VIGILANTEWEB

Free CRO checklist

Check your site before you redesign it.

A 12-point CRO audit checklist for B2B teams deciding whether the site needs targeted fixes, better measurement, or a real redesign.

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A checklist for the expensive moment before the redesign brief.

Measurement checks

Confirm the conversion goal, form tracking, source segmentation, and revenue translation before anyone starts arguing about the homepage.

Conversion leak checks

Find the page with the largest drop-off, inspect the fold, place proof where doubt appears, and audit every form field for a real downstream use.

Redesign decision checks

Separate fixable CRO problems from structural issues like broken information architecture, platform constraints, and a weak sales handoff.

Priority framework

Turn findings into a ranked roadmap instead of a long list of page opinions dressed up as strategy.

Who it's for

Use it when the site feels off and the next move is unclear.

This is for B2B SaaS marketing and growth teams with traffic, paid spend, or inbound motion already in place.

It is especially useful when someone has suggested a redesign, but nobody has named the actual failure: measurement, conversion path, page friction, architecture, or the process that receives the lead after the form.

If you already know the site needs a full rebuild, this will sharpen the brief. If you do not know, it will stop you from buying a redesign to solve a tracking problem.

Proof point

The boring fixes are usually where the money is.

At Tableau, the contact page was not broken because it looked old. It was broken because it had accumulated too many jobs. Support requests, location finding, sales contact, and help content were all competing on the same page.

The fix was subtraction. Removing distractions and testing that direction over three months lifted contact form conversions 61%, worth $6.9M in annualized pipeline based on Tableau's historical conversion data.

Read the case study or download the checklist and run the first pass on your own site.

FAQ

Common questions

What format is the checklist?

It is a PDF built to review on screen or print before a redesign planning session. No spreadsheet, account, or special software required.

Do I need analytics access to use it?

You can complete the first pass without analytics, but the measurement checks are stronger with GA4, Search Console, and CRM access. If tracking is broken, the checklist will tell you to fix that before you trust the rest of the audit.

Is this only for SaaS companies?

It is written for B2B SaaS and recurring-revenue companies with demo, trial, or contact conversion paths. The logic still applies elsewhere, but the examples and prioritization are built for B2B pipeline.

Will this replace a full CRO audit?

No. It helps you run the first pass and identify obvious issues. A full audit goes deeper on data, competitors, page-level diagnosis, and the ranked experiment roadmap.

What happens after I submit the form?

The page shows the PDF download link immediately after the form submits. Your email is also saved so the checklist request can be attributed as a lead magnet conversion.

Who is this guy?

25+ years on the web. Numbers to show for it.

I led web strategy and conversion optimization for Tableau at Salesforce. I worked across engineering, marketing, and product to ship changes that moved the business. Here's what that looked like.

61%
Contact conversion lift
$6.9M
incremental pipeline
Get the audit Read the case study