Conversion Optimization System

The ONE skill for all conversion rate optimization. Combines 8 specialized CRO skills into unified methodology.

What This Replaces

Triggers

• “optimize”, “conversion”, “CRO”
• “landing page”, “homepage”, “feature page”
• “signup flow”, “registration”, “checkout”
• “form conversion”, “lead capture”
• “popup”, “modal”, “exit intent”
• “onboarding”, “activation”, “retention”
• “A/B test”, “experiment”, “variant”
• “pricing page”, “upgrade flow”

Universal CRO Framework

The CONVERT Method

Clarify the goal (what action do you want?) Observe current behavior (analytics, recordings) Narrate the user journey (map the flow) Validate with data (what’s the baseline?) Experiment systematically (one variable at a time) Refine based on results (iterate) Track long-term (monitor for regressions)

PAGE OPTIMIZATION

Homepage Checklist

• Clear value proposition above the fold
• Primary CTA visible without scrolling
• Social proof (logos, testimonials, numbers)
• Benefit-focused headlines (not feature-focused)
• Clear navigation hierarchy
• Mobile-first design
• Load time < 3 seconds

Landing Page Formula

1. Headline: Address the pain point
2. Subheadline: Promise the transformation
3. Hero image/video: Show the outcome
4. Benefits: 3-5 bullet points
5. Social proof: Testimonials, logos, numbers
6. CTA: Clear, specific, urgent
7. Objection handling: FAQ or guarantees

Pricing Page Optimization

• Highlight recommended plan (visual emphasis)
• Show value before price (features first)
• Use anchoring (show expensive option first)
• Annual vs monthly toggle (default to annual)
• Include social proof per tier
• Add urgency if appropriate (limited time)

SIGNUP FLOW OPTIMIZATION

Signup Friction Audit

Progressive Profiling

Instead of asking everything upfront:

1. Step 1: Email only (lowest friction)
2. Step 2: Name (after email confirmed)
3. Step 3: Company/role (during onboarding)
4. Step 4: Preferences (based on behavior)

Signup Copy Patterns

// Instead of "Sign Up"
"Start free trial"
"Get started free"
"Create your account"

// Instead of "Submit"
"Continue"
"Next step"
"Let's go"

ONBOARDING OPTIMIZATION

Activation Metrics

Define your “aha moment”:

• Slack: Sent 2000 messages as a team
• Dropbox: Uploaded first file
• Facebook: Added 7 friends in 10 days
• Your app: [Define the key action]

Onboarding Checklist Framework

Welcome checklist (4-6 items max):
□ Complete profile
□ [Core action 1]
□ [Core action 2]
□ Invite teammate
□ Connect integration
□ Explore feature X

Empty State Strategy

Every empty state should:

1. Explain what will appear here
2. Show ONE clear action
3. Include example/preview if helpful
4. Never feel like an error

Onboarding Email Sequence

FORM OPTIMIZATION

Form Field Rules

• Fewer fields = higher conversion (exponentially)
• Every optional field should justify its existence
• Group related fields visually
• Use inline validation (immediate feedback)
• Smart defaults reduce cognitive load

Field-by-Field Guidance

Form Micro-copy

// Labels
"Work email" not "Email address"
"Full name" not "Name"

// Help text
"We'll send your receipt here"
"No spam, unsubscribe anytime"

// Errors
"Please enter a valid email" not "Invalid input"
"Password needs 8+ characters" not "Error"

POPUP OPTIMIZATION

Popup Types & Best Practices

Exit Intent

• Trigger: Mouse moves toward browser chrome
• Offer: Discount, lead magnet, or save progress
• Timing: Only for non-customers

Time-Delayed

• Trigger: 30-60 seconds on page
• Offer: Newsletter, content upgrade
• Timing: After user shows interest

Scroll-Triggered

• Trigger: 50-70% page scroll
• Offer: Related content, CTA
• Timing: When user is engaged

Popup Copy Formula

Headline: "Wait! Don't miss [benefit]"
Body: 1-2 sentences max
CTA: Specific action verb
Dismiss: Clear, non-judgmental option

Popup A/B Tests

1. Headline variations
2. Offer type (discount vs content)
3. Timing (earlier vs later)
4. Design (minimal vs rich)
5. Dismiss copy (“No thanks” vs “Maybe later”)

A/B TESTING FRAMEWORK

Test Hierarchy (Impact Ranking)

1. Offer/Value prop – What you’re selling
2. Headlines – First impression
3. CTA – Call to action
4. Layout – Page structure
5. Images – Visual elements
6. Copy – Body text
7. Colors – Visual styling

Sample Size Calculator

Baseline conversion: 5%
Minimum detectable effect: 20% relative (5% → 6%)
Statistical significance: 95%
Power: 80%

Required sample size: ~3,800 per variant

Test Documentation Template

## Test: [Name]
**Hypothesis**: If we [change], then [metric] will [improve/decrease] because [reason]

**Control**: [Description]
**Variant**: [Description]

**Primary Metric**: [Conversion rate, click rate, etc.]
**Secondary Metrics**: [Other things to track]

**Sample Size**: [Calculated requirement]
**Duration**: [Estimated time to reach sample]

**Results**:
- Control: X%
- Variant: Y%
- Lift: Z%
- Confidence: XX%

**Decision**: [Ship / Don't ship / Iterate]
**Learnings**: [What we learned]

MEASUREMENT & ANALYTICS

Key Metrics by Stage

Funnel Analysis

Visitors → Page View → Engaged → Started → Completed → Activated

Track:
- Drop-off at each step
- Time between steps
- Device/browser differences
- Source/campaign differences

OUTPUT FORMAT

When analyzing a conversion opportunity:

## Conversion Audit: [Page/Flow Name]

### Current State
- Baseline conversion: X%
- Sample size: N visitors
- Key drop-off point: [Where users leave]

### Quick Wins (Implement Now)
1. [High impact, low effort change]
2. [High impact, low effort change]

### Tests to Run
1. **Test**: [Name]
   - Hypothesis: [If/then/because]
   - Expected lift: X-Y%

### Longer Term Improvements
- [Bigger changes requiring more work]

### What NOT to Change
- [Things that are working well]

RELATED SKILLS

• copywriting – Write conversion-focused copy
• marketing-psychology – Understand why people convert
• analytics-tracking – Implement proper measurement
• ab-test-setup – Deep dive on test methodology