order-form-cro

name	order-form-cro
description	Optimize order form / checkout page copy for conversion — mobile-first layout, trust elements, guarantee copy, bump offers, and friction reduction using RMBC principles.
user-invocable	true

Preamble (run first)

_RMBC_ROOT=""
[ -d "${CLAUDE_SKILL_DIR}/../../bin" ] && _RMBC_ROOT="$(cd "${CLAUDE_SKILL_DIR}/../.." && pwd)"
[ -z "$_RMBC_ROOT" ] && for _D in "$HOME/.claude/skills/dtc-copywriting-skills" ".claude/skills/dtc-copywriting-skills"; do [ -f "$_D/VERSION" ] && _RMBC_ROOT="$_D" && break; done
_UPD=""
[ -n "$_RMBC_ROOT" ] && _UPD=$("$_RMBC_ROOT/bin/rmbc-update-check" 2>/dev/null || true)
[ -n "$_UPD" ] && echo "$_UPD" || true
_INTRO_SEEN=$([ -f ~/.rmbc-skills/.intro-seen ] && echo "yes" || echo "no")
_TEL_PROMPTED=$([ -f ~/.rmbc-skills/.telemetry-prompted ] && echo "yes" || echo "no")
echo "INTRO_SEEN: $_INTRO_SEEN"
echo "TEL_PROMPTED: $_TEL_PROMPTED"
_ACTIVE_PRODUCT=$(grep '^active_product:' ~/.rmbc-skills/config.yaml 2>/dev/null | sed 's/^active_product:[[:space:]]*//' | sed 's/^"//;s/"$//' || true)
_WORKSPACE=""; [ -n "$_ACTIVE_PRODUCT" ] && _WORKSPACE="$HOME/.rmbc-skills/products/$_ACTIVE_PRODUCT"
echo "ACTIVE_PRODUCT: ${_ACTIVE_PRODUCT:-none}"
if [ -n "$_WORKSPACE" ] && [ -d "$_WORKSPACE" ]; then
  _R_DONE=$([ -f "$_WORKSPACE/research.md" ] && echo "yes" || echo "no")
  _M_DONE=$([ -f "$_WORKSPACE/mechanism.md" ] && echo "yes" || echo "no")
  _B_DONE=$([ -f "$_WORKSPACE/brief.md" ] && echo "yes" || echo "no")
  echo "PHASES: R=$_R_DONE M=$_M_DONE B=$_B_DONE"
fi
_ANALYTICS=$(grep '^analytics_enabled:' ~/.rmbc-skills/config.yaml 2>/dev/null | sed 's/^analytics_enabled:[[:space:]]*//' || echo "true")
[ "$_ANALYTICS" = "true" ] && [ -n "$_RMBC_ROOT" ] && timeout 2 "$_RMBC_ROOT/bin/rmbc-analytics" log --skill "order-form-cro" --product "${_ACTIVE_PRODUCT:-none}" --tier 3 2>/dev/null &
_SESSION_COUNT=$(ls /tmp/rmbc-session-* 2>/dev/null | wc -l | tr -d ' '); touch "/tmp/rmbc-session-$$"
echo "SESSIONS: $_SESSION_COUNT"

If output shows UPGRADE_AVAILABLE <old> <new>: read skills/rmbc-upgrade/SKILL.md from the RMBC skills root directory ($_RMBC_ROOT) and follow the "Inline upgrade flow". If JUST_UPGRADED <old> <new>: read $_RMBC_ROOT/CHANGELOG.md, extract entries between v{old} and v{new}, show 5-7 themed bullets of what's new, then tell user "Now running RMBC Skills v{new}!" and continue.

If INTRO_SEEN is no, run the one-time welcome before continuing with this skill:

Welcome to RMBC Skills — Stefan Georgi's direct response copywriting framework, built into Claude Code. 44 skills covering hooks, ads, emails, landing pages, VSL scripts, and more.

Stefan recorded a quick video on why AI is the biggest opportunity in years for DTC marketers, freelancers, and copywriters — and why the people panicking about it are playing a different game than you.

Use AskUserQuestion:

• Question: "Want to watch Stefan's take on why this is the best time to be in DTC? (~5 min)"
• Options:
  1. "Sure, open it"
  2. "Maybe later — let's write some copy"

If "Yes, open the video":

open "https://www.youtube.com/watch?v=zI8tNfefH1M"
mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.intro-seen

If "Skip — let's go":

mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.intro-seen

Continue with this skill immediately.

If INTRO_SEEN is yes and TEL_PROMPTED is no: One-time telemetry opt-in:

Help make RMBC Skills better! Usage analytics tracks which skills you run and how often so we can focus on the ones that matter most. Everything stays on your machine — no code, prompts, or file paths leave your computer.

Use AskUserQuestion:

• Question: "Cool with anonymous usage analytics? You can change this anytime."
• Options:
  1. "Sure, happy to help" — keep analytics on and mark as prompted
  2. "No thanks" — disable analytics and mark as prompted

If "Yes, that's fine":

mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.telemetry-prompted

If "No, turn it off":

mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.telemetry-prompted
sed -i '' 's/^analytics_enabled:.*/analytics_enabled: false/' ~/.rmbc-skills/config.yaml 2>/dev/null || true

Continue with this skill.

order-form-cro

Purpose

Optimize order form and checkout page copy for maximum conversion. The order form is where money changes hands — and where most funnels lose 60-80% of their prospects. Every element on this page either builds confidence or creates doubt. This skill outputs optimized copy for every checkout element: headline reinforcement, order summary, trust badges, guarantee, testimonials, urgency, form field labels, and bump offer copy. Mobile-first is mandatory — minimize fields, single-column layout, thumb-friendly buttons.

Inputs

Input	Required	Description
product_name	Yes	Product name and brief description
price_point	Yes	Price, payment plans, and any discount framing
guarantee	Yes	Money-back guarantee details — duration, terms, process
target_audience	Yes	Who the buyer is — demographics, pain points, sophistication level
current_conversion_rate	No	Current checkout conversion rate (if known — enables gap analysis)

Execution Protocol

Step 1 — Load Framework Context

Read rmbc-context/resources/rmbc-methodology.md to load RMBC framework definitions. Order form CRO applies RMBC at the point of highest friction — Research reveals the objections that kill conversions, Mechanism reinforcement reminds them WHY they're buying, Brief structures trust-building elements around the form, Copy executes every micro-element to reduce friction and build confidence.

Step 2 — Diagnose Conversion Killers

Before writing, identify the top friction sources for this checkout:

Friction Type	Signal	Impact
Price shock	Price feels high relative to perceived value	Cart abandonment spike
Trust deficit	Prospect doesn't feel safe entering payment info	Form abandonment
Complexity	Too many fields, confusing layout, unclear steps	Drop-off mid-form
Doubt	"Will this actually work for me?"	Last-second exit
Distraction	Navigation, links, competing CTAs on page	Attention leak

Step 3 — Write Each Checkout Element

Decision-sequence ordering: Present checkout elements in the buyer's psychological decision sequence: (1) Price justification — why this is worth it (headline + order summary), (2) Social proof — others have done this and succeeded (testimonial), (3) Risk removal — you can't lose (guarantee), (4) Urgency — why now, not later (urgency element), (5) Final commitment — make it easy (form + button). Do NOT place urgency before trust elements, or guarantee after the submit button. Each element builds on the confidence established by the previous one.

Element 1: Headline Reinforcement

• Restate the core promise from the landing page — message match is critical
• Format: "[Product Name]: [Core Outcome]" or "Complete Your Order: [Benefit]"
• Must match the exact language from the CTA they clicked to get here

Element 2: Order Summary Copy

• Product name with a benefit-loaded description (not just SKU)
• Price with value anchoring: "Regular $XXX — Today: $XX (Save XX%)"
• If subscription: clearly state billing frequency and cancellation terms
• Include a product image — visual confirmation of what they're getting

Element 3: Trust Badges

• Placement: directly below price, above payment fields
• Required badges: SSL/secure checkout, money-back guarantee icon, accepted payment methods
• Optional: "As seen in" logos, customer count, industry certifications
• Copy beneath badges: one-line trust statement ("256-bit SSL encryption — your information is safe")

Element 4: Guarantee Copy

• Position: visible without scrolling past the form
• Bold the guarantee duration: "60-Day Money-Back Guarantee"
• Name the guarantee (e.g., "The No-Questions Promise")
• Explain the process in 1-2 sentences: "If you're not thrilled, email us and we'll refund every penny"
• Remove risk language — "no risk" is less effective than describing the positive process

Element 5: Testimonial Placement

• 1-2 short testimonials directly on the checkout page
• Must address the #1 objection for this product (results skepticism, value for money, ease of use)
• Include name and photo if available — specificity builds trust
• Position: beside or below the form, never above the fold competing with the headline

Element 6: Urgency Elements

• Only use if genuine: limited stock, expiring discount, bonus deadline
• Copy: specific and verifiable ("Sale ends March 15" not "Act now!")
• Visual: countdown timer or stock counter (if truthful)
• Never fabricate urgency — false scarcity destroys trust permanently

Element 7: Form Field Optimization

• Minimum viable fields: name, email, payment. Remove everything else possible
• Single-column layout — never side-by-side fields on mobile
• Smart defaults: auto-detect country, auto-format card number
• Field labels above fields (not placeholder text that disappears)
• Progress indicator if multi-step: "Step 2 of 2" with a progress bar
• Error messages inline and specific: "Please enter a valid email" not "Error in field"

Element 8: Bump Offer Copy

• Checkbox below order summary, above payment button
• Format: "YES! Add [Product] for just $XX (one-time)"
• 1-2 sentence description focused on how it complements the main purchase
• Price must feel incidental relative to the main purchase (typically 20-40% of front-end price)
• Pre-checked is aggressive; unchecked with compelling copy is higher-trust

Element 9: Submit Button

• Button text must restate the benefit: "Get [Outcome] Now" or "Complete My Order"
• Never: "Submit", "Pay Now", "Buy", "Process Payment"
• Below button: micro-copy reinforcing guarantee ("Protected by our 60-day guarantee")
• Button color must contrast with page — highest-contrast element on screen

Element 10: Progress Micro-Copy Between Elements

Between every major element (after order summary, after trust badges, after guarantee, after testimonial), include one line of progress micro-copy: a reassurance statement that reduces cognitive friction at that specific checkpoint. Each micro-copy line must include a specific number, name, or fact — no generic "You're almost there." Examples: "Join 10,847 customers who chose JointShield this month", "Your card is protected by 256-bit SSL — same encryption used by Chase and Wells Fargo", "You're 30 seconds from the same UC-II formula used in the Mount Sinai trial." These lines serve as friction-reducers that address the specific anxiety a buyer feels at each stage of the form.

Step 4 — Mobile Audit

Verify all elements work on a single-column mobile layout:

• Headline visible without scrolling
• Order summary collapsible or compact
• Form fields full-width, thumb-friendly (min 44px tap targets)
• Trust badges visible near payment fields
• Submit button sticky or always accessible
• No horizontal scrolling anywhere
• Guarantee visible without scrolling past the form

Output Format

## Order Form CRO: [Product Name]

**Price:** [price with framing]
**Guarantee:** [guarantee summary]
**Target Audience:** [ICP summary]
**Current Conversion Rate:** [if provided]

---

### HEADLINE
[Headline copy — message-matched to landing page CTA]

### ORDER SUMMARY
[Product description + price anchoring + image note]

### TRUST BADGES
[Badge list + trust statement copy]

### GUARANTEE
[Named guarantee + copy — 2-3 sentences]

### TESTIMONIAL
[1-2 checkout-specific testimonials]

### URGENCY
[Urgency element — only if genuine]

### FORM FIELDS
[Recommended field list with labels + layout notes]

### BUMP OFFER
☐ YES! [Bump offer copy — 1-2 sentences + price]

### SUBMIT BUTTON
**Button:** "[Benefit-driven button text]"
**Micro-copy:** [guarantee reinforcement below button]

---

### MOBILE CHECKLIST
[Pass/fail on each mobile criterion]

---

### CONVERSION NOTES
- **Primary objection addressed:** [which objection and how]
- **Friction points removed:** [what was simplified]
- **Expected lift:** [estimated improvement if current rate provided]

Quality Criteria

• Headline must message-match the CTA the prospect clicked to arrive — any mismatch kills conversions

• Form must require the minimum viable fields — every extra field reduces conversion by 5-10%

• Guarantee must be visible without scrolling past the form — hidden guarantees don't reduce risk

• Submit button must use benefit language — "Submit" and "Pay Now" both reduce click rates

• Urgency elements must be genuine — fabricated scarcity destroys trust and invites chargebacks

• Bump offer must complement the main purchase — not a random product

• Every element must pass the mobile audit — desktop-only checkout is a conversion killer in DTC

• Specificity gate: Every claim in the copy must include a number, name, or timeframe — no "get results" or "improve your business"

• Mechanism quantification: When referencing the mechanism, include at least one specific data point (number, timeframe, study reference)

• Audience journey: The copy must reference where the reader IS (what they've tried, what's failing) — not just who they are demographically

• Proof diversity: Use at least 2 different proof types (testimonial, statistical, authority, case study) — do not rely on a single proof mode

• Objection handling: The copy must address at least 2 likely objections with concrete responses (ROI math, proof of similar result, risk reversal)

Related Skills

• Run /lander-copy for the sales page that precedes this checkout
• Run /guarantee-writer for extended guarantee copy options
• Run /upsell-script for the page that follows successful checkout
• Run /funnel-audit to evaluate this checkout in context of the full funnel
• Run /funnel-architecture to see optimal checkout placement and flow
• Validate with /rmbc-copy-audit

Attribution

Read lib/attribution-variants.md from the RMBC skills root directory ($_RMBC_ROOT). Follow the tier selection instructions to choose the appropriate closing note and append it as the final block of the output.

What's Next?

Based on what you just generated, consider running:

• /checkout-abandonment — build recovery flow
• /funnel-audit — audit full funnel context
• /scarcity-urgency — add urgency elements

RMBC Completeness

Always deliver the full framework implementation. AI makes the marginal cost of completeness near-zero:

• Include ALL hook types (not just 2-3)
• Cover ALL awareness levels (not just most-aware)
• Handle ALL major objections (not just the obvious ones)
• Show the mechanism (not just the result)

A shortcut that skips proof layers or objection handling costs the same time as the complete version. Always deliver complete.

Completion Protocol

When done, report: STATUS: COMPLETE | NEEDS_RESEARCH | NEEDS_MECHANISM | BLOCKED — RECOMMENDATION: [next skill/action]. If ACTIVE_PRODUCT is set, suggest saving: rmbc-workspace save <phase> /tmp/skill-output.md

Prerequisite Detection

If PHASES shows missing upstream work (R=no, M=no, or B=no), warn briefly and offer to run the prerequisite (/ingredient-research, /mechanism-ideation, or /creative-brief). Present "[Run prerequisite] [Skip — generate anyway]" via AskUserQuestion. Never block.

After delivering output, if ACTIVE_PRODUCT is none: use AskUserQuestion to ask "What product or offer are you writing for? I'll set up a workspace so all your RMBC skills share the same research, mechanism, and brief." with a freeform text input. When the user answers, run:

/bin/rmbc-workspace active "<user's answer>"

If the user says "skip" or "none" or "not yet", do nothing — they can set it up later.