The FERMÀT Funnel CRO (Conversion Rate Optimization) Checklist gives you a simple, step-by-step way to audit your funnel. It helps you quickly spot what’s working, what’s not, and where to focus your fixes.
What's in this guide
What is the CRO Checklist?
The FERMÀT Funnel CRO (Conversion Rate Optimization) Checklist is a simple framework to help you spot what’s hurting your conversions, and fix it. It walks you through 7 key areas that impact funnel performance, from shoppability and social proof to load time and technical glitches. By reviewing each area, you’ll catch issues you might otherwise miss and make your funnel stronger, faster, and more effective.
Why CRO matters
Funnels don’t always perform the way we expect, especially as campaigns, audiences, and offers evolve. If conversion rates are slipping or your funnel just isn’t clicking, this checklist helps you figure out why, and what to do about it.
Use it when:
You’re launching a new campaign and want to set it up to convert
Conversion rates are dropping and you’re not sure why
You’re auditing an existing funnel for issues and quick wins
You’re doing a regular optimization review
What to Review: Key CRO Areas
Use the checklist below to evaluate the most important areas of your funnel. These are the sections where small changes often drive big improvements in conversion.
1. Shoppability & CTA Placement
Make it easy for customers to shop and take action.
Check for:
Product Placement: Are key products shown above the fold, or buried too low
Call-to-Action Buttons: Are CTAs (like “Shop Now” or “Add to Cart”) clear, compelling, and placed consistently throughout the page?
CTA Visibility: Can users spot your CTAs without having to scroll too much?
Add-to-Cart Toggle: On collection or grid pages, is the Add-to-Cart button clearly visible and enabled?
2. Social Proof & Trust
Build trust with customers by showing real validation.
Check for:
Customer Reviews: Are they recent, authentic, and include images if possible?
Media Mentions: Is there a press or "As Seen In" section?
Social Proof Banner: Would a scrolling section of customer quotes or brand logos increase trust?
Influencer or UGC Content: Are you using real quotes or visuals from creators and customers?
3. Content Clarity & Layout
Make your content easy to read, scan, and absorb.
Check for:
Text Formatting: Are paragraphs short, spaced out, and easy to skim? Would bullets help?
Headers & Subheaders: Are you guiding users down the page with clear section labels?
Benefit-Oriented Copy: Is it obvious what value the product delivers to the customer?
Visual Balance: Are visuals supporting the story, or overwhelming the message?
4. Messaging & Relevance
Make sure your message connects and matches the traffic source.
Check for:
Hero Messaging: Is the main headline clear and consistent with the ad that brought them here?
Product Positioning: Is your core benefit obvious within the first few scrolls?
Ad-Funnel Match: Do the visuals and copy feel aligned with the ads driving traffic?
5. Website Offer Alignment (.com Check)
Ensure your funnel offers feel consistent with your main site.
Check for:
Offer Consistency: Do the funnel’s promos match those on your .com site (if they’re meant to)?
Offer Visibility: Are offers easy to spot, especially the most compelling ones (e.g. “Free Gift” or “10% Off”)?
Quiz Feature: Is there a quiz to help personalize the experience or guide shoppers?
Video Testimonials: Are you using video reviews or award banners to build trust?
6. Product Offer & Merchandising
Make sure the product selection is clear and encourages bigger checkouts.
Check for:
Variants & Options: Are size, flavor, or scent choices clearly presented?
Upsells & Bundles: Is there an easy way to add more to cart or increase AOV?
7. Technical & UX Checks
Catch functional blockers that could quietly kill conversions.
Check for:
Scroll Depth: Are users actually reaching the parts of the page that matter?
Heatmap or Session Replay Review: Can you see where people are dropping off or getting stuck?
Best Practices
Following the checklist is step one, making the most of it is where the real lift happens. These best practices will help you turn insights into impact, faster.
Prioritize High-Impact Areas: Start with elements that directly affect conversion, such as CTA placement and messaging clarity.
Use Data-Driven Decisions: Pair this checklist with platform data (like Meta Ads Manager, Shopify analytics, or heatmaps).
Test Systematically: Avoid changing everything at once. Make one tweak, then measure impact before moving to the next.
Regular Reviews: Use this checklist periodically to maintain optimal funnel performance.
📥 Want More CRO Help?
Check out our Ecommerce Conversion Rate Optimization Guide →
15 proven CRO strategies
A downloadable checklist
A plug-and-play funnel optimization template