market-landing

name	market-landing
description	Análisis CRO de landing pages — identifica por qué no convierten y cómo mejorarlas. Usar cuando: "analiza mi landing", "por qué no convierte", "auditoría CRO", "mejorar tasa de registro", "hero section", "social proof", "A/B test", "optimizar CTA", "página de captura", "checkout". Genera LANDING-CRO.md.

Landing Page CRO Analysis

Section-by-section CRO teardown with prioritized, actionable fixes. Uses a 7-Point CRO Framework analyzing in visitor experience order: hero -> value prop -> social proof -> features -> objections -> CTA -> footer.

When to Use

• User provides a landing page URL for conversion optimization
• Triggered by /market landing <url> or /market cro <url>

---

Step 1: Identify the Page Type

Page Type	Primary Goal	Good CR	Great CR
Lead Capture	Email/form submission	5-10%	15%+
SaaS Signup	Free trial or freemium	3-7%	10%+
E-commerce Product	Add to cart / Purchase	2-4%	5%+
Webinar Registration	Register for event	20-30%	40%+
App Download	Install app	10-15%	20%+
Waitlist	Join waitlist	15-25%	35%+
Consultation Booking	Schedule a call	5-10%	15%+
Nonprofit Donation	Make a donation	2-5%	8%+

---

Step 2: Run the 7-Point CRO Framework

Score each section 1-10. Provide specific observations, not generic advice.

Section 1: Hero Section (Weight: 25%)

Checklist:

• Headline visible within 2 seconds, communicates primary benefit, under 10 words
• Subheadline expands with specificity
• Primary CTA above fold, contrasting color, action-oriented text
• Hero image/video supports message (not generic stock)
• Trust badges or social proof above fold
• Page loads under 3 seconds
• No nav menu competing with CTA (dedicated landing pages)

Scoring: 9-10 = benefit headline + clear CTA + visual + trust; 7-8 = strong but missing one element; 5-6 = generic headline or weak CTA; 3-4 = feature-focused/vague, CTA below fold; 1-2 = no clear headline or CTA.

Section 2: Value Proposition (Weight: 20%)

Checklist:

• Clear what product/service does
• Specific outcomes/results promised
• Differentiation from alternatives
• Target audience is clear
• Benefits quantified where possible
• Scannable (not buried in paragraphs)

Evaluate with 4U: Useful, Urgent, Unique, Ultra-specific.

Section 3: Social Proof (Weight: 15%)

Types ranked by persuasion: (1) Revenue/results metrics, (2) Named testimonials with photos, (3) Client logos, (4) Case studies with results, (5) Star ratings, (6) Media mentions, (7) Certifications, (8) UGC.

Checklist:

• At least 2 types present
• Testimonials include real names, photos, specific results
• Placed near decision points (close to CTAs)
• Numbers are specific (not rounded)
• Recent and relevant

Section 4: Features and Benefits (Weight: 15%)

Checklist:

• Features translated into benefits
• Scannable (icons, bullets, short paragraphs)
• Visual hierarchy guides eye
• Most important listed first
• Screenshots/demos/visuals accompany descriptions
• 3-7 key features (not overwhelming)

Section 5: Objection Handling (Weight: 10%)

Objection	How to Address
"Too expensive"	ROI calculator, guarantee
"Not sure it works"	Case studies, free trial, demo
"Too complicated"	Setup wizard, "5 minutes" claim
"What if I don't like it?"	Free trial, money-back, cancel anytime
"Is my data safe?"	Security badges, compliance logos

Checklist:

• FAQ addresses top 3-5 objections
• Risk reversals present
• Pricing transparency
• Security/privacy indicators

Section 6: Call-to-Action (Weight: 10%)

Checklist:

• CTA text describes VALUE ("Get My Free Report" not "Submit")
• Visually dominant (size, color, whitespace)
• Appears multiple times on long pages
• Secondary CTA for not-ready visitors
• Supporting microcopy ("No credit card required")
• First person ("Start MY trial")
• Specific to offer

Section 7: Footer and Secondary Elements (Weight: 5%)

Checklist:

• Final CTA at bottom
• Contact/support visible
• Privacy/terms linked
• Trust badges near final CTA
• No competing links away from conversion

---

Step 3: Copy Scoring

Score 1-10 each: Clarity, Urgency, Specificity, Proof, Action Orientation.

Copy Score = average x 10 (0-100).

---

Step 4: Form Optimization Audit

If page has a form:

Element	Best Practice
Field count	Lead capture: 3-5 max. Each extra field costs ~7% conversion
Labels	Inline or floating. Avoid placeholder-only
Button text	Match value prop. "Get My Free Guide" > "Submit"
Error handling	Inline validation, specific messages, don't clear form
Multi-step	Break long forms into steps with progress indicator
Auto-fill	Enable browser auto-fill for standard fields

---

Step 5: Mobile Responsiveness Audit

• CTA thumb-reachable (bottom half)
• Text readable without zoom (16px min)
• Forms usable on mobile (large tap targets)
• Images resize properly
• No horizontal scroll
• Loads under 3s on 4G
• Click-to-call for phone numbers
• Sticky CTA bar on scroll

---

Step 6: Page Speed Impact

Load Time	Conversion Impact
0-2s	Baseline (optimal)
2-3s	-7%
3-5s	-20%
5-8s	-35%
8+s	-50%+

Flag: unoptimized images, render-blocking JS, missing caching, no CDN, excessive third-party scripts.

---

Step 7: A/B Test Recommendations

Format: "If we [CHANGE], then [METRIC] will [IMPROVE] because [REASON]."

Priority tests: (1) Headline variations, (2) CTA button color/text, (3) Social proof placement, (4) Form field count, (5) Hero image vs video, (6) Long vs short page, (7) Urgency elements, (8) Price presentation, (9) Testimonial format, (10) Chat widget.

---

Step 8: Heat Map Guidance

Without actual data, provide guidance on:

• Expected attention zones based on layout
• F-pattern vs Z-pattern reading
• Scroll depth predictions
• Click probability zones
• Rage click indicators (elements looking clickable but aren't)
• Dead zones

---

Output Format

Formato de salida: ver references/output-template.md.

---

Related Skills

• landing-page-builder — Once CRO analysis identifies fixes, use to implement code (Next.js + Tailwind components).

Key Principles

• Tie recommendations to revenue impact with specific estimates
• Prioritize by effort-to-impact ratio
• Be specific: not "improve headline" but "change from 'Welcome' to 'Cut Reporting Time by 75%'"
• Reference industry benchmarks
• If MARKETING-AUDIT.md exists, incorporate Conversion Optimization score