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name: cro description: Conversion Rate Optimization patterns beyond A/B testing. Heatmaps, session recordings, funnel analysis, form analytics, exit intent. Data-driven optimization.

CRO (Conversion Rate Optimization) Skill

Purpose

Provides patterns for understanding user behavior and optimizing conversion funnels beyond basic A/B testing. Combines quantitative analytics with qualitative user insights to systematically improve conversion rates across the entire customer journey.

Core Rules

1. Measure before optimizing — Understand current behavior first
2. Qualitative + Quantitative — Numbers + user feedback
3. Funnel thinking — Optimize the whole journey, not just CTAs
4. Privacy first — Anonymize data, respect consent
5. Continuous process — CRO is ongoing, not one-time
6. Track user intent — Tag sessions by user type and behavior
7. Mobile matters — Test on real devices, not just desktop
8. Context over clicks — Understand why users behave, not just what they do
9. Form friction kills — Monitor field-level analytics
10. Iterate systematically — Weekly review cycles, documented insights

CRO Tool Stack

Key Metrics

Traffic & Engagement

• Sessions, unique visitors, bounce rate
• Scroll depth (25%, 50%, 75%, 100%)
• Time on page, pages per session

Conversion Funnel

• Landing page views → Form starts → Completions
• Conversion rate, drop-off points
• Time from entry to conversion

Form Performance

• Average completion time
• Field-level drop-offs and error rates
• Correction counts per field

Qualitative Insights

• Exit intent show/conversion rates
• Survey response themes
• Session recording patterns

References

Implementation Guides

• Heatmaps & Session Recording — Clarity & Hotjar setup
• Funnel Tracking — End-to-end funnel analytics
• Form Analytics — Field-level tracking
• Exit Intent — Exit intent modal component
• Scroll & Visibility Tracking — Engagement tracking
• User Surveys — Feedback collection
• CRO Metrics — Dashboard metrics interface

Workflow

1. Install tracking — Set up heatmap tool (Clarity recommended for free)
2. Define funnels — Map critical conversion paths
3. Collect baseline — 1-2 weeks of data before changes
4. Identify friction — Watch recordings, review heatmaps
5. Survey users — Ask about hesitations/objections
6. Prioritize fixes — Impact vs effort matrix
7. Implement changes — One variable at a time
8. Measure impact — Compare before/after metrics
9. Document learnings — Build insight repository
10. Repeat weekly — Continuous optimization cycle

Forbidden

• Recording without consent notice
• Capturing sensitive form fields (passwords, CC)
• Aggressive exit popups
• Tracking PII in analytics
• Making changes without data
• Ignoring mobile users
• Testing multiple changes simultaneously
• Skipping baseline measurement

Definition of Done

• Heatmap tool installed (Clarity/Hotjar)
• Session recording enabled with consent
• Funnel tracking for main conversion path
• Form analytics on key forms
• Scroll depth tracking implemented
• Exit intent (if appropriate for audience)
• Key element visibility tracked
• Weekly CRO review process established
• Baseline metrics documented
• Privacy policy updated for tracking
• Team trained on tool access
• Insights repository created