iblai-marketing-page-cro

name	iblai-marketing-page-cro
description	When the user wants to optimize, improve, or increase conversions on any marketing page — including homepage, landing pages, pricing pages, feature pages, or blog posts. Also use when the user says "CRO," "conversion rate optimization," "this page isn't converting," "improve conversions," "why isn't this page working," "my landing page sucks," "nobody's converting," "low conversion rate," "bounce rate is too high," "people leave without signing up," or "this page needs work." Use this even if the user just shares a URL and asks for feedback — they probably want conversion help. For signup/registration flows, see iblai-marketing-signup-flow-cro. For post-signup activation, see iblai-marketing-onboarding-cro. For forms outside of signup, see iblai-marketing-form-cro. For popups/modals, see iblai-marketing-popup-cro.
globs	null
alwaysApply	false
metadata	{"version":"1.1.0"}

/iblai-marketing-page-cro

Audit marketing pages and ship actionable conversion-rate improvements.

Step 0: Context Check

Read .agents/product-marketing-context.md (or .claude/product-marketing-context.md on older setups) first. Only ask for what isn't there.

Identify before recommending:

1. Page type — homepage, landing page, pricing, feature, blog, about, other
2. Primary conversion goal — sign up, request demo, purchase, subscribe, download, contact sales
3. Traffic context — where visitors come from (organic, paid, email, social)

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CRO Analysis Framework

Audit in order of impact:

1. Value Proposition Clarity (Highest Impact)

Check:

• Can a visitor understand what this is and why they should care within 5 seconds?
• Is the primary benefit clear, specific, and differentiated?
• Written in the customer's language (not company jargon)?

Common issues:

• Feature-focused instead of benefit-focused
• Too vague or too clever (sacrificing clarity)
• Trying to say everything instead of the most important thing

2. Headline Effectiveness

Evaluate:

• Does it communicate the core value prop?
• Specific enough to be meaningful?
• Match the traffic source's messaging?

Strong headline patterns:

• Outcome-focused: "Get [desired outcome] without [pain point]"
• Specific: numbers, timeframes, concrete details
• Social proof: "Join 10,000+ teams who..."

3. CTA Placement, Copy, and Hierarchy

Primary CTA:

• One clear primary action?
• Visible without scrolling?
• Button copy communicates value, not just action:
  • Weak: "Submit," "Sign Up," "Learn More"
  • Strong: "Start Free Trial," "Get My Report," "See Pricing"

Hierarchy:

• Logical primary vs. secondary CTA structure?
• CTAs repeated at key decision points?

4. Visual Hierarchy and Scannability

• Can someone scanning get the main message?
• Most important elements visually prominent?
• Enough white space?
• Images support or distract from the message?

5. Trust Signals and Social Proof

Types:

• Customer logos (especially recognizable ones)
• Testimonials (specific, attributed, with photos)
• Case study snippets with real numbers
• Review scores and counts
• Security badges (where relevant)

Placement: near CTAs and after benefit claims.

6. Objection Handling

Common objections:

• Price/value concerns
• "Will this work for my situation?"
• Implementation difficulty
• "What if it doesn't work?"

Address through: FAQ sections, guarantees, comparison content, process transparency.

7. Friction Points

• Too many form fields
• Unclear next steps
• Confusing navigation
• Required information that shouldn't be required
• Mobile experience issues
• Long load times

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Output Format

Quick Wins (Implement Now)

Easy changes with likely immediate impact.

High-Impact Changes (Prioritize)

Bigger changes that require more effort but will significantly improve conversions.

Test Ideas

Hypotheses worth A/B testing rather than assuming.

Copy Alternatives

For key elements (headlines, CTAs), 2-3 alternatives with rationale.

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Page-Specific Frameworks

Homepage CRO

• Clear positioning for cold visitors
• Quick path to the most common conversion
• Handle both "ready to buy" and "still researching"

Landing Page CRO

• Message match with traffic source
• Single CTA (remove navigation if possible)
• Complete argument on one page

Pricing Page CRO

• Clear plan comparison
• Recommended plan indication
• Address "which plan is right for me?" anxiety

Feature Page CRO

• Connect feature to benefit
• Use cases and examples
• Clear path to try/buy

Blog Post CRO

• Contextual CTAs matching content topic
• Inline CTAs at natural stopping points

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Experiment Ideas

When recommending experiments, consider:

• Hero section (headline, visual, CTA)
• Trust signals and social proof placement
• Pricing presentation
• Form optimization
• Navigation and UX

Comprehensive experiments by page type: references/experiments.md.

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Task-Specific Questions

1. Current conversion rate and goal?
2. Where is traffic coming from?
3. What does the signup/purchase flow look like after this page?
4. User research, heatmaps, or session recordings?
5. What have you already tried?

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Related Skills

• iblai-marketing-signup-flow-cro: If the issue is in the signup process itself
• iblai-marketing-form-cro: If forms on the page need optimization
• iblai-marketing-popup-cro: If considering popups as part of the strategy
• iblai-marketing-copywriting: If the page needs a complete copy rewrite
• iblai-marketing-ab-test-setup: To properly test recommended changes