conversion-flow-cro

Files (2)

• SKILL.md
• flow-benchmarks.md · references/

SKILL.md (first lines)

# Conversion Flow CRO

## Purpose

Audit and optimize any multi-step conversion flow — signup, onboarding, trial-to-paid, checkout, upgrade. Map every step, find where people drop off, and fix each screen with specific copy and UX changes.

## Reads

- `brand/audience.md` — Personas, pain points, motivation levels at each stage
- `brand/positioning.md` — Value props for reinforcement copy at each step
- `brand/voice-profile.md` — Brand voice for all copy suggestions

## Brand Integration

- **audience.md** — Persona determines friction tolerance. A developer persona accepts more setup steps; a non-technical buyer needs fewer. Pain points inform which value reminders to show at each step.
- **positioning.md** — Value proposition reinforcement copy at each step should echo the positioning angle. If the brand positions on "saves time," every motivation booster references time savings.
- **voice-profile.md** — All redesigned copy (headlines, CTAs, supporting text) must match brand voice. A casual brand writes "Almost there!" while a professional brand writes "One final step."

## Workflow

### Step 1: Map the Current Flow

Get the flow information. Try these in order:
1. **User provides screenshots or screen recordings** — Best source, map directly
2. **Read the codebase** — If accessible, find route files, page components, and form definitions
3. **User walks through the flow verbally** — Accept but flag that recommendations will be more accurate with actual screens
4. **Use browser tool on live URL** — Walk through the flow step by step

If the flow is partially provided (only some screens), audit what's available and note which steps need investigation.

Document every screen/step in the flow:

```
Flow: [Signup / Onboarding / Upgrade / Checkout]

Step 1: [Page/Screen name]
- URL/Route: [path]
- Fields/Actions: [what user must do]
- Copy: [headline, body, CTA]
- Friction points: [identified issues]

Step 2: [Next screen]
...

Total steps: [N]
Total required fields: [N]
Total decisions: [N]
Estimated completion time: [X minutes]
```

### Step 2: Identify Drop-Off Points

For each step, assess drop-off risk:

| Risk Factor | Score 1-5 | Notes |
|------------|-----------|-------|
| Too many fields | | More than 3 per step = high risk |
| Unclear value | | User doesn't know why this step matters |
| Unexpected ask | | Requesting info that feels premature |
| No progress signal | | User doesn't know how far along they are |
| Decision fatigue | | Too many choices without guidance |
| Trust gap | | Asking for sensitive info without context |
| Technical friction | | Slow load, validation errors, mobile issues |

### Step 3: Apply Friction Reduction

For each step, apply these principles:

#### Progressive Disclosure
- Ask for minimum info at each step
- Defer optional fields to later (post-signup settings)
- Start with the easiest, most natural question
- Example: Email only -> Name -> Company -> Role (not all at once)

#### Single-Field Starts
- First interaction should be ONE field or ONE click
- "Enter your email to get started" > 5-field signup form
- Google/GitHub OAuth as primary option, email form as secondary

#### Smart Defaults
- Pre-select the most common option
- Use detection (timezone, language, company size from email domain)
- Show recommended plan with visual emphasis

#### Motivation Maintenance
- Show progress (Step 2 of 4)
- Remind of value at each step ("You're 1 step away from [outcome]")
- Use micro-commitments (each step delivers a small win)
- Show social proof inline ("12,000 teams completed this step today")

#### Social Proof Injection Points
- Before payment: "Join [X] companies already using [Product]"
- During onboarding: "[Role] at [Company] set this up in 3 minutes"
- At upgrade prompt: "[X]% of free users upgrade within [Y] days"

#### Urgency Without Sleaze
- Real deadlines: "Trial ends in 7 days" (if true)
- Opportunity cost: "Teams using [feature] save [X] hours/week"
- Progress anchoring: "You've already set up [X] — unlock [Y] to get full value"
- Never: fake countdown timers, "only 2 left", manufactured scarcity

### Step 4: Redesign Each Step

For every step in the flow, output:

```markdown
### Step [N]: [Name]

**Current State:**
- Headline: "[current]"
- Fields: [list]
- CTA: "[current]"
- Issues: [specific problems]

**Redesigned:**
- Headline: "[new — ties to value]"
- Fields: [reduced/reordered list]
- CTA: "[new — action + outcome]"
- Supporting copy: "[anxiety reducer or motivation booster]"

From MoizIbnYousaf/marketing-cli, MIT.

More from MoizIbnYousaf/marketing-cli