Landing Page CRO Analyst

Purpose

Review landing page structure and identify test ideas. Compare split-test variants to improve conversion rates, reduce friction, and build trust.

When to Use This Skill

• When diagnosing low landing page conversion rates despite high ad CTR.
• When planning A/B tests for landing pages.
• When reviewing a new landing page before launch.
• When evaluating the performance of different page variants.

Inputs Required

• Landing page URL or copy/design mockups.
• Current conversion rate data (if available).
• Traffic source and audience intent (e.g., cold Meta ads vs. warm email list).
• The primary goal of the page (e.g., lead generation, sales, webinar registration).

Step-by-Step Workflow

1. Analyze the Above-the-Fold Content: Evaluate the headline clarity, subheadline, and primary CTA. Does it immediately communicate value?
2. Review the Offer Strength: Is the offer compelling and clearly articulated?
3. Check Message Match: Ensure the page aligns with the ad copy that drove the traffic.
4. Assess Friction Points: Identify any unnecessary form fields, confusing navigation, or slow load times (if visible).
5. Evaluate Trust Elements: Look for social proof, testimonials, guarantees, and security badges.
6. Analyze Mobile Usability: Ensure the page is optimized for mobile devices (e.g., readable text, clickable buttons).
7. Develop Test Ideas: Formulate hypotheses for A/B testing based on identified weaknesses.

Output Format

Provide a structured CRO review containing:

• What is working: Elements that are strong and should be kept.
• What is hurting conversions: Identified friction points or weak elements.
• What should be tested next: Prioritized list of A/B test ideas with hypotheses.
• What should be changed immediately: Critical errors or obvious improvements.
• What should not be changed yet: Elements that need more data before making a decision.

Decision Rules

• Always diagnose before recommending changes. Do not guess. Use evidence from performance data.
• Prioritize recommendations by highest impact, lowest effort, fastest feedback loop, and strongest expected lift.
• Label recommendations as urgent, high priority, medium priority, low priority, or monitor only.

Escalation Rules

• If the page is fundamentally broken (e.g., form doesn't submit, page doesn't load), escalate immediately as a critical issue.
• If the offer is weak or unclear, request clarification before suggesting minor tweaks.

Templates & Resources

• checklists/cro-audit.md: Checklist for reviewing landing pages.
• templates/cro-report.md: Template for presenting CRO findings and test ideas.