cro
Conversion rate optimization (CRO)
Conversion work on a marketing page starts from what the page is for and where its visitors came from, then checks the page in order of impact: the value proposition first, friction last. The sources are three MIT skills from coreyhaines31/marketingskills (Copyright (c) 2025 Corey Haines): cro v2.0.3 with its form.md and experiments.md references, popups v2.0.0 and signup v2.0.1, checked against Google Search Central, W3C WCAG 2.2 and the ARIA APG, web.dev, NIST SP 800-63B-4 and the FTC. Where a source line is wrong against those docs, the file says what the source said and gives the official form. Copy rules live in anti-slop-copy, accessibility mechanics in web-accessibility, test design and statistics in ab-testing and posthog. The owner's own sites and apps follow landing-page-ui and app-ui; where this skill differs, see Where other skills differ.
Context file: read .agents/product-context.md first, as defined in anti-slop-copy CONTEXT.md, and ask only for what it doesn't cover. The source names that file .agents/product-marketing.md (also .claude/product-marketing.md, and the legacy product-marketing-context.md).
Apply only the routes and checks for the selected job. Read a linked skill's named file from its installed folder when available, or from the linked source. Report an unavailable required reference instead of inventing it. [skill-authoring, DISTRIBUTION.md#composing-skills]
| The job | Read |
|---|---|
| The page audit in order of impact, the output sections, home, landing, pricing, feature and blog frameworks, the questions to ask | this file |
| Lead capture, contact, demo, quote and survey forms: field costs, order, layout, multi-step, errors, the submit button, trust lines, form metrics, enrichment | FORMS.md |
| Popups, exit intent, slide-ins, sticky bars and announcement banners: triggers, types, sizing, close and decline, copy, frequency, Google's interstitial rules, FTC urgency limits, dialog accessibility, metrics | POPUPS.md |
| Signup and registration: required fields, password rules (NIST), social sign-in, single versus multi-step, verification, waiting screens, patterns by business, metrics | SIGNUP.md |
| Test ideas by page (home, pricing, demo, blog, landing, feature, site-wide) and for forms, popups and signup, with the caveats each needs | EXPERIMENTS.md |