cro

name	cro
description	Conversion Rate Optimization patterns beyond A/B testing. Heatmaps, session recordings, funnel analysis, form analytics, exit intent. Data-driven optimization.

CRO (Conversion Rate Optimization) Skill

Purpose

Provides patterns for understanding user behavior and optimizing conversion funnels beyond basic A/B testing. Combines quantitative analytics with qualitative user insights to systematically improve conversion rates across the entire customer journey.

Core Rules

1. Measure before optimizing — Understand current behavior first
2. Qualitative + Quantitative — Numbers + user feedback
3. Funnel thinking — Optimize the whole journey, not just CTAs
4. Privacy first — Anonymize data, respect consent
5. Continuous process — CRO is ongoing, not one-time
6. Track user intent — Tag sessions by user type and behavior
7. Mobile matters — Test on real devices, not just desktop
8. Context over clicks — Understand why users behave, not just what they do
9. Form friction kills — Monitor field-level analytics
10. Iterate systematically — Weekly review cycles, documented insights

CRO Tool Stack

Purpose	Tools	Priority
Heatmaps	Hotjar, Microsoft Clarity, PostHog	P0
Session Recording	Hotjar, FullStory, LogRocket	P0
Funnel Analysis	GA4, Mixpanel, Amplitude	P0
Form Analytics	Hotjar, Formisimo, Zuko	P1
Surveys	Hotjar, Typeform, SurveyMonkey	P1
Exit Intent	OptinMonster, Sleeknote	P2
Social Proof	Fomo, Proof, UseProof	P2

Key Metrics

Traffic & Engagement

• Sessions, unique visitors, bounce rate
• Scroll depth (25%, 50%, 75%, 100%)
• Time on page, pages per session

Conversion Funnel

• Landing page views → Form starts → Completions
• Conversion rate, drop-off points
• Time from entry to conversion

Form Performance

• Average completion time
• Field-level drop-offs and error rates
• Correction counts per field

Qualitative Insights

• Exit intent show/conversion rates
• Survey response themes
• Session recording patterns

References

Implementation Guides

• Heatmaps & Session Recording — Clarity & Hotjar setup
• Funnel Tracking — End-to-end funnel analytics
• Form Analytics — Field-level tracking
• Exit Intent — Exit intent modal component
• Scroll & Visibility Tracking — Engagement tracking
• User Surveys — Feedback collection
• CRO Metrics — Dashboard metrics interface

Workflow

1. Install tracking — Set up heatmap tool (Clarity recommended for free)
2. Define funnels — Map critical conversion paths
3. Collect baseline — 1-2 weeks of data before changes
4. Identify friction — Watch recordings, review heatmaps
5. Survey users — Ask about hesitations/objections
6. Prioritize fixes — Impact vs effort matrix
7. Implement changes — One variable at a time
8. Measure impact — Compare before/after metrics
9. Document learnings — Build insight repository
10. Repeat weekly — Continuous optimization cycle

Forbidden

• Recording without consent notice
• Capturing sensitive form fields (passwords, CC)
• Aggressive exit popups
• Tracking PII in analytics
• Making changes without data
• Ignoring mobile users
• Testing multiple changes simultaneously
• Skipping baseline measurement

Definition of Done

• Heatmap tool installed (Clarity/Hotjar)
• Session recording enabled with consent
• Funnel tracking for main conversion path
• Form analytics on key forms
• Scroll depth tracking implemented
• Exit intent (if appropriate for audience)
• Key element visibility tracked
• Weekly CRO review process established
• Baseline metrics documented
• Privacy policy updated for tracking
• Team trained on tool access
• Insights repository created