{"id":"4958cb34-db3b-4c00-af3d-bfe2d2d1464c","shortId":"wKf6z3","kind":"skill","title":"page-cro","tagline":"Audits existing landing pages for conversion rate optimization. Scores hero section, CTA placement, social proof, objection handling, and form friction on a 1-10 scale. Use when someone says 'audit my landing page', 'improve conversions', 'why isn't my page converting', 'CRO audi","description":"# Page CRO (Conversion Rate Optimization)\n\n## Purpose\n\nTake any landing page and audit it for conversion leaks. Score each element, prioritize fixes by impact, and provide ready-to-implement copy and layout changes. No vague advice — specific rewrites and structural fixes.\n\n## Reads\n\n- `brand/audience.md` — Target personas, pain points, buying triggers\n- `brand/positioning.md` — Value props, differentiators, proof points\n- `brand/voice-profile.md` — Brand voice for copy rewrites\n\n## Brand Integration\n\n- **audience.md** — Scoring thresholds shift by persona. A developer audience tolerates minimal social proof; a non-technical buyer needs more hand-holding. Pain points from audience.md inform which objections the page should address — unaddressed objections are the most common conversion killer.\n- **positioning.md** — Every copy rewrite must reinforce the positioning angle. If the brand differentiates on speed, the hero rewrite should lead with speed. Proof points from positioning.md become the social proof recommendations.\n- **voice-profile.md** — All before/after copy rewrites match the brand voice. A playful brand gets different CTA copy than a professional brand.\n\n## Workflow\n\n### Step 1: Capture the Page\n\nGet the page content. Try these in order:\n1. **User provides URL** — Use WebFetch or browser tool to get the rendered page\n2. **User provides HTML/markdown** — Work with what's given\n3. **User describes the page** — Ask for the actual page content before auditing; descriptions alone produce weak audits\n\nIf the page is behind authentication, ask the user to paste the HTML or provide screenshots.\n\nExtract and map:\n- Hero section (headline, subheadline, CTA)\n- Navigation and header\n- Each content section in scroll order\n- All CTAs (primary, secondary, inline)\n- Social proof elements (testimonials, logos, stats)\n- Forms and their fields\n- Footer and secondary navigation\n- Page load performance indicators\n\n### Step 2: Run the Audit\n\nScore each element 1-10 with specific reasoning.\n\n#### Hero Section Audit\n\n| Check | What to look for |\n|-------|-----------------|\n| Headline clarity | Does it pass the 5-second test? Can a stranger understand what you do? |\n| Specificity | Numbers, outcomes, timeframes > vague claims |\n| Subheadline | Expands on HOW, not just restates the headline |\n| Hero CTA | Single, clear, action-oriented. Not \"Submit\" or \"Learn More\" |\n| Visual | Supports the message, not decorative stock photos |\n| Above-fold completeness | Headline + value prop + CTA + credibility signal all visible without scrolling |\n\n**5-Second Test:** If someone sees only the above-fold content for 5 seconds, can they answer:\n1. What does this product do?\n2. Who is it for?\n3. Why should I care?\n4. What do I do next?\n\n#### CTA Audit\n\n| Check | What to look for |\n|-------|-----------------|\n| Primary CTA count | One primary action per page. Multiple = decision paralysis |\n| CTA copy | Action verb + outcome. \"Start free trial\" > \"Sign up\" > \"Submit\" |\n| CTA contrast | Visually dominant, not competing with other elements |\n| CTA frequency | Appears after every major content section |\n| CTA anxiety reducers | \"No credit card required\", \"Cancel anytime\", \"2-minute setup\" |\n| Secondary CTA | Lower-commitment alternative for not-ready visitors |\n\n#### Social Proof Audit\n\n| Check | What to look for |\n|-------|-----------------|\n| Testimonial specificity | Named person + role + company + specific result > anonymous quote |\n| Logo bar | Recognizable brands, 5-8 logos, \"Trusted by\" framing |\n| Stats | Specific numbers (\"12,847 teams\" not \"thousands of teams\") |\n| Case studies | At least one detailed success story linked |\n| Review scores | G2, Capterra, Product Hunt badges if applicable |\n| Placement | Social proof appears before the main CTA, not buried at bottom |\n\n#### Objection Handling Audit\n\n| Check | What to look for |\n|-------|-----------------|\n| Price objection | ROI framing, comparison anchoring, money-back guarantee |\n| Trust objection | Security badges, compliance logos, data handling statement |\n| Effort objection | \"Setup in 5 minutes\", migration assistance, onboarding help |\n| Switching objection | Import tools, comparison with current solution |\n| FAQ section | Addresses top 5-7 real objections, not softballs |\n\n#### Form Friction Audit\n\n| Check | What to look for |\n|-------|-----------------|\n| Field count | Every field above 3 reduces conversion. Justify each field |\n| Required vs optional | Mark optional fields or remove them |\n| Field labels | Above the field, not placeholder text that disappears |\n| Error handling | Inline validation, specific error messages |\n| Multi-step | If >4 fields, break into steps with progress indicator |\n| Social login | Google/GitHub/SSO options reduce friction |\n\n### Step 3: Score and Prioritize\n\nGenerate a priority matrix. Score each of the 5 audit areas 1-10 (hero, CTA, social proof, objection handling, form friction). Sum them, multiply by 2 to get a /100 score. Then assign priority based on impact and effort:\n\n```\n## CRO Audit Score: [X]/100\n\n| Element | Score | Impact | Effort | Priority |\n|---------|-------|--------|--------|----------|\n| Hero headline | 4/10 | High | Low | P0 |\n| CTA copy | 3/10 | High | Low | P0 |\n| Social proof | 5/10 | High | Medium | P1 |\n| Form friction | 6/10 | Medium | Medium | P2 |\n| Objection handling | 2/10 | High | Medium | P1 |\n\nPriority ranking: High impact + Low effort = P0, High impact + Medium effort = P1, everything else = P2\n```\n\n### Step 4: Generate Recommendations\n\nFor each P0 and P1 issue, provide:\n\n```markdown\n### Issue: [Element] — Score [X/10]\n\n**Problem:** [Specific description of what's wrong]\n\n**Before:**\n> [Exact current copy/structure]\n\n**After:**\n> [Rewritten copy/structure]\n\n**Why this works:** [Psychology principle or data point backing the change]\n\n**Expected impact:** [Estimated conversion lift range]\n```\n\n### Step 5: Provide Implementation Checklist\n\n```markdown\n## Implementation Priority\n\n### This Week (P0 — High Impact, Low Effort)\n- [ ] Rewrite hero headline to [specific suggestion]\n- [ ] Change CTA from \"[current]\" to \"[suggested]\"\n- [ ] Add anxiety reducer below primary CTA\n\n### Next Sprint (P1 — High Impact, Medium Effort)\n- [ ] Add 3 specific testimonials with results\n- [ ] Create FAQ section addressing [top objections]\n- [ ] Add logo bar above the fold\n\n### Backlog (P2 — Medium Impact)\n- [ ] Reduce form fields from [X] to [Y]\n- [ ] Add secondary CTA for lower-commitment action\n- [ ] Implement exit-intent offer\n```\n\n## Key Frameworks\n\n### AIDA (Attention-Interest-Desire-Action)\n- **Attention:** Headline that stops the scroll\n- **Interest:** Subheadline that creates curiosity\n- **Desire:** Benefits, social proof, and outcomes that build want\n- **Action:** Clear, low-friction CTA\n\n### PAS (Problem-Agitate-Solve)\n- **Problem:** Name the specific pain point\n- **Agitate:** Amplify the consequences of not solving it\n- **Solve:** Present your product as the resolution\n\n### Above-the-Fold Checklist\nEverything visible without scrolling must include:\n1. Clear headline (what you do)\n2. Subheadline (how/why it matters)\n3. Primary CTA (what to do next)\n4. One credibility signal (logo bar, stat, or testimonial)\n5. Relevant visual (product screenshot > stock photo)\n\n## CTA Copy Formulas\n\n| Pattern | Example |\n|---------|---------|\n| Action + Outcome | \"Start saving 10 hours/week\" |\n| Action + Timeframe | \"Get started in 2 minutes\" |\n| Action + Risk Reversal | \"Try free for 14 days\" |\n| Action + Specificity | \"Build your first workflow\" |\n\n## Worked Example\n\n- **Hero: 7/10** — Headline is benefit-focused but subhead is too long. Recommend: cut to 8 words.\n- **CTA: 5/10** — Generic 'Sign Up' button. Recommend: 'Start your free trial' with benefit reinforcement.\n- **Social Proof: 3/10** — No testimonials above fold. Recommend: add 1-2 customer quotes near CTA.\n\n## Anti-Patterns\n\n- Don't suggest a complete page redesign — focus on conversion fixes within the existing structure\n- Don't critique branding, aesthetics, or color choices unless they directly impact conversion (e.g., CTA blends into background)\n- Don't provide vague advice (\"improve the headline\") — every recommendation must include specific rewrite copy\n- Don't audit content/blog pages as if they were landing pages — different goals, different criteria\n- Don't recommend tools or integrations the agent can't implement — stay within copy and structural changes\n- Don't ignore mobile — flag any element that would break on small screens\n\n## Edge Cases\n\n- **Page behind auth:** Ask user to paste HTML or provide screenshots. Don't attempt to bypass login.\n- **Blog/content page:** Shift criteria — evaluate for CTA to next step (newsletter, lead magnet), not for direct conversion. Skip form friction audit.\n- **No clear CTA:** Flag as P0. The page needs a CTA before anything else matters.\n- **Mobile-only page:** Prioritize tap target sizes, scroll depth, and thumb-zone placement in recommendations.\n\nSee `references/cro-benchmarks.md` for industry conversion rates, element-specific impact data, and A/B test planning benchmarks. Use these to ground scores and expected impact estimates in real numbers.\n\n## Recommendation Psychology\n\nGround every recommendation in conversion psychology: social proof leverages conformity bias, anxiety reducers counter loss aversion, benefit-focused CTAs activate approach motivation. The 5-second test works because users form lasting first impressions in 50ms — if the value prop isn't instant, bounce rates spike.\n\n## Output\n\nThe audit produces:\n- Scored element breakdown with specific reasoning\n- Prioritized recommendation list (P0/P1/P2)\n- Before/after copy rewrites for every P0 and P1 item\n- Implementation checklist ordered by impact/effort\n- Framework references for each recommendation\n\n## Quality Checks\n\n- [ ] Every P0/P1 issue has a specific before/after rewrite, not vague advice\n- [ ] Copy rewrites match brand voice (if voice-profile.md exists)\n- [ ] Recommendations are achievable without a full redesign\n- [ ] Mobile experience considered for all recommendations\n- [ ] Prioritization reflects actual impact/effort, not just opinion\n- [ ] Social proof recommendations reference specific proof types available to the 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