The Ultimate CRO Checklist: Optimize Your Website for More Conversions

Conversion rate optimization (CRO) converts mere visitors into customers by methodically optimizing your website. This master checklist brings together the best techniques to help you identify friction, improve user experience, and create measurable growth with data-driven improvements.

1. Simplify Checkout

A clunky checkout is still the #1 reason for cart abandonment, with mobile users abandoning carts 85% of the time. To improve your conversion rate, optimize this critical touchpoint by following the CRO checklist:

• Reducing steps to 1-2 clicks for returning customers
• Autofilling customer details like shipping addresses
• Offering multiple payment options, including digital wallets
• Providing guest checkout to avoid account creation barriers

2. Best Practice Call-to-Action (CTA) Design

CTAs steer users toward conversion goals. Improve performance by:

3. Implement Strategic Pop-Ups

Perfectly timed pop-ups convert an average of 9% of visitors. Best practices:

• Exit intent triggers if the cursor leaves toward the close button
• Timed entry 5-7 seconds after page loading
• Value exchange offers (10% discount for email signups)
• Mobile-optimized designs with easy close options

4. Conduct Continuous A/B Testing

Split-testing identifies high-performing variations:

• Test one element per experiment (headline vs. button color)
• Prioritize pages with high traffic but low conversion rates
• Run tests for statistical significance (typically 2-4 weeks)
• Document results in centralized testing logs

5. Enhance Mobile Experience

With 60%+ web traffic coming from mobile:

• Simplify forms with larger touch targets
• Compress images without quality loss (WebP format)
• Implement sticky headers for easy navigation
• Test page speeds using Lighthouse (aim for <3s load time)

6. Build Trust Through Social Proof

• Show purchase notifications with recent activity (e.g., “32 bought today”)
• Include verified reviews with photos/videos.
• Include trust badges for security certifications.
• Highlight media mentions (“As seen in.”).

7. Optimize Landing Pages.

Convert 5x more traffic with these changes:

• Above-the-fold clarity: Value proposition + CTA in first 800px.
• Benefit-focused headlines instead of feature lists
• Video tutorials of the product in actual use –
• Scarcity elements (“Only 3 remaining at this price”)

8. User Journey Personalization

Dynamic content increases conversions by 20%

• Geo-targeting: Show what’s in store locally or which currency is preferred
• Behavioral offers: For repeat visitors offer discounts
• Exit surveys to explain why they exited
• AI recommendations by browsing history

9. Form-filling Simplification

Each additional form field converts 15% 

• fewer: Inline validation – Real-time error correction
• Progress indicators – Multi-step forms
• Autocomplete – City/state
• Optional fields – Marked

10. Speed Up Page Load Times

A 1-second delay kills conversions by 7%:

• Lazy load Non-critical images/videos
• Minify CSS/JavaScript Files
• Browser cache for recency users
• Content delivery networks (CDNs)

Continuous Optimization Framework

1. Analyze: Use heatmaps and session recordings to find areas of drop-offs
2. Hypothesize: Theorize in the data-driven language (“Simpler CTAs will convert better”)
3. Test: Conduct controlled, metrics-driven tests
4. Implement: Deploy successful versions site-wide
5. Monitor: Monitor long-term effects on KPIs

With the systematic implementation of these 10 tactics, a business usually sees a 20-35% conversion rate boost within 3-6 months. It all boils down to CRO as a continuous process—assumptions get tested, behavioral data monitored, and user expectations change. Focus on high-leverage areas first: checkout optimization and mobile experience. Gradually work on secondary touchpoints to create compounding effects.