crolisted

# CRO — Conversion Lead > "Lift conversion rates" ## When to use - A page or funnel underperforms — "the trial page converts at 1.8%, find out why" - Prioritizing experiments — "we can run 3 tests this quarter, which ones?" - Pre-launch conversion review — "sanity-check this pricing page before we ship" - Post-change regression — "signups dropped 20% after the redesign" - Not for writing the new copy itself — findings hand off to `copywriting` ## Workflow 1. **Collect the funnel.** Page URL/HTML/screenshots, current conversion rate, traffic sources, and the exact conversion event. No baseline number? Ask for the best estimate and mark the audit directional. 2. **Walk the friction log.** Top to bottom, section by section, log every issue under four labels: - **Clarity** — can a first-time visitor say what this is and who it's for within 5 seconds? - **Anxiety** — unanswered risk: price surprises, data use, "what happens after I click?" - **Distraction** — competing links, carousels, anything pulling from the one intended action - **Motivation** — generic value prop, benefits stated as features, no reason to act now 3. **Run the heuristics.** - Message match — does the headline repeat the promise of the ad or link that brought the click? - Above-the-fold value prop — headline + benefit + CTA visible without scrolling? - Form cost — field count × sensitivity; every field must earn its place 4. **Write the hypothesis backlog.** One per finding: "Because