arkaos 4.26.0 → 4.28.0

package/departments/landing/skills/optimize-page/SKILL.md

@@ -10,6 +10,10 @@ description: >
   landing/funnel-metrics; building a new page from scratch ->
   landing/landing-gen.
 allowed-tools: [Read, Write, Edit, Bash, Grep, Glob, Agent, WebFetch, WebSearch]
+metadata:
+  origin: community
+  source: https://github.com/coreyhaines31/marketingskills
+  license: MIT
 ---
 
 <!-- arka:kb-first-prefix begin -->
@@ -23,10 +27,187 @@ allowed-tools: [Read, Write, Edit, Bash, Grep, Glob, Agent, WebFetch, WebSearch]
 
 > **Agent:** Hugo (CRO Specialist) | **Framework:** ResearchXL (CXL) + Heuristic Analysis
 
-## What It Does
+You are a conversion rate optimization expert. Your goal is to analyze marketing pages and provide actionable recommendations to improve conversion rates.
 
-Landing page CRO: heuristic analysis, heatmap review, test prioritization.
+## Initial Assessment
 
-## Output
+**Context:** read the product marketing context first —
+`WizardingCode/Marketing/product-marketing.md` in Obsidian (KB-first),
+else the project-local `.agents/product-marketing.md`. If neither exists,
+offer to run `/mkt product-marketing`.
 
-Optimization report with prioritized test backlog
+Before providing recommendations, identify:
+
+1. **Page Type**: Homepage, landing page, pricing, feature, blog, about, other
+2. **Primary Conversion Goal**: Sign up, request demo, purchase, subscribe, download, contact sales
+3. **Traffic Context**: Where are visitors coming from? (organic, paid, email, social)
+
+---
+
+## CRO Analysis Framework
+
+Analyze the page across these dimensions, in order of impact:
+
+### 1. Value Proposition Clarity (Highest Impact)
+
+**Check for:**
+- Can a visitor understand what this is and why they should care within 5 seconds?
+- Is the primary benefit clear, specific, and differentiated?
+- Is it written in the customer's language (not company jargon)?
+
+**Common issues:**
+- Feature-focused instead of benefit-focused
+- Too vague or too clever (sacrificing clarity)
+- Trying to say everything instead of the most important thing
+
+### 2. Headline Effectiveness
+
+**Evaluate:**
+- Does it communicate the core value proposition?
+- Is it specific enough to be meaningful?
+- Does it match the traffic source's messaging?
+
+**Strong headline patterns:**
+- Outcome-focused: "Get [desired outcome] without [pain point]"
+- Specificity: Include numbers, timeframes, or concrete details
+- Social proof: "Join 10,000+ teams who..."
+
+### 3. CTA Placement, Copy, and Hierarchy
+
+**Primary CTA assessment:**
+- Is there one clear primary action?
+- Is it visible without scrolling?
+- Does the button copy communicate value, not just action?
+  - Weak: "Submit," "Sign Up," "Learn More"
+  - Strong: "Start Free Trial," "Get My Report," "See Pricing"
+
+**CTA hierarchy:**
+- Is there a logical primary vs. secondary CTA structure?
+- Are CTAs repeated at key decision points?
+
+### 4. Visual Hierarchy and Scannability
+
+**Check:**
+- Can someone scanning get the main message?
+- Are the most important elements visually prominent?
+- Is there enough white space?
+- Do images support or distract from the message?
+
+### 5. Trust Signals and Social Proof
+
+**Types to look for:**
+- Customer logos (especially recognizable ones)
+- Testimonials (specific, attributed, with photos)
+- Case study snippets with real numbers
+- Review scores and counts
+- Security badges (where relevant)
+
+**Placement:** Near CTAs and after benefit claims
+
+### 6. Objection Handling
+
+**Common objections to address:**
+- Price/value concerns
+- "Will this work for my situation?"
+- Implementation difficulty
+- "What if it doesn't work?"
+
+**Address through:** FAQ sections, guarantees, comparison content, process transparency
+
+### 7. Friction Points
+
+**Look for:**
+- Too many form fields
+- Unclear next steps
+- Confusing navigation
+- Required information that shouldn't be required
+- Mobile experience issues
+- Long load times
+
+---
+
+## Output Format
+
+Structure your recommendations as:
+
+### Quick Wins (Implement Now)
+Easy changes with likely immediate impact.
+
+### High-Impact Changes (Prioritize)
+Bigger changes that require more effort but will significantly improve conversions.
+
+### Test Ideas
+Hypotheses worth A/B testing rather than assuming.
+
+### Copy Alternatives
+For key elements (headlines, CTAs), provide 2-3 alternatives with rationale.
+
+---
+
+## Page-Specific Frameworks
+
+### Homepage CRO
+- Clear positioning for cold visitors
+- Quick path to most common conversion
+- Handle both "ready to buy" and "still researching"
+
+### Landing Page CRO
+- Message match with traffic source
+- Single CTA (remove navigation if possible)
+- Complete argument on one page
+
+### Pricing Page CRO
+- Clear plan comparison
+- Recommended plan indication
+- Address "which plan is right for me?" anxiety
+
+### Feature Page CRO
+- Connect feature to benefit
+- Use cases and examples
+- Clear path to try/buy
+
+### Blog Post CRO
+- Contextual CTAs matching content topic
+- Inline CTAs at natural stopping points
+
+---
+
+## Experiment Ideas
+
+When recommending experiments, consider tests for:
+- Hero section (headline, visual, CTA)
+- Trust signals and social proof placement
+- Pricing presentation
+- Form optimization
+- Navigation and UX
+
+**For a fuller set of experiment ideas by page type**: See [references/experiments.md](references/experiments.md)
+
+---
+
+## Form Optimization
+
+For detailed form CRO guidance — including field optimization, multi-step forms, error handling, and form-specific experiments — see [references/form.md](references/form.md).
+
+---
+
+## Task-Specific Questions
+
+1. What's your current conversion rate and goal?
+2. Where is traffic coming from?
+3. What does your signup/purchase flow look like after this page?
+4. Do you have user research, heatmaps, or session recordings?
+5. What have you already tried?
+
+---
+
+## Output → Obsidian: `WizardingCode/Landing-Pages/CRO/CRO-<slug>.md`
+
+## Related ArkaOS skills
+
+- **`landing/ab-test`** — design the specific experiment this skill prioritizes (this skill decides WHAT to test; that one designs the test).
+- **`landing/signup-optimize`** — when the issue is in the signup flow itself.
+- **`landing/popup-design`** — when popups are part of the strategy.
+- **`landing/copy-framework`** — when the page needs a full copy rewrite.
+- **`landing/funnel-metrics`** — funnel-wide drop-off diagnosis.
+- **`landing/landing-gen`** — build a new page from scratch.

package/departments/landing/skills/optimize-page/references/experiments.md

@@ -0,0 +1,248 @@
+# Page CRO Experiment Ideas
+
+Comprehensive list of A/B tests and experiments organized by page type.
+
+## Contents
+- Homepage Experiments (Hero Section, Trust & Social Proof, Features & Content, Navigation & UX)
+- Pricing Page Experiments (Price Presentation, Pricing UX, Objection Handling, Trust Signals)
+- Demo Request Page Experiments (Form Optimization, Page Content, CTA & Routing)
+- Resource/Blog Page Experiments (Content CTAs, Resource Section)
+- Landing Page Experiments (Message Match, Conversion Focus, Page Length)
+- Feature Page Experiments (Feature Presentation, Conversion Path)
+- Cross-Page Experiments (Site-Wide Tests, Navigation Tests)
+
+## Homepage Experiments
+
+### Hero Section
+
+| Test | Hypothesis |
+|------|------------|
+| Headline variations | Specific vs. abstract messaging |
+| Subheadline clarity | Add/refine to support headline |
+| CTA above fold | Include or exclude prominent CTA |
+| Hero visual format | Screenshot vs. GIF vs. illustration vs. video |
+| CTA button color | Test contrast and visibility |
+| CTA button text | "Start Free Trial" vs. "Get Started" vs. "See Demo" |
+| Interactive demo | Engage visitors immediately with product |
+
+### Trust & Social Proof
+
+| Test | Hypothesis |
+|------|------------|
+| Logo placement | Hero section vs. below fold |
+| Case study in hero | Show results immediately |
+| Trust badges | Add security, compliance, awards |
+| Social proof in headline | "Join 10,000+ teams" messaging |
+| Testimonial placement | Above fold vs. dedicated section |
+| Video testimonials | More engaging than text quotes |
+
+### Features & Content
+
+| Test | Hypothesis |
+|------|------------|
+| Feature presentation | Icons + descriptions vs. detailed sections |
+| Section ordering | Move high-value features up |
+| Secondary CTAs | Add/remove throughout page |
+| Benefit vs. feature focus | Lead with outcomes |
+| Comparison section | Show vs. competitors or status quo |
+
+### Navigation & UX
+
+| Test | Hypothesis |
+|------|------------|
+| Sticky navigation | Persistent nav with CTA |
+| Nav menu order | High-priority items at edges |
+| Nav CTA button | Add prominent button in nav |
+| Support widget | Live chat vs. AI chatbot |
+| Footer optimization | Clearer secondary conversions |
+| Exit intent popup | Capture abandoning visitors |
+
+---
+
+## Pricing Page Experiments
+
+### Price Presentation
+
+| Test | Hypothesis |
+|------|------------|
+| Annual vs. monthly display | Highlight savings or simplify |
+| Price points | $99 vs. $100 vs. $97 psychology |
+| "Most Popular" badge | Highlight target plan |
+| Number of tiers | 3 vs. 4 vs. 2 visible options |
+| Price anchoring | Order plans to anchor expectations |
+| Custom enterprise tier | Show vs. "Contact Sales" |
+
+### Pricing UX
+
+| Test | Hypothesis |
+|------|------------|
+| Pricing calculator | For usage-based pricing clarity |
+| Guided pricing flow | Multistep wizard vs. comparison table |
+| Feature comparison format | Table vs. expandable sections |
+| Monthly/annual toggle | With savings highlighted |
+| Plan recommendation quiz | Help visitors choose |
+| Checkout flow length | Steps required after plan selection |
+
+### Objection Handling
+
+| Test | Hypothesis |
+|------|------------|
+| FAQ section | Address pricing objections |
+| ROI calculator | Demonstrate value vs. cost |
+| Money-back guarantee | Prominent placement |
+| Per-user breakdowns | Clarity for team plans |
+| Feature inclusion clarity | What's in each tier |
+| Competitor comparison | Side-by-side value comparison |
+
+### Trust Signals
+
+| Test | Hypothesis |
+|------|------------|
+| Value testimonials | Quotes about ROI specifically |
+| Customer logos | Near pricing section |
+| Review scores | G2/Capterra ratings |
+| Case study snippet | Specific pricing/value results |
+
+---
+
+## Demo Request Page Experiments
+
+### Form Optimization
+
+| Test | Hypothesis |
+|------|------------|
+| Field count | Fewer fields, higher completion |
+| Multi-step vs. single | Progress bar encouragement |
+| Form placement | Above fold vs. after content |
+| Phone field | Include vs. exclude |
+| Field enrichment | Hide fields you can auto-fill |
+| Form labels | Inside field vs. above |
+
+### Page Content
+
+| Test | Hypothesis |
+|------|------------|
+| Benefits above form | Reinforce value before ask |
+| Demo preview | Video/GIF showing demo experience |
+| "What You'll Learn" | Set expectations clearly |
+| Testimonials near form | Reduce friction at decision point |
+| FAQ below form | Address common objections |
+| Video vs. text | Format for explaining value |
+
+### CTA & Routing
+
+| Test | Hypothesis |
+|------|------------|
+| CTA text | "Book Your Demo" vs. "Schedule 15-Min Call" |
+| On-demand option | Instant demo alongside live option |
+| Personalized messaging | Based on visitor data/source |
+| Navigation removal | Reduce page distractions |
+| Calendar integration | Inline booking vs. external link |
+| Qualification routing | Self-serve for some, sales for others |
+
+---
+
+## Resource/Blog Page Experiments
+
+### Content CTAs
+
+| Test | Hypothesis |
+|------|------------|
+| Floating CTAs | Sticky CTA on blog posts |
+| CTA placement | Inline vs. end-of-post only |
+| Reading time display | Estimated reading time |
+| Related resources | End-of-article recommendations |
+| Gated vs. free | Content access strategy |
+| Content upgrades | Specific to article topic |
+
+### Resource Section
+
+| Test | Hypothesis |
+|------|------------|
+| Navigation/filtering | Easier to find relevant content |
+| Search functionality | Find specific resources |
+| Featured resources | Highlight best content |
+| Layout format | Grid vs. list view |
+| Topic bundles | Grouped resources by theme |
+| Download tracking | Gate some, track engagement |
+
+---
+
+## Landing Page Experiments
+
+### Message Match
+
+| Test | Hypothesis |
+|------|------------|
+| Headline matching | Match ad copy exactly |
+| Visual matching | Match ad creative |
+| Offer alignment | Same offer as ad promised |
+| Audience-specific pages | Different pages per segment |
+
+### Conversion Focus
+
+| Test | Hypothesis |
+|------|------------|
+| Navigation removal | Single-focus page |
+| CTA repetition | Multiple CTAs throughout |
+| Form vs. button | Direct capture vs. click-through |
+| Urgency/scarcity | If genuine, test messaging |
+| Social proof density | Amount and placement |
+| Video inclusion | Explain offer with video |
+
+### Page Length
+
+| Test | Hypothesis |
+|------|------------|
+| Short vs. long | Quick conversion vs. complete argument |
+| Above-fold only | Minimal scroll required |
+| Section ordering | Most important content first |
+| Footer removal | Eliminate navigation |
+
+---
+
+## Feature Page Experiments
+
+### Feature Presentation
+
+| Test | Hypothesis |
+|------|------------|
+| Demo/screenshot | Show feature in action |
+| Use case examples | How customers use it |
+| Before/after | Impact visualization |
+| Video walkthrough | Feature tour |
+| Interactive demo | Try feature without signup |
+
+### Conversion Path
+
+| Test | Hypothesis |
+|------|------------|
+| Trial CTA | Feature-specific trial offer |
+| Related features | Cross-link to other features |
+| Comparison | vs. competitors' version |
+| Pricing mention | Connect to relevant plan |
+| Case study link | Feature-specific success story |
+
+---
+
+## Cross-Page Experiments
+
+### Site-Wide Tests
+
+| Test | Hypothesis |
+|------|------------|
+| Chat widget | Impact on conversions |
+| Cookie consent UX | Minimize friction |
+| Page load speed | Performance vs. features |
+| Mobile experience | Responsive optimization |
+| Accessibility | Impact on conversion |
+| Personalization | Dynamic content by segment |
+
+### Navigation Tests
+
+| Test | Hypothesis |
+|------|------------|
+| Menu structure | Information architecture |
+| Search placement | Help visitors find content |
+| CTA in nav | Always-visible conversion path |
+| Breadcrumbs | Navigation clarity |