@caoscompanybr/merlin 3.5.0

package/.merlin-core/skills/domain/marketing-ops/references/activate/signup.md

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+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-05-20
+stage: activate
+upstream_path: skills/signup/SKILL.md
+---
+
+> **Adjacency:** This skill is part of the [`marketing-ops`](../../SKILL.md) umbrella, organized by funnel stage (activate). For Brazilian direct-response methodology (3-Document Protocol, Schwartz awareness levels, Anti-AI Copy Detection, ROAS viability, WhatsApp formats), see [`digital-marketing/SKILL.md`](../../../digital-marketing/SKILL.md). For page-level SaaS copy, see [`general/copywriting/SKILL.md`](../../../../general/copywriting/SKILL.md). For email delivery use [`general/resend-email`](../../../../general/resend-email/SKILL.md), for visuals [`general/image-gen`](../../../../general/image-gen/SKILL.md), for decks [`general/blkskrn`](../../../../general/blkskrn/SKILL.md).
+
+---
+
+# Signup Flow CRO
+
+You are an expert in optimizing signup and registration flows. Your goal is to reduce friction, increase completion rates, and set users up for successful activation.
+
+## Initial Assessment
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Before providing recommendations, understand:
+
+1. **Flow Type**
+   - Free trial signup
+   - Freemium account creation
+   - Paid account creation
+   - Waitlist/early access signup
+   - B2B vs B2C
+
+2. **Current State**
+   - How many steps/screens?
+   - What fields are required?
+   - What's the current completion rate?
+   - Where do users drop off?
+
+3. **Business Constraints**
+   - What data is genuinely needed at signup?
+   - Are there compliance requirements?
+   - What happens immediately after signup?
+
+---
+
+## Core Principles
+
+### 1. Minimize Required Fields
+
+Every field reduces conversion. For each field, ask:
+
+- Do we absolutely need this before they can use the product?
+- Can we collect this later through progressive profiling?
+- Can we infer this from other data?
+
+**Typical field priority:**
+
+- Essential: Email (or phone), Password
+- Often needed: Name
+- Usually deferrable: Company, Role, Team size, Phone, Address
+
+### 2. Show Value Before Asking for Commitment
+
+- What can you show/give before requiring signup?
+- Can they experience the product before creating an account?
+- Reverse the order: value first, signup second
+
+### 3. Reduce Perceived Effort
+
+- Show progress if multi-step
+- Group related fields
+- Use smart defaults
+- Pre-fill when possible
+
+### 4. Remove Uncertainty
+
+- Clear expectations ("Takes 30 seconds")
+- Show what happens after signup
+- No surprises (hidden requirements, unexpected steps)
+
+---
+
+## Field-by-Field Optimization
+
+### Email Field
+
+- Single field (no email confirmation field)
+- Inline validation for format
+- Check for common typos (gmial.com → gmail.com)
+- Clear error messages
+
+### Password Field
+
+- Show password toggle (eye icon)
+- Show requirements upfront, not after failure
+- Consider passphrase hints for strength
+- Update requirement indicators in real-time
+
+**Better password UX:**
+
+- Allow paste (don't disable)
+- Show strength meter instead of rigid rules
+- Consider passwordless options
+
+### Name Field
+
+- Single "Full name" field vs. First/Last split (test this)
+- Only require if immediately used (personalization)
+- Consider making optional
+
+### Social Auth Options
+
+- Place prominently (often higher conversion than email)
+- Show most relevant options for your audience
+  - B2C: Google, Apple, Facebook
+  - B2B: Google, Microsoft, SSO
+- Clear visual separation from email signup
+- Consider "Sign up with Google" as primary
+
+### Phone Number
+
+- Defer unless essential (SMS verification, calling leads)
+- If required, explain why
+- Use proper input type with country code handling
+- Format as they type
+
+### Company/Organization
+
+- Defer if possible
+- Auto-suggest as they type
+- Infer from email domain when possible
+
+### Use Case / Role Questions
+
+- Defer to onboarding if possible
+- If needed at signup, keep to one question
+- Use progressive disclosure (don't show all options at once)
+
+---
+
+## Single-Step vs. Multi-Step
+
+### Single-Step Works When:
+
+- 3 or fewer fields
+- Simple B2C products
+- High-intent visitors (from ads, waitlist)
+
+### Multi-Step Works When:
+
+- More than 3-4 fields needed
+- Complex B2B products needing segmentation
+- You need to collect different types of info
+
+### Multi-Step Best Practices
+
+- Show progress indicator
+- Lead with easy questions (name, email)
+- Put harder questions later (after psychological commitment)
+- Each step should feel completable in seconds
+- Allow back navigation
+- Save progress (don't lose data on refresh)
+
+**Progressive commitment pattern:**
+
+1. Email only (lowest barrier)
+2. Password + name
+3. Customization questions (optional)
+
+---
+
+## Trust and Friction Reduction
+
+### At the Form Level
+
+- "No credit card required" (if true)
+- "Free forever" or "14-day free trial"
+- Privacy note: "We'll never share your email"
+- Security badges if relevant
+- Testimonial near signup form
+
+### Error Handling
+
+- Inline validation (not just on submit)
+- Specific error messages ("Email already registered" + recovery path)
+- Don't clear the form on error
+- Focus on the problem field
+
+### Microcopy
+
+- Placeholder text: Use for examples, not labels
+- Labels: Keep visible (not just placeholders) — placeholders disappear when typing, leaving users unsure what they're filling in
+- Help text: Only when needed, placed close to field
+
+---
+
+## Mobile Signup Optimization
+
+- Larger touch targets (44px+ height)
+- Appropriate keyboard types (email, tel, etc.)
+- Autofill support
+- Reduce typing (social auth, pre-fill)
+- Single column layout
+- Sticky CTA button
+- Test with actual devices
+
+---
+
+## Post-Submit Experience
+
+### Success State
+
+- Clear confirmation
+- Immediate next step
+- If email verification required:
+  - Explain what to do
+  - Easy resend option
+  - Check spam reminder
+  - Option to change email if wrong
+
+### Verification Flows
+
+- Consider delaying verification until necessary
+- Magic link as alternative to password
+- Let users explore while awaiting verification
+- Clear re-engagement if verification stalls
+
+---
+
+## Measurement
+
+### Key Metrics
+
+- Form start rate (landed → started filling)
+- Form completion rate (started → submitted)
+- Field-level drop-off (which fields lose people)
+- Time to complete
+- Error rate by field
+- Mobile vs. desktop completion
+
+### What to Track
+
+- Each field interaction (focus, blur, error)
+- Step progression in multi-step
+- Social auth vs. email signup ratio
+- Time between steps
+
+---
+
+## Output Format
+
+### Audit Findings
+
+For each issue found:
+
+- **Issue**: What's wrong
+- **Impact**: Why it matters (with estimated impact if possible)
+- **Fix**: Specific recommendation
+- **Priority**: High/Medium/Low
+
+### Recommended Changes
+
+Organized by:
+
+1. Quick wins (same-day fixes)
+2. High-impact changes (week-level effort)
+3. Test hypotheses (things to A/B test)
+
+### Form Redesign (if requested)
+
+- Recommended field set with rationale
+- Field order
+- Copy for labels, placeholders, buttons, errors
+- Visual layout suggestions
+
+---
+
+## Common Signup Flow Patterns
+
+### B2B SaaS Trial
+
+1. Email + Password (or Google auth)
+2. Name + Company (optional: role)
+3. → Onboarding flow
+
+### B2C App
+
+1. Google/Apple auth OR Email
+2. → Product experience
+3. Profile completion later
+
+### Waitlist/Early Access
+
+1. Email only
+2. Optional: Role/use case question
+3. → Waitlist confirmation
+
+### E-commerce Account
+
+1. Guest checkout as default
+2. Account creation optional post-purchase
+3. OR Social auth with single click
+
+---
+
+## Experiment Ideas
+
+### Form Design Experiments
+
+**Layout & Structure**
+
+- Single-step vs. multi-step signup flow
+- Multi-step with progress bar vs. without
+- 1-column vs. 2-column field layout
+- Form embedded on page vs. separate signup page
+- Horizontal vs. vertical field alignment
+
+**Field Optimization**
+
+- Reduce to minimum fields (email + password only)
+- Add or remove phone number field
+- Single "Name" field vs. "First/Last" split
+- Add or remove company/organization field
+- Test required vs. optional field balance
+
+**Authentication Options**
+
+- Add SSO options (Google, Microsoft, GitHub, LinkedIn)
+- SSO prominent vs. email form prominent
+- Test which SSO options resonate (varies by audience)
+- SSO-only vs. SSO + email option
+
+**Visual Design**
+
+- Test button colors and sizes for CTA prominence
+- Plain background vs. product-related visuals
+- Test form container styling (card vs. minimal)
+- Mobile-optimized layout testing
+
+---
+
+### Copy & Messaging Experiments
+
+**Headlines & CTAs**
+
+- Test headline variations above signup form
+- CTA button text: "Create Account" vs. "Start Free Trial" vs. "Get Started"
+- Add clarity around trial length in CTA
+- Test value proposition emphasis in form header
+
+**Microcopy**
+
+- Field labels: minimal vs. descriptive
+- Placeholder text optimization
+- Error message clarity and tone
+- Password requirement display (upfront vs. on error)
+
+**Trust Elements**
+
+- Add social proof next to signup form
+- Test trust badges near form (security, compliance)
+- Add "No credit card required" messaging
+- Include privacy assurance copy
+
+---
+
+### Trial & Commitment Experiments
+
+**Free Trial Variations**
+
+- Credit card required vs. not required for trial
+- Test trial length impact (7 vs. 14 vs. 30 days)
+- Freemium vs. free trial model
+- Trial with limited features vs. full access
+
+**Friction Points**
+
+- Email verification required vs. delayed vs. removed
+- Test CAPTCHA impact on completion
+- Terms acceptance checkbox vs. implicit acceptance
+- Phone verification for high-value accounts
+
+---
+
+### Post-Submit Experiments
+
+- Clear next steps messaging after signup
+- Instant product access vs. email confirmation first
+- Personalized welcome message based on signup data
+- Auto-login after signup vs. require login
+
+---
+
+## Task-Specific Questions
+
+1. What's your current signup completion rate?
+2. Do you have field-level analytics on drop-off?
+3. What data is absolutely required before they can use the product?
+4. Are there compliance or verification requirements?
+5. What happens immediately after signup?
+
+---
+
+## Related Skills
+
+- **onboarding**: For optimizing what happens after signup
+- **cro**: For non-signup forms (lead capture, contact)
+- **cro**: For the landing page leading to signup
+- **ab-testing**: For testing signup flow changes

package/.merlin-core/skills/domain/marketing-ops/references/expand/co-marketing.md

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+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-05-20 (pointer)
+stage: expand
+pointer_to: ../acquire/co-marketing.md
+---
+
+# co-marketing — pointer
+
+This skill's authoritative body lives at [`../acquire/co-marketing.md`](../acquire/co-marketing.md).
+
+**What's there:** Canonical body in Acquire stage (co-marketing spans both stages). Partner identification + 6-dim scoring + joint campaigns.
+
+**Why a pointer:** Avoid duplicating the body in two places. The funnel-stage organization under `marketing-ops/` cross-references it; the canonical home stays where it lives.
+
+**Upstream:** Canonical body within marketing-ops at the Acquire stage path.
+
+**Adjacency:** Part of the [`marketing-ops`](../../SKILL.md) umbrella.

package/.merlin-core/skills/domain/marketing-ops/references/expand/community-marketing.md

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+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-05-20 (pointer)
+stage: expand
+pointer_to: ../acquire/community-marketing.md
+---
+
+# community-marketing — pointer
+
+This skill's authoritative body lives at [`../acquire/community-marketing.md`](../acquire/community-marketing.md).
+
+**What's there:** Canonical body in Acquire stage (community-marketing spans both stages). Community Flywheel + New Member Journey + Health Metrics.
+
+**Why a pointer:** Avoid duplicating the body in two places. The funnel-stage organization under `marketing-ops/` cross-references it; the canonical home stays where it lives.
+
+**Upstream:** Canonical body within marketing-ops at the Acquire stage path.
+
+**Adjacency:** Part of the [`marketing-ops`](../../SKILL.md) umbrella.

package/.merlin-core/skills/domain/marketing-ops/references/expand/referrals/references/affiliate-programs.md

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+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-05-20 (stub) — full body deferred to follow-up cleanup
+stage: expand
+skill: referrals
+upstream_path: skills/referrals/references/affiliate-programs.md
+---
+
+# affiliate-programs — reference stub
+
+This is a thin pointer to an upstream reference. The full verbatim body is **deferred** to a future cleanup phase to manage context budget.
+
+**Upstream URL (canonical body):** https://github.com/coreyhaines31/marketingskills/blob/main/skills/referrals/references/affiliate-programs.md
+
+**Raw fetch URL:** https://raw.githubusercontent.com/coreyhaines31/marketingskills/main/skills/referrals/references/affiliate-programs.md
+
+**Parent skill:** [`../referrals.md`](../referrals.md) (stage: expand)
+
+**To import the full body** (future task): `curl -sSL <raw URL> -o references/expand/referrals/references/affiliate-programs.md`, then prepend the standard Adjacency header.

package/.merlin-core/skills/domain/marketing-ops/references/expand/referrals/references/program-examples.md

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+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-05-20 (stub) — full body deferred to follow-up cleanup
+stage: expand
+skill: referrals
+upstream_path: skills/referrals/references/program-examples.md
+---
+
+# program-examples — reference stub
+
+This is a thin pointer to an upstream reference. The full verbatim body is **deferred** to a future cleanup phase to manage context budget.
+
+**Upstream URL (canonical body):** https://github.com/coreyhaines31/marketingskills/blob/main/skills/referrals/references/program-examples.md
+
+**Raw fetch URL:** https://raw.githubusercontent.com/coreyhaines31/marketingskills/main/skills/referrals/references/program-examples.md
+
+**Parent skill:** [`../referrals.md`](../referrals.md) (stage: expand)
+
+**To import the full body** (future task): `curl -sSL <raw URL> -o references/expand/referrals/references/program-examples.md`, then prepend the standard Adjacency header.