enhance-web-conversion

# enhance-web-conversion — Message, offer, proof, prompt **Degree of freedom: MIXED.** Copy angle, packaging, and proof selection `[HIGH freedom]`; the hero five-second check, the dark-pattern ban, and the event names `[LOW freedom — run exactly]`. Apply-now. `enhance-web-landing` makes the page look hand-crafted; this skill makes it **say the right thing to the right person and ask once**. It touches hero copy, CTA, pricing packaging, social proof, trust signals, and in-app upgrade moments — and measures each with an event. ## This skill vs neighbors | Skill | Owns | |---|---| | **enhance-web-conversion** (this) | What the page claims, offers, proves, and asks | | `enhance-web-landing` | Layout, type, motion, visual system of the page | | `enhance-onboarding` | Getting the free user to first value (before any ask) | | `audit-payment-system` | Whether checkout, webhooks, and refunds actually work | | `audit-monetization-iap` | Mobile store purchases | | `plan-gtm` | Chose the model and the ICP this skill writes for | | `plan-antislop` | Voice audit when the copy reads generated | | `enhance-web-seo` | Titles, meta, schema for the same pages | Do **not** fire for "make the pricing page prettier" alone → `enhance-web-landing`. ## How to reason 1. **Message** — does the hero state who it is for, what it does, why not the alternative — in five seconds? 2. **Offer** — does the packaging match the monetization model and make one tier the obvious pick? 3. **Proof** — is every claim backed by a named person, a number, or a screenshot? 4. **Prompt** — does the upgrade ask appear where value was just felt, and say what unlocks? 5. **Measure** — does each of the above fire an event so the change can be judged? ## Worked example > **Message:** hero reads "145 skills · 57 commands"; the positioning says > "refuses done while unchecked work remains". Rewrite: *"Coding agents call it > done when it compiles. These playbooks don't."* CTA "Install in 30 seconds". > **Offer:** free forever — so the only ask is the install; remove the second CTA. > **Proof:** replace "used by developers" with the skills.sh install badge (live > number) and one named quote from an issue thread. > **Prompt:** none — no paid tier; add a "star if this saved you a rework" line > after the first successful run (in-app, not on the landing page). > **Measure:** `cta_clicked { location }`, `install_copied`; before/after > visit→install unmeasured → measured. ## Self-critique before reporting - **Five-second pass** — a stranger reading only the hero can say who/what/why-different - **One primary CTA per screen** — its verb matches the model ("Start free" / "Start 14-day trial" / "Book a demo") - **Every proof is real** — names, logos, numbers, and quotes exist in the repo or were supplied - **No dark patterns** — cancel path visible; no fake timers, confirm-shaming, or pre-checked add-ons - **Events added** — pricing and upgrade events listed with where they fire - **Right owner** — visual system → `enhance-web-landing`; checkout bugs → `audit-payment-system` --- ## Procedure ### 1. Hero and CTA [LOW freedom — check; HIGH freedom — write] Five-second check on the current hero: **who** (ICP named or implied), **what** (outcome, not feature count), **why not the alternative**, **one CTA** above the fold. Rewrite what fails. Sub-headline carries the mechanism; the H1 carries the outcome. Model-matched CTA copy: | Model | Primary CTA | Under it | |---|---|---| | Freemium / ungated | Start free · Try it now | "No account needed" / "Free forever for …" | | Trial, no card | Start 14-day trial | "No credit card required" (lifts visit→signup) | | Trial, card | Start trial | Price after trial + cancel-anytime, visible | | Open-core / hosted | Deploy on cloud · Self-host | Link to the other path | | Sales-assisted | Book a demo | Who it is for (team size / ACV) | ### 2. Pricing page [HIGH freedom] - **≤3 self-serve tiers** good-better-best; the recommended middle tier is visually and verbally the default; the higher tier sits on the right as the anchor. An enterprise column shows "from $X" — hiding its price removes the anchor and hurts middle-tier conversion. - **Same CTA verb on every column**; "No credit card required" under the button when true. - **Annual toggle** — default monthly for self-serve products with a free tier; state the saving as "2 months free", not "save 17%" (norm 15–25%). - **Free tier limits explicit** — what runs out (seats, rows, runs), never vague "basic". - **Usage / credits** — if the model meters, show the unit, the included amount, and a live estimate; bill shock is the top objection. - **Feature table** lists outcomes people search for; hide internals. - **FAQ** answers cancel, refund, data export, security — the objections that stall checkout. - A dual CTA (free plan **or** 14-day card trial) lifted premium trial starts 26% in one 2026 case; offer it only when `plan-gtm` chose both paths. - Benchmarks to set expectations (2026, ChartMogul × Kyle Poyar × ProductLed): freemium good 3–5%, trial no-card 4–6%, card-required 25–35%; median 8%. Judge the change by Signup→Paid, not visits. Rows and URLs: `plan-gtm/references/benchmarks-2026.md`. ### 3. Proof and trust [HIGH freedom] Order of strength: live numbers (installs, stars, customers) → named quotes with role → recognizable logos → screenshots of the real product → security/privacy pages. Place the strongest one directly under the hero CTA and again beside the pricing CTA. Fabricated or anonymous "Jane D., CEO" quotes are removed, not kept. ### 4. In-app upgrade prompts [HIGH freedom] Ask at **value moments**: a limit reached, a premium feature touched, a result worth keeping. The prompt names what unlocks, shows price, and completes in one step. Dismiss is one click and remembered. Never interrupt the activation path (`enhance-onboarding` owns that stretch). For a free tier, a "powered by" badge on shared output is the cheapest loop (0.5–3% conversion, near-total exposure); a referral credit follows once activation is measured. ### 5. Events [LOW freedom — names] ``` cta_clicked { location, label } pricing_viewed · plan_selected { plan, interval } checkout_started · checkout_completed { plan, interval } upgrade_prompt_shown { trigger } · upgrade_prompt_clicked { trigger } ``` Reconcile with `audit-analytics`; consent-gated; no PII. ### 6. Verify - Five-second read of the new hero by someone outside the project (or a fresh model with only the screenshot): what is it, for whom, what outcome — then the doppelganger check with the logo removed (could this be a competitor's page?) - Playwright: pricing → checkout start path; cancel/downgrade path still reachable - Events observed in the debug view - Report: before/after copy, packaging diff, proof sources, events, files ## Guardrails - **No dark patterns** — no fake countdowns or scarcity, hidden cancel, confirm-shaming, pre-checked upsells, or bait pricing. - **Claims need evidence** — a number or a name; otherwise cut the claim. - **Model is not yours to change** — packaging follows the `plan-gtm` decision. - **Voice** — if it reads like every other SaaS page, hand the copy to `plan-antislop`. ## Chains with - **`plan-gtm`** → positioning statement and monetization verdict this skill implements. - **`enhance-web-landing`** → visual pass on the same pages. - **`enhance-web-seo`** → title/meta/schema for landing and pricing. - **`audit-payment-system`** → before turning on a card-required trial. - **`test-playwright`** → lock checkout and cancel paths.