Conversion Rate Optimization Audit and Plan

Have you ever wondered why so many people start an order on your website but never complete it? Maybe you have this amazing gated white paper but can’t get visitors to submit the form required for download or, possibly, you just have an extremely high bounce rate from your top level pages that should be funneling visitors down the path to the conversion.

To help our clients better understand the behavior of the visitors on their websites and to help improve the visitor journey to the point of conversion Anvil provides the Conversion Rate Optimization Audit and Plan.

The Conversion Rate Optimization Audit and Plan takes an in-depth look at the usability of our client’s website as well as the user engagement metrics of our client’s website to develop a plan that will increase the flow of visitors to the point of conversion and ultimately, help increase the overall number of conversions.


To better understand user behavior when engaged with web properties and identify areas that need to be improved through best practices and an enhanced user experience to drive increased conversions.


Anvil will conduct a comprehensive audit of the existing user journey to the point of conversion and provide insights that include, but are not limited to:

  • In-depth look at user behavior as tracked by Google Analytics
  • Identification of user “drop-off” and “abandonment” points and recommendations on how to minimize them
  • Recommendations on developing a streamlined user experience

Conversion Rate Optimization FAQs

What is Conversion Rate Optimization?

Conversion Rate Optimization (CRO), also know as “conversion optimization,” is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage. It is commonly referred to as CRO.

Conversion Rate Optimization focuses on identifying the user behavior on a website and identifying the points where visitors “drop off” in their journey through the “conversion funnel to the point of conversion. Once these points are identified, strategies are devised to streamline the journey to the point of conversion in an effort to increase the number of conversions whether they be leads or sales.

What are common conversion points on a website?

  • Add a Product to your Cart/Shopping Bag
  • Buy/Purchase a Product
  • Signup for a Newsletter
  • Submit a general Contact Request form
  • Submit a Request for Quote form

Conversion Points – Example:

If you sell shoes on your website then having a visitor add a pair of shoes to their cart could be one point of conversion and then the purchase of that pair of shoes could be another point of conversion.

It is important to note, the points for conversion will vary by type of business and what the unique KPIs are for that business.

What is a Conversion Funnel?

Conversion Funnel Example | Anvil MediaA conversion funnel is a term that is used to describe the journey a website visitor takes to find a website, visit that website and reach a point of conversion on the website. It is a term that is primarily used for e-commerce websites but truly applies to any efforts a company takes to draw traffic to their website and drive them to a unique point of conversion such as purchasing a product, filling out and submitting a form, or downloading a gated white paper.

If you are interested in having the conversion funnel and overall flow of your website reviewed to identify pain points and improve the journey of your visitors to the point of conversion, contact Anvil today!