optimize-landing-page

name	optimize-landing-page
description	CRO audit of a landing page. Diagnoses message-match, awareness-stage alignment, friction, proof, and CTA architecture, then returns the top 3 fixes ranked by expected lift x ease plus an A/B test queue. Enriches a landing-page-summary with conversion-rate intelligence. Designed for the workflow: creatives point to a landing page, audit the landing page to make sure it's optimized for the ads. Always runs against a fresh landing-page-summary, never a stale saved one. Use when the user asks to "optimize this landing page", "CRO review", "why isn't this converting", "what should I A/B test", "audit my landing page", "improve this page", or "what's wrong with my hero".
argument-hint	<URL> [--traffic meta|google|tiktok|organic|email|retargeting] [--icp <description>] [--goal signup|demo|purchase|install] [--ad-copy <verbatim ad text>]

Optimize Landing Page

CRO diagnosis and prescription. Output is a prioritized fix list. Not a critique, not a recap. Every recommendation quotes the current page state and proposes a specific replacement.

This skill enriches a landing-page-summary with the diagnostic frameworks below, then synthesizes the top 3 fixes that matter.

Workflow framing. This skill is built for the "creatives -> destination URL -> audit" loop: you have ads running to a landing page, and you want to know whether the page is actually optimized for the audience those ads bring. That's why --ad-copy is the single most decisive input. Without it, message-match diagnosis is a guess.

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Inputs

• URL (required).
• --traffic. Traffic source. Decisive. Cold Meta needs different fixes than retargeting needs different fixes than search.
• --icp. Target customer description.
• --goal. Primary conversion event (signup / demo / purchase / install).
• --ad-copy. The ad or email driving traffic. The single most common killer of paid conversion is message-match failure between ad and hero. Without this, message- match diagnosis is a guess.

If URL is missing, ask. If both --traffic and --goal are missing, ask once in one batch. They are decisive and prescriptions diverge sharply. If only one is missing, state your assumption and proceed.

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Freshness Gate

Stale summaries silently corrupt CRO audits. If the user already shipped your prior fix, re-auditing against the pre-fix summary would invalidate the entire output.

Always invoke landing-page-summary fresh for the target URL in this conversation. Do not read a pre-existing saved summary directly. The summary skill handles archive-before- overwrite, so prior versions are preserved as a changelog without polluting the current audit.

If landing-page-summary is not installed in this sandbox, fall back to WebFetch with the exhaustive extraction prompt (copy it from the landing-page-summary SKILL.md if available, otherwise from this skill's repo folder). Quality is degraded. Flag it.

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Runtime Notes

• Use TodoWrite to track phases when the full audit is running: summary fetch, 8-layer diagnostic, output generation.
• Ask questions in chat. Do not wait for a tool to prompt the user. Just ask directly and stop.
• Save the finished audit to ./artifacts/cro-audit.<host>.<date>.md. Hand it back using a file link widget so the user can open it directly.
• Save a durable copy to /agent/brain/cro-audits/<slug>--<domain>/<YYYY-MM-DD>.md so the audit history per page is preserved and discoverable. Multiple audits per day get a -HHMM suffix.

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Method

Phase 1 — Get The Page Spec (Fresh)

Invoke landing-page-summary against the URL at --depth standard. The summary file is your evidence layer. You will quote from it.

Do not skip this step even if a summary exists at the canonical path. The freshness gate above is non-negotiable.

If landing-page-summary is missing, fall back to WebFetch + the exhaustive extraction prompt. Note in the audit's "Out of scope" section that no headless browser was used and visual/form claims are weaker than usual.

Phase 2 — Run The 8-Layer Diagnostic

For each layer assign PASS / CONCERN / FAIL. Quote evidence from the summary verbatim. Move fast on PASS. Spend time on FAIL.

Layer 1 — Message match

• Quote the ad headline (--ad-copy).
• Quote the page hero headline (from summary § 3).
• Can a stranger tell these are the same offer?
• The #1 killer of paid traffic. If FAIL here, this is your top fix before anything else.
• Without --ad-copy, mark as INSUFFICIENT_INPUT and note it clearly.

Layer 2 — 5-second test (above the fold)

A first-time visitor must answer these from the hero alone:

1. WHAT is this? (category)
2. WHO is this for? (audience signal)
3. WHY should I care? (outcome / pain solved)
4. WHAT do I do next? (primary CTA visible)

Name which of the four fails. If WHO fails on cold traffic, that's usually the biggest leak.

Layer 3 — Awareness-stage alignment

• What stage is the page written for? (look at hero abstraction level. Pain language = unaware. Feature/comparison language = product-aware.)
• What stage is the actual traffic at? (cold Meta = problem-aware. Retargeting = solution/ product-aware. High-intent search = product-aware to most-aware.)
• Mismatch is a top-3 killer. Prescribe stage-appropriate hero copy.

Layer 4 — Positioning clarity (Dunford frame)

Try to reconstruct from the page alone:

For {{customer}} who {{need}}, {{brand}} is a {{category}} that {{benefit}}. Unlike {{alternative}}, we {{differentiator}}.

If you cannot reconstruct it, the positioning is mush. Name which slot is missing.

Layer 5 — Scroll-job audit

Walk every section (summary § 4). Assign each a job:

• Hook -> Agitate -> Introduce -> Prove -> Explain -> Handle-objection -> Reverse-risk -> Close

Note missing jobs, weak jobs, jobs in the wrong order, redundant jobs.

Layer 6 — Friction audit

Pull these from the summary:

• Competing CTA count (summary § 3, § 4). More than one primary CTA in the hero is a problem.
• Form field count (summary § 8). Each field past 3 typically costs 5-10% completion.
• Paragraph length anywhere >3 lines = scan-killer.
• Jargon / mystery acronyms in body copy.
• Mobile reachability of primary CTA on a 390 px viewport (state assumption if not visible).
• Speed signals (summary § 15): heavy hero video, large images above fold, third-party- script bloat.

Layer 7 — Proof and risk reversal

• Logo strip (summary § 5). Logos recognizable to this audience? F500 logos mean nothing to SMB. YC logos mean nothing to enterprise.
• Testimonials. Specific with numbers vs. generic ("great product!"). Count specific vs. generic.
• Case study with real metrics? Even one?
• Guarantees / free trial / no-credit-card / money-back visible at every decision point (hero + pricing + final CTA)?

Layer 8 — CTA architecture

• Primary CTA copy. Outcome-oriented ("Get my free audit") or generic ("Submit", "Get started", "Learn more")?
• Repetition. Primary CTA available at every scroll depth without backtracking?
• Secondary CTAs. Guiding the undecided, or creating choice paralysis?
• Final CTA at end of page. Present and strong?

Phase 3 — Synthesize The Output

Get the current timestamp first:

date --iso-8601=seconds

Save the audit to ./artifacts/cro-audit.<host>.<date>.md and to /agent/brain/cro-audits/<slug>--<domain>/<YYYY-MM-DD>.md so future Runneth invocations can see the audit history per page. Multiple audits on the same day get a -HHMM suffix.

Hand the audit back with a file link widget pointing to the ./artifacts/ copy.

Use this exact shape. No preamble, no apology, no recap of the page.

# CRO Audit — {{Brand}} ({{URL}})
_Generated: {{ISO timestamp}} · Traffic: {{source}} · Goal: {{goal}} · ICP: {{icp}}_
_Source summary: /agent/brain/landing-pages/<slug>--<domain>.md (fetched {{summary-fetched-ts}})_

## Verdict
One sentence. The biggest leak.

## Layer scoreboard
| Layer | Verdict |
| --- | --- |
| 1. Message match | PASS / CONCERN / FAIL / INSUFFICIENT_INPUT |
| 2. 5-second test | |
| 3. Awareness alignment | |
| 4. Positioning clarity | |
| 5. Scroll jobs | |
| 6. Friction | |
| 7. Proof & risk reversal | |
| 8. CTA architecture | |

## Evidence
3-5 bullets, each quoting the actual page or ad. Verbatim.
- "{{quoted page state}}"
- "{{quoted ad copy or page state}}"
- ...

## Top 3 Fixes (ranked by expected lift x ease)

### 1. {{Specific fix name}} — Layer {{N}}
**Current:** "{{verbatim from page}}"
**Replace with:** "{{specific replacement copy or layout change}}"
**Why:** {{1-2 sentences tying to evidence and conversion mechanism}}
**Impact:** high / med / low · **Effort:** <1h / 1d / 1wk
**How to measure:** {{primary metric + guardrail}}

### 2. {{Specific fix name}} — Layer {{N}}
...

### 3. {{Specific fix name}} — Layer {{N}}
...

## A/B Test Queue (after fixes ship)
1. **Hypothesis:** {{specific testable claim}}
   **Variant:** {{what to test against control}}
   **Primary metric:** {{KPI}} · **Guardrail:** {{don't-regress metric}}
   **Min sample size estimate:** {{N. Based on baseline CVR if known}}

2. ...

3. ...

## Don't Touch
1-2 things that are working. Protect them from well-intentioned redesigns.
- "{{element + why it works}}"
- ...

## Out of scope (flag, don't fix)
- {{e.g. "Hero video weight ~2.5MB drops mobile LCP. That's a dev ticket, not copy"}}
- ...

Phase 4 — Index The Audit

Update /agent/brain/cro-audits/_index.md with one row per audit, most recent first.

Row format:

- {{Brand}} {{page name}} — `<slug>--<domain>` — {{audit date}}
  - URL: {{URL}}
  - Traffic: {{source}} · Goal: {{goal}}
  - Verdict: {{one line from the audit}}
  - Top fix: {{fix #1 name}}
  - Audit file: /agent/brain/cro-audits/<slug>--<domain>/<YYYY-MM-DD>.md
  - Source summary fetched: {{summary fetched ts}}

Update /agent/INDEX.md once per page (not once per audit). Preserve created on update. The updated field reflects the most recent audit.

- path: /agent/brain/cro-audits/<slug>--<domain>/
  aliases: cro audit, landing page audit, <brand> audit, <hostname> audit, optimize <brand>
  note: CRO audit history for <Brand> <page name>. One file per audit at <YYYY-MM-DD>.md (or with -HHMM suffix). Latest top fix: <fix name>. Latest verdict: <one line>. Source summary lives at /agent/brain/landing-pages/<slug>--<domain>.md.
  created: <first-audit date>
  updated: <latest-audit date>

Phase 5 — Offer Follow-Ups

After the audit, surface 3 follow-up actions as short one-liners the user can pick from:

• "Rewrite the hero for --traffic and three audience-temperature variants"
• "Draft 3 testimonial-led variants of the social-proof section"
• "Write the next 3 A/B tests after the top fix lands"
• "Build a creative brief for ad variants that match the new hero"
• "Spec the redesigned form (3-field max) ready for dev handoff"

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Rules

• Always re-fetch the page summary. No exceptions. Invoke landing-page-summary fresh in this conversation before running the diagnostic.
• Quote before you prescribe. Always "The hero says X. Change to Y." Never abstract.
• Top 3 only unless explicitly asked for more. A 30-item list is a 0-item list.
• Match traffic temperature:
  • Cold Meta -> hero clarity + proof + outcome-first messaging.
  • Retargeting -> objection handling + risk reversal + urgency.
  • High-intent search -> specificity + comparison + decisive CTA.
  • Email -> continuity with email copy + reduce duplicate explanation.
• Stage-appropriate prescriptions. Do not recommend pricing-page tweaks for cold traffic.
• No vague verbs. "Improve the headline" is useless. Write the replacement headline.
• Conversion math when relevant. "Form field 7 typically drops ~30% of completions vs. a 3-field version."
• Separate copy fixes from dev fixes. A 6s LCP is a ticket, not a paragraph rewrite. Flag it under "Out of scope".
• No dark patterns. No fake scarcity, no deceptive CTAs, no fabricated testimonials, no manipulative loss-aversion that isn't honest.
• No "rewrite the whole page" recommendations. Three changes that matter. The user can ask for more.
• Honor missing inputs. Without --ad-copy, Layer 1 is a guess. Mark it INSUFFICIENT_INPUT rather than fabricate.
• Cite the summary section (e.g. "from summary § 4.3") so the user can trace evidence.
• Never fabricate page copy. Only quote what was actually extracted. If extraction was partial, say so.
• Save durable + hand off. The ./artifacts/ copy is what the user opens this turn. The /agent/brain/cro-audits/ copy is what the future Runneth can recall.
• Update both indexes. Local _index.md and global /agent/INDEX.md on every audit.