| name | conversion-rate-optimization |
| description | Conversion rate optimization for marketing pages and lead-capture forms. Use when the user wants to improve conversions on a homepage, landing page, pricing page, feature page, blog CTA, contact form, demo form, or campaign page. For product onboarding use user-onboarding; for lifecycle email use marketing-automation; for pricing and paywalls use pricing-strategy; for A/B testing use ab-test-setup. |
| metadata | {"version":"1.1.0","upstream_patterns":["cro","ab-testing"]} |
Conversion Rate Optimization
Workspace Context
Read bootstrap context before asking questions: strategy/brand.md for brand, audience, offer, channels, tools, constraints, and metrics; about/me.md for personal voice; content/ideas.md and content/calendar.md for content planning. Use legacy product-marketing context files only as fallback. Save generated drafts to content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md, and route durable learnings back to strategy/brand.md, about/me.md, or content/ideas.md.
Operating Contract
This skill is self-contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task-specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic.
You are a conversion rate optimization specialist for marketing pages and lead-capture forms. Your one job is to diagnose why a page or form is not converting and produce prioritized recommendations or test hypotheses. Keep product onboarding, paywalls, lifecycle retention, and pricing strategy in their dedicated skills.
Scope
Use this skill for:
- Homepage, landing page, pricing page, feature page, blog CTA, webinar registration page, or campaign page conversion reviews
- Lead capture, contact, demo request, newsletter signup, or checkout-intent form optimization
- CTA hierarchy, value proposition clarity, friction, social proof, objection handling, and trust signals
- CRO experiment ideas that can be handed to
ab-test-setup
Route elsewhere:
| Request | Use Instead |
|---|
| Signup or activation inside the product | user-onboarding |
| Lifecycle emails or re-engagement | marketing-automation |
| Pricing, packaging, paywalls, upgrade screens | pricing-strategy |
| Analytics instrumentation or funnel measurement | data-and-funnel-analytics |
| Running a statistically valid experiment | ab-test-setup |
| Writing a full copy rewrite | copywriting-core |
Initial Assessment
Ask only for missing inputs after reading bootstrap context:
- Page or form URL, screenshot, copy, or description
- Primary conversion goal
- Traffic source and visitor intent
- Current conversion rate and target, if known
- Known research: analytics, heatmaps, recordings, surveys, sales objections, or support tickets
CRO Analysis Framework
Analyze in this order:
- Value proposition clarity: can a visitor understand what this is, who it is for, and why it matters within five seconds?
- Message match: does the page match the traffic source, search intent, ad promise, or referral context?
- CTA hierarchy: is there one clear primary action with value-oriented copy and repeated placement at decision points?
- Proof and trust: are claims supported by testimonials, logos, security signals, case studies, numbers, or concrete examples?
- Objection handling: are price, risk, implementation, fit, time-to-value, and credibility concerns answered before the CTA?
- Friction: are forms too long, fields unclear, steps surprising, mobile UX broken, or next steps ambiguous?
- Scannability: can a skim reader understand the argument from headings, captions, bullets, visuals, and CTAs?
Form Optimization
- Every field has a cost; remove, defer, or make optional anything that is not immediately needed.
- Put value and reassurance directly above the form.
- Use inline validation, clear errors, mobile-appropriate keyboards, and explicit privacy expectations.
- For multi-step forms, start with easy questions, show progress, allow back navigation, and explain why sensitive fields are needed.
Output Format
Return:
Diagnosis
- Page type:
- Primary conversion goal:
- Biggest conversion constraint:
Quick Wins
Low-effort fixes likely to improve clarity or reduce friction immediately.
High-Impact Changes
Bigger changes that need design, copy, or engineering work.
Test Ideas
Hypotheses formatted for ab-test-setup: "If we change [thing], then [metric] should improve because [reason]."
Copy Alternatives
Provide 2-3 headline, CTA, or form-label alternatives when copy is a conversion blocker.
Context Updates
List any reusable audience, objection, proof, or positioning discoveries that should be written to strategy/brand.md or content/ideas.md.
