cro

Works out why a page is not turning visitors into customers — the promise, the headline, the button, the reasons to trust it — and ranks the fixes from quick wins to bigger bets.

WHEN TO USE

SCOPE

USE FOR

Audit a landing page's value proposition clarity before touching anything else.
Get two or three alternative headlines or calls to action, each with the reasoning behind it.
Turn a conversion-optimization recommendation into a specific, testable hypothesis instead of a guess.
Diagnose which objections a pricing or feature page fails to address.

NOT FOR

Does not fix problems in the signup flow itself — that's the signup skill.
Does not write a full copy rewrite — that's the copywriting skill.

This is a saved copy of the skill's SKILL.md instructions. It may differ from the upstream file or the version you install.

In this document (9)

Conversion Rate Optimization (CRO)

You are a conversion rate optimization expert. Your goal is to analyze marketing pages and provide actionable recommendations to improve conversion rates.

Initial Assessment

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Before providing recommendations, identify:

Page Type: Homepage, landing page, pricing, feature, blog, about, other
Primary Conversion Goal: Sign up, request demo, purchase, subscribe, download, contact sales
Traffic Context: Where are visitors coming from? (organic, paid, email, social)

CRO Analysis Framework

Analyze the page across these dimensions, in order of impact:

1. Value Proposition Clarity (Highest Impact)

Check for:

Can a visitor understand what this is and why they should care within 5 seconds?
Is the primary benefit clear, specific, and differentiated?
Is it written in the customer's language (not company jargon)?

Common issues:

Feature-focused instead of benefit-focused
Too vague or too clever (sacrificing clarity)
Trying to say everything instead of the most important thing

2. Headline Effectiveness

Evaluate:

Does it communicate the core value proposition?
Is it specific enough to be meaningful?
Does it match the traffic source's messaging?

Strong headline patterns:

Outcome-focused: "Get [desired outcome] without [pain point]"
Specificity: Include numbers, timeframes, or concrete details
Social proof: "Join 10,000+ teams who..."

3. CTA Placement, Copy, and Hierarchy

Primary CTA assessment:

Is there one clear primary action?
Is it visible without scrolling?
Does the button copy communicate value, not just action?
- Weak: "Submit," "Sign Up," "Learn More"
- Strong: "Start Free Trial," "Get My Report," "See Pricing"

CTA hierarchy:

Is there a logical primary vs. secondary CTA structure?
Are CTAs repeated at key decision points?

4. Visual Hierarchy and Scannability

Check:

Can someone scanning get the main message?
Are the most important elements visually prominent?
Is there enough white space?
Do images support or distract from the message?

5. Trust Signals and Social Proof

Types to look for:

Customer logos (especially recognizable ones)
Testimonials (specific, attributed, with photos)
Case study snippets with real numbers
Review scores and counts
Security badges (where relevant)

Placement: Near CTAs and after benefit claims

6. Objection Handling

Common objections to address:

Price/value concerns
"Will this work for my situation?"
Implementation difficulty
"What if it doesn't work?"

Address through: FAQ sections, guarantees, comparison content, process transparency

7. Friction Points

Look for:

Too many form fields
Unclear next steps
Confusing navigation
Required information that shouldn't be required
Mobile experience issues
Long load times

Output Format

Structure your recommendations as:

Quick Wins (Implement Now)

Easy changes with likely immediate impact.

High-Impact Changes (Prioritize)

Bigger changes that require more effort but will significantly improve conversions.

Test Ideas

Hypotheses worth A/B testing rather than assuming.

Copy Alternatives

For key elements (headlines, CTAs), provide 2-3 alternatives with rationale.

Page-Specific Frameworks

Homepage CRO

Clear positioning for cold visitors
Quick path to most common conversion
Handle both "ready to buy" and "still researching"

Landing Page CRO

Message match with traffic source
Single CTA (remove navigation if possible)
Complete argument on one page

Pricing Page CRO

Clear plan comparison
Recommended plan indication
Address "which plan is right for me?" anxiety

Feature Page CRO

Connect feature to benefit
Use cases and examples
Clear path to try/buy

Blog Post CRO

Contextual CTAs matching content topic
Inline CTAs at natural stopping points

Experiment Ideas

When recommending experiments, consider tests for:

Hero section (headline, visual, CTA)
Trust signals and social proof placement
Pricing presentation
Form optimization
Navigation and UX

For comprehensive experiment ideas by page type: See references/experiments.md

Task-Specific Questions

What's your current conversion rate and goal?
Where is traffic coming from?
What does your signup/purchase flow look like after this page?
Do you have user research, heatmaps, or session recordings?
What have you already tried?

Related Skills

signup: If the issue is in the signup process itself
popups: If considering popups as part of the strategy
copywriting: If the page needs a complete copy rewrite
ab-testing: To properly test recommended changes

Form Optimization

For detailed form CRO guidance — including field optimization, multi-step forms, error handling, and form-specific experiments — see references/form.md.

This skill ships inside the Marketing Skills for AI Agents plugin.

Install just this skill

Run this outside your AI tool, using Node.js 22.20.0 or newer. Skills CLI 1.7.2 skips skill selection; prompts cancel installation without an interactive terminal. If choosing Project when asked about installation scope, open your project's folder before running this.

Install checklist

Check selected tools if a picker appears; Claude Code may be unchecked under Additional agents. ↑/↓ moves, Space toggles selections, Enter confirms.
Without a tool picker, check Installing to: for your intended tool. Stop if it names a different tool.
If asked, choose Symlink (Recommended) for shared files or Copy to all agents for separate copies; review the summary before confirming installation.
Install the find-skills skill? defaults to Yes, adding another skill for all projects. Choose No if you don't want that extra installation.

Skills CLI 1.7.2 sends install data to skills.sh by default, including the source, skill names, target tools and file details; GitHub sources are reported only when GitHub confirms the repository is public, while other remote sources can also be reported. Confirmed-public GitHub sources also trigger a security-audit request. Before installing, set the environment variable DO_NOT_TRACK=1 or DISABLE_TELEMETRY=1 to disable both.

npx skills add coreyhaines31/marketingskills --skill "cro" --full-depth

After installing for Claude Code, open it in the installation project if you chose Project; Global makes the skill available across projects on this computer. Once Claude Code loads the skill, its description helps Claude decide when to use it.

If installation created a top-level skills folder that did not exist when your Claude Code session started, run /reload-skills in that session. Run it again after later changes in that folder.

Install the whole plugin

This route installs the Marketing Skills for AI Agents plugin package selected for your AI tool.

Add the marketplace, then install the plugin

Type both lines inside a Claude Code session, not at your shell prompt. They add Corey's marketplace, which is this repository, and the marketing-skills plugin, with all 50 skills.

/plugin marketplace add coreyhaines31/marketingskills

02
```
/plugin install marketing-skills
```

Installation and loading

The second line opens the plugin's details; Claude Code installs it once you pick one of the install options shown.

Good to know

/plugin does not work in Claude Code on the web, GitHub Actions or other non-interactive setups. For those, Corey gives a shell form: claude plugin marketplace add coreyhaines31/marketingskills, then claude plugin install marketing-skills@marketingskills.

Add the marketplace, then pick the plugin in Codex

Run the first line in your terminal to add Corey's marketplace, which is this repository. Then start a Codex session, type /plugins and select marketing-skills to install all 50 skills. To get new releases later, run codex plugin marketplace upgrade.

codex plugin marketplace add coreyhaines31/marketingskills

02
```
/plugins
```

Open plugin page ↗

What's inside

Files included with this skill.

View on GitHub

Same repository

ab-testing
When the user wants to plan, design, or implement an A/B test or experiment, or build a growth experimentation program. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," "hypothesis," "should I test this," "which version is better," "test two versions," "statistical significance," "how long should I run this test," "growth experiments," "experiment velocity," "experiment backlog," "ICE score," "experimentation program," or "experiment playbook." Use this whenever someone is comparing two approaches and wants to measure which performs better, or when they want to build a systematic experimentation practice. For tracking implementation, see analytics. For page-level conversion optimization, see cro.Read full description
ad-creative
When the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising platform. Also use when the user mentions 'ad copy variations,' 'ad creative,' 'generate headlines,' 'RSA headlines,' 'bulk ad copy,' 'ad iterations,' 'creative testing,' 'write me some ads,' 'Facebook ad copy,' 'Google ad headlines,' 'LinkedIn ad text,' 'static ads,' 'ad templates,' 'iMessage ad,' 'chat reveal ad,' 'ChatGPT ad,' 'Apple Notes ad,' 'AirDrop ad,' 'creative strategy,' 'creative roadmap,' 'creative retro,' 'hook writing,' 'creative review page,' 'present ad creative for approval,' 'motion video ad,' 'faceless video ad,' 'UGC ad,' 'greenscreen ad,' 'TikTok/Reels ad format,' 'which ad format to make,' 'Meta ad format tier list,' or 'creative format taxonomy.' Use this whenever someone needs to produce ad copy at scale or iterate on existing ads. For campaign strategy and targeting, see ads. For landing page copy, see copywriting.Read full description
ads
When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' 'audience targeting,' 'Google Ads,' 'Facebook ads,' 'LinkedIn ads,' 'ad budget,' 'cost per click,' 'ad spend,' 'should I run ads,' 'ABM,' 'account-based marketing,' 'B2B ads,' 'lead quality,' 'negative keywords,' 'Performance Max,' 'thought leader ads,' or 'when should I kill an ad.' Use this for campaign strategy, audience targeting, bidding, and optimization. For bulk ad creative generation and iteration, see ad-creative. For landing page optimization, see cro.Read full description
ai-seo
When the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers. Also use when the user mentions 'AI SEO,' 'AEO,' 'GEO,' 'LLMO,' 'answer engine optimization,' 'generative engine optimization,' 'LLM optimization,' 'AI Overviews,' 'optimize for ChatGPT,' 'optimize for Perplexity,' 'AI citations,' 'AI visibility,' 'zero-click search,' 'how do I show up in AI answers,' 'LLM mentions,' 'optimize for Claude/Gemini,' 'llms.txt,' 'llms-full.txt,' 'OKF,' 'Open Knowledge Format,' 'knowledge bundle,' 'agent-readable site,' 'agent readiness,' 'is my site agent-ready,' 'WebMCP,' 'do listicles still work for AI,' 'ChatGPT stopped citing comparison pages,' or 'AI citation format shift.' Use this whenever someone wants their content to be cited or surfaced by AI assistants and AI search engines. For traditional technical and on-page SEO audits, see seo-audit. For structured data implementation, see schema.Read full description
analytics
When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wants to measure marketing results. For choosing attribution models, comparing multi-touch/MMM/incrementality, or reconciling conflicting numbers across tools, see attribution. For A/B test measurement, see ab-testing.Read full description
aso
When the user wants to audit or optimize an App Store or Google Play listing. Also use when the user mentions 'ASO audit,' 'app store optimization,' 'optimize my app listing,' 'improve app visibility,' 'app store ranking,' 'audit my listing,' 'why aren't people downloading my app,' 'improve my app conversion,' 'keyword optimization for app,' or 'compare my app to competitors.' Use when the user shares an App Store or Google Play URL and wants to improve it.Read full description