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CRO Checklist

Download the conversion rate optimization (CRO) checklist for Software-as-a-Service (SaaS) brands here.


SaaS CRO Checklist

8 Simple Conversion-Boosting Steps You Can Take Today

You have a website that is generating a lot of traffic and leads. You don’t want to upset the apple cart by revamping it, but you do want it to create more conversions for your company.

On this info page will present you an eight-point conversion rate optimization (CRO) checklist to assist you in optimizing the various parts of your website to increase conversions.

Continue reading to discover more about CRO and to go through an eight-point conversion optimization checklist for your website.


Your 8-Point CRO Checklist

Determine the goal of your landing page before going through the CRO checklist. Is the page intended to persuade readers to buy from your website? Is it necessary for the page to push readers to sign up for your newsletter or fill out a form? Make the aim of the page clear so that you can optimize it properly.

Here is your CRO audit checklist for increasing conversions:

1. Web Design

good web designer

A simple website design entices people to read your information and convert. Here are some additional tips to make your page’s design user-friendly:

Use white space to direct your readers’ attention to the most important aspects of your website.

Ensure that your website is mobile-friendly so that it appears correctly and quickly on any device.

Use non-intrusive pop-ups, for example, to urge site visitors to sign up for your newsletter.


2. Optimized Call-to-Action (CTA)

Click to call Software

Make sure your CTAs clearly describe the action visitors are going to take when they click. “Add to cart” plainly indicates that they are going to buy goods. “Download brochure” informs your website visitors of what they may expect after clicking the button.

These straightforward CTA buttons establish a consistent customer experience and direct site visitors to convert. Here are some recommendations for optimizing your CTAs:

  • Use a contrasting hue, like red, to make your CTA button stand out from the rest of the page’s content.
  • Use only one main call to action and repeat it across the page.
  • For your secondary CTA, use a CTA link. Make your “Add to Cart” CTA a button, but your “Add to Wishlist” CTA must be a text link, for example.


Download The Full 60+ Step Conversion Checklist

Unleash Your SaaS Website’s Potential! Eliminate the guesswork and optimize your website effectively!


SaaS CRO checklist

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3. Forms

Embedded LeadGen forms on laptop and mobile devices

Ask yourself: Are my forms user-friendly and have I ever optimized them in detail for conversions?

If you need your users to fill out a form, keep the number of fields to a minimum. To save friction, have some of the forms automatically filled out. Other form components on your CRO checklist include:

  • Check that your forms operate and appear properly on mobile devices.
  • Error notifications must instruct visitors on how to remedy their errors.
  • If you require additional information from your leads, consider multi-step forms.


    4. Your Homepage

    LeadgenApp homepage

    Your homepage should inspire visitors to explore the rest of your website. That being stated, here’s your homepage CRO checklist:

    • Showcase your most popular items and services and link to their respective sites.
    • Establish trust by displaying social evidence in the form of testimonials, brand logos of companies you’ve worked with, and excerpts from positive reviews.
    • Include a conspicuous search bar to assist site visitors in finding what they’re looking for.


    5. Navigation

    improve customer experience journey

    The navigation of your website is the next item on our CRO audit checklist. With an easy-to-navigate website, you can help your visitors find what they’re searching for and direct them toward conversion:

    • Maintain consistent navigation across your website.
    • Make your navigation elements informative and clear.
    • If you have a multilevel site structure, employ breadcrumb navigation to let users know where they are in the site hierarchy


    Deep CRO Insight

    Designed to help you increase conversion rates to new heights using a deep analytical CRO framework built on years on experience.

    9 Checklist Tabs

    The Google Sheet comes with 9 individual tabs covering all conversion-relevant testing factors for your web-pages, starting from hypothesis definition for each page.

    The Most Detailed Checklist

    With 60+ items, the CRO SaaS checklist is the most detailed tool to maximize every angle of your web-pages for more leads and sales!

    6. Thank You Page

    Thank-You page

    So your lead successfully completed and submitted their form. Make certain that you convey the following steps to them.

    • Should they anticipate an email from you or a snapshot of a QR code created by your page?


    • Show a summary of their order data on your confirmation page if they purchased through your website.

    7. Contact Page

    Contact form in multi step style on Apexure website

    Allowing your prospects to contact you in a variety of ways like Live Chat
    Contact Form, Phone Number that can help them locate you and convert them into paying clients.

    Include the addresses of your actual stores, if you have them. Incorporating an interactive Google map might assist your prospects in swiftly locating your location.


      8. A/B Testing

      Comparing two similar multi-step form variants with A/B testing

      Finally, A/B testing is the key component of our CRO audit checklist. It is critical to test the various aspects of your page to see whether a new version converts more prospects than your current one.

      Make sure to test one piece at a time so you can determine which modification contributed to a higher conversion rate!






        Attention SaaS marketers and business owners striving for maximum website conversions! You may be facing the daunting task of optimizing your website, either by investing significant time and effort or spending a considerable amount hiring experts. But what if we told you there’s a game-changing alternative?

        Meet Mark, a savvy SaaS marketer who discovered the SaaS CRO website audit checklist—a powerful tool developed by industry experts. This comprehensive checklist streamlined the optimization process, saving Mark an incredible 80% of the time and effort he estimated to spend.

        Let’s break down the numbers:

        Doing it himself: 100 hours * $100 per hour = $10,000
        Using the checklist: 20 hours * $100 per hour = $2,000
        By leveraging the checklist, Mark saved a staggering $8,000 in time and labor expenses! Imagine the possibilities—reinvesting in your business, optimizing resource allocation, or rewarding yourself for a job well done.

        But that’s not all. Mark’s smart investment in the checklist led to remarkable results. Implementing the checklist’s strategies and best practices significantly increased conversions and revenue. His website transformed into a conversion powerhouse, propelling his business to new heights.

        Don’t miss out the opportunity to revolutionize your website’s conversion rate optimization with the SaaS CRO website audit checklist. Take the smarter, cost-effective path to success and witness your business thrive.

        CRO checklist tabs
        CRO checklist insight
        CRO checklist detailed insight


        The SaaS Website CRO Checklist serves as a comprehensive toolkit aimed at enhancing your website’s performance and increasing conversion rates. Comprising eight distinct sheets, each dedicated to specific aspects of your site, this checklist addresses all essential elements essential for achieving optimal conversion rate optimization.

        The homepage sheet: This provides guidelines for crafting a captivating and user-friendly homepage that immediately captures visitors’ attention and encourages engagement.

        The feature page sheet: Here, you’ll find strategies for effectively highlighting the key features of your product or service, ensuring potential customers grasp the unique value you offer.

        The call-to-action page sheet: This focuses on designing persuasive and compelling CTA buttons, encouraging visitors to take desired actions, such as making purchases or signing up for newsletters.

        The about us page sheet: Discover insights on creating a compelling narrative that fosters trust, establishes credibility, and deeply resonates with your target audience.

        The contact us page sheet: This offers guidelines for designing a seamless and user-friendly contact form or information section, facilitating easy customer interaction with your business.

        The pricing page sheet: Concentrating on optimizing your pricing strategy, this sheet helps you present pricing options clearly and emphasizes the value customers receive at each tier.

        Choose Your Checklist Now


        Waseem Bashir






        Waseem Bashir

        • Data Scientist MSc
        • CEO & Founder LeadGen App (SaaS company)
        • CEO Apexure (Web design agency)
        • Worked with 500+ clients
        • Recognized with Clutch Global Award of leading companies in conversion optimization
        • Featured in Hotjar, Google Campus, Techhub, Unbounce & more.
        Clutch CRO Award Winner

        My Journey & Experience
         When I first ventured into the world of website optimization, I faced an overwhelming challenge: Understanding the key elements and information needed to engage customers and build trust truly. It felt like a puzzle with missing pieces, leaving me uncertain about the best approach. As I started working on websites for my clients, the challenge became even more complex. 

        Gathering data was a struggle. I had to rely on various tools and techniques, like heat maps and Google Analytics, to gain insights into user behavior. It involved sifting through a sea of information, analyzing charts and patterns, and keeping a close eye on their competitors. It was a constant battle to gather enough information to make informed decisions.

        What struck me during this journey was the realization that many SaaS websites followed a similar structure. They all had common elements like a home page, solution or service pages, and contact information. Yet, optimizing these elements for maximum impact was a time-consuming process. Each client required a unique approach, and I found myself repeatedly testing and tweaking the same elements.

        Determined to save time, effort, and money for myself and my clients, I set out to create a solution. I developed an audit checklist that distilled years of experience, research, and industry knowledge into a concise framework. This checklist became my compass, guiding me through the website optimization process with clarity and efficiency. With the audit checklist, I no longer felt lost or overwhelmed. It provided a structured approach to evaluate websites, identify areas for improvement, and implement changes that would drive results. It became my trusted companion, helping me streamline the website optimization process and deliver exceptional outcomes for my clients.



        Rocket Money
        American Express



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        Cost-Effective Solution

        Discover a cost-effective solution that brings remarkable improvements in conversions and revenue without the necessity of heavy investment in other marketing strategies. Experience a sense of relief and satisfaction as you witness tangible enhancements in your business metrics, knowing that you’ve achieved impressive results without draining your budget.

        Website Improvement

        Through a comprehensive website analysis, you can uncover conversion barriers and optimization prospects across the entire site. By addressing these areas, you can boost conversions and revenue, effectively turning obstacles into opportunities for substantial growth.

        Proven & Tested CRO Concepts

        Implement time-tested CRO strategies and techniques to enhance user experience, boost engagement, and improve conversion rates. This will lead to the gratification of knowing that you are establishing a deeper connection with your audience, building trust, and nurturing loyalty


        Easy to Understand

        Easily navigate and understand the checklist, ensuring efficient auditing and implementing recommended changes. Feel empowered and confident as you navigate the checklist, simplifying the optimization process.


        Clear, Actionable Advise

        Gain actionable insights and precise recommendations for optimizing various aspects of your website, including landing pages, forms, call-to-actions, and more. Embrace the excitement of implementing these changes, which will lead to tangible results, all while knowing that you are positively enhancing your customers’ experience.

        Created By Experts

        Leverage the experience and expertise of skilled professionals well-versed in CRO principles and best practices. Instill trust and confidence as you draw upon the knowledge of these industry experts, ensuring your website optimization is in capable hands and bound to achieve exceptional results.

        Updates Included

        By regularly updating and revising the checklist, you can keep abreast of the latest CRO trends and industry developments. Enjoy the sense of accomplishment that comes with staying ahead of the curve and being at the forefront of industry advancements. With continuous optimization efforts, your website will consistently deliver the best possible user experience, guaranteeing customer satisfaction and success.


        SaaS manager
        SaaS Managers

        SaaS Managers, this checklist provides a plethora of practical advice to:


        • Improve website conversion rates.
        • Design captivating landing pages that engage the target audience.
        • Create persuasive CTAs to drive user interaction and increase conversions.
        • Enhance customer experiences to foster loyalty.
        • Amplify sales and successfully accomplish business objectives.

        SaaS business owner

        SaaS Business Owners

        The checklist is an invaluable resource for SaaS business owners aiming to:


        • Harness the full potential of their websites.
        • Receive comprehensive guidance on implementing effective pricing strategies.
        • Personalize messaging to cater to specific target personas.
        • Leverage the power of A/B testing.
        • Foster business growth in a competitive landscape.

        SaaS Growth manager

        SaaS Growth Managers

        The checklist serves as a valuable tool for SaaS Growth Managers to enhance their offerings by:


        • Optimizing the presentation of key features for maximum impact.
        • Conducting continuous A/B testing to refine and improve the product.
        • Attracting and retaining customers effectively.
        • Elevating user satisfaction levels and maximizing revenue.

        Frequently Asked Questions

        Frequently Asked Questions

        Here is a video with Waseem explaining his conversion optimization journey, how to conduct a CRO audit and the essence of the CRO checklist!

        What is the SaaS CRO Checklist about?

        The SaaS CRO Checklist offers a thorough resource crafted to assist B2B businesses in maximizing their conversion rates within the SaaS realm. It presents a methodical structure along with practical approaches aimed at improving website performance, enhancing user experience, and ultimately boosting conversion rates.

        Who is the SaaS CRO Checklist build for?

        The SaaS CRO Checklist proves advantageous for numerous professionals and businesses within the SaaS industry. It caters to marketing managers, business owners, sales professionals, digital marketers, and individuals striving to enhance their website’s conversion rates and drive overall business growth.

        How can I best use the Checklist?

        For effective utilization of the SaaS CRO Checklist, adhere to the following steps:

        1. Carefully examine the checklist to grasp the covered optimization areas comprehensively.
        2. Evaluate your existing website and pinpoint areas requiring improvement or optimization.
        3. Put into action the recommended strategies and best practices outlined in the checklist.
        4. Monitor and measure the effects of the implemented changes through analytics and conversion tracking tools.
        5. Perpetually iterate and fine-tune your optimization endeavors based on data analysis and user feedback.


        How can I measure the results of my CRO optimization work?

        Certainly, assessing the effectiveness of the checklist involves tracking pertinent metrics like conversion rates, click-through rates, bounce rates, and engagement levels. By comparing these metrics before and after implementing the checklist’s recommendations, you can gauge the precise impact of your optimization efforts.

        How often shall I use the checklist?
        Is the checklist useful for any industry?
        Can I use it for both existing and new sites?

        Indeed, the strategies outlined in the SaaS CRO Checklist are applicable to both new and established websites. In the case of new websites, the checklist serves as a solid foundation for establishing an optimized online presence right from the beginning. For established websites, it presents valuable opportunities for improvement and fine-tuning to elevate conversion rates. Ensure to tailor the checklist’s recommendations according to your website’s present condition and specific objectives.

        Why is CRO checklist important for my website?

        A Conversion Rate Optimization (CRO) checklist is crucial for your website for several compelling reasons. A CRO checklist is essential for optimizing your website’s performance, increasing conversions, and ensuring a positive experience for your audience. It aligns your digital efforts with user expectations, industry standards, and business goals, ultimately contributing to the overall success of your online presence.

        What should be included in a CRO Audit?

        A Conversion Rate Optimization (CRO) audit involves a comprehensive analysis of your website to identify areas for improvement in terms of user experience and conversion efficiency. Here’s a checklist of elements to include in a CRO audit: Define key conversion actions, focus on priority pages, understand user behavior, gather voice-of-the-customer insights, identify quick wins, form a conversion hypothesis, run A/B tests, and put your learnings into practice. Systematically reviewing and addressing these elements in a CRO audit we can help you uncover opportunities to enhance your website’s performance, improve user experience, and increase conversion rates.

        How do you do a CRO audit?

        Conducting a Conversion Rate Optimization (CRO) audit involves a systematic examination of your website to identify areas for improvement in order to enhance user experience and increase conversions. Here’s a step-by-step guide on how we perform a CRO audit: Recognize the need for CRO, set clear targets, match business and marketing goals, pick the correct metrics (not vanity metrics), nail your page design/layout, define your ideal customer, and prioritize modifications and improvements based on the audit results. Implement these adjustments gradually and utilize A/B testing to assess their effectiveness. By following these steps, you can conduct a thorough CRO audit that provides insights into areas for improvement and helps you optimize your website for better user experience and increased conversions. Regular audits ensure that your website remains aligned with user expectations and industry best practices.

        What are the key elements of the CRO checklist?

        The key elements of the CRO checklist include clear goals, user journey mapping, optimizing landing pages for relevance, clarity, and compelling CTAs, A/B testing hypothesis, accessibility standards, and much more. A comprehensive CRO checklist addresses these elements, guiding the optimization process to enhance user experience and drive higher conversion rates.