| name | conversion-optimization |
| description | Optimize conversion with evidence-tiered layout and copy experiments. |
Conversion Optimization (Layout + Copy)
Use this skill when the goal is to move a measurable conversion metric (signup, checkout, purchase, lead capture, donation) via layout/IA and/or messaging changes.
Required Inputs
- surface + page type (landing, PDP, pricing, onboarding, email, in-app prompt)
- funnel stage + primary conversion event
- primary KPI + guardrails (bounce, complaints, unsubscribe, refund, churn, lead quality)
- constraints (brand/legal/analytics/engineering) + traffic/device split
- baseline metric (or explicitly labeled assumptions)
Evidence Tiers
Tier 1: experiments/benchmarks/peer-reviewed behavioral evidence
Tier 2: measured practitioner case studies or mixed evidence
Tier 3: heuristics only (low-confidence)
Workflow
- Choose lane(s):
layout, copy, or both.
- Pull 5–8 candidate levers/principles:
- layout:
references/layout-evidence-matrix.md
- copy:
references/copywriting-evidence-matrix.md
- Convert each into one hypothesis:
if -> then -> because, with expected KPI direction + likely moderators.
- Draft variants:
- layout: concrete sections/components to change + rationale
- copy: 3–5 variants (control-safe, clarity-first, motivation-first, optional blended)
- Run ethics/truth gate:
- no fabricated social proof or scarcity
- no deceptive defaults/dark patterns
- no regulated claims beyond provided constraints
- Build experiment spec:
- randomization unit + traffic split
- KPI definitions + guardrails
- runtime/sample sizing assumption + stop rule (no peeking stop)
- Return prioritized recommendations with citations + confidence.
Output Contract
Prioritized Hypotheses (P1/P2/P3) with tier + citation(s)
Implementation Plan (layout diffs and/or copy variant table)
Experiment Spec (KPI/guardrails/split/stop rule)
Conflicts + Unknowns (null/backfire conditions)
Assets and References
- examples:
assets/examples.md
- new-study extraction template (optional):
assets/extraction-template.md