---
name: cro-master
description: Conversion rate optimization across every touchpoint — landing pages, signup flows, onboarding, paywalls, popups, forms, and A/B test design.
version: 1.0.0
---

# CRO Master

Full conversion rate optimization coverage across every touchpoint. Replaces: page-cro, signup-flow-cro, onboarding-cro, popup-cro, paywall-upgrade-cro, form-cro, ab-test-setup.

## Trigger
Any request about improving conversions, reducing friction, optimizing flows, increasing signups/upgrades, or experiment design.

## Core CRO Principles

### 1. Friction Audit
For any flow, identify:
- **Cognitive friction**: Too many choices, unclear value prop, confusing copy
- **Motivational friction**: Unclear benefit, no social proof, weak CTA
- **Technical friction**: Too many steps, slow load, form complexity
- **Trust friction**: Missing signals, risky ask too early, no guarantees

### 2. The CRO Hierarchy
Fix in this order:
1. **Value clarity** — Does the user immediately understand what this is and why they want it?
2. **Desire** — Do they want it enough to act?
3. **Trust** — Do they believe it'll deliver?
4. **Friction** — Is the path to action as easy as possible?

Never optimize friction before value is clear.

## Landing Page CRO

### Above-the-Fold Checklist
- [ ] Headline states the outcome, not the feature
- [ ] Sub-headline addresses the #1 objection
- [ ] Hero image shows the product in use (not abstract)
- [ ] CTA button is benefit-oriented ("Get My Free Report" not "Submit")
- [ ] Trust signals visible without scrolling (logos, review count, guarantee)

### Conversion Copy Framework
- **Problem** → **Agitate** → **Solution** → **Proof** → **CTA**
- Lead with transformation, not features
- Use customer language from reviews/support tickets

### Page Structure (highest to lowest converting)
1. Hero + CTA
2. Social proof strip (logos or review count)
3. Problem/pain acknowledgment
4. Solution overview
5. Features → Benefits (each feature paired with emotional benefit)
6. Testimonials (specific, quantified)
7. Objection handling / FAQ
8. Final CTA with guarantee

## Signup Flow CRO

### Principles
- Collect only what's needed for step 1 (email only if possible)
- Progress indicators increase completion by ~20%
- Show value before asking for commitment
- Auto-advance on single-choice steps

### Email Capture Optimization
- Reduce fields to minimum viable (name + email → email only = +15-30% CVR)
- Micro-commitment before email ask: "Get your free audit →" then form
- Inline validation (not just on submit)
- Clear what happens next ("Check your inbox for your free guide")

### Multi-Step Flow Tips
- Break long forms into logical groups (Personal → Professional → Preferences)
- Save progress / allow return
- Show completion % or step count
- Reassure at each step ("Your data is secure. No spam ever.")

## Onboarding CRO

### The "Aha Moment" Framework
1. **Define the aha moment**: What action predicts retention? (first export, first share, first successful use)
2. **Reduce time to aha**: Remove every step that doesn't lead directly to aha
3. **Celebrate aha**: Confetti, summary of value delivered, next step prompt

### Onboarding Anti-Patterns
- ❌ Product tour before value is delivered
- ❌ Asking for integrations/permissions before user needs them
- ❌ Empty state with no guidance
- ❌ Forcing profile completion before first use

### High-Converting Onboarding Flow
1. Welcome + set expectation (30 sec)
2. One key action that delivers immediate value
3. Celebration / value summary
4. Next recommended action (not a menu of 10 things)
5. Optional profile/setup (framed as enhancing their experience)

## Paywall & Upgrade CRO

### Paywall Timing
- **Too early**: User hasn't experienced value → high bounce
- **Too late**: User doesn't need to upgrade → low urgency
- **Sweet spot**: Right after the aha moment, when they want more

### Upgrade Page Elements
- **Usage summary**: "You've done X — here's what you'd unlock with Pro"
- **Feature comparison**: Focus on top 3 differences, not exhaustive list
- **Social proof from upgraded users** (not general testimonials)
- **Urgency / anchoring**: Annual vs monthly pricing shown together
- **Risk reversal**: 30-day guarantee, instant cancel, etc.

### Upgrade Flow
1. Trigger (usage limit, gated feature, or proactive prompt)
2. Value reinforcement (what they've done, what they'd unlock)
3. Plan selection (keep it 2-3 options max)
4. Payment (one-page, no redirects, card + PayPal minimum)
5. Confirmation + immediate access

## Popup & Modal CRO

### When to Show
- Exit intent: 15-30% recovery on desktop
- Time-based: After 60-90 seconds (not 5 seconds)
- Scroll-based: After 50-70% page scroll
- Click-based: On specific CTA hover

### Popup Copy Formula
- **Headline**: Specific outcome (not "Sign up for our newsletter")
- **Sub-copy**: What they get + when ("Get the 5-point checklist instantly")
- **CTA**: Action + benefit ("Send Me the Checklist")
- **Dismiss**: Don't shame-gate ("No thanks, I'll figure it out myself" → just "×")

### Mobile Popups
- Full-screen on mobile converts better than partial
- Touch-friendly close button (min 44×44px)
- Single CTA only

## Form CRO

### Universal Form Rules
- One column (not two) — 15-20% higher completion
- Labels above fields, not inside (placeholder text disappears on focus)
- Required fields only — mark optional, not required
- Smart defaults where possible
- Real-time validation
- Single primary CTA button

### Field Reduction Impact
- 11 fields → 4 fields: +120% conversions (Expedia study)
- Every unnecessary field costs ~5-10% completion
- Ask: "What's the minimum we need to deliver value?"

### Checkout Forms
- Guest checkout option (mandatory account = ~35% drop-off)
- Autofill-friendly (proper autocomplete attributes)
- Address validation inline
- Payment method variety (card + Apple/Google Pay)

## A/B Test Design

### What to Test (by impact)
**High impact** (test first):
- Headline / value proposition
- CTA button copy and color
- Hero image / video
- Pricing presentation

**Medium impact**:
- Social proof placement and type
- Form length and field order
- Page layout / section order

**Low impact** (test last):
- Button color
- Font size
- Minor copy tweaks

### Test Setup Rules
- One variable per test
- Minimum 100 conversions per variant before calling
- 95% statistical significance minimum
- Run for at least 2 full business cycles (no peeking early)
- Document hypothesis, expected lift, and results

### Hypothesis Format
"We believe that [change] will [outcome] because [reason]. We'll know it worked when [metric] increases by [X]%."

## Quick Wins by Page Type

| Page Type | #1 Quick Win |
|-----------|-------------|
| Landing page | Rewrite headline to outcome-first |
| Signup form | Reduce to email-only first step |
| Onboarding | Remove steps before first value delivery |
| Paywall | Add usage summary above fold |
| Checkout | Add guest checkout option |
| Popup | Switch from newsletter ask to specific resource |

## Output Format
When analyzing a flow or page: **Audit → Prioritized Issues → Specific Fixes → Copy Rewrites → Test Hypotheses**