CRO Checklist

A 50-point conversion rate optimisation checklist for auditing any landing page, product page or lead-gen site. It covers ten areas: headlines and value proposition, calls to action, social proof and trust, layout and design, content and messaging, forms, mobile optimisation, page speed, navigation, and analytics. Tick each item your page already satisfies and the checklist returns a completion score out of 100, with a per-category tally so you can see where the gaps cluster. Your progress is saved in this browser, so you can come back and finish later or email yourself a snapshot. Use it before a redesign to set a baseline, after a launch to catch what got missed, or as a quick sanity check on a page that is getting traffic but not converting.

Worked example

Illustrative example: a marketing lead audits a SaaS pricing page and ticks 31 of the 50 items. The checklist reports a 62% score and the message "Good foundation. Focus on the missing elements to improve conversions." The per-category tally shows where the 19 misses sit: Social Proof & Trust scores 1/5, Forms & Data Collection scores 2/5, and Analytics & Tracking scores 1/5, while Headlines, Layout and Mobile Optimisation are all 5/5. That pattern says the page is well designed but under-evidenced and under-measured, so the first fixes are testimonials and security badges near the CTA, a shorter form with inline validation, and goal tracking so the next change can actually be measured.

How it works

The checklist is organised into ten categories of five items each, 50 items in total. Every item is a yes/no check that an experienced CRO reviewer would look for on a first pass: is the value proposition above the fold, does the primary CTA contrast with the background, are there testimonials with names, does the form ask for the minimum, and so on. The categories follow the order a visitor experiences a page: what they read first, what they are asked to do, why they should trust you, how the page looks and reads, what happens when they act, and whether the experience holds up on mobile and at speed. The last two categories, navigation and analytics, cover the site-level plumbing that decides whether you can find and measure problems at all. Scoring is deliberately simple. Your score is the number of items ticked divided by 50, rounded to a whole percentage, so every item carries equal weight and there is no hidden model behind the number. Each category also shows its own count out of five. The headline message is a plain band: 90% and above is excellent, 80 to 89% is strong, 60 to 79% is a good foundation, 40 to 59% is moderate, and below 40% means significant work is needed. Because the items are equally weighted, use the score as a coverage measure rather than a prediction of conversion rate. Two pages at 70% can have very different problems, which is why the per-category tally matters more than the total: a category at 1/5 is where to start. Be honest when ticking, and only count an item if a first-time visitor would agree it is true.

Frequently Asked Questions

How many items are on the CRO checklist?

There are 50 items, split into ten categories of five: headlines and value proposition, calls to action, social proof and trust, layout and design, content and messaging, forms, mobile optimisation, page speed, navigation, and analytics.

How is the checklist score calculated?

The score is the number of items you have ticked divided by 50, rounded to a whole percentage. Every item carries equal weight and each category also shows its own count out of five so you can see where the gaps are.

Is my progress saved?

Yes. Your ticks are stored in this browser, so you can leave and come back to the same state. You can also email yourself a snapshot of your progress with a link back to the checklist.

Does a high checklist score mean my page will convert well?

Not on its own. The score measures coverage of common CRO best practices, not your actual conversion rate. Treat it as a way to find missing fundamentals, then confirm improvements with analytics and A/B testing.

Which page should I run the checklist on?

Start with the page that receives the most traffic or sits closest to the conversion, such as a landing page, product page or pricing page. Run it separately for each key page rather than for the site as a whole.

What is the difference between this checklist and the free CRO audit?

The checklist is a manual self-assessment you complete by hand. The free CRO audit tool analyses a live URL for you and returns a scored, 6-pillar report with specific recommendations in 3-5 minutes.

Related tools

Also try our UX Audit Suite and Customer Journey Mapper. Not sure what to test or fix first? Run our free CRO audit tool for a scored, 6-pillar report on your page in 3-5 minutes. Explore all free CRO tools.