cro-auditor

CRO Auditor

Conversion Rate Optimization — audit landing pages, funnels, forms, and CTAs for friction and opportunities.

Install

git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/cro-auditor ~/.claude/skills/

Audit Framework

Heuristic Evaluation (LIFT Model)

Score each page element on 6 dimensions:

| Factor | Question | Increases/Decreases Conversion | |--------|----------|-------------------------------| | Value Proposition | Is the benefit clear and compelling? | Increases | | Relevance | Does this match what brought the user here? | Increases | | Clarity | Is the message and action obvious? | Increases | | Urgency | Is there a reason to act now? | Increases | | Anxiety | Are there concerns about taking action? | Decreases | | Distraction | Are there elements competing for attention? | Decreases |

Page-Level Audit Checklist

Above the Fold

• [ ] Value proposition visible without scrolling
• [ ] Primary CTA visible and prominent
• [ ] Hero image/visual supports the message (not stock photo)
• [ ] Navigation does not distract from primary conversion goal
• [ ] Page loads in under 2.5 seconds (LCP)

Value Proposition

• [ ] Headline communicates specific benefit (not feature)
• [ ] Subheadline provides supporting detail
• [ ] Unique differentiator is clear (why you vs alternatives)
• [ ] Social proof near the value proposition (logos, count, rating)

Call to Action

• [ ] CTA text is action-oriented and specific ("Start Free Trial" not "Submit")
• [ ] CTA button contrasts with page design (stands out visually)
• [ ] Single primary CTA per page section (no competing actions)
• [ ] CTA appears multiple times on long pages (top, middle, bottom)
• [ ] Microcopy near CTA reduces anxiety ("No credit card required")

Social Proof

• [ ] Customer logos (if B2B)
• [ ] Testimonials with real names, photos, and specific results
• [ ] Case studies or metrics ("Helped 5,000+ companies increase revenue by 34%")
• [ ] Trust badges (security, certifications, awards)
• [ ] User count or activity ("Join 50,000+ marketers")

Forms

• [ ] Minimum fields necessary (every field reduces conversion 5-10%)
• [ ] Labels above fields (not placeholder-only)
• [ ] Inline validation with helpful error messages
• [ ] Progress indicator for multi-step forms
• [ ] Autofill enabled (autocomplete attributes)
• [ ] Mobile-friendly input types (tel, email, number)

Friction & Anxiety

• [ ] No unexpected costs or requirements revealed late
• [ ] Privacy policy and terms linked (not gating)
• [ ] Money-back guarantee or free trial clearly stated
• [ ] Contact information visible (phone, chat, email)
• [ ] FAQ section addressing common objections

Funnel Analysis

Funnel Mapping

Awareness → Interest → Desire → Action → Retention
   ↓          ↓          ↓        ↓          ↓
 Ad/SEO → Landing → Pricing → Signup → Onboarding
            Page      Page      Form      Flow

For each stage:

1. Traffic volume: How many users enter this stage?
2. Drop-off rate: What percentage leave without advancing?
3. Top exit pages: Where exactly do users abandon?
4. Friction indicators: Time on page, scroll depth, rage clicks

Conversion Benchmarks

| Page Type | Good | Average | Poor | |-----------|------|---------|------| | Landing page (paid traffic) | >5% | 2-5% | <2% | | Landing page (organic) | >3% | 1-3% | <1% | | Signup form | >25% | 10-25% | <10% | | Checkout (e-commerce) | >3% | 1.5-3% | <1.5% | | Free trial → paid | >25% | 10-25% | <10% | | Email opt-in | >5% | 2-5% | <2% | | Pricing page → signup | >10% | 5-10% | <5% |

Prioritization Frameworks

ICE Score

| Dimension | Definition | Scale | |-----------|-----------|-------| | Impact | How much will this change improve conversion? | 1-10 | | Confidence | How sure are we this will work? | 1-10 | | Ease | How easy is it to implement? | 1-10 |

ICE Score = (Impact + Confidence + Ease) / 3

PIE Score

| Dimension | Definition | Scale | |-----------|-----------|-------| | Potential | How much room for improvement? | 1-10 | | Importance | How valuable is the traffic to this page? | 1-10 | | Ease | How easy is it to run a test? | 1-10 |

PIE Score = (Potential + Importance + Ease) / 3

Audit Output Format

Executive Summary

• Current conversion rate vs benchmark
• Top 3 conversion killers identified
• Estimated revenue impact of fixes
• Quick wins (implementable in <1 day)

Issue Format

**Issue:** [What is wrong]
**Location:** [Page/element affected]
**Impact:** [HIGH/MEDIUM/LOW] — [Estimated conversion impact]
**Evidence:** [Data, heuristic principle, or benchmark comparison]
**Fix:** [Specific recommendation]
**Test:** [A/B test hypothesis: "Changing X will increase Y by Z%"]
**ICE Score:** [X/10]

A/B Test Recommendations

For each recommendation, provide:

• Hypothesis: If we [change], then [metric] will [improve/increase] because [reason]
• Primary metric: The conversion metric to measure
• Minimum sample size: Based on current traffic and expected effect size
• Test duration: Minimum days to reach significance (usually 2-4 weeks)

Common Conversion Killers

1. Slow page load — Every 100ms delay reduces conversion by 1%
2. Unclear value proposition — Visitor cannot answer "What is this and why should I care?" in 5 seconds
3. Too many form fields — Each additional field reduces completion by 5-10%
4. Weak CTA — Generic text ("Submit", "Click Here") vs specific ("Start Free Trial")
5. No social proof — 92% of consumers read reviews before purchasing
6. Hidden costs — Unexpected shipping/fees are the #1 reason for cart abandonment
7. Competing CTAs — Multiple equal-weight actions create decision paralysis
8. Mobile friction — Tiny buttons, horizontal scroll, slow load on mobile
9. Trust deficit — No security badges, reviews, or contact info
10. Exit without capture — No email capture, exit intent, or remarketing pixel

Integration with Other Skills

• google-analytics — Pull conversion data to ground CRO recommendations in real metrics
• landing-page-optimizer — Deep-dive on specific landing pages (when built)
• a-b-testing-framework — Design and analyze tests for CRO recommendations (when built)
• pro-report-builder — Generate professional CRO audit deliverable