growth-psych

Conversion work anchored to named psychology principles. A finding without a principle is an opinion; one without a fix is a complaint. Serves lead or enquiry forms, self-serve signup and direct purchase.

Principle catalogue adapted from growth.design/psychology (free cheat-sheet PDF linked there). Names and four categories follow it; every definition here is our own wording.

Modes

Pick from the request; ask if unclear.

• audit: teardown of an existing page (landing, pricing, signup, campaign). Read sections/audit-zones.md, then sections/deliverable.md.
• flow: step-by-step review of a multi-step flow or mock (signup, onboarding, checkout, enquiry, booking), before or after build. Read sections/flow-review.md, then sections/deliverable.md.
• experiment: turn a principle into a testable hypothesis with metric, sample size and stop rule. Read sections/experiments.md.

Core (all modes)

1. Context. If .grid/project.yaml exists, read it for brand, audience, funnel and metrics. Never assume them; ask for the goal and audience if absent.
2. Visitor and job. Who arrives, from where, wanting what; what the page or flow wants (lead sent, account created, payment made). Competing goals are a finding.
3. Finding = observation + principle + why + fix. Quote the real copy or describe the real element. Name the principle with its one-line meaning. Say why it matters for this goal. Write the actual replacement copy, not "be more benefit-driven".
4. Balance. Report principles used well, violated and missing. Depth over breadth: 8-15 findings.
5. Rate each finding: Impact 🔴 high / 🟠 medium / 🟡 low; Effort 🟢 copy or setting / 🟡 new asset / 🔴 redesign. Quick wins first.
6. Principles. Read only the categories the step needs: sections/principles-information.md (perception, layout, actions), -meaning.md (proof, offer, trust), -time.md (pricing, friction, commitment), -memory.md (endings, delight, retention).

Capture

Fetch copy and structure with WebFetch. For visual claims use a browser: browse (gstack) or anthropic-skills:chrome-browser, at desktop and mobile widths. With neither, work from fetched copy and say "visual claims unverified". User screenshots win for visuals.

Ethics

Persuade, never trick. Flag as trust findings, even if they convert: fake or resetting scarcity, pre-ticked opt-ins, confirmshaming, hidden costs, obstructed exits. When a manipulative pattern would work, say so and give the ethical alternative.

Sections

Read a section only when its condition applies; do not preload them.

• sections/audit-zones.md: read when running audit mode (zone checklist, two passes)
• sections/flow-review.md: read when running flow mode
• sections/experiments.md: read when running experiment mode or turning findings into tests
• sections/deliverable.md: read when building an audit or flow report (structure, scoring, HTML)
• sections/principles-information.md: read when checking perception, hierarchy, layout, calls to action
• sections/principles-meaning.md: read when checking proof, offer, positioning, trust, copy
• sections/principles-time.md: read when checking pricing, defaults, friction, commitment, urgency
• sections/principles-memory.md: read when checking endings, onboarding, delight, retention