How to use the Conversion Rate Optimization agent skill (cro)

What an agent skill is and what the cro skill makes the agent do

An agent skill is a folder of instructions (a SKILL.md file plus optional reference files) that an AI agent loads when a request matches the skill's description. The cro skill covers marketing pages and forms, including homepages, landing pages, pricing pages, feature pages, lead capture forms and contact forms.

When it applies, the agent reviews the page, often from a URL or pasted copy, and diagnoses why visitors aren't converting. It checks value proposition clarity, headlines, call-to-action wording and placement, trust signals, objections and friction. The output is organized into quick wins, bigger changes, test ideas and alternative headline or button copy. For form work and experiment ideas, it loads detailed reference guides.

• Value proposition: whether a visitor understands the offer within about five seconds
• Headlines and CTA copy and placement
• Trust signals and objection handling
• Friction points such as too many form fields or unclear next steps

Install the cro skill from the ZIP

Download the ZIP for the cro skill from this page and unzip it. The package contains SKILL.md, references/form.md, references/experiments.md and an evals/evals.json file.

For a personal setup, place the unzipped skill folder in ~/.claude/skills/. For a single project, place it in that project's .claude/skills/ folder so it applies only there.

If you use the Claude apps, you can instead upload the skill under Settings → Capabilities → Skills.

• Personal install: ~/.claude/skills/
• Project install: the project's .claude/skills/ folder
• Claude apps: Settings → Capabilities → Skills

Trigger the skill with a natural request

You do not need a special command. The skill is chosen from its description, which lists phrases such as 'CRO', 'conversion rate optimization', 'this page isn't converting', 'low conversion rate' and 'this page needs work'. Describe the page and the problem in plain language, and include the URL or the copy if you have it.

The description also says the skill applies even when you only share a URL and ask for feedback. If you ask about a signup flow, post-signup activation or popups, the skill points you to other skills (signup, onboarding and popups) instead.

• "Here's my pricing page URL. Why isn't it converting visitors to trial starts?"
• "My landing page sucks. Can you review the copy and tell me what to fix first?"
• "Our contact form has lots of drop-off on mobile. What should we change?"
• "Give me 3 headline alternatives for this hero section and a test plan."

Give the agent the context it needs

The skill asks the agent to identify the page type, the primary conversion goal and the traffic source before recommending changes. If you keep a product marketing context file at .agents/product-marketing.md (or .claude/product-marketing.md, or the older product-marketing-context.md name), the agent reads it first and asks only for what is missing.

Useful details to include are your current conversion rate and goal, where traffic comes from, what happens after the page, and whether you have user research, heatmaps or session recordings. The skill's own task questions ask for the same things.

• Page type and the conversion goal (sign up, request demo, purchase, subscribe, download, contact sales)
• Traffic source (organic, paid, email, social)
• Current conversion rate, if known
• What you have already tried

Read the output and decide what to test

The skill returns Quick Wins for changes you can make now, High-Impact Changes that take more effort, Test Ideas, and Copy Alternatives with 2-3 options and reasons. Treat the Test Ideas as hypotheses to measure, not facts. The skill itself says its advice is heuristic.

For A/B test design and measurement, the skill points to the ab-testing skill. The skill also notes that copy rewrites from scratch belong to the copywriting skill.

• Start with Quick Wins that are low effort and clearly broken
• Turn High-Impact Changes and Test Ideas into measured tests
• Use the copywriting skill when the page needs a full rewrite

Safety notes: scripts and network access

The skill's listing states that it runs no scripts and uses no network access, and it requires nothing else to be listed. It is made of instructions and reference documents. Any page content the agent reads comes from what you give it, such as a URL or pasted copy.

The skill's form guidance mentions a revops inbound-routing playbook on GitHub for cases where enrichment controls the next step after a lead form. That is a link to documentation, not a step the skill runs. Review any skill's files before installing, as with any instructions you give an agent.

• Runs scripts: no
• Uses network: no
• Requires: nothing listed