Analytics audit

CRO starts with data. Before testing, look at funnels: where do users enter, where do they drop, where do they convert?

What to look at

• Top entry pages
• Page-by-page bounce rates
• Funnel drop-offs
• Conversion rates by segment (new vs returning, mobile vs desktop, channel)
• Search terms if on-site search

Tools

• Google Analytics 4
• Mixpanel / Amplitude for product analytics
• Custom dashboards (Looker, etc.)

Output

Ranked list of pages and flows with highest leverage, where a conversion improvement moves the needle most.

What to do with this

• Start every CRO program with a full analytics audit, skipping it means you're optimizing guesses not data
• Map the funnel end-to-end before testing, testing one page in isolation misses the interaction effects
• Find the highest-leverage step (traffic × drop-off), fixing a 20% drop on 10K visits beats fixing a 50% drop on 500 visits
• Segment the funnel by source + device, mobile checkout usually differs dramatically from desktop
• Turn audit findings into a prioritized test backlog before shipping anything, the audit isn't the deliverable, the roadmap is