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28 · Marketing · Conversion Optimization

Conversion Hypothesis Prioritization

Turn observed page/funnel friction into an evidence-ranked experiment backlog. Use Landing Page Conversion Review for a focused page critique.

crohypothesesicepiekonversionshypothesentestpriorisierung

CRO Auditor — ICE / PIE Prioritization · Original SKILL.md

---
name: cro-auditor
description: Conversion Rate Optimization auditing for landing pages, signup flows, checkout funnels, forms, and CTAs. Identifies friction points, runs heuristic evaluations, produces prioritized recommendations using ICE/PIE frameworks. Use when the user asks about conversion optimization, funnel analysis, landing page audits, form optimization, CTA testing, or checkout improvement.
license: MIT
origin: custom
author: Rebecca Rae Barton
author_url: https://github.com/thatrebeccarae
metadata:
  version: 1.0.0
  category: growth
  domain: conversion-optimization
  updated: 2026-03-18
  tested: 2026-03-18
  tested_with: "Claude Code v2.1"
---

# CRO Auditor

Conversion Rate Optimization — audit landing pages, funnels, forms, and CTAs for friction and opportunities.

## Install

```bash
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:
1. **Traffic volume**: How many users enter this stage?
2. **Drop-off rate**: What percentage leave without advancing?
3. **Top exit pages**: Where exactly do users abandon?
4. **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

1. **Slow page load** — Every 100ms delay reduces conversion by 1%
2. **Unclear value proposition** — Visitor cannot answer "What is this and why should I care?" in 5 seconds
3. **Too many form fields** — Each additional field reduces completion by 5-10%
4. **Weak CTA** — Generic text ("Submit", "Click Here") vs specific ("Start Free Trial")
5. **No social proof** — 92% of consumers read reviews before purchasing
6. **Hidden costs** — Unexpected shipping/fees are the #1 reason for cart abandonment
7. **Competing CTAs** — Multiple equal-weight actions create decision paralysis
8. **Mobile friction** — Tiny buttons, horizontal scroll, slow load on mobile
9. **Trust deficit** — No security badges, reviews, or contact info
10. **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

When to use

Turn observed page/funnel friction into an evidence-ranked experiment backlog. Use Landing Page Conversion Review for a focused page critique.

What you get

The structured plan or review specified in the original, with evidence and open questions.

How it works

Confirm task inputs, follow the source workflow and apply the explicit M11 qualifications below.

Requirements

Page or funnel evidence, traffic segments, defined conversion event and baseline data.

Delivery and review notes

Explicit source corrections: 5-10% loss per form field, 1% conversion loss per 100ms and 92% review readership are unsupported universal claims here; do not apply them as facts or forecast multipliers. Benchmark tables are illustrative only. ICE/PIE scores prioritize hypotheses; they are not measured probabilities. Predefine effect size, analysis method, sample size and stopping rule; 2-4 weeks alone does not establish significance. Do not invent social proof, urgency, revenue impact or collect tracking without authorization. LCP measures largest-content rendering, not total page completion. Optional analytics/report skills are not bundled.

Starting prompt

Use Conversion Hypothesis Prioritization for [BUSINESS/TASK]. Ask for missing inputs: Page or funnel evidence, traffic segments, defined conversion event and baseline data. Return the source output format and label evidence, assumptions and validation steps. Explicit source corrections: 5-10% loss per form field, 1% conversion loss per 100ms and 92% review readership are unsupported universal claims here; do not apply them as facts or forecast multipliers. Benchmark tables are illustrative only. ICE/PIE scores prioritize hypotheses; they are not measured probabilities. Predefine effect size, analysis method, sample size and stopping rule; 2-4 weeks alone does not establish significance. Do not invent social proof, urgency, revenue impact or collect tracking without authorization. LCP measures largest-content rendering, not total page completion. Optional analytics/report skills are not bundled.

Not for

Claiming that heuristic scores or generic benchmarks establish causal lift or statistical significance.

What M11 added

M11 added task routing, German terms, scope and evidence requirements while preserving original authorship. Explicit source corrections: 5-10% loss per form field, 1% conversion loss per 100ms and 92% review readership are unsupported universal claims here; do not apply them as facts or forecast multipliers. Benchmark tables are illustrative only. ICE/PIE scores prioritize hypotheses; they are not measured probabilities. Predefine effect size, analysis method, sample size and stopping rule; 2-4 weeks alone does not establish significance. Do not invent social proof, urgency, revenue impact or collect tracking without authorization. LCP measures largest-content rendering, not total page completion. Optional analytics/report skills are not bundled.

Original authorship remains with thatrebeccarae/claude-marketing · Original source ↗

Original license & copyright

MIT License

Copyright (c) 2026 Rebecca Rae Barton

Permission is hereby granted, free of charge, to any person obtaining a copy
of this software and associated documentation files (the "Software"), to deal
in the Software without restriction, including without limitation the rights
to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
copies of the Software, and to permit persons to whom the Software is
furnished to do so, subject to the following conditions:

The above copyright notice and this permission notice shall be included in all
copies or substantial portions of the Software.

THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
SOFTWARE.

Source SHA-256: 3731fff284343fe502523c80e734a66ea471ad624b872f10df4787f48cffaf17
Snapshot checked: 2026-09-28T15:02:41.083Z

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