# CRO (Conversion Rate Optimization) Workflow

Analyze content and optimize for conversion based on user-reported issues.

## Conversion Optimization Framework

25 principles for high-converting copy:

### Headlines & Value Prop
1. **4-U Headline Formula**: Useful, Unique, Urgent, Ultra-specific (80% won't read past headline)
2. **Above-Fold Value**: Customer problem focus, no company story, zero scroll required
3. **Benefit-First Language**: Features tell, benefits sell, transformations compel

### CTAs & Forms
4. **First-Person CTAs**: "Get MY Guide" vs "Get YOUR Guide" (90% more clicks)
5. **5-Field Max Forms**: Every field kills conversions, progressive profiling for rest
6. **Micro-Commitment Ladder**: Small yes → big yes, start email only

### Psychology & Trust
7. **Message Match**: Ad copy = landing headline, broken promises = bounce
8. **Social Proof Near CTAs**: Testimonials with faces/names/results at decision points
9. **Cognitive Bias Stack**: Loss aversion (fear), social proof (FOMO), anchoring (pricing)
10. **PAS Framework**: Problem → Agitate → Solve, emotion before logic

### Pricing & Urgency
11. **Genuine Urgency Only**: Real deadlines, actual limits—fake timers destroy trust
12. **Price Anchoring**: Show expensive option first, real price feels like relief
13. **Trust Signal Clustering**: Security badges, guarantees, policies visible together

### Layout & UX
14. **Visual Hierarchy F-Pattern**: Eyes scan F-shape, put conversions in path
15. **Lead Magnet Hierarchy**: Templates > Checklists > Guides (instant > delayed)
16. **Objection Preemption**: Address top 3 concerns before they think them, FAQ near CTA
17. **Mobile Thumb Zone**: CTAs where thumbs naturally rest
18. **White Space = Focus**: Empty space makes CTAs impossible to miss

### Testing & Optimization
19. **One-Variable Testing**: Change one thing, measure impact, compound wins
20. **Post-Conversion Momentum**: Thank you page sells next step while excitement peaks
21. **Cart Recovery Sequence**: Email 1hr, retarget 4hr, incentive 24hr

### Copy Quality
22. **Grade 6 Reading Level**: Smart people prefer simple, 11-word sentences, short paragraphs
23. **TOFU/MOFU/BOFU Logic**: Awareness ≠ decision content, match intent
24. **Specificity > Vague Claims**: Numbers, timeframes, concrete outcomes
25. **Weekly Optimization Ritual**: Review Monday, test Tuesday, iterate/scale

## Workflow Steps

1. **Screenshots provided** → Use `ck:ai-multimodal` skill to analyze conversion issues
2. **Videos provided** → Use `ck:ai-multimodal` video-analysis for bottleneck identification
3. **URL provided** → Use `web_fetch` tool to fetch and analyze current issues
4. **Scout codebase** → `/ck:scout ext` (preferred) or `/ck:scout` to find relevant files
5. **Implement** → Use `fullstack-developer` agent to write enhanced copy into code files

## CRO Plan Creation Workflow

Use when creating a structured CRO optimization plan (e.g., via `/ck:plan --hard` with CRO-specific requirements).

### Steps

1. **Analyze** → Gather issues from screenshots/videos/URLs using steps above
2. **Activate** `ck:plan` skill for plan structure
3. **Create plan directory** using naming pattern from `## Naming` section (hook-injected)
4. **Write `plan.md`** with required YAML frontmatter:
   ```yaml
   ---
   title: "{Brief title}"
   description: "{One sentence for card preview}"
   status: pending
   priority: P2
   effort: {sum of phases, e.g., 4h}
   branch: {current git branch}
   tags: [cro, conversion]
   created: {YYYY-MM-DD}
   ---
   ```
5. Keep `plan.md` generic, under 80 lines, list each phase with status/progress and links
6. **Create phase files** (`phase-XX-phase-name.md`) with sections: Context links, Overview (date/priority/statuses), Key Insights, Requirements, Architecture, Related code files, Implementation Steps, Todo list, Success Criteria, Risk Assessment, Security Considerations, Next steps
7. Keep research markdown reports ≤150 lines with citations
8. **Wait** for user approval before implementing

Sacrifice grammar for concision. List unresolved questions at end of reports.
