| name | market-landing |
| description | Landing page CRO analysis with section-by-section teardown and prioritized actionable conversion fixes. |
Landing Page CRO Analysis
Skill Purpose
Perform a comprehensive Conversion Rate Optimization (CRO) analysis on any landing page. This skill produces a section-by-section teardown with prioritized, actionable fixes that directly impact conversion rates.
When to Use
- User provides a landing page URL and asks for conversion optimization.
- User asks for landing page feedback, review, or audit.
- User wants to improve signup, lead capture, or purchase rates.
- Triggered by
/market landing <url> or /market cro <url>.
Reference map
| When | Read |
|---|
| Running the 7-section CRO framework (Step 2 — per-section checklists, scoring criteria, supporting models like 4U, social-proof ranking, objection table, CTA copy tiers) | references/cro-framework.md |
| Running form / mobile / page-speed audits (Steps 4–6 — full checklists + page-speed benchmark table) | references/audits.md |
| Generating A/B test recommendations + heat-map interpretation (Steps 7–8 — 10 example tests, F vs Z pattern, rage-click zones) | references/testing-and-heatmaps.md |
Compliance, claims, and CRO-honesty constraints
These rules apply to every recommendation generated.
- No fabricated proof. Recommendations like "add testimonials" must specify real testimonials only. No invented customer names, results, statistics, awards, logos, or media mentions.
- No fake urgency or scarcity. "Only 3 spots left", "Sale ends midnight", "247 people viewing now" must be true. Faked urgency violates FTC guidance and damages trust.
- No deceptive comparisons with named competitors without verifiable evidence.
- Substantiate quantified claims. "Cut reporting time by 75%" must reference a real source or be marked as placeholder.
- Risk reversal must be honest. "Money-back guarantee", "Cancel anytime", "Free trial" — only recommend if the user actually offers these terms.
- CTA promises must match destination. "Start My Free Trial" must lead to a free trial, not a paywall. Flag any ad-to-page mismatch.
- Accessibility is non-negotiable. Recommendations must preserve WCAG 2.2 AA — color contrast for CTA buttons (≥4.5:1 for text, ≥3:1 for large text), text size (≥16px body), keyboard navigation, alt text, focus indicators.
- Privacy compliance. Form recommendations must respect GDPR / CCPA — explicit opt-in for marketing, no pre-checked boxes, link to privacy policy near the form.
- No dark patterns. Hidden costs revealed only at checkout, confusing opt-outs, manipulative "Yes" / "No, I don't want savings" wording, forced continuity — banned by FTC and damaging long-term.
- Conversion-impact estimates are ranges, not promises. "Typically lifts 15–30%" beats "Will increase by 22%". Past benchmarks ≠ guaranteed future results.
- Mobile-first. 60%+ of web traffic is mobile. Don't recommend desktop-only patterns. Test recommendations against the mobile checklist in
references/audits.md.
How to Execute
Step 1: Identify the page type
Determines benchmark expectations and scoring weights.
| Page Type | Primary Goal | Good CR | Great CR |
|---|
| Lead Capture | Email / form submission | 5–10% | 15%+ |
| SaaS Signup | Free trial or freemium signup | 3–7% | 10%+ |
| E-commerce Product | Add to cart / Purchase | 2–4% | 5%+ |
| Webinar Registration | Register for event | 20–30% | 40%+ |
| App Download | Install app | 10–15% | 20%+ |
| Waitlist | Join waitlist | 15–25% | 35%+ |
| Consultation Booking | Schedule a call | 5–10% | 15%+ |
| Nonprofit Donation | Make a donation | 2–5% | 8%+ |
Step 2: Run the 7-point CRO framework
Score each section 1–10. Weighted total = overall CRO score (out of 100).
| # | Section | Weight | Score thresholds |
|---|
| 1 | Hero Section | 25% | 9–10 benefit-driven + clear CTA + supporting visual + trust signals; 1–2 no clear headline or CTA |
| 2 | Value Proposition | 20% | Useful / Urgent / Unique / Ultra-specific (4U) |
| 3 | Social Proof | 15% | ≥2 types, named testimonials w/ photos, specific (not rounded) numbers |
| 4 | Features and Benefits | 15% | Feature → benefit translated; scannable; 3–7 key features |
| 5 | Objection Handling | 10% | FAQ for top 3–5 objections; risk reversals; pricing transparency |
| 6 | Call-to-Action | 10% | Value-not-action copy; visually dominant; first-person; specific |
| 7 | Footer + Secondary Elements | 5% | Final CTA repeated; legal links; no competing links |
Full per-section checklists, scoring rubrics (1–10 criteria), 4U framework, social-proof ranking by persuasion power, common-objections table, CTA copy tiers (Weak / Medium / Strong): references/cro-framework.md.
Step 3: Copy scoring
Score the overall page copy on 5 dimensions (1–10 each):
- Clarity — visitor understands the offer in 5 seconds?
- Urgency — reason to act NOW vs later?
- Specificity — concrete numbers, timeframes, outcomes?
- Proof — claims backed by evidence, data, or testimonials?
- Action Orientation — copy drives toward a specific next step?
Copy Score = average × 10 (0–100 scale).
Step 4: Form optimization audit
If the page has a form, audit field count (every additional field reduces conversion ~7%; 3–5 fields max for lead capture), labels (inline / floating, not placeholder-only), button text (match value prop), error handling (inline validation, don't clear on error), multi-step with progress indicator, mark optional fields not required, browser auto-fill, mobile-appropriate field types. Full audit checklist: references/audits.md.
Step 5: Mobile responsiveness audit
Mobile is 60%+ of traffic. Check thumb-reachable CTA, 16px minimum body text, large tap targets, image resize, no horizontal scroll, <3s load on 4G, click-to-call phone numbers, sticky CTA bar on scroll. Full checklist: references/audits.md.
Step 6: Page-speed impact assessment
| Load Time | Conversion Impact |
|---|
| 0–2 s | Baseline (optimal) |
| 2–3 s | −7% conversion rate |
| 3–5 s | −20% |
| 5–8 s | −35% |
| 8+ s | −50%+ |
Common issues: unoptimized images (use WebP + lazy loading), render-blocking JS, missing browser caching, no CDN, excessive third-party scripts, unminified CSS/JS. Full diagnostic list: references/audits.md.
Step 7: A/B test recommendations
Format every test as a hypothesis: "If we [CHANGE], then [METRIC] will [IMPROVE / INCREASE] because [REASON]."
10 example tests to consider (headline variants, CTA color + text, social proof placement, form field reduction, hero image vs video, long vs short page, urgency elements, price anchoring, testimonial format, chat widget): references/testing-and-heatmaps.md.
Step 8: Heat-map interpretation
Even without actual heat-map data, provide guidance on expected attention zones, F-pattern vs Z-pattern reading, scroll-depth predictions, click-probability zones, rage-click indicators (elements that look clickable but aren't), dead zones. Full guidance: references/testing-and-heatmaps.md.
Output Format
Generate a file called LANDING-CRO.md in the project root or output directory:
# Landing Page CRO Analysis
## [Page URL]
### Analysis Date: [date]
---
## Overall CRO Score: [X/100]
## Page Type: [identified type]
## Current Estimated Conversion Rate: [estimate based on findings]
## Target Conversion Rate: [realistic improvement target]
---
## Section-by-Section Analysis
### 1. Hero Section [Score: X/10]
**Findings:**
- [specific observations]
**Fixes (Priority: HIGH/MEDIUM/LOW):**
- [specific, actionable recommendations]
[Repeat for all 7 sections]
---
## Copy Score: [X/100]
| Dimension | Score | Notes |
|---|---|---|
| Clarity | X/10 | [notes] |
| Urgency | X/10 | [notes] |
| Specificity | X/10 | [notes] |
| Proof | X/10 | [notes] |
| Action Orientation | X/10 | [notes] |
---
## Form Audit
[findings and recommendations]
---
## Mobile Audit
[findings and recommendations]
---
## A/B Test Recommendations
1. [Hypothesis format test]
2. [Hypothesis format test]
3. [Hypothesis format test]
---
## Prioritized Fix List
### Quick Wins (implement this week)
1. [fix with expected impact]
### Medium-Term (implement this month)
1. [fix with expected impact]
### Strategic (implement this quarter)
1. [fix with expected impact]
---
## Before/After Wireframe Suggestions
[Text-based wireframe descriptions of current vs recommended layout]
Key Principles
- Tie every recommendation to revenue impact. Don't just say "change the button color" — say "changing the CTA button to a contrasting color typically increases clicks 15–30%, which at your current traffic could mean X more conversions per month".
- Prioritize by effort-to-impact ratio. Quick wins first.
- Be specific. "Improve your headline" is useless. "Change your headline from 'Welcome to Our Platform' to 'Cut Your Reporting Time by 75% — Automated Analytics for Growth Teams' because it adds specificity, a quantified benefit, and targets a specific audience" is actionable.
- Reference industry benchmarks so the client understands where they stand.
- If you can access the page via browser tools, take screenshots and reference specific elements.
- If the user has run
/market audit previously, incorporate those findings into the CRO analysis.
