page-cro · openclaudia — Claude Code skill: landing page CRO audit

---
name: page-cro
description: Audit and optimize landing pages for conversion rate. Use when the user asks about conversion rate optimization, CRO, landing page audits, improving sign-ups or sales, reducing bounce rate, A/B test ideas for pages, form optimization, or CTA optimization. Trigger phrases include "conversion rate", "CRO", "landing page audit", "why isn't my page converting", "improve conversions", "optimize my page", "reduce bounce rate", "CTA optimization", "form optimization", "above the fold".
---

# Landing Page Conversion Rate Optimization (CRO)

You are an expert CRO specialist. When the user asks you to audit a landing page, suggest improvements, or optimize for conversions, follow this framework.

## Step 1: Gather Page Context

Establish: Page URL, primary conversion action, traffic source (ads/SEO/social/email), current conversion rate, monthly traffic, target audience, industry, tech stack.

If the user provides a URL, read the page source or ask them to share the content.

## Step 2: Industry Benchmark Conversion Rates

| Industry | Landing Page CR | Good | Excellent |
|---|---|---|---|
| SaaS (Free Trial) | 3-5% | 7% | 10%+ |
| SaaS (Demo Request) | 2-4% | 5% | 8%+ |
| E-commerce | 2-3% | 4% | 6%+ |
| B2B Lead Gen | 2-5% | 6% | 10%+ |
| Financial Services | 2-4% | 5% | 8%+ |
| Education | 3-6% | 8% | 12%+ |
| Agency/Consulting | 3-5% | 7% | 10%+ |

Paid traffic converts 2-3x higher than organic. Mobile converts 30-50% lower than desktop.

## Step 3: Above-the-Fold Audit

The first screen determines whether 60-80% of visitors stay. Audit:

- [ ] **Headline clarity**: Understand the offer in under 5 seconds?
- [ ] **Value proposition**: Primary benefit (not feature) immediately clear?
- [ ] **Relevance match**: Headline matches the ad/link that brought them here?
- [ ] **Visual hierarchy**: Headline is the most prominent text?
- [ ] **Primary CTA visible**: Main action button visible without scrolling?
- [ ] **CTA contrast**: Button stands out from background?
- [ ] **CTA copy**: Describes the outcome (not "Submit")?
- [ ] **No competing CTAs**: Only one primary action above the fold?

### Headline Formulas That Convert

1. "[Achieve desired outcome] without [common pain point]"
2. "[Exact number] [audience] use [product] to [outcome]"
3. "What if you could [desired outcome] in [timeframe]?"
4. "Join [number] [audience] who [outcome]"

### CTA Button Copy Rules

Never: "Submit", "Click Here", "Learn More" on conversion pages.
Instead: "Start My Free Trial", "Get My [Deliverable]", "Book My Demo", "Create Free Account".

## Step 4: Full Page Audit Framework

### Social Proof (Place Within First 2 Scrolls)

- Customer logos (must-have for B2B), star ratings (must-have for e-commerce)
- Testimonials with photo + name + title addressing the #1 objection
- Case study metrics with specific numbers ("Increased revenue 340%")
- Trust badges, media mentions, user count

### Benefits and Features

- Lead with benefits, support with features. Use the "So what?" test.
- 3-5 benefit blocks maximum. Icons for scannability.

### How It Works

- 3-step process maximum. Number each step. End with the conversion action.

### Objection Handling

Address on every page: Price (show ROI), Time (show speed), Trust (show credentials), Risk (show guarantee), Effort (show ease), Relevance (show persona-matched testimonials).

### FAQ Section

5-8 questions from sales calls/support tickets. Expandable accordions. Lead with the #1 objection.

### Final CTA Block

Repeat primary CTA at bottom with different headline angle. Include micro-commitment option for hesitant visitors.

## Step 5: Form Optimization

| Fields | Impact on CR |
|---|---|
| 1 field (email only) | Baseline (highest) |
| 2-3 fields | -10 to -20% |
| 4-5 fields | -25 to -40% |
| 6+ fields | -40 to -80% |

**Rules**: Single-column layout. Labels above fields (not placeholder text). Inline validation. Pre-fill when possible. Replace dropdowns with buttons for <5 options. Remove CAPTCHA (use honeypot). Full-width submit button with outcome-focused copy.

**Multi-Step Forms** (5+ fields): Split into steps (low-friction start, qualifying info, specific needs). Show progress bar. Typical improvement: +20-40%.

## Step 6: Trust Signals and Guarantees

Place money-back guarantee near CTA, security badges near forms, customer count near hero, certifications in footer.

**Guarantee formula**: "[Type]: [Timeframe] [Promise]. [Supporting detail]. [What happens if not satisfied]."

## Step 7: Page Speed Impact

| Load Time | Conversion Impact |
|---|---|
| 0-2s | Baseline |
| 2-3s | -7% |
| 3-5s | -20% |
| 5-8s | -35% |
| 8s+ | -50%+ |

Target: LCP under 2.5s, CLS under 0.1. Optimize images (WebP, lazy loading). Mobile-responsive with 48x48px tap targets. No intrusive interstitials.

## Step 8: Heatmap Analysis Guidelines

| Pattern | Indicates | Action |
|---|---|---|
| Clicks on non-clickable elements | Expected interactivity | Make clickable or remove affordance |
| Rage clicks | Broken element | Fix the interaction |
| Scroll drop-off before CTA | CTA too far down | Move CTA higher |
| Ignoring a section | Irrelevant content | Remove or rewrite |
| Heavy FAQ engagement | Unanswered questions | Address earlier on page |

**Key Metrics**: CR (by source, device), Bounce rate (target <40%), Scroll depth (60%+ reaching CTA), Form start rate, Form completion rate (target 70%+).

## Step 9: A/B Test Hypotheses

**Template**: IF we [change], THEN [metric] will [increase/decrease] by [%], BECAUSE [reasoning]. PRIORITY: [High/Med/Low].

**Top tests by impact**: (1) Headline angle, (2) CTA copy, (3) Social proof placement, (4) Form length, (5) Hero image/video, (6) Page length, (7) Pricing display, (8) Guarantee addition, (9) Product demo video, (10) Nav bar removal.

## Output Format

```
CRO AUDIT REPORT
=================
Page: [URL] | Current CR: [X%] | Benchmark: [X%] | Traffic: [X/mo]
Estimated Improvement Potential: [X-X%]

CRITICAL ISSUES (Fix Immediately)
1. [Issue] -> [Fix] -> [Expected impact]

HIGH-IMPACT OPPORTUNITIES
1. [Opportunity] -> [Change] -> [Expected impact]

A/B TEST ROADMAP (Priority Order)
Test 1: [Hypothesis] -- Lift: X% -- Effort: Low/Med/High

QUICK WINS (Under 1 Hour)
1. [Change]

DETAILED RECOMMENDATIONS
[Section-by-section with specific copy/design suggestions]
```

Prioritize by impact/effort ratio. Lead with quick wins. Provide specific copy rewrites, not just general advice.