# Website Conversion Audit Playbook
MAVERICK INC. | FIELD GUIDE 03

Find the friction between paid clicks, website visits, leads and customers.

## What this system is designed to accomplish

The purpose is not to create another unused report. It is to create a repeatable decision process that connects evidence, owner accountability, and action. Numbers in examples are illustrative, not verified customer results.

## Four-stage implementation checklist

### Step 1: Map key user journeys and conversion events by intent
- Identify the actual system of record and business owner.
- Record the baseline, timestamp, unit of measurement and reporting limitations.
- Produce one working artifact and one decision or follow-up action.
- Verify the final outcome with the stakeholders who use it.

### Step 2: Audit hero clarity, CTAs, forms, mobile UX and trust
- Identify the actual system of record and business owner.
- Record the baseline, timestamp, unit of measurement and reporting limitations.
- Produce one working artifact and one decision or follow-up action.
- Verify the final outcome with the stakeholders who use it.

### Step 3: Prioritize fixes by expected impact, confidence and effort
- Identify the actual system of record and business owner.
- Record the baseline, timestamp, unit of measurement and reporting limitations.
- Produce one working artifact and one decision or follow-up action.
- Verify the final outcome with the stakeholders who use it.

### Step 4: Specify experiments with primary metrics and guardrails
- Identify the actual system of record and business owner.
- Record the baseline, timestamp, unit of measurement and reporting limitations.
- Produce one working artifact and one decision or follow-up action.
- Verify the final outcome with the stakeholders who use it.

## Deliverables checklist
- [ ] 50-point CRO audit checklist
- [ ] Journey scorecard
- [ ] ICE prioritization board
- [ ] Experiment brief

## Executive diagnostic questions
- Which conversion counts as qualified?
- Where do visitors hesitate or leave?
- Are mobile users seeing the same offer?
- What evidence supports each proposed fix?

## Quality control standard
- Never combine different definitions of the same KPI without reconciling the sources.
- Label unverified, illustrative or directional findings.
- Validate formulas on known test cases.
- Keep a change log: observation, recommendation, owner, due date and verified result.
- Judge financial impact using actual costs, margin and collected revenue when available.

## How to use the workbook
Open the accompanying Maverick Business OS workbook. Locate the tab matching this topic, replace example inputs with your actual data, validate the metric definitions, and use the action column to log your next decision. Do not share sensitive customer-level data without an appropriate agreement and security review.

## 30 / 60 / 90-day accountability
- Day 30: establish working definitions, initial diagnostics, owners and a prioritized set of actions.
- Day 60: test changes, review actual results and discontinue weak hypotheses.
- Day 90: scale validated improvements and make the reporting process repeatable.

For a private business review: https://maverick.plus/#book
Contact: ian@maverick.plus

Copyright Maverick Inc. Internal business use permitted. No guarantee of commercial outcome is implied.