cro-copy-messaging

name	cro-copy-messaging
description	CRO lens — does the wording lead with the visitor's value, specifically and concretely? Surveyed by the Analyst.
license	Apache-2.0
metadata	{"version":"1.1.0"}

Copy & Messaging

Lens question: Does the headline/CTA copy state a concrete value to the visitor ("Start saving in 2 minutes") rather than a feature or a generic verb ("Submit")?

Signal of the gap (DOM/RUM):

• DOM: generic CTA labels on a.button, feature-first headlines in the block's authored heading, jargon, hedged value claims, copy that describes the product instead of the visitor's outcome.
• RUM: solid traffic and visibility but weak click-through — the offer reads but doesn't compel.

Variant kind it implies: a text/content-adjacent change. Because this is the code factory, a copy variant is delivered as a class-gated alternate node or a JS text swap on the variant path — never by editing authored content (that would be the document-routing model we deliberately reject, PRD §3.5). Keep the change small.

Divergence note: EDS-native variants are author-facing block classes (Hero (Dark) → .hero.dark) applied in the document. This factory deliberately inverts that: content stays fixed, code varies, gated on the body.variant-<name> class set by variant-selector.js. Do not "correct" a copy variant into an authored block variant or a duplicated document.

Related Skills

• content-modeling: the authored content contract a variant must not break, and how EDS-native block variants differ from this factory's code-side gating.
• da-content: how authored documents become the DOM the variant's JS text swap targets.