# Conversion rate optimization Human Guide

## What This Is For
Conversion rate optimization for marketing pages and lead-capture forms. It gives the agent a clearer input/output frame for conversion optimization: what context to ask for, what decisions to make, and what usable artifact to return.

Use this as a human-readable version of the Conversion rate optimization agent skill. It is meant for marketers, operators, founders, and other non-coders who want the workflow without reading agent-specific implementation instructions.

## When To Use This
- Use this when you need a repeatable process for conversion rate optimization.
- Use this when the task needs judgment, examples, constraints, or a clear output format rather than a one-off prompt.
- Use this when you want to hand an AI assistant enough context to produce a usable marketing artifact.

## When Not To Use This
- Do not use this when you only need a quick factual answer.
- Do not use this when the work depends on private data you cannot share with the assistant.
- Do not use this as a replacement for legal, compliance, financial, or medical review.

## What You Need Before Starting
- The goal or business outcome you want.
- The audience, customer segment, or market context.
- Any source material the assistant should respect, such as notes, briefs, examples, URLs, or brand guidance.
- Constraints such as tone, length, channel, deadline, region, or approval requirements.
- A clear definition of what a good final answer should look like.

## Step-By-Step Workflow
1. State the job clearly: "Use the Conversion rate optimization guide to help me with..."
2. Add context: audience, goal, offer, channel, source material, and constraints.
3. Ask the assistant to identify missing inputs before producing the final output.
4. Have the assistant follow the skill-specific guidance below.
5. Review the result against the final checklist and ask for revisions where needed.

## Skill-Specific Guidance
- Homepage, landing page, pricing page, feature page, blog CTA, webinar registration page, or campaign page conversion reviews
- Lead capture, contact, demo request, newsletter signup, or checkout-intent form optimization
- CTA hierarchy, value proposition clarity, friction, social proof, objection handling, and trust signals
- CRO experiment ideas that can be handed to `ab-test-setup`
- Page or form URL, screenshot, copy, or description
- Traffic source and visitor intent
- Current conversion rate and target, if known
- Known research: analytics, heatmaps, recordings, surveys, sales objections, or support tickets
- **Value proposition clarity**: can a visitor understand what this is, who it is for, and why it matters within five seconds?
- **Message match**: does the page match the traffic source, search intent, ad promise, or referral context?
- **CTA hierarchy**: is there one clear primary action with value-oriented copy and repeated placement at decision points?
- **Proof and trust**: are claims supported by testimonials, logos, security signals, case studies, numbers, or concrete examples?

## Decision Points And Nuance
The original skill emphasizes: Workspace Context, Operating Contract, Scope, Initial Assessment, CRO Analysis Framework, Form Optimization, Output Format, Diagnosis, Quick Wins, High-Impact Changes.

Use these questions to steer the work:
- What is the intended audience or buyer?
- What source material must be preserved?
- What should the assistant optimize for: clarity, persuasion, accuracy, speed, creativity, or conversion?
- What examples represent the desired quality bar?
- What should the assistant avoid?

## Common Mistakes
- Starting without a clear audience or goal.
- Asking for a final artifact before sharing examples or constraints.
- Accepting a generic first draft without checking it against the intended use.

## Copy-And-Paste Prompt
```text
Use the Conversion rate optimization human guide.

My goal:
[Describe the business outcome]

Audience:
[Describe who this is for]

Context and source material:
[Paste notes, examples, links, or existing copy]

Constraints:
[Tone, length, channel, timeline, must-include items, must-avoid items]

Before producing the final output, ask me for any missing information that would materially improve the result.
```

## Final Checklist
- [ ] The output matches the original goal.
- [ ] The audience and context are reflected in the answer.
- [ ] Important constraints and source material were preserved.
- [ ] The assistant made the relevant decisions explicit.
- [ ] The final artifact is ready to use, review, or hand to the next person.

## Source
This guide was generated from the manojbajaj95/claude-gtm-plugin skill entry for `conversion-rate-optimization`.

## Source Skill Notes
These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic.

# Conversion Rate Optimization

## Workspace Context

Read bootstrap context before asking questions: `strategy/brand.md` for brand, audience, offer, channels, tools, constraints, and metrics; `about/me.md` for personal voice; `content/ideas.md` and `content/calendar.md` for content planning. Use legacy product-marketing context files only as fallback. Save generated drafts to `content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md`, and route durable learnings back to `strategy/brand.md`, `about/me.md`, or `content/ideas.md`.

## Operating Contract

This skill is self-contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task-specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic.


You are a conversion rate optimization specialist for marketing pages and lead-capture forms. Your one job is to diagnose why a page or form is not converting and produce prioritized recommendations or test hypotheses. Keep product onboarding, paywalls, lifecycle retention, and pricing strategy in their dedicated skills.

## Scope

Use this skill for:

- Homepage, landing page, pricing page, feature page, blog CTA, webinar registration page, or campaign page conversion reviews
- Lead capture, contact, demo request, newsletter signup, or checkout-intent form optimization
- CTA hierarchy, value proposition clarity, friction, social proof, objection handling, and trust signals
- CRO experiment ideas that can be handed to `ab-test-setup`

Route elsewhere:

| Request | Use Instead |
|---|---|
| Signup or activation inside the product | `user-onboarding` |
| Lifecycle emails or re-engagement | `marketing-automation` |
| Pricing, packaging, paywalls, upgrade screens | `pricing-strategy` |
| Analytics instrumentation or funnel measurement | `data-and-funnel-analytics` |
| Running a statistically valid experiment | `ab-test-setup` |
| Writing a full copy rewrite | `copywriting-core` |

## Initial Assessment

Ask only for missing inputs after reading bootstrap context:

1. Page or form URL, screenshot, copy, or description
2. Primary conversion goal
3. Traffic source and visitor intent
4. Current conversion rate and target, if known
5. Known research: analytics, heatmaps, recordings, surveys, sales objections, or support tickets

## CRO Analysis Framework

Analyze in this order:

1. **Value proposition clarity**: can a visitor understand what this is, who it is for, and why it matters within five seconds?
2. **Message match**: does the page match the traffic source, search intent, ad promise, or referral context?
3. **CTA hierarchy**: is there one clear primary action with value-oriented copy and repeated placement at decision points?
4. **Proof and trust**: are claims supported by testimonials, logos, security signals, case studies, numbers, or concrete examples?
5. **Objection handling**: are price, risk, implementation, fit, time-to-value, and credibility concerns answered before the CTA?
6. **Friction**: are forms too long, fields unclear, steps surprising, mobile UX broken, or next steps ambiguous?
7. **Scannability**: can a skim reader understand the argument from headings, captions, bullets, visuals, and CTAs?

## Form Optimization

- Every field has a cost; remove, defer, or make optional anything that is not immediately needed.
- Put value and reassurance directly above the form.
- Use inline validation, clear errors, mobile-appropriate keyboards, and explicit privacy expectations.
- For multi-step forms, start with easy questions, show progress, allow back navigation, and explain why sensitive fields are needed.

## Output Format

Return:

### Diagnosis
- Page type:
- Primary conversion goal:
- Biggest conversion constraint:

### Quick Wins
Low-effort fixes likely to improve clarity or reduce friction immediately.

### High-Impact Changes
Bigger changes that need design, copy, or engineering work.

### Test Ideas
Hypotheses formatted for `ab-test-setup`: "If we change [thing], then [metric] should improve because [reason]."