Conversion Optimization

---
name: conversion-optimization
description: CRO entry point & method — research, hypothesis, and prioritization (ICE/PIE) that apply across ALL surfaces. Routes surface-specific work to the specialized CRO skills, and hands off A/B test design, sample sizing, execution, significance analysis, and reporting to ab-test-dashboard. Use this to start any conversion problem; use the specialized skill for a specific surface.
allowed-tools: Read, Glob, Grep
---

# Conversion Optimization

> The CRO **entry point**: it owns the cross-surface *method* (research → hypothesis → prioritize → test → analyze) and routes surface-specific playbooks to the specialized CRO skills.

## Before Starting — Product Marketing Context

If `.agents/product-marketing.md` exists (the shared positioning / ICP / voice doc created by the `product-marketing` skill), read it first and skip anything it already answers. If it doesn't exist, just proceed and gather what you need inline — it's an optional convenience, not a requirement.

## Route to the right CRO skill

Pick the specialized skill for the surface being optimized; use this skill for the shared research/experiment/prioritization method that spans all of them.

| Surface being optimized | Use skill |
|-------------------------|-----------|
| An individual marketing page (home, landing, pricing, feature, blog) | **`page-cro`** |
| Popups / modals / slide-in banners | **`popup-cro`** |
| Signup / registration / trial-activation flow | **`signup-flow-cro`** |
| Post-signup onboarding / activation / first-run | **`onboarding-cro`** |
| In-product paywall / upgrade / feature-gate | **`paywall-upgrade-cro`** |
| Cross-surface method, or you're not sure which surface yet | **this skill** (below) |

---

## 1. CRO Framework

| Phase | Activities | Output |
|-------|------------|--------|
| **Research** | Analytics, heatmaps, surveys | Insights |
| **Hypothesis** | Identify opportunities | Test ideas |
| **Prioritize** | ICE/PIE scoring | Roadmap |
| **Test** | A/B, multivariate | Data |
| **Analyze** | Statistical analysis | Learnings |
| **Implement** | Roll out winners | Improvements |

---

## 2. Conversion Research

### Quantitative Research

| Method | Reveals |
|--------|---------|
| **Analytics** | Where users drop off |
| **Funnel analysis** | Conversion blockers |
| **Heatmaps** | Click/scroll patterns |
| **Session recordings** | User behavior |
| **Form analytics** | Field-level drop-off |

### Qualitative Research

| Method | Reveals |
|--------|---------|
| **User surveys** | Motivations, concerns |
| **Exit surveys** | Why they left |
| **User interviews** | Deep insights |
| **Usability tests** | Friction points |
| **Customer support** | Common objections |

---

## 3. Landing Page Optimization

### Above the Fold Essentials

| Element | Best Practice |
|---------|---------------|
| **Headline** | Clear value proposition |
| **Subheadline** | Supporting benefit |
| **Hero image/video** | Relevant, emotional |
| **CTA** | Visible, action-oriented |
| **Trust signals** | Logos, security badges |

### Page Structure

| Section | Purpose |
|---------|---------|
| **Hero** | Capture attention |
| **Benefits** | Why it matters |
| **Features** | What you get |
| **Social proof** | Why trust us |
| **FAQ** | Overcome objections |
| **CTA** | Convert |

### Landing Page Checklist

| Element | Check |
|---------|-------|
| Single focus | One goal per page |
| Clear headline | Value in 5 seconds |
| Benefit-driven | Not feature-focused |
| Strong CTA | Action verb, contrast color |
| Social proof | Testimonials, logos |
| Trust signals | Security, guarantees |
| Mobile-optimized | Responsive, fast |
| Minimal navigation | Reduce distractions |

---

## 4. CTA Optimization

### CTA Button Best Practices

| Element | Best Practice |
|---------|---------------|
| **Color** | Contrast with page |
| **Size** | Large enough to tap (44px+) |
| **Copy** | Action verb + value |
| **Position** | Above fold, after key info |
| **Whitespace** | Breathing room around |

### CTA Copy Formulas

| Formula | Example |
|---------|---------|
| **Action + Benefit** | "Get My Free Guide" |
| **Action + Urgency** | "Claim Your Spot Now" |
| **First person** | "Start My Free Trial" |
| **Specific** | "Download the 10-Step Checklist" |

---

## 5. Form Optimization

### Form Best Practices

| Principle | Implementation |
|-----------|----------------|
| **Fewer fields** | Only ask what's necessary |
| **Smart defaults** | Pre-fill when possible |
| **Inline validation** | Real-time feedback |
| **Clear labels** | Above field, not inside |
| **Progress indication** | For multi-step |
| **Mobile-friendly** | Proper input types |

### Field Priority

| Essential | Nice to Have | Remove |
|-----------|--------------|--------|
| Email | Company | Fax |
| Name | Phone | Title |
| Password | Industry | Address |

---

## 6. A/B Testing

### What to Test (Priority Order)

| Priority | Element |
|----------|---------|
| **High** | Headlines, CTAs, offers |
| **Medium** | Images, layout, copy |
| **Low** | Colors, button size |

### Test Requirements

| Factor | Minimum |
|--------|---------|
| **Sample size** | Statistical significance |
| **Duration** | 1-2 full business cycles |
| **Visitors/variation** | Size properly via ab-test-dashboard (power + MDE) — not a fixed rule of thumb |

### Statistical Significance

| Confidence | P-value | Use |
|------------|---------|-----|
| 95% | < 0.05 | Standard |
| 99% | < 0.01 | High stakes |
| 90% | < 0.10 | Early indicators |

---

## 7. Prioritization Frameworks

### ICE Score

| Factor | Question | Score 1-10 |
|--------|----------|------------|
| **Impact** | How much will it move the needle? | |
| **Confidence** | How sure are we it'll work? | |
| **Ease** | How easy to implement? | |

### PIE Framework

| Factor | Question |
|--------|----------|
| **Potential** | How much improvement possible? |
| **Importance** | How valuable is this page? |
| **Ease** | How hard to test? |

---

## 8. Psychological Triggers

### Persuasion Principles

| Principle | Application |
|-----------|-------------|
| **Scarcity** | Limited time/quantity |
| **Social proof** | Testimonials, numbers |
| **Authority** | Expert endorsements |
| **Reciprocity** | Free value first |
| **Commitment** | Small yeses before big |
| **Liking** | Relatable brand |

### Cognitive Biases

| Bias | How to Use |
|------|------------|
| **Anchoring** | Show original price |
| **Loss aversion** | Frame as avoiding loss |
| **Bandwagon** | "Join 10,000+ customers" |
| **Default** | Pre-select recommended |

---

## 9. Page Speed Impact

### Speed Benchmarks

| Load Time | Bounce Impact |
|-----------|---------------|
| 1-3 seconds | Baseline |
| 3-5 seconds | +32% bounce |
| 5-10 seconds | +90% bounce |
| 10+ seconds | +123% bounce |

### Speed Optimization

| Action | Impact |
|--------|--------|
| **Compress images** | High |
| **Lazy loading** | Medium |
| **Minify CSS/JS** | Medium |
| **CDN** | High |
| **Caching** | High |

---

## 10. CRO Tools

| Tool | Purpose |
|------|---------|
| **Google Optimize** | A/B testing (free) |
| **Optimizely** | A/B testing (enterprise) |
| **VWO** | A/B testing + insights |
| **Hotjar** | Heatmaps, recordings |
| **Crazy Egg** | Visual analytics |
| **Unbounce** | Landing page builder |
| **Typeform** | Form optimization |

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> **Remember:** CRO is a process, not a project. Continuous testing and iteration beats one-time optimization.