Page Cro

---
name: page-cro
description: "Page-level conversion rate optimization. Audits any landing page, homepage, pricing page, or product page for conversion issues. Analyzes copy, layout, CTAs, social proof, objection handling, and user flow. Provides specific recommendations to improve conversion rate. Use when reviewing a page for conversion improvements, auditing landing pages, or optimizing specific page elements. Triggers: page audit, landing page review, conversion audit, page optimization, CTA optimization, landing page CRO."
metadata:
  version: 1.0.0
  author: Humblytics
---

# Page CRO

## Purpose

Perform deep conversion audits on individual pages — landing pages, homepages, pricing pages, product pages, signup flows. Identifies specific conversion barriers and delivers actionable recommendations for copy, layout, CTAs, social proof, and user experience improvements.

## When to Use

- Auditing a landing page before or after launch
- Reviewing a pricing page for conversion optimization
- Improving a homepage that has high traffic but low conversion
- Optimizing a signup or onboarding flow
- Reviewing a page that has declining conversion rates
- Preparing recommendations before an A/B test

## Before You Start

1. **Get the page URL or content** — Either a live URL, screenshot, or the page code/copy
2. **Understand the page goal** — What is the single most important action a visitor should take?
3. **Know the audience** — Who lands on this page? What brought them here?
4. **Current performance** — If available, get conversion rate, bounce rate, time on page, scroll depth from Humblytics
5. **Traffic sources** — Where does traffic come from? This affects messaging expectations.
6. **Look for context** — Check project docs for brand, product, and competitive positioning

## The Page CRO Audit Framework

### 1. First Impression (0-5 seconds)

The most critical window. Within 5 seconds, a visitor decides to stay or leave.

**Check:**
- [ ] Is the headline clear and specific? Does it communicate the value proposition in under 10 words?
- [ ] Does the subheadline explain what the product does and for whom?
- [ ] Is the CTA visible above the fold without scrolling?
- [ ] Is there visual hierarchy? Does the eye know where to go?
- [ ] Does the page match the traffic source? (Ad copy -> landing page message match)
- [ ] Is the page loading fast? (>3 seconds kills conversion)

**Common issues:**
- Headline is clever instead of clear
- No CTA above the fold
- Too many competing elements
- Stock photography that says nothing
- Message mismatch with the ad or link that brought them here

### 2. Value Proposition Clarity

**Check:**
- [ ] Can a visitor explain what you do after reading the hero section?
- [ ] Are benefits stated, not just features?
- [ ] Is the "so what?" answered for every claim?
- [ ] Is there specificity? (numbers, timeframes, outcomes)
- [ ] Is the unique mechanism clear? (why you, not competitors)

**The Clarity Test:** Show the hero section to someone unfamiliar with the product for 5 seconds. Can they answer:
1. What does this product do?
2. Who is it for?
3. Why should I care?

### 3. CTA Analysis

**Check:**
- [ ] Is there one primary CTA per page section?
- [ ] Does the CTA text describe the outcome, not the action? ("Start saving time" > "Sign up")
- [ ] Is the CTA visually prominent? (contrast, size, whitespace)
- [ ] Is the CTA repeated at logical points throughout the page?
- [ ] Is the commitment level appropriate? (free trial vs demo vs purchase)
- [ ] Is there a secondary CTA for those not ready? (learn more, see demo)

**CTA copy hierarchy (from lowest to highest friction):**
1. "See how it works" — informational, lowest commitment
2. "Start free trial" — action, moderate commitment
3. "Get started free" — action, moderate commitment
4. "Buy now" / "Subscribe" — transactional, highest commitment

Match CTA friction to audience awareness level.

### 4. Social Proof Audit

**Check:**
- [ ] Are there customer testimonials? Are they specific and outcome-focused?
- [ ] Are there logos of recognizable customers or press mentions?
- [ ] Are there quantified results? ("Increased conversions by 34%")
- [ ] Is social proof placed near the CTA? (reduces friction at decision point)
- [ ] Are testimonials attributed? (name, company, photo)
- [ ] Is there proof of scale? (number of customers, reviews, usage stats)

**Social proof hierarchy (most to least persuasive):**
1. Case studies with specific ROI numbers
2. Named testimonials with photos from recognizable companies
3. Aggregate metrics ("10,000+ teams use Humblytics")
4. Star ratings and review counts
5. Logo walls
6. Generic unnamed testimonials

### 5. Objection Handling

Every visitor has objections. The page must preemptively address them.

**Common objections and how to handle:**

| Objection | Page Element |
|-----------|-------------|
| "Is this worth the price?" | ROI calculator, pricing comparison, money-back guarantee |
| "Will this work for me?" | Case studies from similar companies, segment-specific proof |
| "Is this hard to set up?" | "Get started in 5 minutes", setup walkthrough, no-code messaging |
| "What if I don't like it?" | Free trial, money-back guarantee, cancel anytime |
| "Is my data safe?" | Security badges, compliance certifications, privacy messaging |
| "Why not [competitor]?" | Comparison table, unique differentiators |

**Check:**
- [ ] Are the top 3-5 objections addressed on the page?
- [ ] Is there a FAQ section targeting common concerns?
- [ ] Are guarantees and risk-reversal elements present?
- [ ] Is the objection handling placed before the final CTA?

### 6. Page Structure and Flow

**The ideal page flow:**
```
Hero (value prop + CTA)
↓
Social proof (logos or key metric)
↓
Problem agitation (why status quo is painful)
↓
Solution (how your product solves it)
↓
Features/Benefits (3-5 key capabilities)
↓
Social proof (detailed testimonials/case studies)
↓
Pricing or offer details
↓
Objection handling (FAQ)
↓
Final CTA
```

**Check:**
- [ ] Does the page follow a logical narrative arc?
- [ ] Is there visual variety between sections? (text, images, videos, graphics)
- [ ] Are sections the right length? (not too dense, not too sparse)
- [ ] Is the page length appropriate for the offer complexity?
- [ ] Are there clear visual dividers between sections?
- [ ] Does the page end with a strong CTA, not just fade out?

### 7. Copy Quality

**Check:**
- [ ] Is the copy scannable? (short paragraphs, bullet points, bold key phrases)
- [ ] Is it written in the customer's language, not internal jargon?
- [ ] Are benefits tied to outcomes? ("Save 10 hours/week" > "Automated reporting")
- [ ] Is there specificity? ("34% increase" > "significant improvement")
- [ ] Does the tone match the audience? (enterprise = professional, startup = casual)
- [ ] Is there unnecessary copy that could be cut?

**The "So What?" test:** After every claim, ask "so what?" If the answer is not self-evident, the copy needs to go one level deeper into the benefit.

### 8. Mobile Experience

**Check:**
- [ ] Is the CTA visible and tappable on mobile without scrolling?
- [ ] Is text readable without zooming?
- [ ] Are forms usable on mobile? (appropriate input types, large tap targets)
- [ ] Do images and videos display correctly?
- [ ] Is page load time fast on mobile connections?
- [ ] Are horizontal scroll issues absent?

### 9. Trust and Credibility

**Check:**
- [ ] Professional design (no amateur red flags)
- [ ] Working links and no broken images
- [ ] Consistent branding
- [ ] Clear company identity (who is behind this product?)
- [ ] Privacy policy and terms accessible
- [ ] Secure checkout indicators if applicable

### 10. Technical Performance

**Check:**
- [ ] Page loads in under 3 seconds
- [ ] No layout shift during loading (CLS)
- [ ] Images are optimized and lazy-loaded
- [ ] No JavaScript errors in console
- [ ] Forms submit correctly
- [ ] Analytics tracking is firing properly

## Output Format

Present the audit as:

1. **Page Score** — Overall conversion readiness (1-10) with one-line summary
2. **Critical Issues** — Must-fix items that are likely hurting conversion now (top 3)
3. **High-Impact Improvements** — Changes that would meaningfully improve conversion (3-5 items)
4. **Quick Wins** — Small changes that can be made immediately (3-5 items)
5. **Detailed Findings** — Section-by-section analysis with specific recommendations
6. **Rewritten Copy** — If copy is the main issue, provide improved versions
7. **Next Steps** — Prioritized action plan

For each finding, include:
- **What**: The specific issue
- **Where**: Page section or element
- **Why it matters**: Impact on conversion
- **Recommendation**: Specific fix
- **Priority**: Critical / High / Medium / Low

## Related Skills

- **copywriting** — Rewrite page copy based on audit findings
- **ab-test-generator** — Create A/B tests from audit recommendations
- **cro-optimizer** — Analyze the page within the broader funnel context
- **ad-expert** — Ensure message match between ads and landing pages

## Shared Frameworks (REQUIRED reading)

Before recommending changes to a page, anchor against the shared primitives in `skills/_shared/`.

- **`_shared/frameworks/preflight-checklist.md`** — verify URL, time range, conversion goal, vertical, and audience awareness level before producing findings. Generic page audits without preflight context produce generic recommendations.
- **`_shared/frameworks/anti-patterns.md`** — critical for page audits. Read BEFORE recommending the canonical "best practice" version of any element:
  - **Customer logos**: LOST in most DoWhatWorks A/B tests when prerequisites unmet (segment match, brand recognition)
  - **Hero video**: net-negative on mobile due to 1s = -7% / 3s = -20% load penalty (Device Magic image-slider beat video by +35%)
  - **Trust badges**: Baymard's homemade padlock outperformed branded SSL seals — brand recognition drives lift, not certification
  - **Generic testimonials** (stock photos, anonymized "satisfied customer") actively hurt trust
  - **"Free" in CTA copy**: Unbounce platform-wide null/negative — context-dependent
- **`_shared/frameworks/ice-confidence-rubric.md`** — anchor each finding's Confidence score on `_shared/benchmarks/patterns.json` evidence quality, not familiarity.
- **`_shared/benchmarks/patterns.json`** — when flagging a friction or proposing a fix, match it to a `pattern_id` and cite the lift range. Categories most relevant to page-cro: `social_proof`, `trust_signal`, `cta`, `headline`, `above_fold`, `form`.