Page CRO (Conversion Rate Optimization)
Purpose
Take any landing page and audit it for conversion leaks. Score each element, prioritize fixes by impact, and provide ready-to-implement copy and layout changes. No vague advice — specific rewrites and structural fixes.
Reads
brand/audience.md— Target personas, pain points, buying triggersbrand/positioning.md— Value props, differentiators, proof pointsbrand/voice-profile.md— Brand voice for copy rewrites
Brand Integration
- audience.md — Scoring thresholds shift by persona. A developer audience tolerates minimal social proof; a non-technical buyer needs more hand-holding. Pain points from audience.md inform which objections the page should address — unaddressed objections are the most common conversion killer.
- positioning.md — Every copy rewrite must reinforce the positioning angle. If the brand differentiates on speed, the hero rewrite should lead with speed. Proof points from positioning.md become the social proof recommendations.
- voice-profile.md — All before/after copy rewrites match the brand voice. A playful brand gets different CTA copy than a professional brand.
Workflow
Step 1: Capture the Page
Get the page content. Try these in order:
- User provides URL — Use WebFetch or browser tool to get the rendered page
- User provides HTML/markdown — Work with what's given
- User describes the page — Ask for the actual page content before auditing; descriptions alone produce weak audits
If the page is behind authentication, ask the user to paste the HTML or provide screenshots.
Extract and map:
- Hero section (headline, subheadline, CTA)
- Navigation and header
- Each content section in scroll order
- All CTAs (primary, secondary, inline)
- Social proof elements (testimonials, logos, stats)
- Forms and their fields
- Footer and secondary navigation
- Page load performance indicators
Step 2: Run the Audit
Score each element 1-10 with specific reasoning.
Hero Section Audit
| Check | What to look for |
|---|---|
| Headline clarity | Does it pass the 5-second test? Can a stranger understand what you do? |
| Specificity | Numbers, outcomes, timeframes > vague claims |
| Subheadline | Expands on HOW, not just restates the headline |
| Hero CTA | Single, clear, action-oriented. Not "Submit" or "Learn More" |
| Visual | Supports the message, not decorative stock photos |
| Above-fold completeness | Headline + value prop + CTA + credibility signal all visible without scrolling |
5-Second Test: If someone sees only the above-fold content for 5 seconds, can they answer:
- What does this product do?
- Who is it for?
- Why should I care?
- What do I do next?
CTA Audit
| Check | What to look for |
|---|---|
| Primary CTA count | One primary action per page. Multiple = decision paralysis |
| CTA copy | Action verb + outcome. "Start free trial" > "Sign up" > "Submit" |
| CTA contrast | Visually dominant, not competing with other elements |
| CTA frequency | Appears after every major content section |
| CTA anxiety reducers | "No credit card required", "Cancel anytime", "2-minute setup" |
| Secondary CTA | Lower-commitment alternative for not-ready visitors |
Social Proof Audit
| Check | What to look for |
|---|---|
| Testimonial specificity | Named person + role + company + specific result > anonymous quote |
| Logo bar | Recognizable brands, 5-8 logos, "Trusted by" framing |
| Stats | Specific numbers ("12,847 teams" not "thousands of teams") |
| Case studies | At least one detailed success story linked |
| Review scores | G2, Capterra, Product Hunt badges if applicable |
| Placement | Social proof appears before the main CTA, not buried at bottom |
Objection Handling Audit
| Check | What to look for |
|---|---|
| Price objection | ROI framing, comparison anchoring, money-back guarantee |
| Trust objection | Security badges, compliance logos, data handling statement |
| Effort objection | "Setup in 5 minutes", migration assistance, onboarding help |
| Switching objection | Import tools, comparison with current solution |
| FAQ section | Addresses top 5-7 real objections, not softballs |
Form Friction Audit
| Check | What to look for |
|---|---|
| Field count | Every field above 3 reduces conversion. Justify each field |
| Required vs optional | Mark optional fields or remove them |
| Field labels | Above the field, not placeholder text that disappears |
| Error handling | Inline validation, specific error messages |
| Multi-step | If >4 fields, break into steps with progress indicator |
| Social login | Google/GitHub/SSO options reduce friction |
Step 3: Score and Prioritize
Generate a priority matrix. Score each of the 5 audit areas 1-10 (hero, CTA, social proof, objection handling, form friction). Sum them, multiply by 2 to get a /100 score. Then assign priority based on impact and effort:
## CRO Audit Score: [X]/100
| Element | Score | Impact | Effort | Priority |
|---------|-------|--------|--------|----------|
| Hero headline | 4/10 | High | Low | P0 |
| CTA copy | 3/10 | High | Low | P0 |
| Social proof | 5/10 | High | Medium | P1 |
| Form friction | 6/10 | Medium | Medium | P2 |
| Objection handling | 2/10 | High | Medium | P1 |
Priority ranking: High impact + Low effort = P0, High impact + Medium effort = P1, everything else = P2
Step 4: Generate Recommendations
For each P0 and P1 issue, provide:
### Issue: [Element] — Score [X/10]
**Problem:** [Specific description of what's wrong]
**Before:**
> [Exact current copy/structure]
**After:**
> [Rewritten copy/structure]
**Why this works:** [Psychology principle or data point backing the change]
**Expected impact:** [Estimated conversion lift range]
Step 5: Provide Implementation Checklist
## Implementation Priority
### This Week (P0 — High Impact, Low Effort)
- [ ] Rewrite hero headline to [specific suggestion]
- [ ] Change CTA from "[current]" to "[suggested]"
- [ ] Add anxiety reducer below primary CTA
### Next Sprint (P1 — High Impact, Medium Effort)
- [ ] Add 3 specific testimonials with results
- [ ] Create FAQ section addressing [top objections]
- [ ] Add logo bar above the fold
### Backlog (P2 — Medium Impact)
- [ ] Reduce form fields from [X] to [Y]
- [ ] Add secondary CTA for lower-commitment action
- [ ] Implement exit-intent offer
Key Frameworks
AIDA (Attention-Interest-Desire-Action)
- Attention: Headline that stops the scroll
- Interest: Subheadline that creates curiosity
- Desire: Benefits, social proof, and outcomes that build want
- Action: Clear, low-friction CTA
PAS (Problem-Agitate-Solve)
- Problem: Name the specific pain point
- Agitate: Amplify the consequences of not solving it
- Solve: Present your product as the resolution
Above-the-Fold Checklist
Everything visible without scrolling must include:
- Clear headline (what you do)
- Subheadline (how/why it matters)
- Primary CTA (what to do next)
- One credibility signal (logo bar, stat, or testimonial)
- Relevant visual (product screenshot > stock photo)
CTA Copy Formulas
| Pattern | Example |
|---|---|
| Action + Outcome | "Start saving 10 hours/week" |
| Action + Timeframe | "Get started in 2 minutes" |
| Action + Risk Reversal | "Try free for 14 days" |
| Action + Specificity | "Build your first workflow" |
Worked Example
- Hero: 7/10 — Headline is benefit-focused but subhead is too long. Recommend: cut to 8 words.
- CTA: 5/10 — Generic 'Sign Up' button. Recommend: 'Start your free trial' with benefit reinforcement.
- Social Proof: 3/10 — No testimonials above fold. Recommend: add 1-2 customer quotes near CTA.
Anti-Patterns
- Don't suggest a complete page redesign — focus on conversion fixes within the existing struct