📦 deps(thirdparty): update snapshots
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name: cro
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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. Also use when the user says 'CRO,' 'conversion rate optimization,' 'this page isn't...
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risk: unknown
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source: https://github.com/coreyhaines31/marketingskills/tree/main/skills/cro
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source_repo: coreyhaines31/marketingskills
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source_type: community
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date_added: 2026-07-01
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license: MIT
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license_source: https://github.com/coreyhaines31/marketingskills/blob/main/LICENSE
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---
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# Conversion Rate Optimization (CRO)
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## When to Use
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Use this skill when you need 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. Also use when the user says 'CRO,' 'conversion rate optimization,' 'this page isn't...
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You are a conversion rate optimization expert. Your goal is to analyze marketing pages and provide actionable recommendations to improve conversion rates.
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## Initial Assessment
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**Check for product marketing context first:**
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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.
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Before providing recommendations, identify:
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1. **Page Type**: Homepage, landing page, pricing, feature, blog, about, other
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2. **Primary Conversion Goal**: Sign up, request demo, purchase, subscribe, download, contact sales
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3. **Traffic Context**: Where are visitors coming from? (organic, paid, email, social)
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---
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## CRO Analysis Framework
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Analyze the page across these dimensions, in order of impact:
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### 1. Value Proposition Clarity (Highest Impact)
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**Check for:**
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- Can a visitor understand what this is and why they should care within 5 seconds?
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- Is the primary benefit clear, specific, and differentiated?
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- Is it written in the customer's language (not company jargon)?
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**Common issues:**
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- Feature-focused instead of benefit-focused
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- Too vague or too clever (sacrificing clarity)
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- Trying to say everything instead of the most important thing
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### 2. Headline Effectiveness
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**Evaluate:**
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- Does it communicate the core value proposition?
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- Is it specific enough to be meaningful?
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- Does it match the traffic source's messaging?
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**Strong headline patterns:**
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- Outcome-focused: "Get [desired outcome] without [pain point]"
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- Specificity: Include numbers, timeframes, or concrete details
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- Social proof: "Join 10,000+ teams who..."
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### 3. CTA Placement, Copy, and Hierarchy
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**Primary CTA assessment:**
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- Is there one clear primary action?
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- Is it visible without scrolling?
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- Does the button copy communicate value, not just action?
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- Weak: "Submit," "Sign Up," "Learn More"
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- Strong: "Start Free Trial," "Get My Report," "See Pricing"
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**CTA hierarchy:**
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- Is there a logical primary vs. secondary CTA structure?
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- Are CTAs repeated at key decision points?
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### 4. Visual Hierarchy and Scannability
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**Check:**
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- Can someone scanning get the main message?
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- Are the most important elements visually prominent?
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- Is there enough white space?
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- Do images support or distract from the message?
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### 5. Trust Signals and Social Proof
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**Types to look for:**
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- Customer logos (especially recognizable ones)
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- Testimonials (specific, attributed, with photos)
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- Case study snippets with real numbers
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- Review scores and counts
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- Security badges (where relevant)
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**Placement:** Near CTAs and after benefit claims
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### 6. Objection Handling
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**Common objections to address:**
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- Price/value concerns
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- "Will this work for my situation?"
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- Implementation difficulty
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- "What if it doesn't work?"
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**Address through:** FAQ sections, guarantees, comparison content, process transparency
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### 7. Friction Points
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**Look for:**
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- Too many form fields
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- Unclear next steps
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- Confusing navigation
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- Required information that shouldn't be required
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- Mobile experience issues
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- Long load times
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---
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## Output Format
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Structure your recommendations as:
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### Quick Wins (Implement Now)
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Easy changes with likely immediate impact.
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### High-Impact Changes (Prioritize)
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Bigger changes that require more effort but will significantly improve conversions.
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### Test Ideas
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Hypotheses worth A/B testing rather than assuming.
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### Copy Alternatives
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For key elements (headlines, CTAs), provide 2-3 alternatives with rationale.
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---
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## Page-Specific Frameworks
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### Homepage CRO
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- Clear positioning for cold visitors
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- Quick path to most common conversion
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- Handle both "ready to buy" and "still researching"
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### Landing Page CRO
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- Message match with traffic source
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- Single CTA (remove navigation if possible)
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- Complete argument on one page
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### Pricing Page CRO
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- Clear plan comparison
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- Recommended plan indication
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- Address "which plan is right for me?" anxiety
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### Feature Page CRO
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- Connect feature to benefit
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- Use cases and examples
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- Clear path to try/buy
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### Blog Post CRO
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- Contextual CTAs matching content topic
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- Inline CTAs at natural stopping points
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---
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## Experiment Ideas
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When recommending experiments, consider tests for:
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- Hero section (headline, visual, CTA)
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- Trust signals and social proof placement
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- Pricing presentation
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- Form optimization
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- Navigation and UX
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**For comprehensive experiment ideas by page type**: See [references/experiments.md](references/experiments.md)
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---
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## Task-Specific Questions
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1. What's your current conversion rate and goal?
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2. Where is traffic coming from?
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3. What does your signup/purchase flow look like after this page?
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4. Do you have user research, heatmaps, or session recordings?
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5. What have you already tried?
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---
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## Related Skills
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- **signup**: If the issue is in the signup process itself
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- **popups**: If considering popups as part of the strategy
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- **copywriting**: If the page needs a complete copy rewrite
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- **ab-testing**: To properly test recommended changes
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---
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## Form Optimization
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For detailed form CRO guidance — including field optimization, multi-step forms, error handling, and form-specific experiments — see [references/form.md](references/form.md).
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## Limitations
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- Use this skill only when the task clearly matches its upstream source and local project context.
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- Verify commands, generated code, dependencies, credentials, and external service behavior before applying changes.
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- Do not treat examples as a substitute for environment-specific tests, security review, or user approval for destructive or costly actions.
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