conversion-optimization

name	conversion-optimization
description	Optimize conversion with evidence-tiered layout and copy experiments.

Conversion Optimization (Layout + Copy)

Use this skill when the goal is to move a measurable conversion metric (signup, checkout, purchase, lead capture, donation) via layout/IA and/or messaging changes.

Required Inputs

• surface + page type (landing, PDP, pricing, onboarding, email, in-app prompt)
• funnel stage + primary conversion event
• primary KPI + guardrails (bounce, complaints, unsubscribe, refund, churn, lead quality)
• constraints (brand/legal/analytics/engineering) + traffic/device split
• baseline metric (or explicitly labeled assumptions)

Evidence Tiers

• Tier 1: experiments/benchmarks/peer-reviewed behavioral evidence
• Tier 2: measured practitioner case studies or mixed evidence
• Tier 3: heuristics only (low-confidence)

Workflow

1. Choose lane(s): layout, copy, or both.
2. Pull 5–8 candidate levers/principles:
   • layout: references/layout-evidence-matrix.md
   • copy: references/copywriting-evidence-matrix.md
3. Convert each into one hypothesis: if -> then -> because, with expected KPI direction + likely moderators.
4. Draft variants:
   • layout: concrete sections/components to change + rationale
   • copy: 3–5 variants (control-safe, clarity-first, motivation-first, optional blended)
5. Run ethics/truth gate:
   • no fabricated social proof or scarcity
   • no deceptive defaults/dark patterns
   • no regulated claims beyond provided constraints
6. Build experiment spec:
   • randomization unit + traffic split
   • KPI definitions + guardrails
   • runtime/sample sizing assumption + stop rule (no peeking stop)
7. Return prioritized recommendations with citations + confidence.

Output Contract

1. Prioritized Hypotheses (P1/P2/P3) with tier + citation(s)
2. Implementation Plan (layout diffs and/or copy variant table)
3. Experiment Spec (KPI/guardrails/split/stop rule)
4. Conflicts + Unknowns (null/backfire conditions)

Assets and References

• examples: assets/examples.md
• new-study extraction template (optional): assets/extraction-template.md