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cro skill

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This skill orchestrates conversion optimization across funnels, loads patterns, and outputs prioritized, actionable recommendations to reduce friction and

npx playbooks add skill phrazzld/claude-config --skill cro

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SKILL.md

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---
name: cro
description: |
  Conversion rate optimization orchestrator. Analyzes conversion funnels and applies 
  domain-specific patterns. Use when the user wants to optimize conversions, improve 
  signup/checkout flows, reduce friction, increase activation, create paywalls, or 
  improve popup/modal performance. Keywords: CRO, conversion, funnel, friction, 
  optimize, activation, paywall, popup, form, signup, onboarding.
effort: high
---

# Conversion Rate Optimization

Orchestrates conversion optimization across the user journey.

## Routing

Identify the conversion context and load appropriate patterns:

| Context | Reference | Triggers |
|---------|-----------|----------|
| Marketing pages, landing pages, pricing | `references/page-patterns.md` | "page not converting", "improve landing page" |
| Forms (non-signup) | `references/form-patterns.md` | "form friction", "contact form", "lead capture" |
| Signup/registration | `references/signup-patterns.md` | "signup dropoff", "registration friction" |
| Post-signup onboarding | `references/onboarding-patterns.md` | "activation rate", "first-run experience" |
| Paywalls, upgrade screens | `references/paywall-patterns.md` | "convert free to paid", "upgrade modal" |
| Popups, modals, banners | `references/popup-patterns.md` | "exit intent", "email popup" |

## Workflow

1. **Identify stage**: Which part of the funnel?
2. **Load patterns**: Read relevant reference file
3. **Assess current state**: What exists today?
4. **Apply framework**: Use patterns for analysis
5. **Output recommendations**: Prioritized by impact

## Common Cross-Cutting Concerns

### Mobile Optimization
- Touch targets 44px+
- Appropriate keyboard types
- Single-column layouts
- Sticky CTAs

### Trust Signals
- Social proof near conversion points
- Privacy assurances
- Security badges where relevant
- Clear expectations

### Friction Reduction
- Minimize required fields
- Smart defaults
- Progressive disclosure
- Clear error handling

### Measurement
For any CRO work, ensure tracking:
- Funnel step completion rates
- Drop-off points
- Field-level analytics for forms
- Device/source segmentation

## Output Format

### Quick Wins
Changes implementable same-day with high confidence.

### High-Impact Changes
Bigger changes requiring more effort but significant improvement.

### Test Hypotheses
Ideas worth A/B testing rather than assuming.

## Expert Panel Review (MANDATORY)

**Before returning CRO recommendations, run expert panel review on proposed changes.**

See: `ui-skills/references/expert-panel-review.md`

1. Have 10 advertorial experts score the optimizations 0-100
2. Each provides specific improvement feedback
3. **If average < 90:** Iterate on recommendations
4. **Only return when 90+ average achieved**

Key reviewers for CRO:
- **Laja** - Conversion optimization
- **Wiebe** - CTA and form copy
- **Wroblewski** - Mobile and form UX
- **Cialdini** - Persuasion psychology

## Related Skills

- `ab-test-setup` - For testing changes
- `analytics-tracking` - For measuring impact
- `copywriting` - For copy rewrites

Overview

This skill is a conversion rate optimization orchestrator that analyzes conversion funnels and applies domain-specific patterns to reduce friction and increase activation. It routes issues to the right pattern set (pages, forms, signup, onboarding, paywalls, popups) and produces prioritized recommendations. The output focuses on quick wins, high-impact changes, and testable hypotheses to improve signup, checkout, and activation metrics.

How this skill works

I identify which stage of the funnel is underperforming, load the appropriate pattern library, and assess the current state against proven CRO heuristics. I apply cross-cutting frameworks—mobile optimization, trust signals, friction reduction, and measurement—to generate prioritized recommendations. Before returning results, proposed changes undergo an expert panel review; recommendations are iterated until they meet the quality threshold required for release.

When to use it

Landing pages or pricing pages are not converting above baseline
Forms or signup flows show field-level drop-off or high abandonment
Activation metrics (first week usage, onboarding completion) are low
You need to design or optimize a paywall, upgrade flow, or modal
You want prioritized, testable ideas to improve checkout or signup

Best practices

Measure before changing: capture funnel steps, field-level analytics, and device segmentation
Start with quick wins (same-day fixes) before investing in big redesigns
Reduce required fields and use smart defaults to lower friction
Make mobile-first decisions: 44px touch targets, single-column layouts, sticky CTAs
Surface trust signals and clear expectations at conversion points
Convert recommendations into A/B test hypotheses and track lift

Example use cases

Identify why a pricing page has high exit rates and provide prioritized copy and layout adjustments
Shrink signup drop-off by removing unnecessary fields and introducing progressive disclosure
Design a paywall flow that increases upgrade conversion while preserving user experience
Improve popup/modal performance with timing, copy, and targeting changes that respect UX
Create testable hypotheses for onboarding that increase first-week activation

FAQ

How long does a typical assessment take?

A quick assessment and prioritized quick wins can be delivered same-day; high-impact design changes and testing plans take longer depending on data and implementation scope.

Do recommendations require A/B testing?

Yes. Quick wins can be implemented with confidence, but larger changes should be validated through A/B testing and tracked with funnel and field-level metrics.