Website
Website and CRO report template
Turn site analytics and screenshots into a practical conversion report with the fixes ranked by impact.
What the client sees
A polished starting point for the next client update, with the cover, narrative, charts, source tables, and next steps already shaped.
Website and CRO report template
For website optimization calls
Website Overview
Website Overview summary
The site attracted 92,400 sessions and converted 3.2% of visits. Engagement improved, but conversion intent is leaking on pricing and comparison pages.
The site has enough qualified traffic to support a focused CRO cycle. The highest-impact improvements are not visual polish; they are offer clarity, proof placement, form friction, and mobile performance.
Website KPI scorecard
Traffic Sources
Traffic Sources summary
Organic and paid search brought the highest-intent traffic, while paid social created volume with lower conversion depth.
Acquisition quality varies by source. CRO priorities should start with pages receiving high-intent search and email traffic, then support paid social with clearer proof and shorter paths to action.
Traffic source quality
| Channel | Sessions | Bounce | Pages/Session | CVR |
|---|---|---|---|---|
| Organic Search | 34,800 | 38.4% | 2.5 | 3.8% |
| Paid Search | 22,600 | 41.2% | 2.1 | 3.4% |
| Paid Social | 18,400 | 52.6% | 1.6 | 1.7% |
| 8,900 | 31.8% | 2.8 | 6.1% | |
| Direct | 7,700 | 40.6% | 2.2 | 4.2% |
Landing Pages
Landing Pages summary
The homepage and solution pages are improving, but pricing has too much evaluation friction for a high-intent page.
Top landing pages should make the next step obvious within the first viewport. Pricing needs earlier proof, comparison content needs stronger CTA continuity, and resource pages need better mid-page conversion points.
Landing-page performance
Funnel & CRO
Funnel & CRO summary
The largest funnel drop occurs between product evaluation and form start, followed by mobile form completion.
Visitors are showing intent, but the page sequence does not remove enough uncertainty before asking for action. CRO work should reduce decision friction before form optimization.
Conversion funnel
| Step | Users | Step Rate | Drop-Off | Opportunity |
|---|---|---|---|---|
| Landing page view | 64,200 | 100% | n/a | Segment by intent |
| Product or pricing view | 21,840 | 34% | 66.0% | Improve paths from resources |
| CTA click | 7,420 | 34% | 66.0% | Clarify offer |
| Form start | 4,180 | 56.3% | 43.7% | Add proof before form |
| Form submit | 2,968 | 71% | 29.0% | Reduce fields on mobile |
UX Issues
UX Issues summary
UX friction is concentrated in inconsistent CTAs, buried proof, dense pricing comparison, and long mobile forms.
The page audit identified issues that affect decision speed. The fixes should be measured by CTA click rate, form-start rate, and page-level CVR rather than subjective preference.
UX issue backlog
| Issue | Page | Impact | Evidence | Fix |
|---|---|---|---|---|
| CTA label changes by section | Homepage | Medium | Scroll maps show hesitation | Standardize primary CTA |
| Proof appears below pricing grid | Pricing | High | High exit before testimonials | Move proof above plans |
| Comparison table too dense | Compare | Medium | Mobile rage clicks | Collapse secondary rows |
| Form asks for phone too early | Contact | High | 29% form drop | Make phone optional |
Page Speed & Core Web Vitals
Page Speed & Core Web Vitals summary
Desktop performance is healthy; mobile LCP and INP need attention on pricing, homepage, and comparison templates.
Performance work should focus on user-visible templates with high conversion value. Compressing hero assets and reducing third-party script work are the highest-confidence fixes.
Core Web Vitals by template
| Template | LCP Mobile | CLS | INP | Priority |
|---|---|---|---|---|
| Homepage | 2.7s | 0.05 | 184ms | Medium |
| Pricing | 3.2s | 0.08 | 236ms | High |
| Solution | 2.3s | 0.04 | 162ms | Low |
| Comparison | 2.9s | 0.06 | 218ms | High |
Experiment Backlog
Experiment Backlog summary
The experiment backlog prioritizes proof placement, CTA consistency, form friction, and offer clarity.
Tests should be sequenced from highest expected impact to lowest engineering effort. Each test needs a primary metric and a guardrail to prevent trading lead quality for volume.
CRO experiment plan
| Test | Primary Metric | Guardrail | Effort | Priority |
|---|---|---|---|---|
| Pricing proof above plan grid | Pricing CVR | Lead quality | Medium | High |
| Single primary CTA language | CTA click rate | Bounce rate | Low | High |
| Short mobile form | Form completion | Sales qualification | Low | High |
| Resource mid-page CTA module | Assisted conversions | Time on page | Medium | Medium |
| Comparison table simplification | Compare page CVR | Scroll depth | Medium | Medium |
Insights & Next Steps
Insights & Next Steps summary
The next CRO cycle should target pricing proof, mobile forms, and performance on high-intent templates before broader redesign work.
The site does not need a large redesign to improve conversion. It needs a disciplined sequence of fixes tied to intent, clarity, proof, speed, and form completion.