CRO AUDIT

Your Paid Traffic Is Landing. The Friction Is What Is Stopping It From Converting.

Most businesses running paid campaigns in the UK measure conversion rate as a single aggregate number and assume the problem is the traffic. The problem is almost never the traffic. It is the page a visitor lands on after the click — the unclear value proposition, the consent banner that blocks the form, the pre-ticked privacy box that creates hesitation, the trust signals that are absent or misplaced. Ignited Nepal audits every page receiving paid traffic and maps the specific friction points — messaging gaps, UX failures, trust signal absences, and consent form errors — that are costing you conversions. You receive a prioritised friction list, revenue impact estimates, and a 30-day optimisation roadmap built on evidence from your actual pages.

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This is for you if

This Is Built for Businesses Where Paid Traffic Is Not Converting at the Expected Rate

The E-Commerce Brand With Healthy Traffic and Disappointing Conversion Rates: You are spending on Google Shopping, Meta Ads, or both. Your cost per click is within range, your audience targeting is reasonable, and the traffic volume is there. But your conversion rate is sitting at 1.2 per cent when your category benchmarks suggest it should be closer to 2.5 per cent. Nobody has audited the actual landing pages and product pages receiving that traffic. The consent banner was set up by a developer, not reviewed for conversion impact. The Trustpilot widget exists somewhere on the site but is not placed where it would do the most work. The checkout form has four fields that could be reduced to two. These are findable problems. They are not being found because nobody has looked.

The Service Business Running Google Ads to a Landing Page Built Two Years Ago: Your paid search campaigns send traffic to a landing page that was built when the business had a different offer and a different target customer. The headline does not match the intent of the search queries driving the clicks. The form asks for information the sales team does not actually need. The page has no visible Google reviews, no case study references, and no indication of credentials or industry accreditations that UK buyers in your category expect to see before making an enquiry. The page converts at a low rate and nobody has investigated why.

The Growing Brand Increasing Ad Spend Without Fixing the Conversion Layer: Your paid acquisition budget has grown from £5,000 to £20,000 per month over 18 months. The conversion rate from paid traffic has stayed roughly the same — or declined slightly. You are acquiring customers, but you are paying more per conversion than you should be. Scaling spend on top of a landing page with unresolved friction means every budget increase amplifies the cost of that friction. Before the next budget increase, the friction needs to be found and removed.

What's broken

Five Conversion Friction Types We Find on UK Landing Pages

GDPR Consent Forms Creating Drop-Off Before the CTA

UK businesses operating under UK GDPR and the Privacy and Electronic Communications Regulations must obtain explicit, freely given consent before processing personal data for marketing purposes. In practice, this requirement is frequently implemented in ways that create measurable conversion friction: consent checkboxes that are pre-ticked, privacy policy links that open in the same window and navigate the user away from the form, cookie banners that obscure the page content on mobile, and consent language written in legal terminology rather than plain English. Each of these implementation patterns suppresses form completion rates. Ignited Nepal identifies every consent-related friction point and specifies the exact change needed to resolve it — without removing the compliance mechanism.

Trust Signals Are Present But Placed Where They Do Not Convert

Trustpilot review widgets, Google reviews badges, industry certifications, and accreditation logos are common on UK business websites. The conversion impact of these signals depends almost entirely on where they appear on the page relative to the moment of decision. A Trustpilot widget in the footer of a landing page has a fraction of the conversion impact of the same widget placed immediately above the enquiry form, where it is visible at the moment a prospect is deciding whether to submit their details. Similarly, an ISO certification logo placed on the About page provides no conversion assistance to a prospect evaluating the landing page for the first time. Misplaced trust signals are not a cosmetic issue. They are a conversion rate issue.

Message Mismatch Between Ad Copy and Landing Page

When a prospect clicks a Google Ads headline that promises a specific outcome and arrives on a landing page with a different emphasis, the disconnect creates immediate cognitive friction. The visitor's expectation — set by the ad — is not met by the page. This is one of the most common and highest-impact friction sources across UK paid campaigns, and it is almost never a copy problem on either the ad or the page in isolation. It is a structural failure to treat the ad and landing page as a single continuous message. Ignited Nepal audits the alignment between every active ad variant and the page it links to, and identifies every instance where the message break is suppressing conversions.

Mobile Friction on Forms and Checkout Flows

The majority of UK paid search traffic now arrives on mobile devices. Form fields that require precise tapping on small targets, phone number inputs that do not trigger the numeric keyboard, address fields without postcode lookup, and checkout flows that require excessive scrolling to reach the CTA on a small screen are all directly measurable conversion suppressors. These problems are rarely visible during desktop-based page reviews and require specific mobile usability assessment to identify.

Absence of Objection Handling Near the Point of Decision

UK buyers making online enquiries or purchases are accustomed to having their common objections addressed before they are asked to act. What is your return policy. How quickly will someone respond to my enquiry. Is my payment information secure. Are there any long-term contracts. When these objections go unaddressed on the page near the form or checkout, a proportion of visitors who were close to converting abandon the process to seek the answers elsewhere — or not at all. Ignited Nepal identifies the specific objections being left unaddressed on your highest-traffic paid landing pages and specifies exactly where and how to address them.

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, service page, and checkout step currently receiving traffic from paid acquisition campaigns. Each page is assessed against a structured friction framework covering message alignment, trust signal placement, form and checkout usability, mobile experience, consent form implementation, and objection handling. We document every friction point identified with a specific description of the problem, the page section where it occurs, the estimated conversion impact, and the priority ranking for resolution.

GDPR Consent Form Assessment

We assess every form on paid traffic pages for consent mechanism compliance and conversion impact. We identify pre-ticked boxes, ambiguous consent language, disruptive privacy policy link behaviour, cookie banner interference, and any consent pattern that is creating unnecessary friction without serving a required compliance function. We specify the exact changes needed for each form — not general recommendations, but field-level and copy-level instructions for your developer or CMS editor.

Trust Signal Audit and Placement Assessment

We map all trust signals currently in use — Trustpilot, Google reviews, certifications, accreditations, press mentions, client logos, guarantees, and security indicators — and assess where they appear relative to conversion points. We identify trust signals that are absent but would be expected by UK buyers in your category based on SERP analysis of competitor pages. We specify the exact placement changes and additions needed to deploy trust signals where they have the highest conversion impact.

Revenue Impact Estimates Per Friction Point

For each friction point identified, we estimate the revenue impact of removing it based on your current traffic volume, average order value or average contract value, and the conversion rate uplift typically associated with that category of fix. This gives you a ranked list of optimisations ordered by expected revenue impact — so the first thing you fix is the thing most likely to produce the largest return.

30-Day Optimisation Roadmap

We deliver a structured 30-day roadmap that sequences the friction removals in the order that maximises revenue impact per unit of implementation effort. Each item on the roadmap specifies what to change, which page, which section, what the change should be, who is responsible for implementing it, and what metric to monitor to confirm the fix is working. The roadmap is designed to be executable by your internal team or developer without requiring ongoing involvement from Ignited Nepal unless you choose to engage for implementation support.

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What changes

Four Measurable Outcomes After the Audit Findings Are Implemented

Before
After
Before Paid landing pages carry confirmed friction points — a misaligned headline, a pre-ticked consent box creating hesitation, a Trustpilot widget in the footer instead of above the form — so the same volume of paid traffic produces fewer conversions and a higher cost per acquisition.
After Conversion Rate From Paid Traffic Increases Without Increasing Spend: The most direct outcome of removing confirmed friction points from paid landing pages is an improvement in conversion rate. When the specific barriers suppressing conversions are identified and removed — the misaligned headline, the pre-ticked consent box creating hesitation, the Trustpilot widget that was in the footer instead of above the form — the same volume of paid traffic produces more conversions. This reduces cost per acquisition without requiring a budget increase or audience expansion.
Before Conversion rate is suppressed by findable, fixable friction, so every pound spent on paid acquisition — divided by that conversion rate — produces less revenue per click than it should.
After The Cost of Each Paid Click Produces More Revenue: Every pound spent on paid acquisition is effectively divided by your conversion rate to produce a cost per lead or cost per sale. Improving conversion rate from 1.2 per cent to 2.0 per cent on the same budget is equivalent to a 66 per cent increase in what your paid spend produces. The audit identifies whether your conversion rate is suppressed by friction that is findable and fixable — and quantifies what closing that gap is worth in annual revenue terms.
Before Consent form friction is rarely audited from both a compliance and a conversion perspective simultaneously, leaving forms that suppress completion and carry GDPR compliance risk in lead capture.
After GDPR Compliance Risk in Lead Capture Is Removed: Consent form friction is rarely audited from both a compliance and a conversion perspective simultaneously. After the consent form assessment, your forms are compliant with UK GDPR requirements and implemented in a way that does not unnecessarily suppress form completion. The ICO guidance on consent is met without the form creating the friction patterns that were previously suppressing conversion rates.
Before There is no repeatable framework for ongoing conversion improvement, so new landing pages and campaigns are built and reviewed without a consistent method for identifying friction.
After The Optimisation Roadmap Creates a Repeatable Testing Methodology: Beyond the immediate friction removals, the audit establishes a framework for ongoing conversion improvement. The methodology used to identify friction on your existing pages becomes the standard your team applies when building new landing pages, launching new campaigns, or reviewing page performance after algorithm changes or market shifts. The audit is a one-time diagnostic that produces both an immediate improvement plan and a permanent change in how paid landing pages are reviewed.
Common questions

FAQ

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

A CRO audit is a structured assessment of specific pages receiving paid traffic, focused on identifying the friction points that are measurably suppressing conversion rates. It is not a design review, a brand assessment, or a general usability evaluation. Every finding in a CRO audit is tied to a specific page location, a specific conversion behaviour being suppressed, an estimated revenue impact, and a specific change that resolves it. A general website review produces observations. A CRO audit produces a prioritised action list with revenue estimates attached.

Do we need to have a minimum volume of traffic for the audit to be useful?

The audit methodology does not require a specific minimum traffic volume to identify friction — friction points are identifiable through structural analysis regardless of whether 500 or 50,000 people are encountering them. However, the revenue impact estimates become more precise with higher traffic volumes because the conversion rate calculations are based on larger data samples. For pages receiving fewer than 200 paid visitors per month, Ignited Nepal will note where impact estimates carry higher uncertainty and focus the roadmap prioritisation on the highest-confidence friction removals.

Our conversion rate has been stable for a year. Does that mean there is no friction?

A stable conversion rate means the same friction has been present consistently, not that friction is absent. Most friction on paid landing pages is structural — it does not fluctuate month to month because it is built into the page design, the form configuration, or the message structure. A stable low conversion rate is often a stronger indicator of unresolved structural friction than a declining one, because it suggests the problem has not been identified or addressed despite consistent traffic exposure.

How does the GDPR consent form assessment work in practice?

We review every form on pages receiving paid traffic against the specific requirements of UK GDPR and the Privacy and Electronic Communications Regulations for consent mechanisms. We check whether checkboxes are pre-ticked, whether consent language meets the freely given and unambiguous standard, whether privacy policy links navigate users away from the conversion page, whether the cookie consent banner interferes with form visibility on mobile, and whether the consent request is proportionate to the data being collected. We provide specific remediation instructions for every identified issue — field-level and copy-level, not general guidance.

What does the 30-day optimisation roadmap include?

The 30-day roadmap is a sequenced implementation plan that specifies what to change, on which page, in which section, what the change should be, and what metric confirms the fix is working. Items are sequenced by estimated revenue impact per unit of implementation effort — high-impact, low-effort changes first. Each item includes a brief rationale explaining why this change addresses the specific friction identified and what conversion behaviour it is expected to improve. The roadmap is designed to be followed by your internal team without requiring ongoing involvement from Ignited Nepal, though we are available for implementation support if needed.

Our team

The people behind the work

Not a black box. Real specialists you can call, with their names on the work.

Niraj Raut

Niraj Raut

Founder — Ecommerce SEO
Keshab Joshi

Keshab Joshi

PPC Expert
Hawrry Bhattarai

Hawrry Bhattarai

Google Ads Expert
Arogya Rijal

Arogya Rijal

SaaS SEO Expert
About Us →
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Find Out Exactly What Is Stopping Your Paid Traffic From Converting

Most friction on paid landing pages is specific, structural, and fixable. It is not found by looking at conversion rate numbers in an analytics dashboard — it is found by auditing the actual pages, the actual forms, and the actual message 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 pages — not general CRO theory.

Request a CRO Audit →

Request a CRO Audit · uk@ignitednepal.com