A skill that analyzes marketing pages (LPs, homepages, pricing pages, feature pages, blogs) and supports everything from improvement proposals to implementation.
Quick Start
- Obtain the URL or HTML of the target LP
- Conduct a structural analysis
- Evaluate with a 10-item CRO checklist
- Organize improvement proposals by priority
- Support implementation in Before/After format
Core Workflow
Phase 1: Discovery
Confirm with the user:
- Target Users (Persona)
- Primary conversion goal (DL/registration/inquiry)
- Current perception of issues
- Competitor LPs (if any)
Phase 2: Audit
Rate 10 items on a 5-point scale:
- Hero Section - Headline/Subhead/CTA
- Social Proof - Numbers/testimonials/logos
- Benefits vs Features - So What? Test
- Conversion Path - Minimization of friction points
- Visual Hierarchy - F/Z Pattern
- Copy Clarity - Scannability
- Trust Elements - Sense of reassurance
- Mobile Optimization - Core Web Vitals
- Message Match - Consistency with the traffic source
- Competitive Diff - Unique positioning
Phase 3: Recommendations
Organize into 3 categories:
🔴 Critical (immediately/1-2 days)
- Fatal issues directly tied to conversion
🟡 Important (within 1 week)
- Moderate UX/copy issues
🟢 Nice-to-have (going forward)
- Recommended for validation via A/B testing
Phase 4: Implementation
For each proposal:
- Before/After examples (including code)
- Implementation steps
- Success metrics (KPIs)
Copywriting Quick Reference
AIDA: Attention → Interest → Desire → Action PAS: Problem → Agitation → Solution
Headline Formula
How to [達成したいこと] without [避けたいこと]
CTA Best Practice
- Start with an action verb
- Include value ("Start for free" not "Submit")
- One primary CTA per page
A/B Test Hypothesis Template
「[変更内容]を実装すると、
[ターゲットユーザー]の[行動指標]が
[期待改善率]%改善する。
根拠: [フレームワーク/データ]」
Frameworks by page type
Homepage CRO
Must accommodate multiple audiences:
- Clear positioning statement (for cold visitors)
- Clear path to the most common conversion action
- Navigation that lets visitors self-select
- Cater to both "ready to buy" and "still researching"
Landing Page CRO
Single-purpose page:
- Message match with the traffic source
- Single CTA (remove navigation if possible)
- Persuasion logic that is self-contained on one page
- Use only genuine urgency/scarcity
Pricing page CRO
High-intent visitors:
- Clear plan comparison
- Display of the recommended plan
- Clarification of features (included/not included)
- Address the anxiety of "which plan suits me"
- Clear path from pricing to checkout
Feature page CRO
Visitors researching details:
- Connecting features to benefits
- Use cases and examples
- Comparison with alternatives
- Clear CTA for trial/purchase
Blog article CRO
Content → Conversion:
- Contextual CTA related to the article topic
- Lead magnet related to the article subject
- Inline CTA at natural stopping points
- Back up exit intent
Experiment idea collection
Homepage experiments
Hero Section
- Headline changes (specific vs abstract, benefit vs feature)
- Adding/improving subheadline
- Presence/absence of above-the-fold CTA
- Hero visual (screenshot vs GIF vs illustration vs video)
- CTA Button Color/Contrast
- CTA text ("Free trial" vs "Get started" vs "See demo")
Trust and social proof
- Placement of customer logos (hero vs below the fold)
- Case studies/testimonials in the hero section
- Trust badges (security, compliance, awards)
Pricing page experiments
Price display
- Emphasizing annual discount vs monthly only vs showing both
- Price points ($99 vs $100 vs $97)
- Adding "Most popular" / "Recommended" badges
- Number of tiers displayed (3 vs 4 vs 2)
- Use of price anchoring
Addressing objections
- Adding a pricing FAQ section
- Adding an ROI calculator
- Prominently displaying the money-back guarantee
Demo request page experiments
Form optimization
- Reducing the number of form fields
- Multi-step vs Single-step
- Form placement (above the fold vs after the content)
Blog/resource page experiments
Content CTA
- Floating/sticky CTA
- Inline CTA vs end-of-article only
- Adding related resources at the end of the article
Related skills
- copywriting: Creating/improving page copy
- ab-test-setup: Designing and running A/B tests
- analytics-tracking: Setting up conversion tracking
- marketing-psychology: Applying psychological principles