cro-page

CRO - Page Optimization

When This Skill Applies

• Auditing landing pages for conversion barriers
• Optimizing above-the-fold content and layout
• Improving value proposition clarity and CTA effectiveness
• Evaluating trust signals and social proof placement
• Analyzing page speed impact on conversions

Core Guidance

1. Page Audit Process

First Impression -> Value Proposition -> CTA Analysis -> Trust Signals -> Content Hierarchy -> Page Speed -> Mobile Check -> Recommendations

2. 5-Second Test Framework

Within 5 seconds, a visitor should understand:

1. What is this product/service?
2. Who is it for?
3. Why should I care (benefit)?
4. What should I do next (CTA)?

3. Above-the-Fold Checklist

Element	Best Practice	Priority
Headline	Clear benefit, <10 words, matches ad/source	Critical
Subheadline	Explains how, supports headline	High
Hero Image/Video	Shows product in use or outcome	High
CTA Button	Contrasting color, action verb, above fold	Critical
Trust Indicator	Logo strip, testimonial snippet, stat	High
Navigation	Minimal or hidden (for landing pages)	Medium

4. Value Proposition Scoring

Criterion	Score (1-5)	Assessment
Clarity		Is the offering immediately clear?
Relevance		Does it address visitor's need?
Uniqueness		How is it different from alternatives?
Specificity		Are claims backed by numbers/proof?
Urgency		Is there a reason to act now?

Score Interpretation: 20-25 (Excellent), 15-19 (Good), 10-14 (Needs Work), <10 (Major Issues)

5. CTA Optimization

Factor	Low Conversion	High Conversion
Text	"Submit", "Click Here"	"Start Free Trial", "Get My Report"
Color	Same as page palette	High contrast, stands out
Size	Small, hard to find	Large, prominent, above fold
Position	Below the fold only	Above fold + repeated
Count	Multiple competing CTAs	One primary CTA per section
Urgency	No urgency element	"Limited spots", countdown, scarcity

6. Trust Signal Inventory

Signal Type	Placement	Impact
Customer Logos	Below hero, above fold	High
Testimonials	Near CTA, with photos/names	High
Review Stars	Near headline or CTA	High
Security Badges	Near form/checkout	Medium-High
Case Study Links	Supporting content	Medium
Guarantees	Near CTA or footer	Medium
Media Mentions	Social proof section	Medium
User Count	Headline area or near CTA	Medium

7. Page Speed Impact on Conversions

Load Time	Conversion Impact
0-2 seconds	Baseline (optimal)
2-3 seconds	-7% conversion rate
3-5 seconds	-16% conversion rate
5-7 seconds	-26% conversion rate
7+ seconds	-40%+ conversion rate

8. Heuristic Evaluation Framework

Heuristic	Question	Weight
Relevance	Does the page match the visitor's intent?	25%
Clarity	Is the message clear without thinking?	25%
Motivation	Are there compelling reasons to act?	20%
Friction	Are there unnecessary barriers?	20%
Distraction	Do elements compete for attention?	10%

Score = Relevance + Clarity + Motivation - Friction - Distraction

Output Format

PAGE CRO AUDIT
==============
URL:        [page URL]
Type:       [landing page|product|pricing|signup]
Score:      [/100]

5-SECOND TEST
-------------
What:       [PASS|FAIL] - [notes]
Who:        [PASS|FAIL] - [notes]
Why:        [PASS|FAIL] - [notes]
CTA:        [PASS|FAIL] - [notes]

ABOVE THE FOLD
--------------
Element         | Status    | Recommendation
----------------|-----------|----------------
Headline        | [OK|FIX]  | [suggestion]
Value Prop      | [OK|FIX]  | [suggestion]
CTA             | [OK|FIX]  | [suggestion]
Trust Signals   | [OK|FIX]  | [suggestion]

FINDINGS
--------
[P1] [category]: [issue] -> [fix] (est. +[X]% lift)

RECOMMENDATIONS
---------------
Priority | Category | Action        | Est. Lift
---------|----------|---------------|----------
P1       | [cat]    | [action]      | +[X]%

Quick Reference

5-Second Test: What, Who, Why, CTA -- all must be clear CTA Rules: Contrast color, action verb, above fold, benefit-oriented Value Prop Score: Clarity + Relevance + Uniqueness + Specificity + Urgency (25 max) Page Speed: Every second over 2s costs ~7% conversions

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References

• See ${CLAUDE_SKILL_DIR}/references/heuristic-evaluation.md for heuristic page evaluation framework
• See ${CLAUDE_SKILL_DIR}/references/trust-signals-inventory.md for trust signal placement and impact inventory