What it does. 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 converting,' 'improve conversions,' 'why isn't this page working,' 'my landing page sucks,' 'form abandonment,' 'nobody's converting,' 'low conversion rate,' or 'this page needs work.' Use this even if the user just shares a URL and asks for feedback. For signup/registration flows, see signup. For post-signup activation, see onboarding. For popups/modals, see popups. Part of coreyhaines31/marketingskills (marketing skills for agents) (coreyhaines31/marketingskills).

Upstream	coreyhaines31/marketingskills
Skill file	skills/cro/SKILL.md
License	MIT
Author	Corey Haines
Fetched	2026-09-10

Install

• npx skills add coreyhaines31/marketingskills --skill cro, or copy the skill folder into ~/.claude/skills/cro/.
• Raw file: curl -sL https://raw.githubusercontent.com/coreyhaines31/marketingskills/HEAD/skills/cro/SKILL.md

SKILL.md (verbatim)

name: cro
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 converting,' 'improve conversions,' 'why isn't this page working,' 'my landing page sucks,' 'form abandonment,' 'nobody's converting,' 'low conversion rate,' or 'this page needs work.' Use this even if the user just shares a URL and asks for feedback. For signup/registration flows, see signup. For post-signup activation, see onboarding. For popups/modals, see popups."
metadata:
  version: 2.0.0

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.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.

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

---

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: If the issue is in the signup process itself
• popups: If considering popups as part of the strategy
• copywriting: If the page needs a complete copy rewrite
• ab-testing: To properly test recommended changes

---

Form Optimization

For detailed form CRO guidance — including field optimization, multi-step forms, error handling, and form-specific experiments — see references/form.md.

Other files in this skill

• evals/evals.json
• references/experiments.md
• references/form.md

references/experiments.md (verbatim)

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

references/form.md (verbatim)

Form CRO

You are an expert in form optimization. Your goal is to maximize form completion rates while capturing the data that matters.

Initial Assessment

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.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. Form Type

   • Lead capture (gated content, newsletter)
   • Contact form
   • Demo/sales request
   • Application form
   • Survey/feedback
   • Checkout form
   • Quote request

2. Current State

   • How many fields?
   • What's the current completion rate?
   • Mobile vs. desktop split?
   • Where do users abandon?

3. Business Context

   • What happens with form submissions?
   • Which fields are actually used in follow-up?
   • Are there compliance/legal requirements?

---

Core Principles

1. Every Field Has a Cost

Each field reduces completion rate. Rule of thumb:

• 3 fields: Baseline
• 4-6 fields: 10-25% reduction
• 7+ fields: 25-50%+ reduction

For each field, ask:

• Is this absolutely necessary before we can help them?
• Can we get this information another way?
• Can we ask this later?

2. Value Must Exceed Effort

• Clear value proposition above form
• Make what they get obvious
• Reduce perceived effort (field count, labels)

3. Reduce Cognitive Load

• One question per field
• Clear, conversational labels
• Logical grouping and order
• Smart defaults where possible

---

Field-by-Field Optimization

Email Field

• Single field, no confirmation
• Inline validation
• Typo detection (did you mean gmail.com?)
• Proper mobile keyboard

Name Fields

• Single "Name" vs. First/Last — test this
• Single field reduces friction
• Split needed only if personalization requires it

Phone Number

• Make optional if possible
• If required, explain why
• Auto-format as they type
• Country code handling

Company/Organization

• Auto-suggest for faster entry
• Enrichment after submission (Clearbit, etc.)
• Consider inferring from email domain

Job Title/Role

• Dropdown if categories matter
• Free text if wide variation
• Consider making optional

Message/Comments (Free Text)

• Make optional
• Reasonable character guidance
• Expand on focus

Dropdown Selects

• "Select one..." placeholder
• Searchable if many options
• Consider radio buttons if < 5 options
• "Other" option with text field

Checkboxes (Multi-select)

• Clear, parallel labels
• Reasonable number of options
• Consider "Select all that apply" instruction

---

Form Layout Optimization

Field Order

1. Start with easiest fields (name, email)
2. Build commitment before asking more
3. Sensitive fields last (phone, company size)
4. Logical grouping if many fields

Labels and Placeholders

• Labels: Keep visible (not just placeholder) — placeholders disappear when typing, leaving users unsure what they're filling in
• Placeholders: Examples, not labels
• Help text: Only when genuinely helpful

Good:

Email
[name@company.com]

Bad:

[Enter your email address]  ← Disappears on focus

Visual Design

• Sufficient spacing between fields
• Clear visual hierarchy
• CTA button stands out
• Mobile-friendly tap targets (44px+)

Single Column vs. Multi-Column

• Single column: Higher completion, mobile-friendly
• Multi-column: Only for short related fields (First/Last name)
• When in doubt, single column

---

Multi-Step Forms

When to Use Multi-Step

• More than 5-6 fields
• Logically distinct sections
• Conditional paths based on answers
• Complex forms (applications, quotes)

Multi-Step Best Practices

• Progress indicator (step X of Y)
• Start with easy, end with sensitive
• One topic per step
• Allow back navigation
• Save progress (don't lose data on refresh)
• Clear indication of required vs. optional

Progressive Commitment Pattern

1. Low-friction start (just email)
2. More detail (name, company)
3. Qualifying questions
4. Contact preferences

---

Error Handling

Inline Validation

• Validate as they move to next field
• Don't validate too aggressively while typing
• Clear visual indicators (green check, red border)

Error Messages

• Specific to the problem
• Suggest how to fix
• Positioned near the field
• Don't clear their input

Good: "Please enter a valid email address (e.g., name@company.com)" Bad: "Invalid input"

On Submit

• Focus on first error field
• Summarize errors if multiple
• Preserve all entered data
• Don't clear form on error

---

Submit Button Optimization

Button Copy

Weak: "Submit" | "Send" Strong: "[Action] + [What they get]"

Examples:

• "Get My Free Quote"
• "Download the Guide"
• "Request Demo"
• "Send Message"
• "Start Free Trial"

Button Placement

• Immediately after last field
• Left-aligned with fields
• Sufficient size and contrast
• Mobile: Sticky or clearly visible

Post-Submit States

• Loading state (disable button, show spinner)
• Success confirmation (clear next steps)
• Error handling (clear message, focus on issue)

---

Trust and Friction Reduction

Near the Form

• Privacy statement: "We'll never share your info"
• Security badges if collecting sensitive data
• Testimonial or social proof
• Expected response time

Reducing Perceived Effort

• "Takes 30 seconds"
• Field count indicator
• Remove visual clutter
• Generous white space

Addressing Objections

• "No spam, unsubscribe anytime"
• "We won't share your number"
• "No credit card required"

---

Form Types: Specific Guidance

Lead Capture (Gated Content)

• Minimum viable fields (often just email)
• Clear value proposition for what they get
• Consider asking enrichment questions post-download
• Test email-only vs. email + name

Contact Form

• Essential: Email/Name + Message
• Phone optional
• Set response time expectations
• Offer alternatives (chat, phone)

Demo Request

• Name, Email, Company required
• Phone: Optional with "preferred contact" choice
• Use case/goal question helps personalize
• Calendar embed can increase show rate

Quote/Estimate Request

• Multi-step often works well
• Start with easy questions
• Technical details later
• Save progress for complex forms

Survey Forms

• Progress bar essential
• One question per screen for engagement
• Skip logic for relevance
• Consider incentive for completion

---

Mobile Optimization

• Larger touch targets (44px minimum height)
• Appropriate keyboard types (email, tel, number)
• Autofill support
• Single column only
• Sticky submit button
• Minimal typing (dropdowns, buttons)

---

Measurement

Key Metrics

• Form start rate: Page views → Started form
• Completion rate: Started → Submitted
• Field drop-off: Which fields lose people
• Error rate: By field
• Time to complete: Total and by field
• Mobile vs. desktop: Completion by device

What to Track

• Form views
• First field focus
• Each field completion
• Errors by field
• Submit attempts
• Successful submissions

---

Output Format

Form Audit

For each issue:

• Issue: What's wrong
• Impact: Estimated effect on conversions
• Fix: Specific recommendation
• Priority: High/Medium/Low

Recommended Form Design

• Required fields: Justified list
• Optional fields: With rationale
• Field order: Recommended sequence
• Copy: Labels, placeholders, button
• Error messages: For each field
• Layout: Visual guidance

Test Hypotheses

Ideas to A/B test with expected outcomes

---

Experiment Ideas

Form Structure Experiments

Layout & Flow

• Single-step form vs. multi-step with progress bar
• 1-column vs. 2-column field layout
• Form embedded on page vs. separate page
• Vertical vs. horizontal field alignment
• Form above fold vs. after content

Field Optimization

• Reduce to minimum viable fields
• Add or remove phone number field
• Add or remove company/organization field
• Test required vs. optional field balance
• Use field enrichment to auto-fill known data
• Hide fields for returning/known visitors

Smart Forms

• Add real-time validation for emails and phone numbers
• Progressive profiling (ask more over time)
• Conditional fields based on earlier answers
• Auto-suggest for company names

---

Copy & Design Experiments

Labels & Microcopy

• Test field label clarity and length
• Placeholder text optimization
• Help text: show vs. hide vs. on-hover
• Error message tone (friendly vs. direct)

CTAs & Buttons

• Button text variations ("Submit" vs. "Get My Quote" vs. specific action)
• Button color and size testing
• Button placement relative to fields

Trust Elements

• Add privacy assurance near form
• Show trust badges next to submit
• Add testimonial near form
• Display expected response time

---

Form Type-Specific Experiments

Demo Request Forms

• Test with/without phone number requirement
• Add "preferred contact method" choice
• Include "What's your biggest challenge?" question
• Test calendar embed vs. form submission

Lead Capture Forms

• Email-only vs. email + name
• Test value proposition messaging above form
• Gated vs. ungated content strategies
• Post-submission enrichment questions

Contact Forms

• Add department/topic routing dropdown
• Test with/without message field requirement
• Show alternative contact methods (chat, phone)
• Expected response time messaging

---

Mobile & UX Experiments

• Larger touch targets for mobile
• Test appropriate keyboard types by field
• Sticky submit button on mobile
• Auto-focus first field on page load
• Test form container styling (card vs. minimal)

---

Task-Specific Questions

1. What's your current form completion rate?
2. Do you have field-level analytics?
3. What happens with the data after submission?
4. Which fields are actually used in follow-up?
5. Are there compliance/legal requirements?
6. What's the mobile vs. desktop split?

---

Related Skills

• signup: For account creation forms
• popups: For forms inside popups/modals
• cro: For the page containing the form
• ab-testing: For testing form changes

Back to coreyhaines31/marketingskills (marketing skills for agents) or Agent skills.