Short version: A conversion audit is a review of a website or funnel to find what helps or blocks visitors from completing the desired action.
It can look at clarity, trust signals, page hierarchy, calls to action, forms, checkout steps, loading speed, mobile usability, analytics data, heatmaps, and the match between campaign promise and page content.
The goal is to find practical friction, not to blame one button color. A useful conversion audit turns observations into prioritized fixes that can improve leads, sales, bookings, or other meaningful outcomes.
In practice, the audit should connect each recommendation to a user hesitation or measurement signal, so the team knows why a change should improve performance.
Related terms: CRO, Conversion rate, and Web audit.