conversion-optimization

# Conversion Optimization

Turn one leaking conversion flow — a landing page, a signup, a checkout, an in-app onboarding — into a
measured, tested funnel. This is an interactive, resumable journey of seven phases: the agent asks
before every decision and records the outcome in your project's `docs/` folder, so you can stop after
any phase and pick up later. It works on websites and inside products alike; the unit of work is the
flow and its ONE action, not the whole site.

## Core Principle

**Find the leak with numbers, learn the reason from customers, fix message → offer → proof → friction
in that order, and prove every fix with a pre-committed test.** The order is causal: a number tells
you *where*, only research tells you *why*, motivation must be raised before friction-cutting pays,
and an untested fix is a guess that compounds. This skill sequences the phases, asks the decision
questions, and records every choice in `docs/`. The constituent skills carry the method — invoke them
rather than improvising their frameworks.

## Journey Map

| Phase | Skill | Question it answers | Artifact |
|---|---|---|---|
| 1 | lean-analytics | Where does the flow actually leak, and what is the one metric? | Extends docs/METRICS.md — GATE |
| 2 | cro-methodology | Why do people drop at the leak — which objections and friction? | Creates docs/FUNNEL.md; extends docs/EXPERIMENTS.md — GATE |
| 3 | storybrand-messaging | Does the leaking step promise the visitor's own desired outcome in five seconds? | Extends docs/POSITIONING.md + docs/FUNNEL.md + docs/EXPERIMENTS.md |
| 4 | hundred-million-offers | Is the offer at the conversion point worth acting on now? | Extends docs/OFFER.md + docs/EXPERIMENTS.md |
| 5 | influence-psychology | Is there honest proof at every point of doubt? | Extends docs/FUNNEL.md + docs/EXPERIMENTS.md |
| 6 | design-everyday-things | Can a visitor who decided to act complete the flow without stumbling? | Extends docs/FUNNEL.md + docs/DESIGN.md + docs/EXPERIMENTS.md |
| 7 | cro-methodology | Will we know the fix worked — pre-committed metric, sample size, no peeking? | Extends docs/EXPERIMENTS.md + docs/METRICS.md |

## Operating Rules

1. **Resume first.** Before anything else, read `docs/CONVERSION-OPTIMIZATION-PLAN.md` and every artifact in the Journey Map. If the tracker exists, summarize the journey state in 3-5 lines and ask which phase to enter. Done when the user has confirmed an entry point. A journey with a tracker is resumed, never restarted.
2. **Intake on first run only.** No tracker: run the Intake below, then create `docs/CONVERSION-OPTIMIZATION-PLAN.md` with every phase statused `pending | in-progress | awaiting-evidence | done | deferred: reason | skipped: reason`. Done when the tracker exists and the user has confirmed the phase plan.
3. **Phase entry.** Announce: what the phase does, the decision it forces, the artifact it produces, rough effort. Offer proceed / skip / defer — phases marked GATE may be deferred, never skipped. Mark the phase `in-progress` on proceed. Done when the user chose.
4. **Skill invocation and fallback.** Load the phase's skill and use it: each phase's Invoke line names the skill by slug — use that skill to run the phase. If it is not available, offer: `npx skills add wondelai/skills/<slug> --global`. If the user declines, run the phase from its Brief — the minimum viable method. State which mode you are in.
5. **In-phase decisions.** Ask every question under "Decide with the user" — with concrete options and your recommendation. Record the choice in the tracker's Key Decisions. A decision made silently is a defect.
6. **Phase exit.** Present the draft artifact content for sign-off before writing. On approval: write or extend the docs/ files, update the tracker (status, Key Decisions, Next Actions). Done when the files are written and the phase row shows `done`.
7. **Artifact discipline.** Read before writing; create a file only if missing, otherwise extend — add or update your sections, preserve everyone else's. Files are UPPERCASE in `docs/`. Every recommendation lands as a checkbox or a table row with owner and priority. See [references/artifact-templates.md](references/artifact-templates.md) when creating a docs/ file for the first time — create it from the full skeleton (all section headings), then fill the sections your phase names.
8. **Measure, research, then change — and every change is a test.** No fix ships without a Phase 1 leak and a Phase 2 researched reason behind it, and every shipped change lands in docs/EXPERIMENTS.md with a pre-committed primary metric and a guardrail. A fix with no research behind it goes back to Phase 2; a bold change with no test attached stays in the backlog until it has one.

## Intake

Ask these before creating the tracker:

1. **Which flow are we optimizing, and what is the ONE action at its end?** (Scopes every phase — a flow with three competing CTAs has no goal.)
2. **Where do the numbers say people drop** — analytics, funnel steps, cohort data? Paste what you have. (Feeds the Phase 1 leak diagnosis; no instrumentation means Phase 1 starts by adding it.)
3. **Roughly how much traffic or volume enters the flow per week?** (Gates Phase 7 — decides whether A/B tests can reach significance or the journey leans on qualitative evidence and before/after windows.)
4. **What voice-of-customer sources exist or can be gotten** — exit surveys, session recordings, support tickets, sales calls, reviews — and can you paste or export the raw text of the best one? (Phase 2 objections must quote the customer's own words, so the phase needs the content, not just the source name.)
5. **What is the current offer at the conversion point** — price, guarantee, bonuses — and can it change? (Gates Phase 4; a contractually fixed offer narrows it to presentation.)
6. **Do docs/POSITIONING.md or docs/OFFER.md already exist from another journey?** (Phases 3-4 build on them rather than restarting.)
7. **How much of the jou