Market Landing

Landing Page CRO Analysis

Skill Purpose

Perform a comprehensive Conversion Rate Optimization (CRO) analysis on any landing page. This skill produces a section-by-section teardown with prioritized, actionable fixes that directly impact conversion rates.

When to Use

• User provides a landing page URL and asks for conversion optimization.
• User asks for landing page feedback, review, or audit.
• User wants to improve signup, lead capture, or purchase rates.
• Triggered by /market landing <url> or /market cro <url>.

Reference map

Compliance, claims, and CRO-honesty constraints

These rules apply to every recommendation generated.

• No fabricated proof. Recommendations like "add testimonials" must specify real testimonials only. No invented customer names, results, statistics, awards, logos, or media mentions.
• No fake urgency or scarcity. "Only 3 spots left", "Sale ends midnight", "247 people viewing now" must be true. Faked urgency violates FTC guidance and damages trust.
• No deceptive comparisons with named competitors without verifiable evidence.
• Substantiate quantified claims. "Cut reporting time by 75%" must reference a real source or be marked as placeholder.
• Risk reversal must be honest. "Money-back guarantee", "Cancel anytime", "Free trial" — only recommend if the user actually offers these terms.
• CTA promises must match destination. "Start My Free Trial" must lead to a free trial, not a paywall. Flag any ad-to-page mismatch.
• Accessibility is non-negotiable. Recommendations must preserve WCAG 2.2 AA — color contrast for CTA buttons (≥4.5:1 for text, ≥3:1 for large text), text size (≥16px body), keyboard navigation, alt text, focus indicators.
• Privacy compliance. Form recommendations must respect GDPR / CCPA — explicit opt-in for marketing, no pre-checked boxes, link to privacy policy near the form.
• No dark patterns. Hidden costs revealed only at checkout, confusing opt-outs, manipulative "Yes" / "No, I don't want savings" wording, forced continuity — banned by FTC and damaging long-term.
• Conversion-impact estimates are ranges, not promises. "Typically lifts 15–30%" beats "Will increase by 22%". Past benchmarks ≠ guaranteed future results.
• Mobile-first. 60%+ of web traffic is mobile. Don't recommend desktop-only patterns. Test recommendations against the mobile checklist in references/audits.md.

How to Execute

Step 1: Identify the page type

Determines benchmark expectations and scoring weights.

Step 2: Run the 7-point CRO framework

Score each section 1–10. Weighted total = overall CRO score (out of 100).

Full per-section checklists, scoring rubrics (1–10 criteria), 4U framework, social-proof ranking by persuasion power, common-objections table, CTA copy tiers (Weak / Medium / Strong): references/cro-framework.md.

Step 3: Copy scoring

Score the overall page copy on 5 dimensions (1–10 each):

1. Clarity — visitor understands the offer in 5 seconds?
2. Urgency — reason to act NOW vs later?
3. Specificity — concrete numbers, timeframes, outcomes?
4. Proof — claims backed by evidence, data, or testimonials?
5. Action Orientation — copy drives toward a specific next step?

Copy Score = average × 10 (0–100 scale).

Step 4: Form optimization audit

If the page has a form, audit field count (every additional field reduces conversion ~7%; 3–5 fields max for lead capture), labels (inline / floating, not placeholder-only), button text (match value prop), error handling (inline validation, don't clear on error), multi-step with progress indicator, mark optional fields not required, browser auto-fill, mobile-appropriate field types. Full audit checklist: references/audits.md.

Step 5: Mobile responsiveness audit

Mobile is 60%+ of traffic. Check thumb-reachable CTA, 16px minimum body text, large tap targets, image resize, no horizontal scroll, <3s load on 4G, click-to-call phone numbers, sticky CTA bar on scroll. Full checklist: references/audits.md.

Step 6: Page-speed impact assessment

Common issues: unoptimized images (use WebP + lazy loading), render-blocking JS, missing browser caching, no CDN, excessive third-party scripts, unminified CSS/JS. Full diagnostic list: references/audits.md.

Step 7: A/B test recommendations

Format every test as a hypothesis: "If we [CHANGE], then [METRIC] will [IMPROVE / INCREASE] because [REASON]."

10 example tests to consider (headline variants, CTA color + text, social proof placement, form field reduction, hero image vs video, long vs short page, urgency elements, price anchoring, testimonial format, chat widget): references/testing-and-heatmaps.md.

Step 8: Heat-map interpretation

Even without actual heat-map data, provide guidance on expected attention zones, F-pattern vs Z-pattern reading, scroll-depth predictions, click-probability zones, rage-click indicators (elements that look clickable but aren't), dead zones. Full guidance: references/testing-and-heatmaps.md.

Output Format

Generate a file called LANDING-CRO.md in the project root or output directory:

# Landing Page CRO Analysis
## [Page URL]
### Analysis Date: [date]

---

## Overall CRO Score: [X/100]

## Page Type: [identified type]
## Current Estimated Conversion Rate: [estimate based on findings]
## Target Conversion Rate: [realistic improvement target]

---

## Section-by-Section Analysis

### 1. Hero Section [Score: X/10]
**Findings:**
- [specific observations]

**Fixes (Priority: HIGH/MEDIUM/LOW):**
- [specific, actionable recommendations]

[Repeat for all 7 sections]

---

## Copy Score: [X/100]
| Dimension | Score | Notes |
|---|---|---|
| Clarity | X/10 | [notes] |
| Urgency | X/10 | [notes] |
| Specificity | X/10 | [notes] |
| Proof | X/10 | [notes] |
| Action Orientation | X/10 | [notes] |

---

## Form Audit
[findings and recommendations]

---

## Mobile Audit
[findings and recommendations]

---

## A/B Test Recommendations
1. [Hypothesis format test]
2. [Hypothesis format test]
3. [Hypothesis format test]

---

## Prioritized Fix List

### Quick Wins (implement this week)
1. [fix with expected impact]

### Medium-Term (implement this month)
1. [fix with expected impact]

### Strategic (implement this quarter)
1. [fix with expected impact]

---

## Before/After Wireframe Suggestions
[Text-based wireframe descriptions of current vs recommended layout]

Key Principles

• Tie every recommendation to revenue impact. Don't just say "change the button color" — say "changing the CTA button to a contrasting color typically increases clicks 15–30%, which at your current traffic could mean X more conversions per month".
• Prioritize by effort-to-impact ratio. Quick wins first.
• Be specific. "Improve your headline" is useless. "Change your headline from 'Welcome to Our Platform' to 'Cut Your Reporting Time by 75% — Automated Analytics for Growth Teams' because it adds specificity, a quantified benefit, and targets a specific audience" is actionable.
• Reference industry benchmarks so the client understands where they stand.
• If you can access the page via browser tools, take screenshots and reference specific elements.
• If the user has run /market audit previously, incorporate those findings into the CRO analysis.