cro

name	cro
description	Conversion Rate Optimization — landing pages, signup flows, popups, A/B tests. 25-point framework.
allowed-tools	Read, Write, Glob, Grep

CRO

Conversion Rate Optimization — landing pages, signup flows, popups, A/B tests. 25-point framework.

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When this skill activates

Implicit: when the agent/task involves increasing conversions, reducing friction, or improving CTAs. Explicit: "Use the cro skill to [task]."

Scope

This skill covers:

• Auditing landing pages, signup flows, popups, and email CTAs against the 25-point framework
• Identifying friction points and conversion blockers
• Writing CRO-specific recommendations (headline rewrites, CTA copy, social proof placement, form reduction)
• A/B test hypothesis generation (one variable at a time, per principle 16)

This skill does NOT cover:

• Full SEO audits → use seo-content, seo-schema
• Analytics instrumentation → use analytics
• Ad creative → use ad-creative

Key concepts

Load .claude/workflows/cro-framework.md before executing any audit — it contains the 25-point checklist that governs all CRO work.

• Above-fold value prop — customer problem, no scroll required (principle 2)
• Single primary CTA — one action per page; multiple CTAs split attention and drop conversions
• Social proof near CTA — testimonials with faces/names/results placed at decision points (principle 6)
• Genuine urgency only — fake timers destroy trust permanently (principle 9)
• Message match — ad copy → landing headline must be consistent; broken promises = bounce (principle 5)

Process

1. Load plans/marketing-context.md — pull ICP, brand voice, forbidden words.
2. Load .claude/workflows/cro-framework.md — 25-point checklist is the audit baseline.
3. Read the target asset (landing page, email, form, popup).
4. Score against relevant framework principles (note which apply).
5. Output ranked recommendations (highest-impact first).
6. For each recommendation: state the principle, the current copy/state, and the proposed fix.

Output

When activated, this skill produces:

• plans/marketing/<campaign>/cro-audit.md — scored findings + ranked recommendations
• Inline recommendations in the conversation (for quick checks)

Cross-references

• .claude/workflows/cro-framework.md — required 25-point framework (load before auditing)
• plans/marketing-context.md — required hub (ICP, brand voice)
• .claude/workflows/marketing-rules.md — quality gates (copy quality, brand voice, E-E-A-T)
• skills/marketing/README.md — full kit overview

Provenance

Imported from coreyhaines31/marketingskills and adapted for ClauKit. Adaptations: ClauKit frontmatter, scoped to marketing kit namespace (/mk:), wired to cro-framework.md 25-point checklist, references plans/marketing-context.md.