CRO Optimizer

Purpose

Analyze conversion funnels using live Humblytics analytics data, identify the highest-impact drop-off points, and generate prioritized A/B test hypotheses with expected revenue impact. This skill turns raw analytics into a ranked optimization roadmap.

When to Use

• Diagnosing why a funnel is underperforming
• Identifying the biggest conversion bottleneck across a user journey
• Generating a prioritized list of A/B test ideas
• Preparing a CRO sprint plan or quarterly optimization roadmap
• Analyzing page-level or step-level drop-off rates
• Comparing conversion performance across segments (device, source, geography)

Credentials

This skill reads a Humblytics API key from the environment. Never paste API keys directly into chat — they persist in transcripts and logs.

Setup (one time):

1. cp .env.example .env at the repo root and fill in HUMBLYTICS_API_KEY
2. source .env in your shell before running the agent (or use direnv, or add the exports to your shell profile)
3. Get the key from Humblytics Dashboard > Settings > API
4. The skill will ask for your Property ID (also in Dashboard > Settings > API)

• Base URL: https://app.humblytics.com/api/external/v1
• Docs: https://docs.humblytics.com/api

If HUMBLYTICS_API_KEY is not in the environment, stop and point the user at .env.example — do not accept the key in chat.

Before You Start

1. Confirm the property ID — Ask the user which Humblytics property to analyze
2. Identify the funnel — Clarify which conversion flow to examine (e.g., homepage > pricing > signup > onboarding)
3. Check for context — Look for existing project docs, AGENTS.md, or product briefs that describe the business model, target audience, and current conversion goals
4. Establish the time range — Default to last 30 days; ask if the user wants a different window
5. Confirm API access — Verify HUMBLYTICS_API_KEY is available as an environment variable

Core Workflow

Step 1: Pull Funnel Data

Retrieve analytics data from the Humblytics API:

• Page views and sessions for each step in the funnel
• Event data for key conversion actions (signups, clicks, form submissions)
• Device and source breakdowns to identify segment-specific issues
• Heatmap summaries if available for high-traffic pages

Use the Humblytics API endpoints:

• GET /properties/{propertyId}/analytics/pages — Page-level traffic
• GET /properties/{propertyId}/analytics/funnel — Funnel step data
• GET /properties/{propertyId}/analytics/events — Custom event tracking
• GET /properties/{propertyId}/heatmaps — Click and scroll heatmap data

Step 2: Map the Funnel

Build a complete picture of the user journey:

Traffic Source → Landing Page → Key Action → Conversion → Retention

For each step, calculate:

• Volume: How many users reach this step
• Conversion rate: Percentage who proceed to the next step
• Drop-off rate: Percentage who abandon at this step
• Absolute drop-off: Raw number of users lost

Step 3: Identify the Biggest Leak

Apply the Largest Leak First principle:

1. Calculate the absolute number of users lost at each step
2. Rank steps by absolute drop-off (not percentage)
3. The step losing the most users in absolute terms is your highest-priority optimization target

Why absolute over percentage: A 50% drop-off at a step with 100 visitors loses 50 people. A 10% drop-off at a step with 10,000 visitors loses 1,000 people. Fix the 1,000-person leak first.

Step 4: Diagnose Root Causes

For each high-drop-off step, investigate:

• Page load time — Slow pages kill conversions. Check if the step has performance issues.
• Mobile vs desktop — Is the drop-off concentrated on mobile? Layout/UX issue.
• Traffic source — Do certain acquisition channels show higher drop-off? Expectation mismatch.
• Scroll depth — Are users seeing the CTA? Check heatmap scroll data.
• Click patterns — Are users clicking non-interactive elements? Confusing UI.
• Form fields — For forms, which field has the highest abandonment rate?

Step 5: Generate Test Hypotheses

For each identified issue, create a hypothesis using the ICE framework:

Format:

IF we [change], THEN [metric] will [improve/increase/decrease]
BECAUSE [evidence from data]

Impact: [1-10] — How much will this move the needle?
Confidence: [1-10] — How sure are we this will work?
Ease: [1-10] — How quickly can we implement and test this?
ICE Score: [average of three]

Step 6: Prioritize and Recommend

Rank all hypotheses by ICE score and present:

1. Top 3 Quick Wins — High ease, decent impact (ship this week)
2. Top 3 High-Impact Tests — High impact, may require more effort (sprint backlog)
3. Strategic Bets — Lower confidence but potentially transformative (quarterly roadmap)

For each recommendation, include:

• The specific page or funnel step
• What to change and why
• Expected impact on conversion rate
• Suggested test duration based on traffic volume

Analysis Frameworks

The RICE Prioritization (for larger teams)

• Reach: How many users per month does this affect?
• Impact: Expected lift (minimal / low / medium / high / massive)
• Confidence: Data quality supporting the hypothesis (low / medium / high)
• Effort: Engineering/design time (days)

Score = (Reach x Impact x Confidence) / Effort

Segment Analysis Checklist

Always break down conversion data by:

• Device type (mobile / desktop / tablet)
• Traffic source (organic / paid / direct / referral / social)
• Geography (if international)
• New vs returning visitors
• Entry page

Common Funnel Archetypes

Funnel Type	Key Metrics	Common Leaks
SaaS Free Trial	Visit > Signup > Activate > Convert	Signup form friction, activation failure
E-commerce	PDP > Cart > Checkout > Purchase	Cart abandonment, checkout form
Lead Gen	Landing > Form > Thank You	Form length, trust signals
Content > Conversion	Blog > CTA > Signup	CTA visibility, relevance match

Output Format

Present findings as:

1. Funnel Overview — Visual step-by-step with volumes and rates
2. Key Finding — The single biggest insight in one sentence
3. Drop-off Analysis — Ranked list of leaks with absolute numbers
4. Root Cause Diagnosis — What is causing each major leak
5. Prioritized Test Roadmap — ICE-scored hypotheses ready for execution
6. Expected Impact — If top 3 tests succeed, projected conversion lift

Related Skills

• ab-test-generator — Take the hypotheses from this skill and generate actual test configurations
• funnel-reporter — Pull comprehensive funnel reports with revenue data
• page-cro — Deep-dive into a specific page's conversion issues
• copywriting — Generate optimized copy for test variants