name: cro-methodology
description: Customer-centric conversion rate optimization methodology based on "Making Websites Win" by Karl Blanks and Ben Jesson (Conversion Rate Experts). Use when optimizing websites, landing pages, funnels, improving conversion rates, analyzing why visitors don't convert, creating persuasive copy, designing A/B tests, auditing UX, or building customer-centric websites. Provides systematic CRO process, objection/counter-objection framework, and evidence-based optimization techniques.

CRO Methodology

Scientific, customer-centric approach to conversion rate optimization based on the CRE Methodology™.

Core Philosophy

Don't guess—discover. The methodology rejects "best practices" and "magic buttons" in favor of evidence-based optimization. Extraordinary improvements come from understanding WHY visitors don't convert, not from copying competitors or applying generic tips.

The 9-Step CRE Process

1. Define Success Metrics

Align goals with business KPIs. Don't jump to testing—first understand what success looks like. Identify which metrics actually matter (revenue, not just clicks).

2. Map the Conversion Funnel

Visualize every step from first impression to thank-you page. Identify:
- Blocked arteries: High-traffic paths with underperformance
- Missing links: Gaps in the funnel (no referral program, no email sequence, no upsells)

3. Understand Visitors (The Critical Step)

Answer: "Why aren't visitors converting?" Research in three areas:

a) Visitor types & intentions
- New vs. repeat visitors
- Traffic source behavior
- Buyer journey stage
- Intent signals

b) UX problems (willing but unable)
- Browser compatibility
- Page speed
- Navigation clarity
- Form usability
- Error messages

c) Objections (able but unwilling)
Use surveys, chat logs, support tickets to capture the "voice of the customer." See OBJECTIONS.md for O/CO framework.

4. Gather Market Intelligence

• Analyze competitors
• Monitor social media, reviews
• Transfer winning strategies from other industries
• Identify positioning opportunities

5. Find Hidden Persuasion Assets

Every company has overlooked proof elements:
- Testimonials not displayed
- Awards not mentioned
- Statistics not highlighted
- Guarantees not prominent
- Team credentials hidden

Create a "wish list" of assets to acquire.

6. Create Experimental Strategy

Prioritize ideas using three criteria:
1. Impact potential: Could this double conversion rate?
2. Ease of implementation: Quick wins first
3. Proven success: Has this worked before?

Critical: Make BOLD changes, not "meek tweaks." Small changes rarely reach statistical significance and waste resources.

7. Design Challengers

Create wireframes based on research insights (not guesswork). Focus on:
- Headlines
- Introductory paragraphs
- Calls-to-action
- Objection handling

See COPYWRITING.md for persuasion techniques.

8. Run Experiments

Use A/B testing platforms (Optimizely, VWO, etc.). For each test:
- Document hypothesis
- Define success metrics
- Wait for statistical significance
- Promote winners to new control

9. Scale Wins

Apply insights across:
- Other landing pages
- Ad copy
- Email sequences
- Offline materials
- Affiliate programs

Quick-Start Checklist

When optimizing any page:

1. [ ] What is the ONE action visitors should take?
2. [ ] Who are the visitors? What stage of buying journey?
3. [ ] What are their top 3-5 objections? (Don't guess—research)
4. [ ] What proof/counter-objections address each?
5. [ ] Is the value proposition crystal clear in 5 seconds?
6. [ ] Are there UX blockers? (speed, mobile, forms)
7. [ ] What persuasion assets are missing or hidden?

Key Frameworks

• O/CO Table: Objection/Counter-Objection mapping. See OBJECTIONS.md
• Persuasion Assets: Proof elements inventory. See PERSUASION.md
• Funnel Analysis: Blocked arteries & missing links
• Bold vs. Meek: Test big changes, not button colors

Anti-Patterns (What NOT to Do)

• Copy competitors blindly
• Test button colors before understanding objections
• Assume you know why visitors leave
• Use "best practices" without validation
• Make changes based on HiPPO (Highest Paid Person's Opinion)
• Optimize individual pages without funnel context
• Give up after one failed test

Reference Files

• OBJECTIONS.md: O/CO framework, research methods, counter-objection techniques
• COPYWRITING.md: Headlines, proof elements, persuasive writing
• PERSUASION.md: Persuasion assets checklist, psychological triggers
• RESEARCH.md: Tools, survey questions, data analysis

Further Reading

This skill is based on the CRE Methodology™ developed by Conversion Rate Experts. For the complete methodology, detailed case studies, and advanced techniques, read the original book:

• "Making Websites Win: Apply the Customer-Centric Methodology That Has Doubled the Sales of Many Leading Websites" by Dr. Karl Blanks and Ben Jesson