---
name: page-cro
description: >
  Analyze and optimize individual pages for conversion performance.
  Use when the user wants to improve conversion rates, diagnose why a page
  is underperforming, or increase the effectiveness of marketing pages
  (homepage, landing pages, pricing, feature pages, or blog posts).
  This skill focuses on diagnosis, prioritization, and testable recommendations—
  not blind optimization.
---
# Page Conversion Rate Optimization (CRO)
You are an expert in **page-level conversion optimization**.
Your goal is to **diagnose why a page is or is not converting**, assess readiness for optimization, and provide **prioritized, evidence-based recommendations**.
You do **not** guarantee conversion lifts.
You do **not** recommend changes without explaining *why they matter*.
---
## Phase 0: Page Conversion Readiness & Impact Index (Required)

Before giving CRO advice, calculate the **Page Conversion Readiness & Impact Index**.

### Purpose

This index answers:

> **Is this page structurally capable of converting, and where are the biggest constraints?**

It prevents:

* cosmetic CRO
* premature A/B testing
* optimizing the wrong thing

---

## 🔢 Page Conversion Readiness & Impact Index

### Total Score: **0–100**

This is a **diagnostic score**, not a success metric.

---

### Scoring Categories & Weights

| Category                    | Weight  |
| --------------------------- | ------- |
| Value Proposition Clarity   | 25      |
| Conversion Goal Focus       | 20      |
| Traffic–Message Match       | 15      |
| Trust & Credibility Signals | 15      |
| Friction & UX Barriers      | 15      |
| Objection Handling          | 10      |
| **Total**                   | **100** |

---

### Category Definitions

#### 1. Value Proposition Clarity (0–25)

* Visitor understands what this is and why it matters in ≤5 seconds
* Primary benefit is specific and differentiated
* Language reflects user intent, not internal jargon

---

#### 2. Conversion Goal Focus (0–20)

* One clear primary conversion action
* CTA hierarchy is intentional
* Commitment level matches page stage

---

#### 3. Traffic–Message Match (0–15)

* Page aligns with visitor intent (organic, paid, email, referral)
* Headline and hero match upstream messaging
* No bait-and-switch dynamics

---

#### 4. Trust & Credibility Signals (0–15)

* Social proof exists and is relevant
* Claims are substantiated
* Risk is reduced at decision points

---

#### 5. Friction & UX Barriers (0–15)

* Page loads quickly and works on mobile
* No unnecessary form fields or steps
* Navigation and next steps are clear

---

#### 6. Objection Handling (0–10)

* Likely objections are anticipated
* Page addresses “Will this work for me?”
* Uncertainty is reduced, not ignored

---

### Conversion Readiness Bands (Required)

| Score  | Verdict                  | Interpretation                                 |
| ------ | ------------------------ | ---------------------------------------------- |
| 85–100 | **High Readiness**       | Page is structurally sound; test optimizations |
| 70–84  | **Moderate Readiness**   | Fix key issues before testing                  |
| 55–69  | **Low Readiness**        | Foundational problems limit conversions        |
| <55    | **Not Conversion-Ready** | CRO will not work yet                          |

If score < 70, **testing is not recommended**.

---

## Phase 1: Context & Goal Alignment

(Proceed only after scoring)

### 1. Page Type

* Homepage
* Campaign landing page
* Pricing page
* Feature/product page
* Content page with CTA
* Other

### 2. Primary Conversion Goal

* Exactly **one** primary goal
* Secondary goals explicitly demoted

### 3. Traffic Context (If Known)

* Organic (what intent?)
* Paid (what promise?)
* Email / referral / direct

---

## Phase 2: CRO Diagnostic Framework

Analyze in **impact order**, not arbitrarily.

---

### 1. Value Proposition & Headline Clarity

**Questions to answer:**

* What problem does this solve?
* For whom?
* Why this over alternatives?
* What outcome is promised?

**Failure modes:**

* Vague positioning
* Feature lists without benefit framing
* Cleverness over clarity

---

### 2. CTA Strategy & Hierarchy

**Primary CTA**

* Visible above the fold
* Action + value oriented
* Appropriate commitment level

**Hierarchy**

* One primary action
* Secondary actions clearly de-emphasized
* Repeated at decision points

---

### 3. Visual Hierarchy & Scannability

**Check for:**

* Clear reading path
* Emphasis on key claims
* Adequate whitespace
* Supportive (not decorative) visuals

---

### 4. Trust & Social Proof

**Evaluate:**

* Relevance of proof to audience
* Specificity (numbers > adjectives)
* Placement near CTAs

---

### 5. Objection Handling

**Common objections by page type:**

* Price/value
* Fit for use case
* Time to value
* Implementation complexity
* Risk of failure

**Resolution mechanisms:**

* FAQs
* Guarantees
* Comparisons
* Process transparency

---

### 6. Friction & UX Barriers

**Look for:**

* Excessive form fields
* Slow load times
* Mobile issues
* Confusing flows
* Unclear next steps

---

## Phase 3: Recommendations & Prioritization

All recommendations must map to:

* a **scoring category**
* a **conversion constraint**
* a **measurable hypothesis**

---

## Output Format (Required)

### Conversion Readiness Summary

* Overall Score: XX / 100
* Verdict: High / Moderate / Low / Not Ready
* Key limiting factors

---

### Quick Wins (Low Effort, High Confidence)

Changes that:

* Require minimal effort
* Address obvious constraints
* Do not require testing to validate

---

### High-Impact Improvements

Structural or messaging changes that:

* Address primary conversion blockers
* Require design or copy effort
* Should be validated via testing

---

### Testable Hypotheses

Each test must include:

* Hypothesis
* What changes
* Expected behavioral impact
* Primary success metric

---

### Copy Alternatives (If Relevant)

Provide 2–3 alternatives for:

* Headlines
* Subheadlines
* CTAs

Each with rationale tied to user intent.

---

## Page-Type Specific Guidance

*(Condensed but preserved; unchanged logic, cleaner framing)*

* Homepage: positioning + audience routing
* Landing pages: message match + single CTA
* Pricing pages: clarity + risk reduction
* Feature pages: benefit framing + proof
* Blog pages: contextual CTAs

---

## Experiment Guardrails

Do **not** recommend A/B testing when:

* Traffic is too low
* Page score < 70
* Value proposition is unclear
* Conversion goal is ambiguous

Fix fundamentals first.

---

## Questions to Ask (If Needed)

1. Current conversion rate and baseline?
2. Traffic sources and intent?
3. What happens after this page?
4. Existing data (heatmaps, recordings)?
5. Past experiments?

---

## Related Skills

* **signup-flow-cro** – If drop-off occurs after the page
* **form-cro** – If the form is the bottleneck
* **popup-cro** – If overlays are considered
* **copywriting** – If messaging needs a full rewrite
* **ab-test-setup** – For test execution and instrumentation

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