Agent-Skills.md

Agent Skills: Page CRO

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[crolanding-pageconversion-optimizationcopywritingux]
business-growthID: borghei/claude-skills/page-cro

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business-growth/page-cro/SKILL.md

Skill Metadata

Name
page-cro
Description
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Page CRO

Production-grade conversion rate optimization framework for marketing pages. Covers the 7-dimension analysis framework, page-type-specific playbooks, copy alternatives methodology, above-the-fold engineering, social proof hierarchy, objection handling patterns, and structured A/B test design.

Table of Contents

Clarify First

Before optimizing the page, confirm these inputs. If any is unknown or vague, ASK — do not assume:

  • [ ] Page type — homepage, landing page, pricing, feature, or blog (selects the page-type playbook and benchmark)
  • [ ] Traffic source — organic, paid, email, or social (drives message-match requirements)
  • [ ] Primary conversion goal + current rate — focuses the 7-dimension analysis and sets the baseline
  • [ ] Behavioral data available — heatmaps / session recordings (reveals friction that analytics alone cannot)

Stop rule: ask only the 2-3 that most change the output. If the user says "just draft it," proceed and list your assumptions at the top of the audit.

Initial Assessment

Required Context

| Question | Why It Matters | |----------|---------------| | What page type? (homepage, landing page, pricing, feature, blog) | Determines the CRO framework to apply | | What is the primary conversion goal? | Focuses the analysis | | Where is traffic coming from? (organic, paid, email, social) | Drives message-match requirements | | What is the current conversion rate? | Establishes the baseline | | What does the post-click flow look like? | The page may convert fine but the next step fails | | Do you have heatmaps or session recordings? | Behavioral data reveals what analytics cannot | | What have you already tried? | Avoids re-testing failed experiments |

The 7-Dimension CRO Framework

Analyze every marketing page across these 7 dimensions, in order of typical impact.

Dimension 1: Value Proposition Clarity (Highest Impact)

The 5-second test: Can a first-time visitor understand what this is, who it is for, and why they should care within 5 seconds?

| Signal | Pass | Fail | |--------|------|------| | Primary benefit is stated explicitly | "Save 10 hours/week on reporting" | "Next-generation analytics platform" | | Written in customer language | "See which campaigns drive revenue" | "Multi-touch attribution solution" | | Differentiator is clear | "The only CRM built for agencies" | "A better CRM" | | Specificity | Includes numbers, timeframes, outcomes | Vague superlatives ("powerful", "innovative") |

Dimension 2: Headline Effectiveness

Headline scoring rubric:

| Criteria | Score 0 | Score 1 | Score 2 | |----------|---------|---------|---------| | Communicates core value | No | Partially | Clearly | | Specific (numbers, outcomes) | Generic | Somewhat specific | Very specific | | Addresses target audience | Generic | Implied | Explicit | | Matches traffic source | No connection | Loose match | Exact message match | | Emotional or logical hook | Neither | One | Both |

Total: 0-10. Score < 6 = rewrite needed.

Dimension 3: CTA Hierarchy and Placement

| Check | Pass | Fail | |-------|------|------| | One clear primary CTA | Single, prominent action | Multiple competing CTAs | | CTA visible without scrolling | Above the fold | Below the fold only | | CTA copy communicates value | "Start Free Trial" | "Submit" | | CTA repeated at decision points | After benefits, after social proof, at bottom | Only at top or only at bottom | | Secondary CTA is clearly secondary | Smaller, different color, text link | Same visual weight as primary |

Dimension 4: Visual Hierarchy and Scannability

| Check | Pass | Fail | |-------|------|------| | Most important element is most prominent | Headline + CTA dominate | Navigation or image dominates | | Scannable in 10 seconds | Key points visible via headings, bold, bullets | Wall of text | | Adequate white space | Breathing room between sections | Cluttered, dense layout | | Images support the message | Product screenshots, relevant imagery | Stock photos, decorative graphics | | F-pattern or Z-pattern layout | Content follows natural eye flow | Random placement |

Dimension 5: Social Proof and Trust

| Check | Pass | Fail | |-------|------|------| | Customer logos visible | Recognizable logos above the fold | No logos or unknown companies | | Testimonials are specific | "Increased revenue by 40%" | "Great product!" | | Testimonials are attributed | Full name, title, company, photo | Anonymous or first-name-only | | Trust badges present (where relevant) | Security, compliance, awards | No trust indicators | | Numbers-based proof | "10,000+ teams use..." | No scale indicators |

Dimension 6: Objection Handling

| Check | Pass | Fail | |-------|------|------| | Price/value objection addressed | ROI calculation, "starts at $X" | No pricing context | | "Will this work for me?" answered | Use cases, industry examples | Generic positioning only | | Risk reduction offered | Free trial, guarantee, no CC required | No risk reversal | | Implementation concern addressed | "Set up in 5 minutes" | No setup/complexity context | | FAQ section present | Addresses top 5 objections | No FAQ or irrelevant questions |

Dimension 7: Friction Points

| Check | Pass | Fail | |-------|------|------| | Form is optimized | Minimal fields, clear labels | Too many fields, unclear purpose | | Next step is clear | Obvious path forward from every section | Confusing navigation or dead ends | | Mobile experience | Fully responsive, touch-friendly | Desktop-only design | | Load time | < 3 seconds | > 5 seconds | | No distracting elements | Clean, focused design | Popups, auto-play video, chat widget on load |

Above-the-Fold Engineering

The above-the-fold area is the most valuable real estate on any page. It determines whether visitors scroll or bounce.

Required Elements (Above the Fold)

┌──────────────────────────────────────────┐
│  [Nav: Logo + 3-5 links + Primary CTA]  │
├──────────────────────────────────────────┤
│                                          │
│  HEADLINE: Primary value proposition     │
│                                          │
│  SUBHEADLINE: Supporting detail          │
│                                          │
│  [PRIMARY CTA BUTTON]                   │
│  [Secondary CTA: text link]             │
│                                          │
│  [Social proof: logos or stat]           │
│                                          │
│  [Hero image or product screenshot]      │
│                                          │
└──────────────────────────────────────────┘

Above-the-Fold Rules

  • Headline is the largest text on the page
  • CTA button is the most visually prominent interactive element
  • Social proof appears above the fold (even just logo strip)
  • Hero image shows the product in use (not abstract graphics)
  • No auto-play video or animation that distracts from the CTA
  • Navigation is minimal (3-5 items max, CTA in nav)

Social Proof Hierarchy

Not all social proof is equal. Use the right type at the right location.

Social Proof Power Ranking

| Rank | Type | Strength | Best Placement | |------|------|----------|----------------| | 1 | Case study with metrics | "Company X increased revenue 40% in 3 months" | Mid-page, after benefits section | | 2 | Named testimonial with photo | Full name, title, company, headshot | Near CTA, after objection handling | | 3 | Aggregate numbers | "10,000+ teams" or "4.8/5 on G2" | Above the fold, near headline | | 4 | Customer logos | Recognizable brand logos | Above the fold, logo strip | | 5 | Awards/badges | "G2 Leader 2026", "SOC2 Certified" | Footer or near CTA | | 6 | Generic testimonial | "Great product!" -- no specifics | Do not use (no credibility) |

Placement Rules

  • Logo strip: Above the fold, below the CTA
  • Testimonials: After the section that makes the claim they validate
  • Case studies: Mid-page, as their own section
  • Numbers: Inline with headline or subheadline
  • Trust badges: Near the primary CTA and near the form

Objection Handling Architecture

The 5 Universal Objections

Every product page must address these five objections. If the page does not, conversions leak.

| Objection | How to Address | Page Element | |-----------|---------------|--------------| | "Is this worth the money?" | ROI calculator, pricing comparison, "saves X hours" | Benefits section + pricing context | | "Will this work for my situation?" | Industry examples, use case sections, persona targeting | "Who uses this" section | | "Is this hard to set up?" | "Set up in 5 minutes", onboarding preview, integration logos | Feature section or FAQ | | "What if it doesn't work?" | Free trial, money-back guarantee, no CC required | Near CTA | | "Why this over alternatives?" | Comparison table, differentiators, switcher testimonials | Mid-page or FAQ |

FAQ Design for Objection Handling

The FAQ section should be the last defense before conversion. Structure it to address the 5 objections:

  1. "How long does setup take?" (complexity objection)
  2. "Can I cancel anytime?" (commitment objection)
  3. "What's included in the free trial?" (value objection)
  4. "Do you integrate with [popular tool]?" (compatibility objection)
  5. "How is this different from [competitor]?" (alternatives objection)

Page-Type Playbooks

Homepage

| Element | Best Practice | |---------|---------------| | Audience | Cold visitors who may not know you | | Headline | Position the company, not a single feature | | CTA split | Primary: "Start Free Trial" / Secondary: "See Demo" or "Learn More" | | Content | Overview of benefits, social proof, feature highlights, use cases | | Navigation | Full site navigation (unlike landing pages) |

Landing Page (Paid Traffic)

| Element | Best Practice | |---------|---------------| | Navigation | Remove or minimize (no escape routes) | | Headline | Message-match with the ad that drove the click | | CTA | Single action, repeated 2-3 times down the page | | Content | Complete argument on one page: problem > solution > proof > CTA | | Social proof | Directly relevant to the ad audience |

Pricing Page

| Element | Best Practice | |---------|---------------| | Plan presentation | Good-Better-Best with recommended plan highlighted | | Toggle | Annual/Monthly with savings percentage shown | | Feature comparison | Full table below the fold | | FAQ | "Which plan is right for me?" as first question | | CTA | Per-plan CTA with plan-specific copy | | Social proof | Logos and testimonials relevant to each tier |

Feature Page

| Element | Best Practice | |---------|---------------| | Headline | Benefit of the feature, not the feature name | | Content | Use cases > technical capabilities | | Demo | Screenshot, GIF, or interactive demo | | CTA | "Try this feature" or "Start Free Trial" | | Internal links | Link to related features and pricing |

Blog Post

| Element | Best Practice | |---------|---------------| | CTA type | Contextual inline CTA matching the content topic | | Placement | After introduction, at natural breaks, at end | | CTA style | Inline banner or text link, not aggressive popup | | Content CTA | Offer a related resource (template, checklist, tool) |

Copy Alternatives Methodology

When recommending copy changes, always provide 2-3 alternatives with reasoning.

Alternative Generation Framework

For each key element (headline, subheadline, CTA), generate variants across these axes:

| Axis | Variant A | Variant B | Variant C | |------|-----------|-----------|-----------| | Benefit focus | Outcome-focused | Problem-focused | Feature-focused | | Specificity | Numbers and data | Customer quote | Use case scenario | | Tone | Direct and assertive | Conversational | Aspirational |

Example

Current headline: "Marketing Automation Software"

| Variant | Copy | Rationale | |---------|------|-----------| | A (outcome) | "Generate 3X More Qualified Leads Without Adding Headcount" | Specific outcome + pain point | | B (problem) | "Stop Losing Leads Because Your Team Can't Follow Up Fast Enough" | Addresses the pain directly | | C (social proof) | "How 2,000+ Marketing Teams Hit Their Pipeline Targets" | Authority + specificity |

Recommendation: Test A first (most specific), B if A does not outperform current (different psychological angle).

Traffic Source Matching

Different traffic sources require different page optimization strategies.

| Source | Visitor State | Page Must Do | |--------|-------------|-------------| | Paid search (brand) | Knows you, high intent | Fast path to action, minimal education | | Paid search (non-brand) | Problem-aware, solution-seeking | Prove you solve their specific problem | | Paid social | Interrupted, low intent | Hook attention, educate, build interest | | Organic search | Research-mode | Comprehensive content, gradual conversion | | Email | Already engaged | Deliver on the email promise, reduce friction | | Referral | Pre-sold by referrer | Validate referrer's recommendation, fast CTA |

Message Match Audit

For paid traffic: Compare the ad copy with the landing page headline. They must share:

  • The same language/terminology
  • The same promise
  • The same offer
  • Visual consistency (if display ad)

Mismatch = wasted ad spend. Users who click an ad about "free SEO audit" and land on a generic homepage will bounce.

A/B Test Framework

Test Priority Matrix

| Priority | What to Test | Expected Impact | |----------|-------------|-----------------| | 1 | Headline copy | 10-30% conversion lift | | 2 | CTA copy and color | 5-20% conversion lift | | 3 | Social proof placement | 5-15% conversion lift | | 4 | Above-the-fold layout | 5-20% conversion lift | | 5 | Form field reduction | 5-10% completion lift | | 6 | Hero image vs video | 2-10% lift (variable) |

Test Design Rules

  • One variable per test (unless running a multivariate test with sufficient traffic)
  • Minimum 200 conversions per variant before declaring a winner
  • Run for full business cycles (minimum 2 weeks)
  • Track downstream metrics (not just page conversion, but lead quality / revenue)

Fix vs Test Decision

| Situation | Action | |-----------|--------| | Obvious UX problem (broken form, missing CTA) | Fix immediately, no test needed | | Missing social proof | Add it, no test needed | | Headline copy alternative | A/B test | | Layout change | A/B test | | Removing page elements | A/B test | | Adding a new section | A/B test |

Metrics and Benchmarks

Conversion Rate Benchmarks

| Page Type | Below Average | Average | Good | Excellent | |-----------|-------------|---------|------|-----------| | SaaS homepage | < 2% | 2-4% | 4-7% | > 7% | | Landing page (paid) | < 5% | 5-10% | 10-20% | > 20% | | Pricing page | < 3% | 3-5% | 5-10% | > 10% | | Blog post (to email) | < 1% | 1-3% | 3-5% | > 5% | | Feature page | < 2% | 2-5% | 5-8% | > 8% |

Key Metrics

| Metric | What It Tells You | |--------|------------------| | Bounce rate | Is the page meeting visitor expectations? | | Scroll depth | How much of the page are visitors seeing? | | Time on page | Are visitors reading or immediately leaving? | | CTA click rate | Is the CTA compelling and visible? | | Form start rate | Are visitors beginning the conversion process? | | Form completion rate | Are they finishing it? |

Output Artifacts

| Artifact | Format | Description | |----------|--------|-------------| | CRO Audit Report | 7-dimension analysis | Per-dimension assessment with severity ratings | | Quick Wins List | Bullet list (max 5) | Implementable today with expected impact | | High-Impact Recommendations | Structured list | Each with rationale, effort estimate, and success metric | | Copy Alternatives | Side-by-side table | 2-3 variants per key element with reasoning | | A/B Test Plan | Prioritized table | Hypothesis, variant, success metric, priority | | Traffic Source Matching Audit | Source x page element table | Message match assessment per traffic source |

Related Skills

  • form-cro -- Use when the form on the page is the specific bottleneck (field optimization, validation, mobile form UX).
  • signup-flow-cro -- Use when users convert on the page but drop off during the signup/registration process.
  • popup-cro -- Use when considering a popup as an additional conversion layer on the page.
  • onboarding-cro -- Use when post-conversion activation is the real problem and the page itself converts adequately.
  • pricing-strategy -- Use when the pricing page needs structural redesign (tier structure, value metric), not just CRO tweaks.

Tool Reference

1. page_cro_scorer.py

Purpose: Score a marketing page across the 7 CRO dimensions and generate an audit report with severity ratings.

python scripts/page_cro_scorer.py page_audit.json
python scripts/page_cro_scorer.py page_audit.json --json

| Flag | Required | Description | |------|----------|-------------| | page_audit.json | Yes | JSON file with page elements and dimension checks | | --json | No | Output results as JSON |

2. headline_scorer.py

Purpose: Score headline effectiveness against the 5-criteria rubric and generate copy alternatives.

python scripts/headline_scorer.py --headline "Marketing Automation Software" --audience "B2B marketers" --traffic-source paid-search
python scripts/headline_scorer.py --headline "Marketing Automation Software" --json

| Flag | Required | Description | |------|----------|-------------| | --headline | Yes | The headline text to score | | --audience | No | Target audience description (default: "general") | | --traffic-source | No | Primary traffic source: organic, paid-search, paid-social, email, referral (default: organic) | | --json | No | Output results as JSON |

3. conversion_benchmark_calculator.py

Purpose: Calculate conversion rate benchmarks for a given page type, traffic source, and industry, and assess current performance.

python scripts/conversion_benchmark_calculator.py --page-type landing-page --traffic paid --current-rate 8.5
python scripts/conversion_benchmark_calculator.py --page-type homepage --traffic organic --current-rate 3.0 --json

| Flag | Required | Description | |------|----------|-------------| | --page-type | Yes | Page type: homepage, landing-page, pricing, feature, blog | | --traffic | Yes | Traffic source: organic, paid, email, social, referral | | --current-rate | Yes | Current conversion rate as percentage | | --industry | No | Industry for benchmarks: saas, ecommerce, fintech, healthcare, education (default: saas) | | --json | No | Output results as JSON |

Troubleshooting

| Problem | Likely Cause | Solution | |---------|-------------|----------| | High bounce rate (>70%) on landing page | Message mismatch with traffic source or poor above-the-fold | Audit message match: compare ad copy with landing page headline; ensure value proposition is visible in first 5 seconds | | Page converts on desktop but not mobile | Mobile UX not optimized | Check touch targets (44px+), form field count on mobile, CTA visibility without scrolling; score with page_cro_scorer.py | | CTA click rate below 2% | CTA is generic, below the fold, or visually weak | Replace "Submit" with value-specific copy; ensure CTA is visible above fold and repeated after key sections | | High scroll depth but low conversion | Visitors read but are not convinced to act | Add social proof near CTA positions; address objections in FAQ; add risk reversal (free trial, no CC) | | A/B test shows no significant winner after 4 weeks | Change too small to detect or insufficient traffic | Use ab_test_calculator.py from form-cro to validate sample size; test bigger changes (headline rewrite vs word swap) | | Paid traffic converts worse than organic | Landing page not tailored to paid traffic intent | Create dedicated landing pages for paid campaigns with message match; remove navigation on paid landing pages | | Social proof section is ignored | Generic testimonials or poor placement | Use specific, attributed testimonials with metrics; place after the section that makes the claim they validate |

Success Criteria

  • Page CRO score of 70+ across the 7-dimension framework (scored by page_cro_scorer.py)
  • Headline scores 7+ on the 10-point rubric (scored by headline_scorer.py)
  • Conversion rate at or above industry benchmark for page type (verified by conversion_benchmark_calculator.py)
  • Above-the-fold contains: headline, CTA, and at least one social proof element
  • Message match verified for all paid traffic campaigns (ad copy matches landing page headline)
  • Mobile conversion rate within 20% of desktop rate
  • Every page addresses at least 3 of the 5 universal objections

Scope & Limitations

  • In scope: Page-level conversion optimization, headline effectiveness, CTA hierarchy, social proof placement, objection handling, traffic source matching, A/B test prioritization
  • Out of scope: Form optimization (use form-cro), signup flow optimization (use signup-flow-cro), popup optimization (use popup-cro), pricing structure changes (use pricing-strategy)
  • Page speed: This skill covers CRO elements, not technical performance; pages loading >3 seconds need technical optimization first
  • Traffic minimum: A/B testing recommendations require 200+ conversions per variant; low-traffic pages should implement best practices without testing
  • Qualitative input: Heatmaps and session recordings provide critical behavioral data that analytics alone cannot reveal; consider investing in these tools

Integration Points

  • form-cro -- When the form on the page is the bottleneck (field optimization, validation UX, mobile form experience)
  • signup-flow-cro -- When users convert on the page but drop off during the signup/registration process
  • popup-cro -- When considering a popup as an additional conversion layer on top of the page
  • onboarding-cro -- When post-conversion activation is the real problem and the page itself converts adequately
  • pricing-strategy -- When the pricing page needs structural redesign (tier structure, value metric), not just CRO tweaks
  • competitive-teardown -- When comparison pages need competitive data to build credible content