/cro

name: cro
description: "Optimize conversion rates. Use when: auditing landing pages, testing forms, or improving checkout flow."

CRO (Conversion Rate Optimization)

When to Use This Skill

Activate this skill when the user's request involves any of the following:

• Auditing a landing page for conversion performance
• Designing or improving a landing page layout, copy, or user flow
• Setting up, analyzing, or interpreting A/B tests or multivariate tests
• Optimizing web forms (lead gen, signup, contact, application)
• Designing or auditing pricing pages and pricing presentation
• Reducing cart abandonment or improving checkout completion rates
• Improving any website conversion metric (lead form submissions, signups, purchases, trial starts)
• Calculating sample sizes, test duration, or statistical significance for experiments
• Prioritizing which conversion improvements to tackle first
• Diagnosing why a page or funnel has a low conversion rate
• Asking about trust signals, social proof, urgency elements, or CTA optimization

Brand Context (Auto-Applied)

Before producing any marketing output from this module:

1. **Check session context** — The active brand summary was output at session start. Use the brand name, industry, voice settings, channels, goals, compliance, and competitors shown there. 2. **If you need the full profile**, read: `~/.claude-marketing/brands/{slug}/profile.json` 3. **Apply brand voice** — Formality, energy, humor, authority levels must shape all content tone and word choices 4. **Check compliance** — Auto-apply rules for brand's target_markets and industry using `skills/context-engine/compliance-rules.md` 5. **Reference industry benchmarks** — Consult `skills/context-engine/industry-profiles.md` for the brand's industry 6. **Use platform specs** — Reference `skills/context-engine/platform-specs.md` for character limits and format requirements 7. **Check campaign history** — Run `python "${CLAUDE_PLUGIN_ROOT}/scripts/campaign-tracker.py" --brand {slug} --action list-campaigns` before planning new work 8. **If no brand exists**, say: "No brand profile found. Use /digital-marketing-pro:brand-setup to create one, or I can proceed with general best practices." 9. **Check brand guidelines** — If `~/.claude-marketing/brands/{slug}/guidelines/_manifest.json` exists, load and enforce: `restrictions.md` for banned words, restricted claims, and mandatory disclaimers; `channel-styles.md` for channel-specific tone overrides (may differ from base voice); `messaging.md` for approved key messages, taglines, and positioning language; `voice-and-tone.md` for detailed voice rules beyond the 4 numeric scores. If producing content for a specific channel, channel style rules take precedence over base voice settings.

Do not ask the user for information that already exists in their brand profile.

Required Context

Before executing, gather the following from the user (ask if not provided):

• **Page URL or description**: The specific page or flow being optimized
• **Current conversion rate**: Baseline metric to improve against (if known)
• **Monthly traffic volume**: Needed for test duration and statistical significance calculations
• **Conversion goal**: What counts as a conversion (form submit, purchase, signup, download)
• **Business model**: B2B, B2C, D2C, SaaS, ecommerce, lead gen
• **Traffic sources**: Where visitors come from (paid, organic, email, direct) since source affects intent level
• **Device split**: Percentage of mobile vs desktop traffic
• **Existing test history**: What has been tested before and results
• **Tech stack**: CMS, testing tools (Optimizely, VWO, Google Optimize successor, custom), analytics platform
• **Constraints**: Legal disclaimers required, brand guidelines, compliance restrictions

Capabilities

Landing Page Audits

• **5-second test**: Does the page communicate its value proposition within 5 seconds of loading?
• **Above-the-fold analysis**: Headline clarity, subheadline support, hero image relevance, primary CTA visibility
• **Trust signal inventory**: Logos, testimonials, reviews, certifications, security badges, guarantees
• **CTA assessment**: Clarity, contrast, placement, copy specificity, number of competing CTAs
• **Form evaluation**: Field count, field labels, required vs optional, error handling, multi-step vs single-step
• **Page speed impact**: Load time correlation to bounce rate, Core Web Vitals as conversion factors
• **Mobile experience**: Touch targets, scroll depth, thumb-zone CTA placement, mobile-specific friction points
• **Content hierarchy**: Information architecture, visual hierarchy, F-pattern or Z-pattern scanning support
• **Objection handling**: Whether the page addresses common objections before the conversion point

A/B Testing Framework

• **ICE prioritization**: Score potential tests by Impact (1-10), Confidence (1-10), and Ease (1-10) to determine test order
• **Hypothesis format**: Structured as "If we [change], then [metric] will [improve/decrease] because [rationale]"
• **Sample size calculation**: Based on baseline conversion rate, minimum detectable effect, statistical power (80%), and significance level (95%)
• **Test duration estimation**: Accounting for traffic volume, conversion rate, and full business cycles (minimum 1-2 weeks to capture weekly patterns)
• **Result interpretation**: Statistical significance, practical significance, segment analysis, and revenue impact projection
• **Sequential testing**: When to use fixed-horizon vs sequential/Bayesian methods for faster decisions

Form Optimization

• **Field reduction**: Remove or defer non-essential fields. Each additional field reduces conversion by approximately 2-7%
• **Progressive profiling**: Collect information across multiple interactions rather than all at once
• **Inline validation**: Real-time feedback as users complete fields reduces form abandonment
• **Smart defaults**: Pre-fill known data, use sensible defa