Traffic → Page → Form/Signup → Onboarding → Activation → Upgrade

---
name: page-cro
description: Analyze any marketing or product page for conversion issues. Use for landing pages, homepages, pricing pages, feature pages, or any page where visitors should take action.
---

# Page CRO

Systematic conversion optimization for marketing and product pages. This skill helps diagnose why pages underperform and provides prioritized recommendations to improve conversion rates.

## When to Use This Skill

- Diagnosing high bounce rates or low engagement
- Auditing page performance before launching a campaign
- Reviewing competitor pages for conversion insights
- Optimizing pages with traffic but low conversion
- Preparing pages for increased ad spend
- Post-launch performance review

## Page Audit Framework

### Above-the-Fold Audit

The first screen visitors see determines whether they stay or leave.

**Checklist:**

| Element | What to Check |
|---------|---------------|
| Headline | Does it communicate the core value in <3 seconds? |
| Subhead | Does it support the headline with specifics? |
| Primary CTA | Is it visible without scrolling? Is the action clear? |
| Visual hierarchy | Does the eye flow naturally to the CTA? |
| Message match | Does headline match the traffic source (ad, email, search)? |
| Trust signals | Is there immediate credibility (logos, ratings, badges)? |

### Value Proposition Clarity Test

Can a visitor answer these questions within 5 seconds?

1. What is this? (Product/service category)
2. Who is it for? (Target audience)
3. What does it do? (Core benefit)
4. Why should I care? (Differentiation)

If any answer is unclear, the page has a clarity problem.

### Friction Inventory

Identify everything that slows or stops visitors:

**Cognitive friction:**
- Too many options or CTAs
- Jargon or unclear language
- Missing information needed for decision
- Conflicting messages

**Visual friction:**
- Cluttered layout
- Poor contrast on key elements
- CTA doesn't look clickable
- Important content buried

**Trust friction:**
- No social proof
- Missing security indicators
- No contact information
- Generic stock photos

**Technical friction:**
- Slow page load
- Broken elements
- Poor mobile experience
- Forms that don't work

### Social Proof Placement

Social proof should appear:
- Near the primary CTA
- At decision points (pricing, signup)
- Where objections arise
- Above the fold (at least one element)

**Types ranked by strength:**
1. Specific results with names ("Acme Corp increased revenue 43%")
2. Recognizable logos
3. Aggregate numbers ("10,000+ customers")
4. Star ratings with review count
5. Generic testimonials (weakest)

### Mobile vs. Desktop Analysis

Check both experiences separately:

| Element | Desktop | Mobile |
|---------|---------|--------|
| CTA visibility | | |
| Form usability | | |
| Text readability | | |
| Tap target size | | |
| Load time | | |
| Content priority | | |

Mobile often needs different content hierarchy, not just responsive layout.

## Red Flags

Immediate issues that typically hurt conversion:

- **Headline doesn't match traffic source** - Visitors from a "free trial" ad land on page that doesn't mention free trial
- **CTA below the fold** - Primary action requires scrolling to find
- **Multiple competing CTAs** - "Buy Now," "Learn More," "Watch Demo," "Contact Us" all fighting for attention
- **No social proof above fold** - Zero credibility signals in first screen
- **Form visible but value unclear** - Asking for information before explaining benefit
- **Generic headline** - "Welcome" or "The Future of [Category]" instead of specific value
- **Mobile experience broken** - Elements overlap, text unreadable, buttons too small
- **Slow load time** - Page takes >3 seconds to become interactive
- **No clear next step** - Page ends without telling visitor what to do
- **Trust badges without context** - Security seals but no explanation of what's protected

## Output Format

When auditing a page:

```
## Page CRO Audit: [Page Name/URL]

### Quick Assessment
- Page type: [Landing/Homepage/Pricing/Feature/Product]
- Primary goal: [What should visitors do?]
- Traffic sources: [Where visitors come from]
- Current conversion rate: [If known]

### Above-the-Fold Assessment
- Headline clarity: [Clear/Unclear] - [Notes]
- Value prop visible: [Yes/No] - [Notes]
- Primary CTA: [Visible/Hidden] - [Notes]
- Message match: [Strong/Weak/Unknown] - [Notes]
- Trust signals: [Present/Missing] - [Notes]

### Red Flags Identified
1. [Red flag with specific evidence]
2. [Red flag with specific evidence]
3. [Red flag with specific evidence]

### Friction Inventory
**Cognitive:** [Issues found]
**Visual:** [Issues found]
**Trust:** [Issues found]
**Technical:** [Issues found]

### Mobile Assessment
[Key differences from desktop, specific issues]

### Prioritized Recommendations

| Priority | Issue | Recommendation | Expected Impact |
|----------|-------|----------------|-----------------|
| 1 | [Issue] | [Specific fix] | [High/Med/Low] |
| 2 | [Issue] | [Specific fix] | [High/Med/Low] |
| 3 | [Issue] | [Specific fix] | [High/Med/Low] |

### Copy Suggestions
[If headline/CTA improvements needed, provide 2-3 alternatives]

### Next Steps
[Specific actions to take, skills to chain if needed]
```

## Examples

### Good Page Patterns

**Strong landing page signals:**
- Headline states specific outcome ("Get 10 qualified leads per week")
- Single, clear CTA repeated 2-3 times
- Social proof with specifics near each CTA
- Objection handling before final CTA
- Mobile-optimized with thumb-friendly buttons

### Common Problems and Fixes

| Problem | Symptom | Fix |
|---------|---------|-----|
| Unclear value | High bounce, low scroll | Rewrite headline to state specific benefit |
| Weak CTA | Clicks but no conversion | Change button text from "Submit" to value-oriented |
| Trust gap | Scroll but no action | Add testimonials/logos near CTA |
| Choice overload | Low click-through | Reduce to single primary CTA |
| Mobile friction | High mobile bounce | Redesign above-fold for mobile-first |

## Chaining to Other Skills

Page audits often reveal issues that require deeper analysis:

- **Form problems identified** → Chain to `form-cro`
- **Signup flow issues** → Chain to `signup-flow-cro`
- **Pricing page concerns** → Chain to `paywall-cro`
- **Popup strategy questions** → Chain to `popup-cro`

When chaining, pass along: the specific issue identified, relevant page context, and current performance data.

---
name: form-cro
description: Optimize lead capture forms, contact forms, and multi-field inputs for higher completion rates. Use for form abandonment issues, lead quality problems, or form design decisions.
---

# Form CRO

Systematic optimization for forms that capture leads, contacts, or information. This skill diagnoses why forms underperform and provides specific recommendations to improve completion rates and lead quality.

## When to Use This Skill

- Form completion rates are below benchmark
- Users start forms but don't submit
- Designing a new lead capture form
- Lead quality is low despite volume
- Comparing form design options
- Reducing friction in existing forms

## Form Audit Framework

### Field Analysis

Every field is friction. Each one must justify its existence.

**For each field, ask:**
1. Is this information required to deliver value?
2. Can we get this information later?
3. Is this field blocking unqualified leads (intentional friction)?
4. What happens if we remove it?

**Field categories:**

| Category | Examples | Guidance |
|----------|----------|----------|
| Essential | Email, core qualifying info | Keep, but optimize labels/format |
| Useful | Company size, role | Consider progressive profiling |
| Nice-to-have | Phone, how did you hear | Remove or make optional |
| Friction without purpose | Fax, unnecessary details | Remove immediately |

### Field Count Benchmarks

| Form Type | Optimal Fields | Maximum Before Major Drop |
|-----------|---------------|---------------------------|
| Newsletter signup | 1 (email) | 2 |
| Lead magnet | 2-3 | 4 |
| Contact form | 3-4 | 5 |
| Demo request | 4-5 | 7 |
| Free trial signup | 3-4 | 5 |
| Quote request | 5-7 | 10 |

Every field beyond optimal typically costs 5-10% completion rate.

### Multi-Step vs. Single-Step

**Use multi-step when:**
- More than 5 fields required
- Fields can be logically grouped
- Early fields are low-commitment
- You can show progress

**Use single-step when:**
- 4 or fewer fields
- All fields are quick to complete
- Form is very simple (email only)
- Context is already high-intent

**Multi-step rules:**
- Start with easiest, lowest-commitment fields
- Show clear progress indicator
- Allow backward navigation
- Save progress if possible
- Put high-friction fields (phone, company details) later

### Validation and Error Handling

**Inline validation (validate as user types):**
- Email format check
- Required field indicators
- Password strength meters
- Character limits

**Error handling:**
- Show errors next to the field, not just at top
- Use clear, specific error messages ("Please enter a valid email" not "Invalid input")
- Don't clear the form on error
- Highlight the problem field visually

### Labels and Microcopy

**Labels:**
- Place above field (not inside as placeholder)
- Use sentence case, not ALL CAPS
- Be specific ("Work email" vs "Email")

**Placeholder text:**
- Use for examples, not instructions
- Should disappear on focus without losing context
- Never use as the only label

**Help text:**
- Explain why you need sensitive information
- Set expectations ("We'll respond within 24 hours")
- Reduce anxiety ("No credit card required")

### Button Optimization

**Button text principles:**
- State the value, not the action
- Be specific to what happens next
- Match the user's mental model

| Weak | Strong |
|------|--------|
| Submit | Get My Free Guide |
| Send | Request My Demo |
| Sign Up | Start Free Trial |
| Contact Us | Get Expert Advice |

**Button design:**
- High contrast with background
- Large enough for easy clicking (min 44px height)
- Looks clickable (not flat/invisible)
- Single primary button (avoid competing actions)

## Red Flags

Immediate issues that typically hurt completion:

- **More than 5 fields without strong justification** - Each field costs completions
- **Required fields that aren't actually required** - Asterisks on optional information
- **No inline validation** - Users only discover errors after submit attempt
- **Submit button says "Submit"** - Generic, value-free, slightly threatening
- **No progress indication on multi-step** - Users don't know how much is left
- **Phone number required for digital product** - Unnecessary friction for downloadable content
- **CAPTCHA without spam problem** - Adding friction to solve a problem you don't have
- **Fields clear on error** - Punishing users for mistakes
- **Placeholder text as labels** - Instructions disappear when user starts typing
- **No explanation for sensitive fields** - Asking for phone/company without saying why
- **Required dropdown with no default** - "Please select" that triggers error
- **Form doesn't work on mobile** - Fields too small, keyboard doesn't match input type

## Output Format

When auditing a form:

```
## Form CRO Audit: [Form Name/Location]

### Form Overview
- Purpose: [Lead capture/Contact/Signup/etc.]
- Current fields: [Count]
- Estimated completion rate: [If known]
- Form type: [Single-step/Multi-step]

### Field Analysis

| Field | Required? | Necessary? | Recommendation |
|-------|-----------|------------|----------------|
| [Field 1] | Yes/No | Yes/No/Later | Keep/Remove/Make Optional |
| [Field 2] | Yes/No | Yes/No/Later | Keep/Remove/Make Optional |

### Red Flags Identified
1. [Red flag with specific evidence]
2. [Red flag with specific evidence]

### Validation Assessment
- Inline validation: [Present/Missing]
- Error handling: [Good/Poor] - [Specific issues]
- Required field indicators: [Clear/Unclear]

### Mobile Assessment
- Field sizing: [Adequate/Too small]
- Keyboard types: [Correct/Incorrect]
- Button tap target: [Adequate/Too small]

### Prioritized Recommendations

| Priority | Issue | Recommendation | Expected Impact |
|----------|-------|----------------|-----------------|
| 1 | [Issue] | [Specific fix] | [High/Med/Low] |
| 2 | [Issue] | [Specific fix] | [High/Med/Low] |
| 3 | [Issue] | [Specific fix] | [High/Med/Low] |

### Button Recommendations
Current: "[Current text]"
Suggested alternatives:
1. "[Option 1]"
2. "[Option 2]"

### Field Reduction Plan
Current: [X] fields
Recommended: [Y] fields
Fields to remove: [List]
Fields to make optional: [List]
Fields to move to progressive profiling: [List]

### Next Steps
[Specific actions, whether to chain to other skills]
```

## Examples

### High-Converting Form Patterns

**Lead magnet form:**
- Email field only (or email + first name)
- Button: "Send Me the Guide"
- Below button: "No spam. Unsubscribe anytime."
- Social proof nearby: "Join 10,000+ marketers"

**Demo request form:**
- Work email
- Company name
- Role (dropdown)
- "What are you hoping to solve?" (optional textarea)
- Button: "Request My Demo"
- Below: "We'll reach out within 1 business day"

### Progressive Profiling Strategy

Instead of asking everything upfront:

**Form 1 (Lead magnet):** Email only
**Form 2 (Content upgrade):** First name, company
**Form 3 (Demo request):** Role, company size, timeline
**In-app:** Additional details as relationship develops

## Chaining to Other Skills

Form issues often connect to broader conversion problems:

- **Low form visibility** → Chain to `page-cro` to assess page layout
- **Form is part of signup flow** → Chain to `signup-flow-cro` for full flow analysis
- **Form appears in popup** → Chain to `popup-cro` for timing/targeting
- **Post-form drop-off** → Chain to `onboarding-cro` for what happens after

When chaining, pass along: form completion data, where form appears, what happens after submission.

---
name: popup-cro
description: Optimize modal windows, overlays, slide-ins, and exit intent for conversion without destroying UX. Use for popup strategy, timing decisions, targeting rules, or popup performance issues.
---

# Popup CRO

Strategic optimization for interruptive elements: modals, overlays, slide-ins, and exit intent popups. This skill helps balance conversion goals with user experience, ensuring popups drive results without damaging brand perception.

## When to Use This Skill

- Deciding whether to add popups to a page
- Existing popups are underperforming
- Designing popup targeting and timing rules
- Balancing conversion vs. user experience
- Reducing popup fatigue across the site
- Optimizing exit intent strategy

## Popup Strategy Framework

### The Popup Decision Matrix

Before adding any popup, answer:

| Question | If Yes | If No |
|----------|--------|-------|
| Is there a clear, valuable offer? | Proceed | Stop - no popup |
| Does the offer match page context? | Proceed | Stop - wrong placement |
| Is the timing appropriate? | Proceed | Adjust timing first |
| Is this the only/primary interruption? | Proceed | Reduce other popups first |

**Rule:** Never add a popup just because competitors have them or because "everyone does it."

### Popup Types and Use Cases

| Type | Best For | Avoid When |
|------|----------|------------|
| **Exit intent** | Last-chance offers, cart abandonment | Mobile (unreliable), content pages |
| **Scroll-triggered** | Engaged readers, content upgrades | Short pages, high-intent pages |
| **Time-delayed** | Welcome offers, announcements | Users who bounce quickly anyway |
| **Click-triggered** | Gated content, details on demand | Users didn't ask for more info |
| **Slide-in** | Subtle nudges, chat prompts | When you need high visibility |
| **Full-screen** | Critical announcements, age gates | Almost always - very aggressive |

### Timing Optimization

**Time-based triggers:**

| Delay | Good For | Typical Conversion |
|-------|----------|-------------------|
| Immediate (0s) | Almost never | Low + high annoyance |
| 5-10 seconds | Announcements, returning visitors | Medium |
| 30-60 seconds | First-time visitors, content sites | Higher |
| 90+ seconds | Deeply engaged readers | Highest (smaller audience) |

**Behavior-based triggers (preferred):**

| Trigger | Good For | Implementation |
|---------|----------|----------------|
| Scroll depth (50%+) | Content upgrades | Show after meaningful engagement |
| Page count (2+) | Newsletter signups | Show to engaged visitors only |
| Time on site (2+ min) | Product demos | Show to interested visitors |
| Cart value ($X+) | Upsells, free shipping | Show when incentive relevant |
| Exit intent | Abandonment recovery | Desktop only, one chance |

**Recommendation:** Behavior triggers outperform time triggers because they target engaged users.

### Targeting Rules

**Segment by:**

| Segment | Popup Strategy |
|---------|---------------|
| New visitors | Welcome offer, lead magnet |
| Returning visitors | Skip welcome, show deeper offers |
| High-intent pages | Minimize interruption, maybe exit only |
| Content pages | Content upgrades, newsletter |
| Pricing page | Chat offer, discount (carefully) |
| Cart/checkout | Don't interrupt unless abandoning |

**Exclusion rules (critical):**
- Already subscribed → No newsletter popup
- Already converted → No signup popup
- Closed popup this session → Don't show again
- Multiple visits with closes → Extended suppression

### Offer-Context Match

The popup offer must relate to the page content.

**Good matches:**
- Blog post about SEO → SEO checklist download
- Pricing page → "Questions? Chat with us"
- Product page → Limited-time discount
- Cart page → Free shipping threshold

**Bad matches:**
- Blog post about SEO → Generic newsletter signup
- Pricing page → Unrelated content offer
- Any page → "Subscribe to our newsletter" with no context

**Rule:** The offer should feel like a natural extension of what the user is already doing.

### Mobile Popup Constraints

**Google penalties:**
- Full-screen popups on mobile can trigger ranking penalties
- Interstitials that block content are penalized
- Banners that take >reasonable space are flagged

**What's allowed:**
- Cookie consent (legally required)
- Age verification (legally required)
- Small banners that don't block content
- Popups triggered by user action (click)

**Mobile best practices:**
- Use bottom slide-ins, not full-screen
- Keep to <30% of screen height
- Easy close button (large tap target)
- Don't rely on exit intent (doesn't work reliably)

### Frequency Capping

**Rules to implement:**

| Rule | Setting |
|------|---------|
| Same popup, same session | Show once |
| Same popup, closed | Don't show for 7-30 days |
| Same popup, converted | Never show again |
| Any popup, same pageview | One popup max |
| Total popups per session | 1-2 maximum |

**Cookie/storage approach:**
- Track popup views and closes
- Track conversions
- Suppress based on behavior
- Reset after reasonable period (not immediately)

## Red Flags

Immediate issues that typically hurt both conversion and UX:

- **Popup on page load** - Shows before user has any context or engagement
- **Same popup for all visitors** - No segmentation, no targeting logic
- **Exit intent on mobile** - Technology doesn't work reliably on mobile
- **No frequency cap** - Same popup every single visit, even after close
- **Popup content doesn't match page** - Generic offer unrelated to what user is reading
- **Close button hard to find** - Tiny X, low contrast, deceptive placement
- **Full-screen takeover on first visit** - Maximum aggression, minimum context
- **Multiple popups per page** - Newsletter + chat + discount all firing
- **Popup interrupts checkout** - Stopping users who are trying to pay
- **No suppression after conversion** - Still showing signup popup to customers
- **Popup blocks content permanently** - Can't read page without converting or finding hidden close
- **Aggressive countdown timers** - Fake urgency that resets on refresh

## Output Format

When auditing or designing popup strategy:

```
## Popup Strategy Audit: [Site/Page]

### Current State
- Popup types in use: [List]
- Triggers: [Time/Scroll/Exit/Click]
- Targeting: [Segments, rules]
- Frequency capping: [Present/Missing]
- Conversion rate: [If known]

### Red Flags Identified
1. [Red flag with specific evidence]
2. [Red flag with specific evidence]

### Offer-Context Assessment
| Page/Section | Current Offer | Match Quality | Recommended Offer |
|--------------|--------------|---------------|-------------------|
| [Page] | [Offer] | Good/Poor | [Suggestion] |

### Timing Assessment
- Current trigger: [When popup shows]
- Recommendation: [Keep/Adjust to X]
- Rationale: [Why]

### Targeting Assessment
- Current rules: [Who sees popup]
- Missing segments: [Who should be excluded/included]
- Recommended rules: [Specific targeting]

### Frequency/Suppression Assessment
- Current capping: [Rules in place]
- Issues: [What's wrong]
- Recommended rules: [Specific rules]

### Mobile Assessment
- Current mobile behavior: [Same/Different/Disabled]
- Google penalty risk: [High/Low/None]
- Recommendation: [What to change]

### Prioritized Recommendations

| Priority | Issue | Recommendation | Expected Impact |
|----------|-------|----------------|-----------------|
| 1 | [Issue] | [Specific fix] | [High/Med/Low] |
| 2 | [Issue] | [Specific fix] | [High/Med/Low] |

### Popup Copy Suggestions
[If popup messaging needs work, provide alternatives]

### Implementation Checklist
- [ ] Trigger timing set correctly
- [ ] Targeting rules implemented
- [ ] Frequency capping active
- [ ] Mobile version appropriate
- [ ] Close button visible and easy
- [ ] Conversion tracking in place
- [ ] Suppression after conversion working
```

## Examples

### High-Converting Popup Patterns

**Content upgrade (best performer):**
- Trigger: 50% scroll on blog post
- Offer: Checklist/template related to post topic
- Format: Slide-in from bottom right
- CTA: "Get the [Topic] Checklist"
- Suppression: 30 days after close, forever after conversion

**Exit intent (use sparingly):**
- Trigger: Exit intent, desktop only
- Audience: Non-subscribers who viewed 2+ pages
- Offer: Something valuable (not just "wait, don't go!")
- Format: Modal with clear close
- Suppression: Once per session, 14 days after close

### What to Avoid

**The aggressive stack:**
- Immediate full-screen popup
- Chat widget pops up at 10 seconds
- Exit intent fires when trying to close other popups
- Same experience every visit
- Result: High bounce, negative brand perception

## Chaining to Other Skills

Popup performance connects to broader page strategy:

- **Page not converting even without popup** → Chain to `page-cro` first
- **Popup leads to form** → Chain to `form-cro` for form optimization
- **Popup for signup** → Chain to `signup-flow-cro` for post-popup experience
- **Popup for upgrade** → Chain to `paywall-cro` for offer optimization

When chaining, pass along: popup conversion rates, audience segments, page context.

## Page: [URL]

### Above the Fold
- Headline: [exact text]
- Subhead: [exact text]
- Primary CTA: [button text]
- Supporting elements: [trust badges, social proof, imagery description]

### Below the Fold
- Section 1: [headline and summary]
- Section 2: [headline and summary]
- [continue for each section]

### Forms on Page
- Form purpose: [lead capture, signup, contact]
- Fields: [list each field and whether required]
- Submit button text: [exact text]

### Navigation/Footer
- Key links: [pricing, features, about, etc.]

FUNNEL MAP

Entry: [Homepage / Landing Page / etc.]
URL: _______________
Monthly visitors: _______________

↓ [___% proceed]

Step 2: [Pricing Page / Feature Page / etc.]
URL: _______________
Monthly visitors: _______________

↓ [___% proceed]

Step 3: [Signup / Lead Form / etc.]
URL: _______________
Monthly completions: _______________

↓ [___% proceed]

Goal: [Trial Start / Purchase / Demo Booked / etc.]
Monthly conversions: _______________

BIGGEST LEAK: _____________ (lowest % proceed)

I need to map my conversion funnel. Here's what I know:

Entry point: [URL and description]
Goal: [what counts as conversion]
Traffic: [monthly visitors to entry point]
Conversions: [monthly goal completions]

Steps I think are in between:
- [Step 1]
- [Step 2]

Help me:
1. Confirm or refine the funnel steps
2. Calculate drop-off rates between each step
3. Identify which step is the biggest leak

Audit this [page/form/flow] for conversion issues.

## Page Content
[Paste markdown export or manual capture here]

## Current Performance
- Visitors/views: [number]
- Conversions/completions: [number]
- Conversion rate: [percentage]
- Benchmark or goal: [what you're aiming for]

## Traffic Source
[Where visitors come from - ads, organic, referral, etc.]

## Known Issues
[Anything you already suspect, or "None identified yet"]

Give me:
1. Red flags you see immediately
2. Friction points in the user journey
3. Missing elements that high-converting pages have
4. Prioritized list of fixes with expected impact

AUDIT FINDINGS: [Page Name]
Date: _______________
Skill used: _______________

RED FLAGS:
1. _______________
2. _______________
3. _______________

FRICTION POINTS:
1. _______________
2. _______________

MISSING ELEMENTS:
1. _______________
2. _______________

RECOMMENDED FIXES:
1. _______________ (Impact: H/M/L)
2. _______________ (Impact: H/M/L)
3. _______________ (Impact: H/M/L)

Leak: Signup page (used signup-flow-cro)
↑ Upstream: Pricing page (use page-cro)
↓ Downstream: Onboarding (use onboarding-cro)

FIX TRACKING LOG

Fix: _______________
Stage: _______________
Implemented: [date]

BEFORE:
- Screenshot: [saved to...]
- Metric: _______________
- Baseline: _______________

AFTER:
- Screenshot: [saved to...]
- Check-in date: _______________
- Target metric: _______________

RESULT (fill in at check-in):
- New metric: _______________
- Change: _______________%
- Verdict: [Keep / Revert / Iterate]