# Growth Cro > 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. - Skill: `christopherlouet/growth-cro` (Agent Skill, multi-file: 2 files) - Install (CLI): `npx skillmds@latest add christopherlouet/growth-cro` - Raw SKILL.md: https://api.skillmd.com/api/skills/christopherlouet/growth-cro/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: christopherlouet (https://skillmd.com/u/christopherlouet) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/christopherlouet/growth-cro --- # 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. 1. **Map the steps** — events, pages, actions from entry to conversion. 2. **Measure** — conversion per step and the global rate. | Step | Users | Conv. | Drop-off | Trend | |------|-------|-------|----------|-------| | ... | ... | ... | ... | ... | 3. **Segment** — device, source, country, cohort (drop-offs often hide in a segment). 4. **Diagnose drop-offs** — friction (effort), anxiety (trust), clarity (confusion) — ask *why*, not just *how much*. 5. **Prioritize** — score opportunities with ICE (Impact × Confidence × Ease); optimize one step at a time. 6. **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 ```markdown ## 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