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

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

CTAs & Forms

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

Psychology & Trust

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

Pricing & Urgency

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

Layout & UX

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

Testing & Optimization

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

Copy Quality

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

Workflow Steps

Screenshots provided → Use ck:ai-multimodal skill to analyze conversion issues
Videos provided → Use ck:ai-multimodal video-analysis for bottleneck identification
URL provided → Use web_fetch tool to fetch and analyze current issues
Scout codebase → /ck:scout ext (preferred) or /ck:scout to find relevant files
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

Analyze → Gather issues from screenshots/videos/URLs using steps above
Activate ck:plan skill for plan structure
Create plan directory using naming pattern from ## Naming section (hook-injected)

Write plan.md with required YAML frontmatter:

---
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}
---

Keep plan.md generic, under 80 lines, list each phase with status/progress and links
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
Keep research markdown reports ≤150 lines with citations
Wait for user approval before implementing

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

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