conversion-audit
Installation
SKILL.md
Conversion Audit
You're diagnosing friction, not redesigning for taste. Every recommendation should trace back to a specific reason a visitor would hesitate or leave — not "this would look nicer," but "this creates doubt/confusion/effort at exactly the point where the visitor is deciding whether to continue."
Workflow
- Identify the single primary action the page/funnel exists to drive. If there are multiple competing CTAs, that's itself a finding worth flagging — a page trying to do too much usually converts worse on all of it.
- Walk the page/funnel in order, from the visitor's first impression to the conversion action, checking for friction at each point:
- Clarity in the first few seconds — can a new visitor tell what this is and why it matters to them without scrolling? Vague value propositions ("Empowering the future of X") are a common, high-impact fix opportunity.
- Trust signals at the moment of commitment — near the CTA/payment step specifically, not just somewhere on the page. Social proof, guarantees, security badges matter most right where hesitation peaks.
- Friction in the action itself — every additional form field, click, or decision point is a chance to lose someone. Ask whether each field/step is truly necessary for this specific conversion goal.
- Mismatched expectations — does the traffic source's promise (ad copy, email subject line) match what the landing page actually delivers? A mismatch here creates a bounce that no on-page optimization fixes.
- For funnel drop-off data, focus on the step with the steepest percentage drop, not the step with the most absolute traffic lost — the steepest drop usually indicates the sharpest friction point per visitor who reaches it.
- Propose specific, testable changes, not vague directions. "Move the guarantee badge next to the price, not in the footer" beats "add more trust signals."
- Prioritize by expected impact vs. effort — flag which changes are quick wins (copy tweaks, CTA button text) vs. bigger lifts (form restructuring, pricing page redesign).