novahiz 0.1.0

package/bundled-skills/copywriting/references/natural-transitions.md

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+# Natural Transitions
+
+Transitional phrases to guide readers through your content. Good signposting improves readability, user engagement, and helps search engines understand content structure.
+
+Adapted from: University of Manchester Academic Phrasebank (2023), Plain English Campaign, web content best practices
+
+---
+
+## Contents
+- Previewing Content Structure
+- Introducing a New Topic
+- Referring Back
+- Moving Between Sections
+- Indicating Addition
+- Indicating Contrast
+- Indicating Similarity
+- Indicating Cause and Effect
+- Giving Examples
+- Emphasising Key Points
+- Providing Evidence (neutral attribution, expert quotes, supporting claims)
+- Summarising Sections
+- Concluding Content
+- Question-Based Transitions
+- List Introductions
+- Hedging Language
+- Best Practice Guidelines
+- Transitions to Avoid (AI Tells)
+
+## Previewing Content Structure
+
+Use to orient readers and set expectations:
+
+- Here's what we'll cover...
+- This guide walks you through...
+- Below, you'll find...
+- We'll start with X, then move to Y...
+- First, let's look at...
+- Let's break this down step by step.
+- The sections below explain...
+
+---
+
+## Introducing a New Topic
+
+- When it comes to X,...
+- Regarding X,...
+- Speaking of X,...
+- Now let's talk about X.
+- Another key factor is...
+- X is worth exploring because...
+
+---
+
+## Referring Back
+
+Use to connect ideas and reinforce key points:
+
+- As mentioned earlier,...
+- As we covered above,...
+- Remember when we discussed X?
+- Building on that point,...
+- Going back to X,...
+- Earlier, we explained that...
+
+---
+
+## Moving Between Sections
+
+- Now let's look at...
+- Next up:...
+- Moving on to...
+- With that covered, let's turn to...
+- Now that you understand X, here's Y.
+- That brings us to...
+
+---
+
+## Indicating Addition
+
+- Also,...
+- Plus,...
+- On top of that,...
+- What's more,...
+- Another benefit is...
+- Beyond that,...
+- In addition,...
+- There's also...
+
+**Note:** Use "moreover" and "furthermore" sparingly. They can sound AI-generated when overused.
+
+---
+
+## Indicating Contrast
+
+- However,...
+- But,...
+- That said,...
+- On the flip side,...
+- In contrast,...
+- Unlike X, Y...
+- While X is true, Y...
+- Despite this,...
+
+---
+
+## Indicating Similarity
+
+- Similarly,...
+- Likewise,...
+- In the same way,...
+- Just like X, Y also...
+- This mirrors...
+- The same applies to...
+
+---
+
+## Indicating Cause and Effect
+
+- So,...
+- This means...
+- As a result,...
+- That's why...
+- Because of this,...
+- This leads to...
+- The outcome?...
+- Here's what happens:...
+
+---
+
+## Giving Examples
+
+- For example,...
+- For instance,...
+- Here's an example:...
+- Take X, for instance.
+- Consider this:...
+- A good example is...
+- To illustrate,...
+- Like when...
+- Say you want to...
+
+---
+
+## Emphasising Key Points
+
+- Here's the key takeaway:...
+- The important thing is...
+- What matters most is...
+- Don't miss this:...
+- Pay attention to...
+- This is critical:...
+- The bottom line?...
+
+---
+
+## Providing Evidence
+
+Use when citing sources, data, or expert opinions:
+
+### Neutral attribution
+- According to [Source],...
+- [Source] reports that...
+- Research shows that...
+- Data from [Source] indicates...
+- A study by [Source] found...
+
+### Expert quotes
+- As [Expert] puts it,...
+- [Expert] explains,...
+- In the words of [Expert],...
+- [Expert] notes that...
+
+### Supporting claims
+- This is backed by...
+- Evidence suggests...
+- The numbers confirm...
+- This aligns with findings from...
+
+---
+
+## Summarising Sections
+
+- To recap,...
+- Here's the short version:...
+- In short,...
+- The takeaway?...
+- So what does this mean?...
+- Let's pull this together:...
+- Quick summary:...
+
+---
+
+## Concluding Content
+
+- Wrapping up,...
+- The bottom line is...
+- Here's what to do next:...
+- To sum up,...
+- Final thoughts:...
+- Ready to get started?...
+- Now it's your turn.
+
+**Note:** Avoid "In conclusion" at the start of a paragraph. It's overused and signals AI writing.
+
+---
+
+## Question-Based Transitions
+
+Useful for conversational tone and featured snippet optimization:
+
+- So what does this mean for you?
+- But why does this matter?
+- How do you actually do this?
+- What's the catch?
+- Sound complicated? It's not.
+- Wondering where to start?
+- Still not sure? Here's the breakdown.
+
+---
+
+## List Introductions
+
+For numbered lists and step-by-step content:
+
+- Here's how to do it:
+- Follow these steps:
+- The process is straightforward:
+- Here's what you need to know:
+- Key things to consider:
+- The main factors are:
+
+---
+
+## Hedging Language
+
+For claims that need qualification or aren't absolute:
+
+- may, might, could
+- tends to, generally
+- often, usually, typically
+- in most cases
+- it appears that
+- evidence suggests
+- this can help
+- many experts believe
+
+---
+
+## Best Practice Guidelines
+
+1. **Match tone to audience**: B2B content can be slightly more formal; B2C often benefits from conversational transitions
+2. **Vary your transitions**: Repeating the same phrase gets noticed (and not in a good way)
+3. **Don't over-signpost**: Trust your reader; every sentence doesn't need a transition
+4. **Use for scannability**: Transitions at paragraph starts help skimmers navigate
+5. **Keep it natural**: Read aloud; if it sounds forced, simplify
+6. **Front-load key info**: Put the important word or phrase early in the transition
+
+---
+
+## Transitions to Avoid (AI Tells)
+
+These phrases are overused in AI-generated content:
+
+- "That being said,..."
+- "It's worth noting that..."
+- "At its core,..."
+- "In today's digital landscape,..."
+- "When it comes to the realm of..."
+- "This begs the question..."
+- "Let's delve into..."
+
+See the seo-audit skill's `references/ai-writing-detection.md` for a complete list of AI writing tells.

package/bundled-skills/cro/SKILL.md

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+---
+name: cro
+description: "When the user wants to optimize, improve, or increase conversions on any marketing page or form — including homepage, landing pages, pricing pages, feature pages, lead capture forms, or contact forms. Also use when the user says 'CRO,' 'conversion rate optimization,' 'this page isn't converting,' 'improve conversions,' 'why isn't this page working,' 'my landing page sucks,' 'form abandonment,' 'nobody's converting,' 'low conversion rate,' or 'this page needs work.' Use this even if the user just shares a URL and asks for feedback. For signup/registration flows, see signup. For post-signup activation, see onboarding. For popups/modals, see popups."
+metadata:
+  version: 2.0.0
+---
+
+# Conversion Rate Optimization (CRO)
+
+You are a conversion rate optimization expert. Your goal is to analyze marketing pages and provide actionable recommendations to improve conversion rates.
+
+## 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, 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 comprehensive experiment ideas by page type**: See [references/experiments.md](references/experiments.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?
+
+---
+
+## Related Skills
+
+- **signup**: If the issue is in the signup process itself
+- **popups**: If considering popups as part of the strategy
+- **copywriting**: If the page needs a complete copy rewrite
+- **ab-testing**: To properly test recommended changes
+
+---
+
+## 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).

package/bundled-skills/cro/evals/evals.json

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+{
+  "skill_name": "cro",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "Here's my SaaS landing page: https://example.com/product. We get about 5,000 visitors/month from Google Ads but only 1.2% convert to free trial signups. Can you help me figure out what's wrong?",
+      "expected_output": "Should check for product-marketing.md first. Should identify page type (landing page) and conversion goal (free trial signup). Should analyze across the CRO framework dimensions: value proposition clarity, headline effectiveness, CTA placement/copy/hierarchy, visual hierarchy, trust signals, objection handling, and friction points. Should provide recommendations organized as Quick Wins, High-Impact Changes, and Test Ideas. Should note the message match issue between Google Ads and landing page. Should provide 2-3 headline and CTA copy alternatives with rationale.",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Identifies page type as landing page",
+        "Identifies conversion goal as free trial signup",
+        "Analyzes value proposition clarity",
+        "Analyzes CTA placement and copy",
+        "Notes message match between ads and landing page",
+        "Output has Quick Wins section",
+        "Output has High-Impact Changes section",
+        "Output has Test Ideas section",
+        "Provides 2-3 headline or CTA alternatives"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "Our pricing page has three tiers but nobody picks the middle one. 60% choose the cheapest plan and 30% bounce entirely. What should we change?",
+      "expected_output": "Should apply the Pricing Page CRO framework. Should address plan comparison clarity, recommended plan indication, and 'which plan is right for me?' anxiety. Should analyze whether the middle tier's value proposition is differentiated enough. Should recommend trust signals and social proof near pricing. Should suggest specific experiments like changing plan names, adjusting feature differentiation, adding an annual toggle, or highlighting the recommended plan visually. Output should include Quick Wins, High-Impact Changes, and Test Ideas sections.",
+      "assertions": [
+        "Applies Pricing Page CRO framework",
+        "Addresses recommended plan indication",
+        "Addresses 'which plan is right for me' anxiety",
+        "Analyzes middle tier differentiation",
+        "Suggests specific experiments",
+        "Output has Quick Wins section",
+        "Output has High-Impact Changes section",
+        "Output has Test Ideas section"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "this page isn't converting. can you take a look? it's our homepage for a B2B project management tool",
+      "expected_output": "Should trigger on the casual 'this page isn't converting' phrasing. Should identify this as a Homepage CRO analysis. Should ask clarifying questions about current conversion rate, traffic sources, and conversion goal. Should apply the full CRO Analysis Framework starting with value proposition clarity. Should address the homepage-specific guidance: serving multiple audiences, leading with broadest value prop, and providing clear paths for different visitor intents. Should provide structured output with Quick Wins, High-Impact Changes, Test Ideas, and Copy Alternatives.",
+      "assertions": [
+        "Triggers on casual phrasing",
+        "Identifies as Homepage CRO",
+        "Asks about current conversion rate",
+        "Asks about traffic sources",
+        "Applies CRO Analysis Framework",
+        "Addresses serving multiple audiences",
+        "Addresses clear paths for different visitor intents",
+        "Output has structured sections"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "We have a blog that gets 20k organic visits/month but almost nobody clicks through to our product. How do we get more conversions from blog readers?",
+      "expected_output": "Should apply the Blog Post CRO framework. Should recommend contextual CTAs matching content topics and inline CTAs at natural stopping points. Should analyze whether CTAs are relevant to the content topic or generic. Should suggest specific CTA placements: within content, end of post, sidebar, sticky bar. Should recommend testing different CTA formats (inline text links, banner cards, exit-intent). Should cross-reference copywriting skill for CTA copy improvement.",
+      "assertions": [
+        "Applies Blog Post CRO framework",
+        "Recommends contextual CTAs matching content",
+        "Recommends inline CTAs at natural stopping points",
+        "Suggests specific CTA placements",
+        "Suggests testing different CTA formats",
+        "Cross-references copywriting or related skill"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "We redesigned our landing page and conversions dropped from 4.2% to 2.8%. Here's the new page. What went wrong?",
+      "expected_output": "Should approach this as a diagnostic CRO audit focused on what changed. Should systematically compare against the CRO framework dimensions to identify likely regression causes. Should check for common redesign mistakes: losing trust signals, weaker value proposition clarity, CTA hierarchy changes, added friction, broken message match with traffic sources. Should provide specific fixes organized by likely impact. Should recommend reverting high-risk changes while testing others.",
+      "assertions": [
+        "Approaches as diagnostic audit",
+        "Checks for lost trust signals",
+        "Checks for weakened value proposition",
+        "Checks for CTA hierarchy changes",
+        "Checks for added friction",
+        "Checks for broken message match with traffic sources",
+        "Provides fixes organized by impact",
+        "Recommends reverting high-risk changes"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "Our signup form has too many fields and people keep abandoning it halfway through. Can you help optimize it?",
+      "expected_output": "Should recognize this is about signup form optimization, not general page CRO. Should defer to or cross-reference the signup skill, which specifically handles signup, registration, and account creation flows. May provide some general friction reduction advice but should make clear that signup is the right skill for this task.",
+      "assertions": [
+        "Recognizes this as signup flow optimization",
+        "References or defers to signup skill",
+        "Does not attempt full cro analysis on a form"
+      ],
+      "files": []
+    },
+    {
+      "id": 7,
+      "prompt": "Review this feature page for our API monitoring tool. Most traffic comes from organic search for 'API monitoring tools'. We want them to start a free trial.",
+      "expected_output": "Should apply the Feature Page CRO framework: connect feature to benefit, show use cases and examples, clear path to try/buy. Should reference the experiments section and suggest prioritized test ideas for hero section, trust signals, and CTA variations. Should note the organic search traffic source and check for message match with search intent. Should cross-reference ab-testing skill for proper test implementation.",
+      "assertions": [
+        "Applies Feature Page CRO framework",
+        "Connects features to benefits",
+        "Suggests use cases and examples",
+        "Provides clear path to try/buy",
+        "Notes organic traffic source and search intent match",
+        "Suggests specific experiment hypotheses",
+        "Cross-references ab-testing skill"
+      ],
+      "files": []
+    }
+  ]
+}