page-cro

# Page Conversion Rate Optimization (CRO)

You are a conversion rate optimization expert. Your goal is to analyze marketing pages and provide actionable recommendations to improve conversion rates.

## Initial Assessment

**Check for product marketing context first:**
If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` 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 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), 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-flow-cro**: If the issue is in the signup process itself
- **form-cro**: If forms on the page need optimization
- **popup-cro**: If considering popups as part of the strategy
- **copywriting**: If the page needs a complete copy rewrite
- **ab-test-setup**: To properly test recommended changes

{
  "skill_name": "page-cro",
  "evals": [
    {
      "id": 1,
      "prompt": "Here's my SaaS landing page: https://example.com/product. We get about 5,000 visitors/month from Google Ads but only 1.2% convert to free trial signups. Can you help me figure out what's wrong?",
      "expected_output": "Should check for product-marketing-context.md first. Should identify page type (landing page) and conversion goal (free trial signup). Should analyze across the CRO framework dimensions: value proposition clarity, headline effectiveness, CTA placement/copy/hierarchy, visual hierarchy, trust signals, objection handling, and friction points. Should provide recommendations organized as Quick Wins, High-Impact Changes, and Test Ideas. Should note the message match issue between Google Ads and landing page. Should provide 2-3 headline and CTA copy alternatives with rationale.",
      "assertions": [
        "Checks for product-marketing-context.md",
        "Identifies page type as landing page",
        "Identifies conversion goal as free trial signup",
        "Analyzes value proposition clarity",
        "Analyzes CTA placement and copy",
        "Notes message match between ads and landing page",
        "Output has Quick Wins section",
        "Output has High-Impact Changes section",
        "Output has Test Ideas section",
        "Provides 2-3 headline or CTA alternatives"
      ],
      "files": []
    },
    {
      "id": 2,
      "prompt": "Our pricing page has three tiers but nobody picks the middle one. 60% choose the cheapest plan and 30% bounce entirely. What should we change?",
      "expected_output": "Should apply the Pricing Page CRO framework. Should address plan comparison clarity, recommended plan indication, and 'which plan is right for me?' anxiety. Should analyze whether the middle tier's value proposition is differentiated enough. Should recommend trust signals and social proof near pricing. Should suggest specific experiments like changing plan names, adjusting feature differentiation, adding an annual toggle, or highlighting the recommended plan visually. Output should include Quick Wins, High-Impact Changes, and Test Ideas sections.",
      "assertions": [
        "Applies Pricing Page CRO framework",
        "Addresses recommended plan indication",
        "Addresses 'which plan is right for me' anxiety",
        "Analyzes middle tier differentiation",
        "Suggests specific experiments",
        "Output has Quick Wins section",
        "Output has High-Impact Changes section",
        "Output has Test Ideas section"
      ],
      "files": []
    },
    {
      "id": 3,
      "prompt": "this page isn't converting. can you take a look? it's our homepage for a B2B project management tool",
      "expected_output": "Should trigger on the casual 'this page isn't converting' phrasing. Should identify this as a Homepage CRO analysis. Should ask clarifying questions about current conversion rate, traffic sources, and conversion goal. Should apply the full CRO Analysis Framework starting with value proposition clarity. Should address the homepage-specific guidance: serving multiple audiences, leading with broadest value prop, and providing clear paths for different visitor intents. Should provide structured output with Quick Wins, High-Impact Changes, Test Ideas, and Copy Alternatives.",
      "assertions": [
        "Triggers on casual phrasing",
        "Identifies as Homepage CRO",
        "Asks about current conversion rate",
        "Asks about traffic sources",
        "Applies CRO Analysis Framework",
        "Addresses serving multiple audiences",
        "Addresses clear paths for different visitor intents",
        "Output has structured sections"
      ],
      "files": []
    },
    {
      "id": 4,
      "prompt": "We have a blog that gets 20k organic visits/month but almost nobody clicks through to our product. How do we get more conversions from blog readers?",
      "expected_output": "Should apply the Blog Post CRO framework. Should recommend contextual CTAs matching content topics and inline CTAs at natural stopping points. Should analyze whether CTAs are relevant to the content topic or generic. Should suggest specific CTA placements: within content, end of post, sidebar, sticky bar. Should recommend testing different CTA formats (inline text links, banner cards, exit-intent). Should cross-reference copywriting skill for CTA copy improvement.",
      "assertions": [
        "Applies Blog Post CRO framework",
        "Recommends contextual CTAs matching content",
        "Recommends inline CTAs at natural stopping points",
        "Suggests specific CTA placements",
        "Suggests testing different CTA formats",
        "Cross-references copywriting or related skill"
      ],
      "files": []
    },
    {
      "id": 5,
      "prompt": "We redesigned our landing page and conversions dropped from 4.2% to 2.8%. Here's the new page. What went wrong?",
      "expected_output": "Should approach this as a diagnostic CRO audit focused on what changed. Should systematically compare against the CRO framework dimensions to identify likely regression causes. Should check for common redesign mistakes: losing trust signals, weaker value proposition clarity, CTA hierarchy changes, added friction, broken message match with traffic sources. Should provide specific fixes organized by likely impact. Should recommend reverting high-risk changes while testing others.",
      "assertions": [
        "Approaches as diagnostic audit",
        "Checks for lost trust signals",
        "Checks for weakened value proposition",
        "Checks for CTA hierarchy changes",
        "Checks for added friction",
        "Checks for broken message match with traffic sources",
        "Provides fixes organized by impact",
        "Recommends reverting high-risk changes"
      ],
      "files": []
    },
    {
      "id": 6,
      "prompt": "Our signup form has too many fields and people keep abandoning it halfway through. Can you help optimize it?",
      "expected_output": "Should recognize this is about signup form optimization, not general page CRO. Should defer to or cross-reference the signup-flow-cro skill, which specifically handles signup, registration, and account creation flows. May provide some general friction reduction advice but should make clear that signup-flow-cro is the right skill for this task.",
      "assertions": [
        "Recognizes this as signup flow optimization",
        "References or defers to signup-flow-cro skill",
        "Does not attempt full page-cro analysis on a form"
      ],
      "files": []
    },
    {
      "id": 7,
      "prompt": "Review this feature page for our API monitoring tool. Most traffic comes from organic search for 'API monitoring tools'. We want them to start a free trial.",
      "expected_output": "Should apply the Feature Page CRO framework: connect feature to benefit, show use cases and examples, clear path to try/buy. Should reference the experiments section and suggest prioritized test ideas for hero section, trust signals, and CTA variations. Should note the organic search traffic source and check for message match with search intent. Should cross-reference ab-test-setup skill for proper test implementation.",
      "assertions": [
        "Applies Feature Page CRO framework",
        "Connects features to benefits",
        "Suggests use cases and examples",
        "Provides clear path to try/buy",
        "Notes organic traffic source and search intent match",
        "Suggests specific experiment hypotheses",
        "Cross-references ab-test-setup skill"
      ],
      "files": []
    }
  ]
}

# Page CRO Experiment Ideas

Comprehensive list of A/B tests and experiments organized by page type.

## Contents
- Homepage Experiments (Hero Section, Trust & Social Proof, Features & Content, Navigation & UX)
- Pricing Page Experiments (Price Presentation, Pricing UX, Objection Handling, Trust Signals)
- Demo Request Page Experiments (Form Optimization, Page Content, CTA & Routing)
- Resource/Blog Page Experiments (Content CTAs, Resource Section)
- Landing Page Experiments (Message Match, Conversion Focus, Page Length)
- Feature Page Experiments (Feature Presentation, Conversion Path)
- Cross-Page Experiments (Site-Wide Tests, Navigation Tests)

## Homepage Experiments

### Hero Section

| Test | Hypothesis |
|------|------------|
| Headline variations | Specific vs. abstract messaging |
| Subheadline clarity | Add/refine to support headline |
| CTA above fold | Include or exclude prominent CTA |
| Hero visual format | Screenshot vs. GIF vs. illustration vs. video |
| CTA button color | Test contrast and visibility |
| CTA button text | "Start Free Trial" vs. "Get Started" vs. "See Demo" |
| Interactive demo | Engage visitors immediately with product |

### Trust & Social Proof

| Test | Hypothesis |
|------|------------|
| Logo placement | Hero section vs. below fold |
| Case study in hero | Show results immediately |
| Trust badges | Add security, compliance, awards |
| Social proof in headline | "Join 10,000+ teams" messaging |
| Testimonial placement | Above fold vs. dedicated section |
| Video testimonials | More engaging than text quotes |

### Features & Content

| Test | Hypothesis |
|------|------------|
| Feature presentation | Icons + descriptions vs. detailed sections |
| Section ordering | Move high-value features up |
| Secondary CTAs | Add/remove throughout page |
| Benefit vs. feature focus | Lead with outcomes |
| Comparison section | Show vs. competitors or status quo |

### Navigation & UX

| Test | Hypothesis |
|------|------------|
| Sticky navigation | Persistent nav with CTA |
| Nav menu order | High-priority items at edges |
| Nav CTA button | Add prominent button in nav |
| Support widget | Live chat vs. AI chatbot |
| Footer optimization | Clearer secondary conversions |
| Exit intent popup | Capture abandoning visitors |

---

## Pricing Page Experiments

### Price Presentation

| Test | Hypothesis |
|------|------------|
| Annual vs. monthly display | Highlight savings or simplify |
| Price points | $99 vs. $100 vs. $97 psychology |
| "Most Popular" badge | Highlight target plan |
| Number of tiers | 3 vs. 4 vs. 2 visible options |
| Price anchoring | Order plans to anchor expectations |
| Custom enterprise tier | Show vs. "Contact Sales" |

### Pricing UX

| Test | Hypothesis |
|------|------------|
| Pricing calculator | For usage-based pricing clarity |
| Guided pricing flow | Multistep wizard vs. comparison table |
| Feature comparison format | Table vs. expandable sections |
| Monthly/annual toggle | With savings highlighted |
| Plan recommendation quiz | Help visitors choose |
| Checkout flow length | Steps required after plan selection |

### Objection Handling

| Test | Hypothesis |
|------|------------|
| FAQ section | Address pricing objections |
| ROI calculator | Demonstrate value vs. cost |
| Money-back guarantee | Prominent placement |
| Per-user breakdowns | Clarity for team plans |
| Feature inclusion clarity | What's in each tier |
| Competitor comparison | Side-by-side value comparison |

### Trust Signals

| Test | Hypothesis |
|------|------------|
| Value testimonials | Quotes about ROI specifically |
| Customer logos | Near pricing section |
| Review scores | G2/Capterra ratings |
| Case study snippet | Specific pricing/value results |

---

## Demo Request Page Experiments

### Form Optimization

| Test | Hypothesis |
|------|------------|
| Field count | Fewer fields, higher completion |
| Multi-step vs. single | Progress bar encouragement |
| Form placement | Above fold vs. after content |
| Phone field | Include vs. exclude |
| Field enrichment | Hide fields you can auto-fill |
| Form labels | Inside field vs. above |

### Page Content

| Test | Hypothesis |
|------|------------|
| Benefits above form | Reinforce value before ask |
| Demo preview | Video/GIF showing demo experience |
| "What You'll Learn" | Set expectations clearly |
| Testimonials near form | Reduce friction at decision point |
| FAQ below form | Address common objections |
| Video vs. text | Format for explaining value |

### CTA & Routing

| Test | Hypothesis |
|------|------------|
| CTA text | "Book Your Demo" vs. "Schedule 15-Min Call" |
| On-demand option | Instant demo alongside live option |
| Personalized messaging | Based on visitor data/source |
| Navigation removal | Reduce page distractions |
| Calendar integration | Inline booking vs. external link |
| Qualification routing | Self-serve for some, sales for others |

---

## Resource/Blog Page Experiments

### Content CTAs

| Test | Hypothesis |
|------|------------|
| Floating CTAs | Sticky CTA on blog posts |
| CTA placement | Inline vs. end-of-post only |
| Reading time display | Estimated reading time |
| Related resources | End-of-article recommendations |
| Gated vs. free | Content access strategy |
| Content upgrades | Specific to article topic |

### Resource Section

| Test | Hypothesis |
|------|------------|
| Navigation/filtering | Easier to find relevant content |
| Search functionality | Find specific resources |
| Featured resources | Highlight best content |
| Layout format | Grid vs. list view |
| Topic bundles | Grouped resources by theme |
| Download tracking | Gate some, track engagement |

---

## Landing Page Experiments

### Message Match

| Test | Hypothesis |
|------|------------|
| Headline matching | Match ad copy exactly |
| Visual matching | Match ad creative |
| Offer alignment | Same offer as ad promised |
| Audience-specific pages | Different pages per segment |

### Conversion Focus

| Test | Hypothesis |
|------|------------|
| Navigation removal | Single-focus page |
| CTA repetition | Multiple CTAs throughout |
| Form vs. button | Direct capture vs. click-through |
| Urgency/scarcity | If genuine, test messaging |
| Social proof density | Amount and placement |
| Video inclusion | Explain offer with video |

### Page Length

| Test | Hypothesis |
|------|------------|
| Short vs. long | Quick conversion vs. complete argument |
| Above-fold only | Minimal scroll required |
| Section ordering | Most important content first |
| Footer removal | Eliminate navigation |

---

## Feature Page Experiments

### Feature Presentation

| Test | Hypothesis |
|------|------------|
| Demo/screenshot | Show feature in action |
| Use case examples | How customers use it |
| Before/after | Impact visualization |
| Video walkthrough | Feature tour |
| Interactive demo | Try feature without signup |

### Conversion Path

| Test | Hypothesis |
|------|------------|
| Trial CTA | Feature-specific trial offer |
| Related features | Cross-link to other features |
| Comparison | vs. competitors' version |
| Pricing mention | Connect to relevant plan |
| Case study link | Feature-specific success story |

---

## Cross-Page Experiments

### Site-Wide Tests

| Test | Hypothesis |
|------|------------|
| Chat widget | Impact on conversions |
| Cookie consent UX | Minimize friction |
| Page load speed | Performance vs. features |
| Mobile experience | Responsive optimization |
| Accessibility | Impact on conversion |
| Personalization | Dynamic content by segment |

### Navigation Tests

| Test | Hypothesis |
|------|------------|
| Menu structure | Information architecture |
| Search placement | Help visitors find content |
| CTA in nav | Always-visible conversion path |
| Breadcrumbs | Navigation clarity |