is recorded together with the recommendation.
Yes, but the audit does not commit you to that — the document is written so that it can be carried out by your own team or with another supplier. If the work is to be delivered by us, we estimate it separately, once it is settled which recommendations go into the first stage.
Yes, and for other platforms too. The method itself is technology-independent — what changes is what can be shipped without a rebuild: in Magento 2 we have access to the code and the configuration, while in Shopify part of the stack is closed, so the recommendations account for what the theme, the apps and the checkout extensions allow.
A CRO and CX audit analyses the user's route through the store, how decisions are taken, and the barriers that appear before and after a purchase. It combines behavioural data with a review of the interface, the copy and the process. The result is an ordered list of recommendations.
An audit can help when a store attracts traffic but users do not move through the funnel as expected. It is also useful before a redesign, a larger rebuild of the buying process, or when planning a development backlog.
The scope can cover landing pages, the menu, search, product listings, product pages, the cart, checkout, the customer account and post-purchase communication. For B2B platforms it can also cover user roles, price lists, requests for quotation and reordering.
Useful inputs are data on traffic, transitions between stages of the process, devices, traffic sources, internal search and customer tickets. Session recordings, behaviour maps and earlier research can widen the analysis. We check what data is available before the work starts.
A CRO and CX audit focuses on the buying journey and the customer experience. A technical audit examines the code, the architecture, the integrations and technical debt. A performance audit concentrates on speed and how the platform behaves under load.
Let's check whether a CRO and CX audit answers your current problem
In the first call we will settle the business goal, the sales model, the available data and the part of the journey that needs checking. Where the source of the problem is mainly code, performance or accessibility, we will route that scope to a different kind of audit.
To start the conversation we only need the store's address and a short description of the situation. Access to analytics or documentation is not needed to send the form.
What the first call settles
- the business result that should improve
- the stages of the journey that raise the most doubt
- the data the company already has
- the kind of audit that fits this problem