market-landing

# Landing Page CRO Analysis

## Skill Purpose
Perform a comprehensive Conversion Rate Optimization (CRO) analysis on any landing page. This skill produces a section-by-section teardown with prioritized, actionable fixes that directly impact conversion rates.

## When to Use
- User provides a landing page URL and asks for conversion optimization
- User asks for landing page feedback, review, or audit
- User wants to improve signup, lead capture, or purchase rates
- Triggered by `/market landing <url>` or `/market cro <url>`

## How to Execute

### Step 1: Identify the Page Type
Determine which type of landing page you are analyzing. This affects benchmark expectations and scoring weights.

| Page Type | Primary Goal | Good CR | Great CR |
|---|---|---|---|
| Lead Capture | Email/form submission | 5-10% | 15%+ |
| SaaS Signup | Free trial or freemium signup | 3-7% | 10%+ |
| E-commerce Product | Add to cart / Purchase | 2-4% | 5%+ |
| Webinar Registration | Register for event | 20-30% | 40%+ |
| App Download | Install app | 10-15% | 20%+ |
| Waitlist | Join waitlist | 15-25% | 35%+ |
| Consultation Booking | Schedule a call | 5-10% | 15%+ |
| Nonprofit Donation | Make a donation | 2-5% | 8%+ |

### Step 2: Run the 7-Point CRO Framework
Analyze each section in order. Score each section 1-10 and provide specific findings.

#### Section 1: Hero Section (Weight: 25%)
The first screen a visitor sees. This is where 80% of conversion decisions begin.

**Checklist:**
- [ ] Headline is visible within 2 seconds of page load
- [ ] Headline communicates the primary benefit (not a feature)
- [ ] Headline is under 10 words
- [ ] Subheadline expands on the headline with specificity
- [ ] Primary CTA is above the fold
- [ ] CTA button color contrasts with the background
- [ ] CTA text is action-oriented (not "Submit" or "Click Here")
- [ ] Hero image or video supports the message (not generic stock)
- [ ] Trust badges or social proof visible above the fold
- [ ] Page loads in under 3 seconds
- [ ] No navigation menu competing with the CTA (for dedicated landing pages)

**Scoring Criteria:**
- 9-10: Headline is benefit-driven, specific, and compelling. CTA is clear and contrasting. Visual supports the message. Trust indicators present.
- 7-8: Strong headline and CTA but missing one element (trust badges, supporting visual, or specificity).
- 5-6: Generic headline or weak CTA. Missing multiple above-the-fold elements.
- 3-4: Headline is feature-focused or vague. CTA is below the fold or unclear.
- 1-2: No clear headline or CTA. Visitor cannot understand the offer within 5 seconds.

#### Section 2: Value Proposition (Weight: 20%)
How clearly the page communicates WHY someone should convert.

**Checklist:**
- [ ] Clear statement of what the product/service does
- [ ] Specific outcomes or results promised
- [ ] Differentiation from alternatives (why THIS solution)
- [ ] Target audience is clear (visitor knows if this is for them)
- [ ] Benefits are quantified where possible (save X hours, increase Y%)
- [ ] Value proposition is scannable (not buried in paragraphs)

**Evaluate Using the 4U Framework:**
1. **Useful** - Does it solve a real problem the visitor has?
2. **Urgent** - Is there a reason to act now?
3. **Unique** - Is it different from competitors?
4. **Ultra-specific** - Are claims concrete, not vague?

#### Section 3: Social Proof (Weight: 15%)
Evidence that others trust and benefit from this product/service.

**Types of Social Proof (ranked by persuasion power):**
1. Revenue/results metrics ("$2.4B processed", "500K users")
2. Named customer testimonials with photos, titles, and companies
3. Recognizable client logos
4. Case studies with specific results
5. Star ratings and review counts
6. Media mentions ("As seen in...")
7. Certifications and awards
8. User-generated content
9. Social media follower counts

**Checklist:**
- [ ] At least 2 types of social proof present
- [ ] Testimonials include real names and photos
- [ ] Testimonials mention specific results or outcomes
- [ ] Social proof is placed near decision points (close to CTAs)
- [ ] Numbers are specific (not rounded - "11,847" beats "10,000+")
- [ ] Logos are recognizable to the target audience
- [ ] Social proof is recent and relevant

#### Section 4: Features and Benefits (Weight: 15%)
How the page presents what the product/service includes.

**Checklist:**
- [ ] Features are translated into benefits (what the feature DOES for the user)
- [ ] Content is scannable (icons, bullet points, short paragraphs)
- [ ] Visual hierarchy guides the eye through features
- [ ] Most important features/benefits are listed first
- [ ] Each feature section has a clear mini-headline
- [ ] Screenshots, demos, or visuals accompany feature descriptions
- [ ] Feature list is comprehensive but not overwhelming (3-7 key features)

**Feature-to-Benefit Translation Check:**
Bad: "AI-powered analytics dashboard"
Good: "See exactly which campaigns drive revenue -- AI analyzes your data so you don't have to"

#### Section 5: Objection Handling (Weight: 10%)
How the page addresses reasons a visitor might NOT convert.

**Common Objections by Page Type:**

| Objection | How to Address |
|---|---|
| "Too expensive" | ROI calculator, price comparison, money-back guarantee |
| "Not sure it works" | Case studies, free trial, demo video |
| "Too complicated" | Setup wizard, onboarding support, "get started in 5 minutes" |
| "Not sure I need it" | Problem agitation, cost of inaction |
| "What if I don't like it?" | Free trial, money-back guarantee, cancel anytime |
| "Is my data safe?" | Security badges, compliance logos, privacy policy link |
| "I need to ask my team" | Shareable comparison page, team trial, ROI one-pager |

**Checklist:**
- [ ] FAQ section addresses top 3-5 objections
- [ ] Risk reversals present (guarantee, free trial, cancel anytime)
- [ ] Pricing transparency (no hidden fees or surprise costs)
- [ ] Security and privacy indicators where relevant
- [ ] C