thatrebeccarae 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:
- Traffic volume: How many users enter this stage?
- Drop-off rate: What percentage leave without advancing?
- Top exit pages: Where exactly do users abandon?
- 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
- Slow page load — Every 100ms delay reduces conversion by 1%
- Unclear value proposition — Visitor cannot answer "What is this and why should I care?" in 5 seconds
- Too many form fields — Each additional field reduces completion by 5-10%
- Weak CTA — Generic text ("Submit", "Click Here") vs specific ("Start Free Trial")
- No social proof — 92% of consumers read reviews before purchasing
- Hidden costs — Unexpected shipping/fees are the #1 reason for cart abandonment
- Competing CTAs — Multiple equal-weight actions create decision paralysis
- Mobile friction — Tiny buttons, horizontal scroll, slow load on mobile
- Trust deficit — No security badges, reviews, or contact info
- 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