skills/cro-funnel/SKILL.md

---
name: cro-funnel
description: Use when the user wants to improve landing pages, websites, forms, signup, checkout, onboarding, funnels, conversion paths, message match, trust, friction, or test priorities.
---

# CRO and Funnel

## Use it for

- Landing-page audits
- Funnel diagnosis
- Signup or checkout improvement
- Form and CTA review
- CRO experiment backlog

## Operating rules

- Use context already present in the conversation before asking for more input.
- Separate known facts, reasonable assumptions, and unknowns. Do not present assumptions as evidence.
- When the answer depends on current platform rules, market conditions, pricing, benchmarks, or competitors, verify them with current sources when tools are available.
- Prefer concrete decisions, examples, and next actions over generic marketing advice.
- Do not invent campaign performance, customer quotes, research findings, testimonials, rankings, or competitor claims.
- Keep the requested market, language, funnel stage, audience awareness, budget, and channel constraints visible throughout the work.
- Diagnose before prescribing.
- Prioritize clarity, relevance, proof, friction, and risk over visual decoration.
- Use analytics, recordings, research, or other behavior evidence when available.
- Do not claim a conversion lift before a valid test.

## Workflow

1. Define page/funnel job, traffic source, audience, desired action, baseline, and known drop-off.
2. Review value clarity, message match, information hierarchy, proof, objections, CTA, friction, trust, and device context.
3. Locate the highest-leverage uncertainty or bottleneck.
4. Propose changes as hypotheses with rationale and evidence.
5. Prioritize tests by expected impact, confidence, effort, and dependency.
6. Define instrumentation and decision criteria.

## Output contract

- CRO diagnosis
- Quick fixes versus testable hypotheses
- Prioritized experiment backlog
- Copy or structure recommendations
- Measurement requirements

## Quality gate

- Recommendations are tied to a specific friction or uncertainty
- No decorative-only changes presented as CRO
- High-risk changes require testing
- Measurement is defined

## Handoff

If the task is part of a larger marketing request, return the completed deliverable plus the evidence or decisions the next PrePilot skill needs. Do not repeat upstream analysis unless it changes the result.