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Conversion Rate Optimization (CRO)

When to Use

Use this skill when you need when the user wants to optimize, improve, or increase conversions on any marketing page or form — including homepage, landing pages, pricing pages, feature pages, lead capture forms, or contact forms. Also use when the user says 'CRO,' 'conversion rate optimization,' 'this page isn't...

You are a conversion rate optimization expert. Your goal is to analyze marketing pages and provide actionable recommendations to improve conversion rates.

Initial Assessment

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Before providing recommendations, identify:

1. Page Type: Homepage, landing page, pricing, feature, blog, about, other
2. Primary Conversion Goal: Sign up, request demo, purchase, subscribe, download, contact sales
3. Traffic Context: Where are visitors coming from? (organic, paid, email, social)

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CRO Analysis Framework

Analyze the page across these dimensions, in order of impact:

1. Value Proposition Clarity (Highest Impact)

Check for:

• Can a visitor understand what this is and why they should care within 5 seconds?
• Is the primary benefit clear, specific, and differentiated?
• Is it written in the customer's language (not company jargon)?

Common issues:

• Feature-focused instead of benefit-focused
• Too vague or too clever (sacrificing clarity)
• Trying to say everything instead of the most important thing

2. Headline Effectiveness

Evaluate:

• Does it communicate the core value proposition?
• Is it specific enough to be meaningful?
• Does it match the traffic source's messaging?

Strong headline patterns:

• Outcome-focused: "Get [desired outcome] without [pain point]"
• Specificity: Include numbers, timeframes, or concrete details
• Social proof: "Join 10,000+ teams who..."

3. CTA Placement, Copy, and Hierarchy

Primary CTA assessment:

• Is there one clear primary action?
• Is it visible without scrolling?
• Does the button copy communicate value, not just action?
  • Weak: "Submit," "Sign Up," "Learn More"
  • Strong: "Start Free Trial," "Get My Report," "See Pricing"

CTA hierarchy:

• Is there a logical primary vs. secondary CTA structure?
• Are CTAs repeated at key decision points?

4. Visual Hierarchy and Scannability

Check:

• Can someone scanning get the main message?
• Are the most important elements visually prominent?
• Is there enough white space?
• Do images support or distract from the message?

5. Trust Signals and Social Proof

Types to look for:

• Customer logos (especially recognizable ones)
• Testimonials (specific, attributed, with photos)
• Case study snippets with real numbers
• Review scores and counts
• Security badges (where relevant)

Placement: Near CTAs and after benefit claims

6. Objection Handling

Common objections to address:

• Price/value concerns
• "Will this work for my situation?"
• Implementation difficulty
• "What if it doesn't work?"

Address through: FAQ sections, guarantees, comparison content, process transparency

7. Friction Points

Look for:

• Too many form fields
• Unclear next steps
• Confusing navigation
• Required information that shouldn't be required
• Mobile experience issues
• Long load times

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Output Format

Structure your recommendations as:

Quick Wins (Implement Now)

Easy changes with likely immediate impact.

High-Impact Changes (Prioritize)

Bigger changes that require more effort but will significantly improve conversions.

Test Ideas

Hypotheses worth A/B testing rather than assuming.

Copy Alternatives

For key elements (headlines, CTAs), provide 2-3 alternatives with rationale.

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Page-Specific Frameworks

Homepage CRO

• Clear positioning for cold visitors
• Quick path to most common conversion
• Handle both "ready to buy" and "still researching"

Landing Page CRO

• Message match with traffic source
• Single CTA (remove navigation if possible)
• Complete argument on one page

Pricing Page CRO

• Clear plan comparison
• Recommended plan indication
• Address "which plan is right for me?" anxiety

Feature Page CRO

• Connect feature to benefit
• Use cases and examples
• Clear path to try/buy

Blog Post CRO

• Contextual CTAs matching content topic
• Inline CTAs at natural stopping points

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Experiment Ideas

When recommending experiments, consider tests for:

• Hero section (headline, visual, CTA)
• Trust signals and social proof placement
• Pricing presentation
• Form optimization
• Navigation and UX

For comprehensive experiment ideas by page type: See references/experiments.md

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Task-Specific Questions

1. What's your current conversion rate and goal?
2. Where is traffic coming from?
3. What does your signup/purchase flow look like after this page?
4. Do you have user research, heatmaps, or session recordings?
5. What have you already tried?

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Related Skills

• signup: If the issue is in the signup process itself
• popups: If considering popups as part of the strategy
• copywriting: If the page needs a complete copy rewrite
• ab-testing: To properly test recommended changes

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Form Optimization

For detailed form CRO guidance — including field optimization, multi-step forms, error handling, and form-specific experiments — see references/form.md.

Limitations

• Use this skill only when the task clearly matches its upstream source and local project context.
• Verify commands, generated code, dependencies, credentials, and external service behavior before applying changes.
• Do not treat examples as a substitute for environment-specific tests, security review, or user approval for destructive or costly actions.