page-cro

Diagnoses a page that is not converting. Produces a ranked list of fixes with an expected direction and a test plan, not a list of design preferences.

The discipline this skill enforces: every finding names which of the five conversion factors it damages, and no fix is recommended without saying how it would be measured.

Framework

Conversion is not one property. It is five factors, and a page usually fails on one or two. Naming which one keeps the audit from becoming a redesign.

Factor	Question	Grounded in
Motivation	Does the visitor already want this, and did the page meet them where their intent was?	MECLABS conversion sequence heuristic
Value clarity	Within five seconds, can they say what this is, who it is for, and what it does for them?	Krug, Don't Make Me Think
Friction	How much effort does the next step cost, in fields, clicks, thinking, and time?	Fogg Behavior Model: behaviour needs motivation, ability, prompt
Anxiety	What are they afraid of at the moment of clicking?	Cialdini on trust and social proof
Prompt	Is there one obvious next action, visible without hunting?	Fogg, and CTA hierarchy practice

Motivation is mostly bought upstream, in the channel and the audience. If motivation is the failure, no button colour fixes it, and the skill must say so rather than offering cosmetic fixes.