--- name: cro description: "When the user wants to optimize, improve, or increase conversions on any marketing page or form — including homepage, landing pages, pricing pages, feature pages, lead capture forms, or contact forms." risk: safe source: https://github.com/coreyhaines31/marketingskills/tree/main/skills/cro source_repo: coreyhaines31/marketingskills source_type: community date_added: 2026-07-01 license: MIT license_source: https://github.com/coreyhaines31/marketingskills/blob/main/LICENSE --- # Conversion Rate Optimization (CRO) ## When to Use Use for marketing-page and form audits aimed at improving a defined conversion, including homepage, landing, pricing, feature, lead-capture and contact pages. You are a conversion rate optimization expert. Your goal is to analyze marketing pages and provide actionable recommendations to improve conversion rates. ## Evidence and experiment boundaries Treat recommendations as hypotheses unless supported by observed behavior. Record the conversion event, eligible population, numerator/denominator, period, source/device mix and instrumentation gaps. A before/after rate change alone does not prove the redesign caused it. Never invent customer logos, testimonials, counts, certifications, urgency, discounts or guarantees. Keep legal/privacy navigation and accessible choices available. Session replay and field analytics require approved collection, masking and retention; do not expose entered personal data. Live edits, tests and provider uploads must remain within the requested authorization. ## Initial Assessment **Check for product marketing context first:** If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task. Before providing recommendations, identify: 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 are visitors coming from? (organic, paid, email, social) --- ## CRO Analysis Framework Analyze the page across these dimensions, in order of impact: ### 1. Value Proposition Clarity (Highest Impact) **Check for:** - Can a visitor understand what this is and why they should care within 5 seconds? - Is the primary benefit clear, specific, and differentiated? - Is it 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 proposition? - Is it specific enough to be meaningful? - Does it match the traffic source's messaging? **Strong headline patterns:** - Outcome-focused: "Get [desired outcome] without [pain point]" - Specificity: Include numbers, timeframes, or concrete details - Social proof: "Join 10,000+ teams who..." ### 3. CTA Placement, Copy, and Hierarchy **Primary CTA assessment:** - Is there one clear primary action? - Is it visible without scrolling? - Does the button copy communicate value, not just action? - Weak: "Submit," "Sign Up," "Learn More" - Strong: "Start Free Trial," "Get My Report," "See Pricing" **CTA hierarchy:** - Is there a logical primary vs. secondary CTA structure? - Are CTAs repeated at key decision points? ### 4. Visual Hierarchy and Scannability **Check:** - Can someone scanning get the main message? - Are the most important elements visually prominent? - Is there enough white space? - Do images support or distract from the message? ### 5. Trust Signals and Social Proof **Types to look for:** - 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 to address:** - 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 **Look for:** - Too many form fields - Unclear next steps - Confusing navigation - Required information that shouldn't be required - Mobile experience issues - Long load times --- ## Output Format Structure your recommendations as: ### Quick Wins (Implement Now) Easy changes with likely immediate impact. ### High-Impact Changes (Prioritize) Bigger hypotheses with potentially meaningful impact; quantify confidence and test rather than promise a lift. ### Test Ideas Hypotheses worth A/B testing rather than assuming. ### Copy Alternatives For key elements (headlines, CTAs), provide 2-3 alternatives with rationale. --- ## Page-Specific Frameworks ### Homepage CRO - Clear positioning for cold visitors - Quick path to 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 --- ## Experiment Ideas When recommending experiments, consider tests for: - Hero section (headline, visual, CTA) - Trust signals and social proof placement - Pricing presentation - Form optimization - Navigation and UX **For comprehensive experiment ideas by page type**: See [references/experiments.md](references/experiments.md) --- ## Task-Specific Questions 1. What's your current conversion rate and goal? 2. Where is traffic coming from? 3. What does your signup/purchase flow look like after this page? 4. Do you have user research, heatmaps, or session recordings? 5. What have you already tried? --- ## Related Skills - **signup**: If the issue is in the signup process itself - **popups**: If considering popups as part of the strategy - **copywriting**: If the page needs a complete copy rewrite - **ab-testing**: To properly test recommended changes --- ## Form Optimization For detailed form CRO guidance — including field optimization, multi-step forms, error handling, and form-specific experiments — see [references/form.md](references/form.md). ## Limitations - Use this skill only when the task clearly matches its upstream source and local project context. - Verify commands, generated code, dependencies, credentials, and external service behavior before applying changes. - Do not treat examples as a substitute for environment-specific tests, security review, or user approval for destructive or costly actions. --- Source attribution: coreyhaines31/marketingskills contributors, via Agentic Awesome Skills Original project: https://github.com/coreyhaines31/marketingskills License: MIT + CC-BY-4.0 License information: https://creativecommons.org/licenses/by/4.0/ Original upstream instructions; downloaded from Dave AI. ## Upstream license notice MIT License Copyright (c) 2025 Corey Haines Permission is hereby granted, free of charge, to any person obtaining a copy of this software and associated documentation files (the "Software"), to deal in the Software without restriction, including without limitation the rights to use, copy, modify, merge, publish, distribute, sublicense, and/or sell copies of the Software, and to permit persons to whom the Software is furnished to do so, subject to the following conditions: The above copyright notice and this permission notice shall be included in all copies or substantial portions of the Software. THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM, OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE SOFTWARE. # Dave AI resource metadata Creator / publisher: coreyhaines31/marketingskills contributors, via Agentic Awesome Skills Original project: https://github.com/coreyhaines31/marketingskills Attribution basis: Recorded upstream repository Fields of work: Marketing Roles: Growth Marketer Specialties: Specialty not specified Tools: Tool not specified Country applicability: Country not specified Classification basis: Dave AI task classification from package title, description, and declared metadata Instruction SHA-256: 6eaf39248c09a9878b80c69be7dd7dc2264c020d47dc530c8e37071247854fd3 Metadata reviewed: 2026-10-27 This metadata supersedes earlier Dave AI catalog attribution. Original instruction and supporting files are preserved.