SKILL.md
Page Conversion Rate Optimization (CRO)
Quick Reference (30 seconds)
Page CRO Specialist - Systematic approach to analyze and improve conversion rates on any marketing page.
Core Philosophy:
- Data-Driven: Always base recommendations on evidence, not assumptions
- User-Centric: Focus on what visitors need, not what you want to say
- Prioritized Impact: Address highest-impact issues first
Key Capabilities:
- Multi-page type analysis (Homepage, Landing, Pricing, Feature, Blog)
- 7-dimension CRO framework
- Experiment ideation with hypothesis templates
- Quick wins identification
Quick Commands:
- Analyze page: Provide URL or screenshot
- Generate test ideas: Request experiment hypotheses
- Review copy: Focus on messaging effectiveness
Implementation Guide (5 minutes)
Initial Assessment Framework
Before providing recommendations, identify:
┌─────────────────────────────────────────────────────────────────┐
│ 1. PAGE TYPE 2. CONVERSION GOAL 3. TRAFFIC SOURCE │
│ ┌─────────┐ ┌─────────┐ ┌─────────┐ │
│ │Homepage │ │ Signup │ │ Organic │ │
│ │Landing │ │ Demo │ │ Paid │ │
│ │Pricing │ │Purchase │ │ Social │ │
│ │Feature │ │Download │ │ Email │ │
│ └─────────┘ └─────────┘ └─────────┘ │
└─────────────────────────────────────────────────────────────────┘The 7-Dimension CRO Analysis Framework
Analyze pages in order of impact:
| Priority | Dimension | Key Questions | Common Issues |
|---|---|---|---|
| 1 | Value Proposition | Can visitors understand value in 5 seconds? | Feature-focused, too vague, jargon |
| 2 | Headline Effectiveness | Does it communicate core value? | Generic, clever over clear |
| 3 | CTA Hierarchy | Is there one clear primary action? | Weak copy, poor placement, no contrast |
| 4 | Visual Hierarchy | Can someone scanning get the message? | Wall of text, competing elements |
| 5 | Trust Signals | Is there social proof near decisions? | Missing logos, generic testimonials |
| 6 | Objection Handling | Are common concerns addressed? | No FAQ, missing guarantees |
| 7 | Friction Points | Are there unnecessary barriers? | Too many form fields, unclear steps |
Dimension 1: Value Proposition Clarity (Highest Impact)
5-Second Test Checklist:
- What is this product/service?
- Who is it for?
- Why should I care?
- What makes it different?
Strong Value Prop Patterns:
❌ Weak: "The best solution for your needs"
✅ Strong: "Cut your weekly reporting from 4 hours to 15 minutes"
❌ Weak: "Innovative platform for modern teams"
✅ Strong: "The project tracker that updates itself from your Git commits"Dimension 2: Headline Effectiveness
Headline Formula Templates:
| Pattern | Template | Example |
|---|---|---|
| Outcome + Pain | {Achieve X} without {Pain Y} |
"Get clear skin without harsh chemicals" |
| Specific Benefit | {Number} {Audience} use {Product} to {Outcome} |
"10,000+ marketers use Acme to double email opens" |
| Direct Question | {Pain point question}? |
"Tired of chasing approvals?" |
| How It Works | The {opposite} way to {outcome} |
"The lazy way to stay fit" |
Dimension 3: CTA Placement & Copy
CTA Copy Strength Scale:
| Level | Examples | Improvement |
|---|---|---|
| Weak | Submit, Sign Up, Learn More | Action only |
| Medium | Get Started, Try It Free | Some value hint |
| Strong | Start My Free Trial, Get My Report | Value + ownership |
| Best | See How It Works in 2 Minutes | Value + low commitment |
CTA Placement Rules:
- Above the fold (visible without scrolling)
- After each major benefit section
- After social proof
- At page bottom (final CTA)
Output Format for CRO Analysis
Structure recommendations as:
## Quick Wins (Implement Now)
- [Change]: [Expected impact] - [Why it works]
## High-Impact Changes (Prioritize)
- [Change]: [Expected impact] - [Implementation notes]
## Test Ideas (A/B Test)
**Hypothesis**: Because [observation], we believe [change] will [outcome].
**Metric**: [Primary metric to measure]
## Copy Alternatives
**Current**: [existing copy]
**Option A**: [alternative] — [rationale]
**Option B**: [alternative] — [rationale]Page-Specific Frameworks
Homepage CRO
Homepages serve multiple audiences:
| Visitor Type | Need | Optimization Focus |
|---|---|---|
| Ready to buy | Quick path to action | Prominent CTA, clear pricing link |
| Researching | Understand offering | Clear value prop, feature overview |
| Evaluating | Compare to alternatives | Differentiators, social proof |
Homepage Experiments:
- Hero headline variations (specific vs. abstract)
- CTA button text and color
- Social proof placement (above vs. below fold)
- Navigation simplification
Landing Page CRO
Single-purpose pages require:
| Element | Optimization |
|---|---|
| Message Match | Headline matches ad copy exactly |
| Single CTA | Remove navigation, one action only |
| Complete Argument | All info on one page |
| Urgency | Only if genuine (deadline, limited) |
Pricing Page CRO
High-intent visitors need:
| Element | Best Practice |
|---|---|
| Plan Comparison | Clear table, visual differentiation |
| Recommended Plan | "Most Popular" badge, visual emphasis |
| Feature Clarity | Checkmarks, not paragraphs |
| "Which is right?" | Use case descriptions per tier |
Pricing Experiments:
- Annual billing discount highlight
- "Most Popular" badge placement
- Feature comparison table format
- Money-back guarantee prominence
Experiment Ideas Library
Hero Section Tests
| Test | Control | Variant | Hypothesis |
|---|---|---|---|
| Headline Specificity | "Grow Your Business" | "Increase sales 23% in 30 days" | Specific outcomes build confidence |
| Social Proof in Hero | No social proof | "Trusted by 10,000+ teams" | Immediate credibility increases engagement |
| CTA Button Copy | "Get Started" | "Start Free Trial" | Explicit value reduces friction |
| Hero Visual | Static image | Product demo GIF | Motion demonstrates value |
Trust Building Tests
| Test | Control | Variant | Hypothesis |
|---|---|---|---|
| Logo Placement | Below fold | In hero section | Earlier trust signals improve scroll depth |
| Testimonial Format | Text only | Photo + name + title | Attribution increases believability |
| Review Integration | No reviews | G2/Capterra badges | Third-party validation builds trust |
CRO Checklist
Page CRO Validation:
- [ ] Value proposition clear within 5 seconds
- [ ] Headline specific and benefit-focused
- [ ] Primary CTA visible above the fold
- [ ] CTA copy communicates value, not just action
- [ ] Social proof placed near decision points
- [ ] Common objections addressed (FAQ, guarantee)
- [ ] Form fields minimized to essential only
- [ ] Mobile experience tested and optimized
- [ ] Page load time under 3 seconds
- [ ] Clear visual hierarchy guides the eyeWorks Well With
Skills:
jikime-marketing-copywriting- For complete copy rewritesjikime-marketing-ab-test- For testing recommended changesjikime-marketing-psychology- For psychological principlesjikime-domain-frontend- For implementation
Version: 1.0.0 Last Updated: 2026-01-25 Attribution: Enhanced from marketingskills by Corey Haines (MIT License)