Enhance Web Conversion

---
name: enhance-web-conversion
description: >
  Apply-now conversion pass for landing, pricing, and upgrade paths: hero
  matched to positioning, one CTA, real proof, tier packaging with anchor and
  annual toggle, upgrade prompts at value moments. Use when "pricing page",
  "improve conversion", "free to paid", "paywall UX". Visual build →
  enhance-web-landing.
license: MIT
---

# enhance-web-conversion — Message, offer, proof, prompt

**Degree of freedom: MIXED.** Copy angle, packaging, and proof selection
`[HIGH freedom]`; the hero five-second check, the dark-pattern ban, and the
event names `[LOW freedom — run exactly]`.

Apply-now. `enhance-web-landing` makes the page look hand-crafted; this skill
makes it **say the right thing to the right person and ask once**. It touches
hero copy, CTA, pricing packaging, social proof, trust signals, and in-app
upgrade moments — and measures each with an event.

## This skill vs neighbors

| Skill | Owns |
|---|---|
| **enhance-web-conversion** (this) | What the page claims, offers, proves, and asks |
| `enhance-web-landing` | Layout, type, motion, visual system of the page |
| `enhance-onboarding` | Getting the free user to first value (before any ask) |
| `audit-payment-system` | Whether checkout, webhooks, and refunds actually work |
| `audit-monetization-iap` | Mobile store purchases |
| `plan-gtm` | Chose the model and the ICP this skill writes for |
| `plan-antislop` | Voice audit when the copy reads generated |
| `enhance-web-seo` | Titles, meta, schema for the same pages |

Do **not** fire for "make the pricing page prettier" alone → `enhance-web-landing`.

## How to reason

1. **Message** — does the hero state who it is for, what it does, why not the alternative — in five seconds?
2. **Offer** — does the packaging match the monetization model and make one tier the obvious pick?
3. **Proof** — is every claim backed by a named person, a number, or a screenshot?
4. **Prompt** — does the upgrade ask appear where value was just felt, and say what unlocks?
5. **Measure** — does each of the above fire an event so the change can be judged?

## Worked example

> **Message:** hero reads "145 skills · 57 commands"; the positioning says
> "refuses done while unchecked work remains". Rewrite: *"Coding agents call it
> done when it compiles. These playbooks don't."* CTA "Install in 30 seconds".
> **Offer:** free forever — so the only ask is the install; remove the second CTA.
> **Proof:** replace "used by developers" with the skills.sh install badge (live
> number) and one named quote from an issue thread.
> **Prompt:** none — no paid tier; add a "star if this saved you a rework" line
> after the first successful run (in-app, not on the landing page).
> **Measure:** `cta_clicked { location }`, `install_copied`; before/after
> visit→install unmeasured → measured.

## Self-critique before reporting

- **Five-second pass** — a stranger reading only the hero can say who/what/why-different
- **One primary CTA per screen** — its verb matches the model ("Start free" / "Start 14-day trial" / "Book a demo")
- **Every proof is real** — names, logos, numbers, and quotes exist in the repo or were supplied
- **No dark patterns** — cancel path visible; no fake timers, confirm-shaming, or pre-checked add-ons
- **Events added** — pricing and upgrade events listed with where they fire
- **Right owner** — visual system → `enhance-web-landing`; checkout bugs → `audit-payment-system`

---

## Procedure

### 1. Hero and CTA  [LOW freedom — check; HIGH freedom — write]

Five-second check on the current hero: **who** (ICP named or implied), **what**
(outcome, not feature count), **why not the alternative**, **one CTA** above the
fold. Rewrite what fails. Sub-headline carries the mechanism; the H1 carries the
outcome. Model-matched CTA copy:

| Model | Primary CTA | Under it |
|---|---|---|
| Freemium / ungated | Start free · Try it now | "No account needed" / "Free forever for …" |
| Trial, no card | Start 14-day trial | "No credit card required" (lifts visit→signup) |
| Trial, card | Start trial | Price after trial + cancel-anytime, visible |
| Open-core / hosted | Deploy on cloud · Self-host | Link to the other path |
| Sales-assisted | Book a demo | Who it is for (team size / ACV) |

### 2. Pricing page  [HIGH freedom]

- **≤3 self-serve tiers** good-better-best; the recommended middle tier is
  visually and verbally the default; the higher tier sits on the right as the
  anchor. An enterprise column shows "from $X" — hiding its price removes the
  anchor and hurts middle-tier conversion.
- **Same CTA verb on every column**; "No credit card required" under the
  button when true.
- **Annual toggle** — default monthly for self-serve products with a free
  tier; state the saving as "2 months free", not "save 17%" (norm 15–25%).
- **Free tier limits explicit** — what runs out (seats, rows, runs), never vague "basic".
- **Usage / credits** — if the model meters, show the unit, the included
  amount, and a live estimate; bill shock is the top objection.
- **Feature table** lists outcomes people search for; hide internals.
- **FAQ** answers cancel, refund, data export, security — the objections that stall checkout.
- A dual CTA (free plan **or** 14-day card trial) lifted premium trial starts
  26% in one 2026 case; offer it only when `plan-gtm` chose both paths.
- Benchmarks to set expectations (2026, ChartMogul × Kyle Poyar × ProductLed):
  freemium good 3–5%, trial no-card 4–6%, card-required 25–35%; median 8%.
  Judge the change by Signup→Paid, not visits. Rows and URLs:
  `plan-gtm/references/benchmarks-2026.md`.

### 3. Proof and trust  [HIGH freedom]

Order of strength: live numbers (installs, stars, customers) → named quotes with
role → recognizable logos → screenshots of the real product → security/privacy
pages. Place the strongest one directly under the hero CTA and again beside the
pricing CTA. Fabricated or anonymous "Jane D., CEO" quotes are removed, not kept.

### 4. In-app upgrade prompts  [HIGH freedom]

Ask at **value moments**: a limit reached, a premium feature touched, a result
worth keeping. The prompt names what unlocks, shows price, and completes in one
step. Dismiss is one click and remembered. Never interrupt the activation path
(`enhance-onboarding` owns that stretch). For a free tier, a "powered by"
badge on shared output is the cheapest loop (0.5–3% conversion, near-total
exposure); a referral credit follows once activation is measured.

### 5. Events  [LOW freedom — names]

```
cta_clicked { location, label }
pricing_viewed · plan_selected { plan, interval }
checkout_started · checkout_completed { plan, interval }
upgrade_prompt_shown { trigger } · upgrade_prompt_clicked { trigger }
```

Reconcile with `audit-analytics`; consent-gated; no PII.

### 6. Verify

- Five-second read of the new hero by someone outside the project (or a fresh model with only the screenshot): what is it, for whom, what outcome — then the doppelganger check with the logo removed (could this be a competitor's page?)
- Playwright: pricing → checkout start path; cancel/downgrade path still reachable
- Events observed in the debug view
- Report: before/after copy, packaging diff, proof sources, events, files

## Guardrails

- **No dark patterns** — no fake countdowns or scarcity, hidden cancel, confirm-shaming, pre-checked upsells, or bait pricing.
- **Claims need evidence** — a number or a name; otherwise cut the claim.
- **Model is not yours to change** — packaging follows the `plan-gtm` decision.
- **Voice** — if it reads like every other SaaS page, hand the copy to `plan-antislop`.

## Chains with

- **`plan-gtm`** → positioning statement and monetization verdict this skill implements.
- **`enhance-web-landing`** → visual pass on the same pages.
- **`enhance-web-seo`** → title/meta/schema for landing and pricing.
- **`audit-payment-system`** → before turning on a card-required trial.
- **`test-playwright`** → lock checkout and cancel paths.