Conversion Rate Optimization (CRO)
Goal
Identify and fix friction points in user journeys to maximize the conversion rate.
CRO Domains
┌──────────────────────────────────────────────────────────────────┐
│ CRO FRAMEWORK │
├──────────────────────────────────────────────────────────────────┤
│ │
│ PAGE CRO Optimize marketing/landing pages │
│ ═════════ │
│ │
│ SIGNUP FLOW CRO Improve signup and account creation │
│ ══════════════ │
│ │
│ ONBOARDING CRO Reduce time-to-value post-signup │
│ ═════════════ │
│ │
│ FORM CRO Optimize capture forms │
│ ════════ │
│ │
│ POPUP CRO Improve popups, modals, overlays │
│ ═════════ │
│ │
│ PAYWALL CRO Optimize paywalls and upsells │
│ ═══════════ │
│ │
└──────────────────────────────────────────────────────────────────┘
1. Page CRO
Landing page checklist
| # |
Element |
Best practices |
| 1 |
Headline |
Clear benefit in < 10 words, no jargon |
| 2 |
Sub-headline |
Explain the "how" in 1 sentence |
| 3 |
Primary CTA |
Specific action, visible above-the-fold |
| 4 |
Social proof |
Testimonials, customer logos, numbers |
| 5 |
Objections |
FAQ or sections answering doubts |
| 6 |
Urgency/Scarcity |
Timer, limited spots (if authentic) |
| 7 |
Hero visual |
Product screenshot or demo video |
| 8 |
Navigation |
Minimal (no full menu on landing) |
Conversion patterns
Hero section (benefit + CTA)
↓
Social proof (logos, testimonials)
↓
Features/Benefits (3-5 max)
↓
How it works (3 steps)
↓
Pricing (if applicable)
↓
FAQ (common objections)
↓
Final CTA (same action as the hero)
2. Signup Flow CRO
Golden rules
| # |
Rule |
Impact |
| 1 |
Minimum fields (email only to start) |
+20-30% signups |
| 2 |
Social login (Google, GitHub) |
+15-25% signups |
| 3 |
No blocking email confirmation |
-40% drop-off |
| 4 |
Progress indicator if multi-step |
+10% completion |
| 5 |
Value proposition visible next to the form |
+15% signups |
| 6 |
Password strength indicator |
+5% completion |
| 7 |
Inline error, not at submit |
+20% completion |
Anti-patterns to avoid
- Asking for too much info at signup (name, phone, address)
- CAPTCHA visible for all users
- Confirmation email before product access
- Redirect to login page after signup
- No feedback after form submission
3. Onboarding CRO
Time-to-Value framework
Signup → [Activation] → [Aha Moment] → [Habit Formation]
| | |
v v v
First setup First value Regular usage
(< 2 min) (< 5 min) (Day 7+)
Effective patterns
| Pattern |
When |
Example |
| Checklist |
3-5 activation steps |
"Complete your profile: 3/5" |
| Wizard |
Technical setup required |
"Connect your GitHub repo" |
| Empty state |
First visit, empty page |
"Create your first project" |
| Template |
Complex product |
"Start from a template" |
| Tour guide |
Complex interface |
Discovery tooltips |
4. Form CRO
Form optimization
| # |
Technique |
Detail |
| 1 |
One field per line |
No multi-column layout on mobile |
| 2 |
Labels above fields |
No floating labels |
| 3 |
Correct input type |
email, tel, number for adapted keyboard |
| 4 |
HTML autocomplete |
autocomplete="email", "given-name" |
| 5 |
Font size >= 16px |
Avoids iOS zoom |
| 6 |
Descriptive submit button |
"Create account" not "Submit" |
| 7 |
Immediate feedback |
Validate on blur, not at submit |
| 8 |
Easy error recovery |
Message + focus on the field in error |
5. Popup/Modal CRO
Rules
| # |
Rule |
Detail |
| 1 |
Timing: not before 30s or 50% scroll |
Let users discover the content |
| 2 |
Exit-intent > time-based |
Less intrusive |
| 3 |
Easy to close |
Visible X, click outside, Escape |
| 4 |
One popup at a time |
No stack of modals |
| 5 |
Limited frequency |
Max 1x per session or 1x per week |
| 6 |
Clear value proposition |
Not just "Subscribe" |
| 7 |
Mobile: bottom sheet > centered modal |
Better mobile UX |
6. Paywall/Upgrade CRO
Strategies
| Strategy |
Detail |
When |
| Feature gate |
Show the feature, block access |
Premium feature requested |
| Usage limit |
"3/5 projects used" |
Free tier limit approached |
| Trial expiration |
Countdown + demonstrated value |
End of trial |
| Upgrade prompt |
Contextual suggestion |
Premium action attempted |
| Social proof |
"Join 10,000+ teams" |
Pricing page |
Pricing page patterns
[ Free ] [ Pro ★ ] [ Enterprise ]
$0 $29/mo Custom
3 projects Unlimited Unlimited
1 user 10 users Unlimited
Basic support Priority Dedicated
[Start trial]
- Highlight the recommended plan (badge, color)
- Monthly/annual toggle (show the savings)
- Feature comparison table below
- FAQ on billing
7. Funnel mapping & analysis
Before optimizing a single step, map and measure the whole funnel.
- Map the steps — events, pages, actions from entry to conversion.
- Measure — conversion per step and the global rate.
| Step |
Users |
Conv. |
Drop-off |
Trend |
| ... |
... |
... |
... |
... |
- Segment — device, source, country, cohort (drop-offs often hide in a segment).
- Diagnose drop-offs — friction (effort), anxiety (trust), clarity (confusion) — ask why, not just how much.
- Prioritize — score opportunities with ICE (Impact × Confidence × Ease); optimize one step at a time.
- Monitor — continuous tracking + alerts on step regressions.
Reliable tracking is a prerequisite — never analyze a funnel on unreliable data.
Metrics to track
| Metric |
Formula |
Target |
| Conversion rate |
Conversions / Visitors |
Depends on the domain |
| Drop-off rate |
Drop-offs per funnel step |
< 20% per step |
| Time to convert |
Visit duration → conversion |
Reduce |
| Bounce rate |
Bounces / Sessions |
< 40% landing pages |
| Activation rate |
Activated users / Signups |
> 40% |
| Trial-to-paid |
Payments / Trials |
> 15% |
Expected output
## CRO Audit: [Page/Flow]
### Current estimated conversion rate: X%
### Improvement potential: +Y%
### Quick wins (immediate impact)
1. [Action] - Estimated impact: +X%
2. [Action] - Estimated impact: +X%
### Structural improvements
1. [Action] - Detail and implementation
### Recommended A/B tests
1. [Hypothesis] - Variant A vs B
Rules
- Always base recommendations on data or proven best practices
- Propose quick wins AND structural changes
- Do not sacrifice UX for conversion (dark patterns forbidden)
- Suggest A/B tests to validate important changes
1---2name: growth-cro3description: Conversion rate optimization (CRO) and funnel analysis. Trigger when the user wants to optimize conversions, map/analyze a conversion funnel, improve a signup form, a checkout, a landing page, or an onboarding/activation flow.4---56# Conversion Rate Optimization (CRO)78## Goal910Identify and fix friction points in user journeys to maximize the conversion rate.1112## CRO Domains1314```15┌──────────────────────────────────────────────────────────────────┐16│ CRO FRAMEWORK │17├──────────────────────────────────────────────────────────────────┤18│ │19│ PAGE CRO Optimize marketing/landing pages │20│ ═════════ │21│ │22│ SIGNUP FLOW CRO Improve signup and account creation │23│ ══════════════ │24│ │25│ ONBOARDING CRO Reduce time-to-value post-signup │26│ ═════════════ │27│ │28│ FORM CRO Optimize capture forms │29│ ════════ │30│ │31│ POPUP CRO Improve popups, modals, overlays │32│ ═════════ │33│ │34│ PAYWALL CRO Optimize paywalls and upsells │35│ ═══════════ │36│ │37└──────────────────────────────────────────────────────────────────┘38```3940## 1. Page CRO4142### Landing page checklist4344| # | Element | Best practices |45|---|---------|-----------------|46| 1 | **Headline** | Clear benefit in < 10 words, no jargon |47| 2 | **Sub-headline** | Explain the "how" in 1 sentence |48| 3 | **Primary CTA** | Specific action, visible above-the-fold |49| 4 | **Social proof** | Testimonials, customer logos, numbers |50| 5 | **Objections** | FAQ or sections answering doubts |51| 6 | **Urgency/Scarcity** | Timer, limited spots (if authentic) |52| 7 | **Hero visual** | Product screenshot or demo video |53| 8 | **Navigation** | Minimal (no full menu on landing) |5455### Conversion patterns5657```58Hero section (benefit + CTA)59 ↓60Social proof (logos, testimonials)61 ↓62Features/Benefits (3-5 max)63 ↓64How it works (3 steps)65 ↓66Pricing (if applicable)67 ↓68FAQ (common objections)69 ↓70Final CTA (same action as the hero)71```7273## 2. Signup Flow CRO7475### Golden rules7677| # | Rule | Impact |78|---|-------|--------|79| 1 | Minimum fields (email only to start) | +20-30% signups |80| 2 | Social login (Google, GitHub) | +15-25% signups |81| 3 | No blocking email confirmation | -40% drop-off |82| 4 | Progress indicator if multi-step | +10% completion |83| 5 | Value proposition visible next to the form | +15% signups |84| 6 | Password strength indicator | +5% completion |85| 7 | Inline error, not at submit | +20% completion |8687### Anti-patterns to avoid8889- Asking for too much info at signup (name, phone, address)90- CAPTCHA visible for all users91- Confirmation email before product access92- Redirect to login page after signup93- No feedback after form submission9495## 3. Onboarding CRO9697### Time-to-Value framework9899```100Signup → [Activation] → [Aha Moment] → [Habit Formation]101 | | |102 v v v103 First setup First value Regular usage104 (< 2 min) (< 5 min) (Day 7+)105```106107### Effective patterns108109| Pattern | When | Example |110|---------|-------|---------|111| **Checklist** | 3-5 activation steps | "Complete your profile: 3/5" |112| **Wizard** | Technical setup required | "Connect your GitHub repo" |113| **Empty state** | First visit, empty page | "Create your first project" |114| **Template** | Complex product | "Start from a template" |115| **Tour guide** | Complex interface | Discovery tooltips |116117## 4. Form CRO118119### Form optimization120121| # | Technique | Detail |122|---|-----------|--------|123| 1 | One field per line | No multi-column layout on mobile |124| 2 | Labels above fields | No floating labels |125| 3 | Correct input type | `email`, `tel`, `number` for adapted keyboard |126| 4 | HTML autocomplete | `autocomplete="email"`, `"given-name"` |127| 5 | Font size >= 16px | Avoids iOS zoom |128| 6 | Descriptive submit button | "Create account" not "Submit" |129| 7 | Immediate feedback | Validate on blur, not at submit |130| 8 | Easy error recovery | Message + focus on the field in error |131132## 5. Popup/Modal CRO133134### Rules135136| # | Rule | Detail |137|---|-------|--------|138| 1 | Timing: not before 30s or 50% scroll | Let users discover the content |139| 2 | Exit-intent > time-based | Less intrusive |140| 3 | Easy to close | Visible X, click outside, Escape |141| 4 | One popup at a time | No stack of modals |142| 5 | Limited frequency | Max 1x per session or 1x per week |143| 6 | Clear value proposition | Not just "Subscribe" |144| 7 | Mobile: bottom sheet > centered modal | Better mobile UX |145146## 6. Paywall/Upgrade CRO147148### Strategies149150| Strategy | Detail | When |151|----------|--------|-------|152| **Feature gate** | Show the feature, block access | Premium feature requested |153| **Usage limit** | "3/5 projects used" | Free tier limit approached |154| **Trial expiration** | Countdown + demonstrated value | End of trial |155| **Upgrade prompt** | Contextual suggestion | Premium action attempted |156| **Social proof** | "Join 10,000+ teams" | Pricing page |157158### Pricing page patterns159160```161[ Free ] [ Pro ★ ] [ Enterprise ]162 $0 $29/mo Custom163 3 projects Unlimited Unlimited164 1 user 10 users Unlimited165 Basic support Priority Dedicated166 [Start trial]167```168169- Highlight the recommended plan (badge, color)170- Monthly/annual toggle (show the savings)171- Feature comparison table below172- FAQ on billing173174## 7. Funnel mapping & analysis175176Before optimizing a single step, map and measure the whole funnel.1771781. **Map the steps** — events, pages, actions from entry to conversion.1792. **Measure** — conversion per step and the global rate.180181| Step | Users | Conv. | Drop-off | Trend |182|------|-------|-------|----------|-------|183| ... | ... | ... | ... | ... |1841853. **Segment** — device, source, country, cohort (drop-offs often hide in a segment).1864. **Diagnose drop-offs** — friction (effort), anxiety (trust), clarity (confusion) — ask *why*, not just *how much*.1875. **Prioritize** — score opportunities with ICE (Impact × Confidence × Ease); optimize one step at a time.1886. **Monitor** — continuous tracking + alerts on step regressions.189190Reliable tracking is a prerequisite — never analyze a funnel on unreliable data.191192## Metrics to track193194| Metric | Formula | Target |195|----------|---------|-------|196| **Conversion rate** | Conversions / Visitors | Depends on the domain |197| **Drop-off rate** | Drop-offs per funnel step | < 20% per step |198| **Time to convert** | Visit duration → conversion | Reduce |199| **Bounce rate** | Bounces / Sessions | < 40% landing pages |200| **Activation rate** | Activated users / Signups | > 40% |201| **Trial-to-paid** | Payments / Trials | > 15% |202203## Expected output204205```markdown206## CRO Audit: [Page/Flow]207208### Current estimated conversion rate: X%209### Improvement potential: +Y%210211### Quick wins (immediate impact)2121. [Action] - Estimated impact: +X%2132. [Action] - Estimated impact: +X%214215### Structural improvements2161. [Action] - Detail and implementation217218### Recommended A/B tests2191. [Hypothesis] - Variant A vs B220```221222## Rules223224- Always base recommendations on data or proven best practices225- Propose quick wins AND structural changes226- Do not sacrifice UX for conversion (dark patterns forbidden)227- Suggest A/B tests to validate important changes
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