Update to Ecommerce Skills

{
  "description": "Use when someone wants more visitors to buy — \"conversion rate is low\", \"how do I get more people to check out\", \"what should we fix first to lift conversions\", \"our product page isn't converting\", \"rank what would move conversion\" — for an online store or product page. Cart and payment-form work goes to checkout-ux.",
  "included_files": [
    {
      "relative_path": "reference.md",
      "size_in_bytes": 949
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  ],
  "name": "increase-conversion",
  "skill_md_contents": "---\nname: increase-conversion\ndescription: Use when someone wants more visitors to buy — \"conversion rate is low\", \"how do I get more people to check out\", \"what should we fix first to lift conversions\", \"our product page isn't converting\", \"rank what would move conversion\" — for an online store or product page. Cart and payment-form work goes to checkout-ux.\n---\n\n# Increase conversion\n\nTurn \"conversion is 1.4%, make it higher\" into a ranked backlog. This skill does not audit a checkout page and does not restate the task skills. Walk the levers below, note whether the setup already complies, and order the misses by measured effect × distance from the rule. Every number lives in the Depth skill; do not convert it into a forecast for the user's rate.\n\n## When to use\n\n- The user names conversion, checkout *rate*, or \"people don't buy\" as the goal\n- The user shares a store or product page and asks what to fix first\n\n## When not to use\n\n- Cart, checkout, or payment-form drop-off → `checkout-ux`\n- Basket size → `increase-aov`; second orders → `increase-repeat-purchases`\n- A single element in depth (a photo brief, a price, a discount) → the Depth skill named in that step\n\n## Inputs\n\nCollect, or state your assumption:\n\n- The page or store: URL (fetch it), screenshot, or element-by-element description\n- Whether drop-off is on the product page or at cart/payment (if payment, stop and use `checkout-ux`)\n- Product, price, variants, sold-out share, review snapshot\n- Company size; whether the product is high-tech; any real sustainability practice\n\n> **Classify the product first.** *Hedonic* = bought for enjoyment, pleasure, or the experience (chocolate, fashion, decor, travel, spa, perfume). *Utilitarian* = bought to do a job, judged on function and value (detergent, appliances, insect repellent, tools, accounting software). If it's mixed, decide by what the buyer is optimizing for at the moment of purchase.\n\n## Procedure\n\nWalk each check. Include levers the user didn't mention if they apply; list the ones that don't apply in one line at the end.\n\n1. **Checkout and cart, if they have one.** Guest vs forced account, field count, wallets, total/shipping surprise, coupon-field distraction. Often the largest conversion hole and out of scope for this router. Depth: `checkout-ux`.\n2. **Product-page mechanics.** Price below the image; view or purchase counts; sold-out variants visible at 10–30%; quantity CTAs on multi-unit products; options in steps of 2–5. Depth: `product-page`.\n3. **Media.** Hedonic → video/GIF, gaze away, first-person hand, shine, spacing. Utilitarian → stills are enough. Depth: `product-visuals`.\n4. **Copy.** Three best claims, plain language, intuitive units. Depth: `product-copy`.\n5. **Trust.** Cost breakdown; say you're small if low-tech; extraordinary warranty if the category is known but you aren't. Depth: `store-audit`.\n6. **Offer.** \"For $0\" not \"free\"; wanted product framed as the gift; token fee for upgrades. Depth: `promotions`.\n7. **Price and discount.** Quality-led or hedonic → rounded; price-led or promotion → just-below. Discounts ≤ 40%. Depth: `pricing`, `discounts`.\n8. **Urgency.** Deadline with a reason and timezone; never a unit cap. Depth: `discounts`.\n9. **Reviews.** 4.0–4.5 sells more than a perfect average; reply to every review. Depth: `reviews`.\n10. **Rank.** Compare like with like: the studies report sales, conversion, intent, and willingness to pay. A WTP percentage is a weaker surrogate for conversion than a measured sales lift. Cheap, no-inventory fixes ahead of shoots and builds at equal effect. Each effect was measured on its own; don't add them up.\n\n## Output\n\n| # | Finding | Change | Measured effect (study context) | Depth |\n|---|---|---|---|---|\n| 1 | Forced account before payment | Guest continue | Spool: +45% customers purchasing (one large retailer) † | `checkout-ux` |\n| 2 | Price above image | Move below | +35.2% sales (liquor store) | `product-page` |\n| … | | | | |\n\nThen: what already complies, and the caveat that effects are from the cited contexts, not predictions. Ship the top two or three, measure, then take the next.\n\n## Common mistakes\n\n- Auditing the checkout page inside this skill — hand it to `checkout-ux`.\n- Inventing a lift (\"30–50% relative\") — quote the study's number and its context only.\n- Ranking price position last as cosmetic — it is one of the largest measured effects on the page.\n- Treating a 4.9 as an asset to protect — 4.0–4.5 sells more.\n\n## Quick reference\n\n| Check | Depth |\n|---|---|\n| Cart / payment form | `checkout-ux` |\n| Price, social proof, CTA, variants | `product-page` |\n| Photos and video | `product-visuals` |\n| Claims and units | `product-copy` |\n| Cost breakdown, size, warranty | `store-audit` |\n| Gifts, \"$0\", upgrades | `promotions` |\n| Digits and markdowns | `pricing`, `discounts` |\n| Review average and replies | `reviews` |\n\n† No primary citation on file for this rule — a practitioner tip, not a measured finding.\n\nEvidence and effect sizes: see [reference.md](reference.md).\n"
}