/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)

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

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.

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

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](references/experiments.md).

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?

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