Agent-Skills.md

Agent Skills: CRO Funnel Optimization

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UncategorizedID: dirnbauer/webconsulting-skills/cro-funnel

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skills/cro-funnel/SKILL.md

Skill Metadata

Name
cro-funnel
Description
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CRO Funnel Optimization

Source: This skill is adapted from AgentKits Marketing by AITYTech. Enterprise-grade AI marketing automation (MIT License).

Full-funnel Conversion Rate Optimization covering every stage from page visit to paid conversion:

Visitor → Page CRO → Form CRO → Signup CRO
     ↓
  Popup CRO (capture abandoners)
     ↓
New User → Onboarding CRO → Activation
     ↓
Free User → Paywall CRO → Paid Customer

1. Form CRO

Optimize lead capture forms, contact forms, demo requests, and quote forms (not signup/registration).

Core Principles

  1. Every Field Has a Cost - Each field reduces completion by 10-25%
  2. Value Must Exceed Effort - Clear value proposition above form
  3. Reduce Cognitive Load - One question per field, logical grouping

The 5-Field Rule

| Fields | Typical Impact | |--------|---------------| | 3 fields | Baseline | | 4-6 fields | 10-25% reduction | | 7+ fields | 25-50%+ reduction |

For each field, ask:

  • Is this absolutely necessary before we can help them?
  • Can we get this information another way?
  • Can we ask this later?

Field Optimization

Email: Single field, inline validation, typo detection

Name: Test single "Name" vs. First/Last split

Phone: Make optional if possible, explain why if required

Message: Make optional, expand on focus

Multi-Step Forms

Use when:

  • More than 5-6 fields needed
  • Logically distinct sections
  • Conditional paths based on answers

Best practices:

  • Progress indicator (step X of Y)
  • Start with easy, end with sensitive
  • Allow back navigation
  • Save progress

Submit Button Copy

Weak: "Submit", "Send"

Strong: "[Action] + [What they get]"

  • "Get My Free Quote"
  • "Download the Guide"
  • "Request Demo"

2. Signup Flow CRO

Optimize registration, account creation, and trial activation flows.

Core Principles

  1. Minimize Required Fields - Email + Password minimum
  2. Show Value Before Asking - Can they experience product first?
  3. Reduce Perceived Effort - "Takes 30 seconds"

Field Priority

| Priority | Fields | |----------|--------| | Essential | Email, Password | | Often needed | Name | | Usually deferrable | Company, Role, Team size, Phone |

Social Auth Options

  • B2C: Google, Apple, Facebook
  • B2B: Google, Microsoft, SSO
  • Consider "Sign up with Google" as primary

Single-Step vs. Multi-Step

Single-step works: 3 or fewer fields, simple B2C, high-intent visitors

Multi-step works: More than 3-4 fields, B2B needing segmentation

Progressive commitment pattern:

  1. Email only (lowest barrier)
  2. Password + name
  3. Customization questions (optional)

Trust Elements

  • "No credit card required" (if true)
  • "Free forever" or "14-day free trial"
  • Privacy note: "We'll never share your email"
  • Testimonial near signup form

3. Onboarding CRO

Optimize post-signup user activation and time-to-value.

Core Principles

  1. Time-to-Value Is Everything - How quickly can someone experience core value?
  2. One Goal Per Session - Don't teach everything at once
  3. Do, Don't Show - Interactive > Tutorial
  4. Progress Creates Motivation - Show advancement, celebrate completions

Define Your Aha Moment

The action that correlates most strongly with retention:

| Product Type | Aha Moment | |-------------|------------| | Project management | Create first project + add team member | | Analytics | Install tracking + see first report | | Design tool | Create first design + export/share | | Collaboration | Invite first teammate | | Marketplace | Complete first transaction |

Onboarding Checklist Pattern

Best practices:

  • 3-7 items (not overwhelming)
  • Order by value (most impactful first)
  • Start with quick wins
  • Progress bar/completion %
  • Celebration on completion

Example item:

☐ Connect your first data source (2 min)
  Get real-time insights from your existing tools
  [Connect Now]

Empty States

Empty states are onboarding opportunities:

  • Explain what this area is for
  • Show what it looks like with data
  • Clear primary action to add first item
  • Optional: Pre-populate with example data

Handling Stalled Users

  1. Detection: Define "stalled" criteria (X days inactive)
  2. Email sequence: Reminder of value, address blockers, offer help
  3. In-app recovery: Welcome back message, pick up where left off
  4. Human touch: Personal outreach for high-value accounts

4. Popup CRO

Optimize popups, modals, overlays, slide-ins, and banners.

Core Principles

  1. Timing Is Everything - Too early = annoying, too late = missed opportunity
  2. Value Must Be Obvious - Clear, immediate benefit
  3. Respect the User - Easy to dismiss, remember preferences

Trigger Strategies

| Trigger | When to Use | Example | |---------|-------------|---------| | Scroll-based (25-50%) | Blog posts, long-form content | "You're halfway through—get more" | | Exit intent | E-commerce, lead gen | "Wait! Before you go..." | | Click-triggered | Lead magnets, demos | Zero annoyance | | Time-based (30-60s) | Proven engagement | General site visitors |

Popup Types

Email Capture: Newsletter subscription

  • Clear value prop (not just "Subscribe")
  • Single field (email only)
  • Consider incentive

Lead Magnet: Exchange content for email

  • Show what they get (cover image)
  • Minimal fields

Exit Intent: Last-chance conversion

  • Acknowledge they're leaving
  • Different offer than entry popup

Announcement Banner: Site-wide communication

  • Top of page, dismissable
  • Time-limited

Headline Formulas

  • Benefit: "Get [result] in [timeframe]"
  • Question: "Want [desired outcome]?"
  • Social proof: "Join [X] people who..."
  • Curiosity: "The one thing [audience] always get wrong"

Decline Options

Good: "No thanks", "Maybe later"

Avoid: "No, I don't want to save money" (manipulative)

Frequency Rules

  • Show maximum once per session
  • Remember dismissals (7-30 days before showing again)
  • Exclude converted users
  • Exclude checkout/conversion flows

5. Paywall & Upgrade CRO

Optimize in-app paywalls, upgrade screens, and freemium conversion.

Core Principles

  1. Value Before Ask - User should have experienced value first
  2. Show, Don't Just Tell - Demonstrate the value of paid features
  3. Friction-Free Path - Easy to upgrade when ready
  4. Respect the No - Don't trap or pressure

Paywall Trigger Points

| Trigger | Example | |---------|---------| | Feature gates | Click paid-only feature | | Usage limits | Hit storage/project limit | | Trial expiration | 7, 3, 1 day warnings | | Context-triggered | Power user behavior |

Paywall Screen Components

  1. Headline: Focus on benefit, not price

    • "Unlock [Feature] to [Benefit]"
    • NOT: "Upgrade to Pro for $X/month"

  2. Value Demonstration: Preview the feature in action

  3. Social Proof: "X teams use this feature"

  4. CTA: "Upgrade to Pro" (specific)

  5. Escape Hatch: "Continue with Free" (respectful)

Feature Lock Paywall Template

[Lock Icon]
This feature is available on Pro

[Feature preview/screenshot]

[Feature name] helps you [benefit]:
• [Specific capability]
• [Specific capability]

[Upgrade to Pro - $X/mo]
[Maybe Later]

Trial Expiration Template

Your trial ends in 3 days

What you'll lose:
• [Feature they've used]
• [Data they've created]

What you've accomplished:
• Created X projects

[Continue with Pro - $X/mo]
[Remind me later] [Downgrade to Free]

Anti-Patterns to Avoid

  • Hiding the close button
  • Confusing plan selection
  • Guilt-trip copy
  • Asking before value delivered
  • Too frequent prompts
  • Surprise charges

Quick Reference: CRO by Funnel Stage

| Stage | Key Metric | Primary Focus | |-------|-----------|---------------| | Page | Bounce rate, CTA clicks | Value prop clarity, visual hierarchy | | Form | Completion rate | Reduce fields, clear labels | | Signup | Signup completion | Minimize friction, social auth | | Onboarding | Activation rate | Time to aha moment | | Popup | Conversion rate | Timing, value exchange | | Paywall | Upgrade rate | Value demonstration |

Measurement

Key Metrics by Stage

  • Form start rate: Page views → Started form
  • Completion rate: Started → Submitted
  • Field drop-off: Which fields lose people
  • Activation rate: % reaching aha moment
  • Time to activation: Days to first value
  • Upgrade rate: Free → Paid conversion

Credits & Attribution

This skill is adapted from AgentKits Marketing by AITYTech.

Copyright (c) AITYTech - MIT License
Adapted by webconsulting.at for this skill collection

Thanks to Netresearch DTT GmbH for their contributions to the TYPO3 community.