| name | landing-page-cro |
| description | Audit and optimize landing pages for conversion rate optimization. Analyzes page structure, copy effectiveness, CTA placement, social proof, form friction, and trust signals. Provides a CRO score and actionable recommendations. Use when the user has an existing landing page and mentions CRO, conversion audit, why isn't my page converting, A/B test ideas, or wants a scored audit of a live URL. For designing a new page from scratch, use saas-landing-builder instead.
|
Audit Intro
When starting an audit, show this intro before proceeding:
"""
📡 Landing Page CRO Audit
What I'll do:
Fetch your URL and score conversion effectiveness across 10 dimensions.
What you'll get:
→ CRO score (0-100) with per-dimension breakdown
→ Top 5 conversion fixes prioritized by impact
→ A/B test hypotheses for each recommendation
Output: Saved to CRO-AUDIT-REPORT.md
Time: ~60 seconds.
Starting...
"""
Then proceed immediately. Do not wait for user confirmation.
Landing Page CRO
Comprehensive conversion rate optimization audit tool for landing pages. Evaluates 10 key dimensions of page effectiveness, scores each on a 0-10 scale, and delivers prioritized recommendations to improve conversion rates.
Commands
| Command | Description |
|---|
/landing-page-cro audit <url> | Full CRO audit with scores and recommendations |
/landing-page-cro score <url> | Quick CRO score (0-100) with dimension breakdown |
/landing-page-cro copy-review | Landing page copy review and improvement suggestions |
/landing-page-cro ab-ideas <url> | A/B test ideas generator based on page analysis |
Full Audit Flow
The full audit (/landing-page-cro audit <url>) follows a structured process:
Step 1: Page Fetch and Parse
- Fetch the target URL HTML content
- Extract page structure, headings, CTAs, forms, and media
- Identify above-the-fold content boundaries
- Detect social proof elements, trust badges, and testimonials
Step 2: Score Each Dimension (0-10 each)
Evaluate the page across 10 CRO dimensions, each scored from 0 to 10 for a maximum total of 100.
Step 3: Generate Recommendations
- Identify the weakest scoring dimensions
- Produce the top 5 prioritized, actionable recommendations
- Suggest specific A/B test hypotheses for each recommendation
Step 4: Report
- Compile a structured report with overall score, dimension breakdown, and recommendations
- Rank recommendations by estimated impact
CRO Scoring Criteria
Each dimension is scored from 0 to 10. The total CRO score is the sum of all 10 dimensions (0-100).
| # | Dimension | What It Measures |
|---|
| 1 | Above-the-fold clarity | Headline communicates value prop clearly; visitor understands what this is within 5 seconds |
| 2 | CTA visibility and copy strength | Primary CTA is prominent, uses action-oriented language, and stands out visually |
| 3 | Social proof presence and quality | Customer logos, testimonials, case studies, review counts, or user statistics are present and credible |
| 4 | Trust signals | Security badges, partner logos, certifications, privacy mentions, or money-back guarantees are visible |
| 5 | Form simplicity | Low field count, clear labels, minimal friction; fewer fields means less drop-off |
| 6 | Page speed and mobile responsiveness | Fast load time, mobile-friendly layout, responsive images, no layout shifts |
| 7 | Visual hierarchy and scan-ability | Clear heading structure, whitespace usage, content sections are easy to scan without reading everything |
| 8 | Objection handling | Common buyer concerns are addressed - pricing clarity, FAQs, comparison tables, risk reversal |
| 9 | Urgency and scarcity | Authentic time-based or quantity-based motivators that encourage action without feeling manipulative |
| 10 | Copy clarity and benefit-driven language | Copy focuses on customer outcomes rather than feature lists; uses plain language, avoids jargon |
Score Ranges
- 90-100: Excellent - Highly optimized landing page
- 70-89: Good - Strong foundation with room for improvement
- 50-69: Fair - Several conversion barriers need attention
- 30-49: Poor - Significant optimization required
- 0-29: Critical - Major overhaul needed
Command Details
/landing-page-cro audit <url>
Runs the complete CRO audit across all 10 dimensions. Returns a detailed report with scores, evidence, and prioritized recommendations.
Output includes:
- Overall CRO score (0-100)
- Per-dimension scores (0-10 each) with evidence
- Top 5 prioritized recommendations
- Suggested A/B test hypotheses
- Quick wins vs. long-term improvements
Report: Save output to CRO-AUDIT-REPORT.md
/landing-page-cro score <url>
A rapid scoring pass that returns the overall CRO score and dimension breakdown without detailed recommendations. Use this for a quick health check.
Output includes:
- Overall CRO score (0-100)
- Per-dimension scores (0-10)
- Traffic light indicators (red/yellow/green per dimension)
- Top 3 weakest dimensions flagged
Report: Save output to CRO-SCORE-REPORT.md
/landing-page-cro copy-review
Interactive copy review mode. Provide landing page copy (headline, subheadline, body, CTA text) and receive:
- Clarity score
- Benefit-vs-feature ratio analysis
- Emotional trigger assessment
- Suggested rewrites for weak sections
- CTA copy alternatives ranked by strength
Report: Save output to CRO-COPY-REPORT.md
/landing-page-cro ab-ideas <url>
Analyzes the page and generates a prioritized list of A/B test ideas.
Output includes:
- 5-10 test hypotheses ranked by expected impact
- For each test: hypothesis statement, control vs. variant description, expected lift range, implementation difficulty (easy/medium/hard)
- Quick-win tests that can be implemented in under an hour
- High-impact tests that require more development effort
Report: Save output to CRO-AB-IDEAS-REPORT.md
Scoring Methodology Details
1. Above-the-fold Clarity (0-10)
- 10: Clear headline + subheadline + supporting visual that communicates the value prop instantly
- 7-9: Headline is clear but subheadline or visual could be stronger
- 4-6: Value prop requires reading below the fold to understand
- 1-3: Headline is vague, generic, or focused on the company instead of the visitor
- 0: No identifiable headline or value proposition
2. CTA Visibility and Copy Strength (0-10)
- 10: Primary CTA is above the fold, high contrast, action-oriented text (e.g., "Start Free Trial"), repeated at logical intervals
- 7-9: CTA is visible but copy could be more specific or compelling
- 4-6: CTA exists but blends into the page or uses weak text like "Submit"
- 1-3: CTA is hard to find or buried below extensive content
- 0: No identifiable call to action
3. Social Proof Presence and Quality (0-10)
- 10: Multiple forms of social proof - named testimonials with photos, recognizable logos, specific metrics, case study links
- 7-9: Good social proof but missing specificity (e.g., no names on testimonials)
- 4-6: Minimal social proof - generic "trusted by thousands" without evidence
- 1-3: A single weak social proof element
- 0: No social proof elements detected
4. Trust Signals (0-10)
- 10: Security badges, partner logos, certifications, privacy policy link, money-back guarantee, and recognizable brand associations
- 7-9: Several trust signals present but not comprehensive
- 4-6: One or two basic trust elements (e.g., only a privacy link)
- 1-3: Minimal trust indicators
- 0: No trust signals detected
5. Form Simplicity (0-10)
- 10: 1-3 fields, clear labels, single-step submission, no unnecessary required fields
- 7-9: 4-5 fields with clear purpose for each
- 4-6: 6-8 fields or multi-step without progress indicators
- 1-3: 9+ fields or confusing layout
- 0: Form is broken, excessively long, or requires account creation before showing value
6. Page Speed and Mobile Responsiveness (0-10)
- 10: Sub-2-second load, fully responsive, no layout shifts, optimized images
- 7-9: Loads in 2-4 seconds, mostly responsive
- 4-6: Loads in 4-6 seconds or has minor mobile issues
- 1-3: Slow load (6+ seconds) or significant mobile rendering problems
- 0: Page fails to load or is completely broken on mobile
7. Visual Hierarchy and Scan-ability (0-10)
- 10: Clear H1-H2-H3 structure, ample whitespace, logical content flow, scannable sections
- 7-9: Good structure with minor hierarchy issues
- 4-6: Walls of text, weak heading usage, or cluttered layout
- 1-3: Disorganized layout that is difficult to scan
- 0: No discernible visual hierarchy
8. Objection Handling (0-10)
- 10: FAQ section, pricing transparency, comparison table, risk reversal (guarantee), and proactive answers to common concerns
- 7-9: Addresses most objections but misses one key area
- 4-6: Some objection handling but leaves important questions unanswered
- 1-3: Minimal attempt to address buyer concerns
- 0: No objection handling detected
9. Urgency and Scarcity (0-10)
- 10: Authentic, specific urgency (limited offer with real deadline, limited spots with actual count) that feels genuine
- 7-9: Some urgency elements that are credible
- 4-6: Generic urgency ("Act now!") without specifics
- 1-3: Fake or manipulative scarcity tactics
- 0: No urgency elements (not always a negative - score contextually)
10. Copy Clarity and Benefit-driven Language (0-10)
- 10: Every section leads with customer outcomes, plain language, specific benefits with evidence
- 7-9: Mostly benefit-driven with occasional feature-only mentions
- 4-6: Mix of benefits and features, some jargon
- 1-3: Feature-heavy copy with little connection to customer outcomes
- 0: Technical jargon, no identifiable benefits, or copy that focuses entirely on the company
Output Rules (MANDATORY)
File Output
Chat Output
After saving, show a SHORT summary in chat (max 10 lines):
"""
✅ CRO audit complete - saved to CRO-AUDIT-REPORT.md
Score: [X]/100 ([interpretation])
Top findings:
- [Weakest dimension + issue]
- [Second weakest + issue]
- [Third + issue]
Full report with 10-dimension breakdown and A/B test ideas → open CRO-AUDIT-REPORT.md
"""
NEVER dump the full report in chat. The file is the deliverable.
API Integrations (Optional)
This skill works out of the box by fetching public web pages. However, the "Page Speed and Mobile Responsiveness" dimension (Dimension 6) is estimated from HTML analysis alone, which is less accurate than real performance data.
If the user provides their own API key, use it for actual Core Web Vitals scores.
| Environment Variable | Service | What It Unlocks |
|---|
GOOGLE_API_KEY | Google PageSpeed Insights API | Real Core Web Vitals (LCP, INP, CLS), Lighthouse performance score, mobile vs desktop breakdown |
How to set up:
export GOOGLE_API_KEY="your_google_api_key"
Behavior:
- If
GOOGLE_API_KEY is set → fetch real PageSpeed data and use it for Dimension 6 scoring (see below)
- If not set → estimate page speed from HTML signals (default behavior, no change)
How to fetch PageSpeed data (model-driven, no script changes needed):
When GOOGLE_API_KEY is set, call the API directly (e.g. with curl or WebFetch):
https://www.googleapis.com/pagespeedonline/v5/runPagespeed?url=<url>&key=$GOOGLE_API_KEY&strategy=mobile
Read these fields from the JSON response:
lighthouseResult.categories.performance.score - overall performance (0-1)lighthouseResult.audits['largest-contentful-paint'] - LCPlighthouseResult.audits['interaction-to-next-paint'] - INPlighthouseResult.audits['cumulative-layout-shift'] - CLS
Map them onto Dimension 6 (Page Speed and Mobile Responsiveness) like this:
- All three CWV pass (LCP ≤ 2.5s, INP ≤ 200ms, CLS ≤ 0.1) and performance score ≥ 0.9 → 9-10
- All CWV pass but performance score 0.5-0.89 → 7-8
- One CWV fails → 4-6
- Two or more CWV fail, or performance score < 0.5 → 1-3
Replace the HTML-estimated Dimension 6 score with this value and cite the real metrics as evidence in the report.
When data is limited: When scoring Dimension 6 (Page Speed and Mobile Responsiveness) without real data, note this in the report. Example:
ℹ️ Page speed score is estimated from HTML analysis. For real Lighthouse scores, set GOOGLE_API_KEY. See the API Integrations section in this skill's SKILL.md for setup instructions.
Important Notes
SPA Limitation
This tool works best with server-rendered pages. Single-page applications (SPAs) that rely heavily on client-side JavaScript rendering may return incomplete results because the fetched HTML may not contain the full rendered content. If auditing an SPA, save the fully rendered HTML from the browser and audit that file instead (see below).
Local HTML Files
scripts/cro_auditor.py accepts either a URL or a path to a saved HTML file (python cro_auditor.py ./saved-page.html). Use this to audit rendered SPA output, staging pages behind auth, or any page saved from the browser.
Non-English Pages
The script's text-pattern heuristics are English-only. When the page's <html lang> is not English, the script prints a prominent warning and the text-dependent dimensions (copy clarity, trust signals, social proof, objection handling, urgency) are unreliable. In that case, score those dimensions yourself by reading the actual page content, and note in the report which scores were assigned manually.
Prerequisites
The Python scripts in the scripts/ directory require the following packages:
requests - HTTP requestsbeautifulsoup4 - HTML parsing
Install with: pip install requests beautifulsoup4
Rate Limiting
When auditing multiple pages, allow at least 2 seconds between requests to avoid being rate-limited by the target server.
Data Privacy
This tool only reads publicly available information. It does not store, cache, or transmit any data from audited pages beyond the current session.
References
references/cro-checklist.md - Comprehensive CRO audit checklist with specific items for each dimensionreferences/psychological-triggers.md - Psychological triggers for conversion with SaaS examples
Scripts
scripts/cro_auditor.py
Fetches a landing page and auto-scores it across all 10 CRO dimensions. Detects CTAs, forms, social proof elements, trust signals, and heading structure. Returns a score breakdown and top 5 recommendations.
