cro

# CRO — Conversion Rate Optimization Evidence-based optimization for forms, landing pages, onboarding, and checkout. ## Initial Assessment Before any optimization, identify: 1. **What to optimize:** form / landing page / onboarding / checkout / entire funnel 2. **Current baseline:** existing conversion rate (if known) 3. **Traffic source:** organic, paid, email, direct — each has different intent/behavior 4. **Device split:** mobile vs desktop (usually needs separate optimization) 5. **Where drop-off happens:** which step/field/section loses people ## Core Principles ### 1. Every Friction Has a Cost Each point of friction reduces conversion. Before adding anything, ask: - Does this help the user accomplish their goal? - Does this reduce our business risk enough to justify the friction? - Can we get this information after conversion instead? ### 2. Value Must Exceed Perceived Effort Conversion happens when: **Perceived Value > Perceived Effort + Perceived Risk** - Increase value (better copy, stronger offer, social proof) - Reduce effort (fewer fields, simpler steps, faster pages) - Reduce risk (guarantees, testimonials, security badges) ### 3. Match Visitor Awareness Level Traffic from "buy [product]" keyword → BOFU page (direct offer) Traffic from "how to [solve problem]" → MOFU page (educate → capture) Mismatch = high bounce rate regardless of CRO tactics. --- ## Form Optimization ### Field Cost Rule | Fields | Expected Completion | |--------|-------------------| | 1-2 | 90%+ | | 3 | Baseline (100%) | | 4-6 | 75-90% | | 7+ | 50-75% | | 10+ | <50% | **For each field, ask:** - Is this absolutely necessary BEFORE we can help them? - Can we get this data via enrichment (Clearbit, email domain lookup)? - Can we ask this AFTER first conversion (progressive profiling)? ### Field Optimization Rules - **Email:** Single field, inline validation, typo detection - **Name:** Test "Full Name" (1 field) vs "First / Last" (2 fields) - **Phone:** Always optional unless sales call is required; explain why if required - **Company:** Auto-suggest or infer from email domain - **Message:** Make optional, expand on focus - **Dropdowns:** Use radio buttons if <5 options; searchable if >10 ### Multi-Step Forms (Use when >5 fields) - Show progress: "Step 2 of 3" or progress bar - Start with easiest fields (name, email) - End with sensitive fields (phone, budget, company size) - Allow back navigation - Save progress (don't lose data on page refresh) ### Error Handling - Validate on field blur, not on every keystroke - Specific error messages: "Please enter a valid email (e.g., name@company.com)" - Never clear entered data on error - Focus first error field on submit ### Submit Button Copy | Weak | Strong | |------|--------| | Submit | Get My Free Report | | Send | Send My Request | | Sign Up | Start My Free Trial | | Download | Download the Guide Now | **Formula:** "[Verb] + [What they get] + [Optional: timeframe/qualifier]" --- ## Landing Page Optimization ### Above the Fold (most critical) Must contain within first viewport (no scroll): - [ ] Clear headline — what you do + who it's for - [ ] Subheadline — key differentiator or how it works - [ ] Primary CTA button (specific copy, high contrast color) - [ ] Trust signal (logo strip, review stars, user count) ### Social Proof Placement - **Near CTA:** increases conversion 20-34% (Nielsen Norman data) - **Types by effectiveness:** video testimonials > named testimonials > ratings > logo strip > user counts - **Specificity rule:** "Increased traffic 340% in 60 days" > "Great tool" ### Page Speed Impact (Google data) | Load Time | Conversion Impact | |-----------|-------------------| | 1 second | Baseline | | 2 seconds | -7% | | 3 seconds | -14% | | 5 seconds | -35% | | 10 seconds | -58% | **Quick wins:** Compress images (WebP), defer non-critical JS, use CDN, minimize CSS ### Trust & Risk Reduction Near every CTA: - Money-back guarantee (if applicable) - "No credit card required" (if trial) - "Cancel anytime" (if subscription) - Privacy assurance ("We'll never share your data") - Security badges (SSL, payment processor logos) --- ## Onboarding CRO The onboarding flow determines whether a user reaches their "aha moment" and converts to active/paid. ### Aha Moment Framework 1. **Define the aha moment** — what is the first moment of value? - Example for SEOSONA: "seeing your first SEO score" 2. **Measure time to aha** — how long does it take currently? 3. **Remove everything between signup and aha** 4. **Make aha repeatable** — drive back to it via email/notification ### Onboarding Principles - **Quick win first** — show value in < 2 minutes - **Progress indicators** — "Setup 2 of 4" reduces abandonment - **Skip options** — forced completion causes drop-off - **Email drip backup** — capture incomplete onboarding via email sequence - **Contextual tooltips** — explain features at point of use, not in docs ### Activation Metrics | Metric | Target | |--------|--------| | Signup → First action | < 5 minutes | | First action → Aha moment | < 10 minutes | | Aha moment → Activation | < 1 session | | Day 1 retention | > 40% | | Day 7 retention | > 20% | --- ## A/B Test Hypothesis Library Format: **If we [change], then [metric] will [direction] by [amount], because [psychology/principle].** ### High-Priority Tests 1. Headline variant (urgency vs clarity vs curiosity) 2. CTA copy ("Get" vs "Start" vs "Download" vs specific) 3. Form field reduction (remove one field at a time) 4. Social proof placement (above fold vs near CTA vs both) 5. CTA color (test high-contrast vs brand color) 6. Trust badge placement (before vs after CTA) 7. Pricing anchor (show expensive first vs show value first) ### Statistical Validity Rules - Minimum sample: 100 conversions per variant - Run time: at least 2 full weeks (captures weekly patterns) - Test one thing at a time - Document all tests in `3_MEMORY/specs/ab_tests.md` --- ## CRO Quick Wins Checklist **Page level:** - [ ] Headline passes the "5-second test" (clear who/what/why) - [ ] CTA is visible without scrolling - [ ] Page loads in < 3 seconds - [ ] Mobile: CTA button is thumb-friendly (44px+ height) - [ ] No more than one primary CTA **Form level:** - [ ] Fields reduced to absolute minimum - [ ] No generic "Submit" button - [ ] Privacy assurance near form - [ ] Inline field validation works - [ ] Form works on mobile without horizontal scroll **Trust level:** - [ ] Testimonials include name, company, photo - [ ] User/customer count visible (with specific number) - [ ] Recognizable logo strip if applicable - [ ] SSL badge visible if collecting payment data ## Agent Integration **Primary:** Use for any conversion optimization task **Related skills:** `funnel`, `copywriting`, `marketing_psychology` **Data sources:** `ga4_connector` (bounce rate, session duration), `technical_seo_scanner` (page speed)