CRO AUDIT

Your Paid Traffic Is Landing on Pages With Unresolved Friction. Here Is How to Find It.

Canadian paid campaigns send traffic to landing pages built months or years ago — pages that have never been audited for the specific friction stopping visitors from converting. Consent form patterns that violate PIPEDA requirements and create hesitation at the point of form submission. Mobile layouts where the CTA is buried below two screenfuls of copy on a phone that accounts for 65 per cent of the traffic. Trust signals placed in the footer instead of next to the form. Ignited Nepal audits every page receiving paid traffic and maps the specific, evidence-based friction points suppressing your conversion rate. You receive a prioritised friction list, revenue impact estimates, and a 30-day optimisation roadmap.

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This is for you if

Built for Canadian Businesses Where Paid Campaigns Underdeliver on Conversions

The Canadian E-Commerce Brand With a Conversion Rate Below Industry Benchmarks: You are running Google Shopping and Meta Ads to Canadian audiences. Your traffic quality is reasonable — bounce rates are within range, session durations suggest genuine interest, and the products are competitively priced. But your conversion rate is sitting at 1.4 per cent when the Canadian e-commerce benchmark for your category is closer to 2.8 per cent. Nobody has audited the actual product pages and checkout flow for specific friction. The mobile checkout experience has never been reviewed on the devices your Canadian customers are actually using. The PIPEDA-compliant privacy notice on the checkout form was written by a lawyer and placed in a way that interrupts the purchase flow rather than providing reassurance at the moment it is needed.

The Canadian Service Business Running Google Ads With Declining Lead Quality: You are generating leads from paid search, but the conversion rate has been dropping for two quarters and the leads that do come through are often a poor match. The landing page headline has not been reviewed against the search queries driving the traffic. The form asks for six fields when three would produce the same outcome. The trust signals that would reassure a Canadian prospect making a first-contact enquiry — Google reviews, industry certifications, BBB accreditation where applicable — are either absent from the landing page or placed in the footer where they provide no conversion support.

The Scaling Canadian Brand That Has Outgrown Its Landing Pages: Your business has changed significantly in the past 18 months. You have added products, shifted your positioning, expanded to new provinces, and refined the customer profile you are targeting. Your paid landing pages have not kept pace. They still describe an earlier version of your offer, target an earlier version of your customer, and lack the trust infrastructure and detail that your current, more considered buyer requires before converting. Scaling spend on pages that no longer reflect your current offer and no longer meet your current buyer's expectations is an expensive way to grow.

What's broken

Five Conversion Friction Types We Find on Canadian Paid Landing Pages

PIPEDA Consent Language Creating Form Abandonment

Canada's Personal Information Protection and Electronic Documents Act requires that consent for personal data collection be meaningful, informed, and freely given. The practical implementation of this requirement on lead generation forms frequently creates conversion friction: privacy policy links that are broken or open in ways that interrupt the form completion flow, consent checkboxes positioned between form fields in a way that disrupts the visual flow of submission, legal boilerplate written in language that makes the form feel like a compliance document rather than a business enquiry, and consent requests that are disproportionate to the simple transaction of submitting a name and email address. Ignited Nepal identifies every consent implementation pattern that is creating unnecessary friction — and specifies exactly how to restructure it to meet PIPEDA requirements without suppressing form completion.

Mobile Layout Failures on High-Traffic Canadian Landing Pages

Canadian mobile internet usage is among the highest in the developed world. For paid campaigns targeting Canadian consumers, 55 to 70 per cent of traffic arrives on mobile devices depending on the campaign type and target demographic. Yet most landing pages are designed primarily for desktop and adapted — often inadequately — for mobile. CTAs buried below excessive content, form fields too small for reliable tap input, hero images that load slowly on mobile connections and displace the headline below the fold, and navigation elements that compete with the conversion CTA for the limited real estate on a mobile screen are all conversion suppressors that are invisible to desktop-focused page reviews. These problems require mobile-specific assessment to find.

Trust Signal Absence or Misplacement for Canadian Buyers

Canadian buyers making online enquiries expect accessible indicators of business credibility before they submit personal information. Google reviews with visible star ratings, BBB accreditation where applicable, industry association memberships, professional certifications, and clearly stated Canadian business addresses and phone numbers are the trust signals that reduce hesitation at the point of form submission or purchase. When these are absent from conversion pages — or present only in the footer or the About page rather than proximate to the conversion point — they provide no support to the conversion decision. Ignited Nepal assesses both which trust signals your Canadian buyers would expect and where they currently appear relative to the decision point.

Form Friction — Too Many Fields, Unclear Purpose, No Progress Indication

Lead generation forms on Canadian service business pages routinely ask for more information than the initial enquiry requires. A prospect's budget, their timeline, their company size, and their specific requirements are useful inputs — but asking for all of them in a single-page form before any relationship has been established raises the effort barrier and reduces submission rates. Ignited Nepal assesses each form against the minimum information needed to qualify and follow up on a lead, identifies fields that can be removed or deferred to a second step, and specifies the structural changes — field count, field labelling, button copy, error message handling — that reduce form abandonment.

Message Mismatch Between Canadian Ad Variants and Landing Pages

Canadian paid search and social campaigns often run multiple ad variants targeting different provinces, demographics, or search intent categories — but all pointing to the same landing page. A prospect clicking a Quebec-focused French-language Meta ad who arrives on an English-only landing page with no French option has encountered immediate friction. A prospect clicking a Vancouver-specific Google Ads headline who arrives on a page that references only Toronto and Ontario has encountered a credibility gap. Ignited Nepal audits the full matrix of active ad variants and destination pages, identifies every language and geographic message mismatch, and specifies the specific page changes or destination routing adjustments that remove the disconnect.

What we engineer

What a CRO Audit From Ignited Nepal Covers

Friction Mapping Across All Pages Receiving Paid Traffic

We audit every landing page, product page, and checkout step receiving traffic from your Canadian paid campaigns. Each page is assessed against a structured friction framework covering message alignment between ad and page, trust signal type and placement, form usability and field count, PIPEDA consent implementation, mobile layout quality, and objection handling completeness. Every friction point is documented with the specific page URL, the section location, the friction type, the estimated conversion impact, and the priority ranking for resolution.

PIPEDA Consent Form Assessment

We review every form on paid traffic pages for consent mechanism design and conversion impact. We identify consent language that is disproportionate to the transaction, privacy policy links that create navigation friction, consent checkbox placement that interrupts the form completion flow, and any pattern where the compliance implementation is creating unnecessary hesitation without meeting a genuine regulatory requirement. We provide specific remediation instructions — copy-level and field-level — for every identified issue.

Mobile Usability Assessment

We conduct a dedicated mobile usability assessment of every priority conversion page, reviewing the page on standard Canadian device and screen size configurations. We identify below-fold CTAs, form field tap target sizing issues, image load performance on mobile connections, navigation elements competing with conversion CTAs, and any layout element that degrades the conversion experience on mobile relative to desktop. We specify the exact changes needed to resolve each mobile friction point.

Revenue Impact Estimates Per Friction Point

For each friction point identified, we estimate the revenue impact of resolution based on your current traffic volume, average order or contract value, and the conversion rate uplift typically associated with that category of fix. This produces a ranked friction list ordered by expected revenue impact — the highest-value fixes first, with quantified estimates attached to each item so you can prioritise implementation based on return.

30-Day Optimisation Roadmap

We deliver a structured 30-day roadmap that sequences friction removals in order of estimated revenue impact per unit of implementation effort. Each item specifies what to change, on which page and in which section, what the change should be, who implements it, and what metric confirms the fix is working. The roadmap includes specific notes on mobile and PIPEDA items so the implementation sequence accounts for the technical steps involved in those fixes.

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What changes

Four Measurable Outcomes After the Audit Findings Are Implemented

Before
After
Before Conversion Rate From Canadian Paid Traffic Increases Without Increasing Spend
After When confirmed friction points are removed from paid landing pages — the misaligned headline, the form with six fields that should have three, the Trustpilot widget in the footer that should be above the CTA — the same paid traffic produces more conversions. The conversion rate improvement reduces cost per acquisition and improves the return on the paid budget already running. For Canadian campaigns where CPC rates are competitive, a conversion rate improvement from 1.4 to 2.2 per cent is a more significant financial improvement than most optimisation changes made at the campaign level.
Before Mobile Conversion Rate Closes the Gap With Desktop
After A well-documented pattern in Canadian paid campaigns is a significant gap between desktop and mobile conversion rates — mobile traffic is abundant but converts at a fraction of the desktop rate because the mobile experience has never been specifically audited and optimised. After mobile friction points are resolved, the conversion rate gap narrows. This is particularly impactful for campaigns where mobile accounts for the majority of traffic, because the volume-weighted conversion rate improves significantly when the largest traffic segment stops being the worst-converting one.
Before PIPEDA Compliance Risk in Lead Capture Is Resolved
After After the consent form assessment and remediation, your forms meet PIPEDA requirements and are implemented in a way that does not unnecessarily suppress form completion. The Privacy Commissioner's guidance on meaningful consent is met without the implementation pattern creating the friction that was previously reducing submission rates. This resolves both a compliance risk and a conversion rate problem simultaneously.
Before The Optimisation Roadmap Establishes a Repeatable Review Standard
After Beyond the immediate friction removals, the audit establishes the standard your team applies when building new landing pages, reviewing campaign performance after seasonality shifts, or evaluating pages after changes to your offer or target audience. The methodology for identifying and prioritising friction becomes a permanent capability rather than a one-time intervention.
Common questions

FAQ

What is a CRO audit and how is it different from a website analytics review?

A CRO audit is a structured assessment of the specific pages receiving paid traffic, focused on identifying the friction points measurably suppressing conversion rates. Analytics reviews tell you that conversion rates are low. A CRO audit tells you exactly why — which element on which page is creating hesitation, abandonment, or confusion — and specifies the exact change that resolves it. Every finding is tied to a specific page location, a specific conversion behaviour being suppressed, an estimated revenue impact, and a specific remediation instruction.

What does PIPEDA require for consent on lead generation forms?

PIPEDA requires that consent for personal data collection be meaningful, informed, and freely given. For lead generation forms, this means users must understand what data is being collected and why, consent must not be bundled with acceptance of general terms, privacy policy access must not interrupt the form completion flow, and the consent mechanism must be proportionate to the transaction. Ignited Nepal audits your forms against these requirements and specifies changes that meet PIPEDA obligations without creating unnecessary conversion friction — the goal is compliance and conversion performance, not a choice between them.

How significant is the mobile conversion rate gap typically found in Canadian paid campaigns?

In Canadian paid campaigns with high mobile traffic shares — which includes most Meta campaigns and many Google Ads campaigns targeting consumers — the gap between desktop and mobile conversion rates is frequently 40 to 60 per cent. A desktop conversion rate of 3 per cent paired with a mobile conversion rate of 1.8 per cent, on a traffic mix that is 60 per cent mobile, means the volume-weighted conversion rate is being pulled significantly below what the desktop experience could deliver at scale. Closing the mobile friction gap is often the highest-revenue-impact recommendation in a Canadian CRO audit because it affects the majority of the traffic.

Our landing pages were built recently. Is a CRO audit still useful?

Recently built pages carry friction too — often the same structural friction that has become standard in landing page templates. Pre-ticked consent boxes, CTAs placed before sufficient trust signal development, form field counts that reflect internal data preferences rather than conversion optimisation, and mobile experiences that were reviewed once during QA and never reassessed against real user behaviour are common on recently launched pages. The age of a page is not a reliable indicator of how much structural friction it contains. The audit methodology identifies friction regardless of when the page was built.

Do you audit French-language pages for Quebec-targeted campaigns?

Yes. Where campaigns target Quebec audiences with French-language ads or French-language pages, we include those pages in the audit scope. French-language pages are assessed for the same friction categories — message alignment, trust signal placement, consent form implementation, mobile usability — with additional assessment of translation register, whether the French-language experience is functionally equivalent to the English-language experience, and whether any page elements create language-switching friction that would be specific to a bilingual Canadian audience.

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Find Out Exactly What Is Stopping Your Canadian Paid Traffic From Converting

Conversion rate friction is specific, structural, and fixable. It is not visible in aggregate analytics numbers — it is found by auditing the actual pages, the actual consent forms, the actual mobile experience, and the actual alignment between your ads and your destinations. Ignited Nepal delivers a prioritised friction list, revenue impact estimates, and a 30-day optimisation roadmap built on evidence from your paid traffic pages — not generic conversion rate theory.

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