Landing Page Conversion Optimization

Horizontal skill — optimizes the conversion layer where communication meets action.

Inputs Required

• Landing page URL or description of the page
• ICP research from .agents/mkt/icp-research.md (recommended — VoC language strengthens copy)
• Traffic source context (where visitors come from)

Output

• Optimization recommendations with specific copy/structure changes
• For new pages: complete page structure with copy

Quality Gate

Before delivering, verify:

• Headline scores ≥3 out of 4 on the U's (Useful, Unique, Urgent, Ultra-specific)
• Message matches the traffic source (headline echoes the ad/link that brought them)
• One primary CTA per page (secondary CTAs don't compete)
• Trust signals appear within scroll-distance of every CTA
• Form has ≤5 fields (or justified why more are needed)

Chain Position

Horizontal — works with mkt-icp-research (audience data), mkt-copywriting (copy principles), mkt-experiment (test design)

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Before Starting

Step 0: Product Context

Check for .agents/mkt/product-context.md. If available, read for product details and accuracy.

Required Artifacts

None — can audit any page standalone.

Optional Artifacts

Artifact	Source	Benefit
icp-research.md	mkt-icp-research	VoC data for persuasion
product-context.md	mkt-copywriting	Product details for accuracy
experiment-*.md	mkt-experiment	Test design context

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Core Frameworks

4-U Headline Formula

U	Question	Scoring
Useful	Does it communicate clear value?	Y/N
Unique	Could a competitor use this headline?	Y/N (N = good)
Urgent	Is there a reason to act now?	Y/N
Ultra-specific	Does it include a number or concrete outcome?	Y/N

80% of visitors won't read past the headline. Generate 10+ variations, score each.

PAS Copy Framework

1. Problem: Lead with pain in the audience's own language. If .agents/mkt/icp-research.md exists, use VoC quotes directly.
2. Agitate: What happens if they don't solve this? Make consequences vivid.
3. Solve: Your product as the relief. Benefits, not features.

Message Match

Check: does the landing page headline echo the exact promise from the ad/email/link? Broken promise = instant bounce.

WebSearch directive: If auditing a live page, search site:[domain] "[headline text]" to find the ads/links driving traffic. Verify message match.

First-Person CTA

"Get MY guide" > "Get YOUR guide" (90% more clicks). Formula: [Action Verb] + [What They Get]

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Quick Reference

Social Proof Hierarchy (most → least powerful)

1. Testimonials with specific results ("Increased revenue 40% in 3 months")
2. Case studies with before/after numbers
3. Customer count ("Join 10,000+ teams")
4. Media mentions / press logos
5. Expert endorsements
6. Customer logos

Cognitive Bias Stack

Bias	How to Apply
Loss aversion	"Don't miss..." / limited genuine availability
Social proof	Testimonials near CTAs, user counts
Anchoring	Show higher price first, then actual price
Reciprocity	Give free value before asking (lead magnet, calculator)
Authority	Expert quotes, certification badges, press logos

Form Rules

• ≤5 fields. Every additional field costs ~10% conversions
• Start with just email. Use progressive profiling for the rest
• Each field must justify its existence — if you can ask later, do

Trust Signals

Cluster near CTAs and forms: security badges, money-back guarantee, privacy link, contact info.

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Testing Priority

Test in this order (highest impact first):

1. Headlines (biggest swing)
2. Offers (what you're promising)
3. CTAs (text, color, placement)
4. Page layout
5. Form fields

Use mkt-experiment for proper test design with success/kill thresholds and sample size validation.

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Workflows

New Landing Page

1. Read ICP research (if available) for VoC language and pain points
2. Define primary conversion goal (one per page)
3. Generate 10+ headline variations using 4-U formula
4. Structure body with PAS framework
5. Add social proof (strongest above fold)
6. Design form (minimal fields)
7. Place trust signals near every CTA
8. Verify message match with traffic source
9. Run through quality gate checklist

Optimization Audit

1. Check message match between traffic sources and headline
2. Score headline against 4-U formula
3. Audit social proof: placement, specificity, relevance
4. Count form fields — can any be removed?
5. Check mobile experience (thumb zone CTAs, load time)
6. Identify highest-impact fix
7. Design A/B test via mkt-experiment

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Artifact Frontmatter

When saving optimization artifacts, use this frontmatter:

---
skill: mkt-lp-optimization
version: 1
date: [today's date]
status: draft
---

On re-run: rename existing artifact to [name].v[N].md and create new with incremented version.

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References

Reference	Use For
core-principles.md	Headlines, value props, CTAs, forms, message match, PAS
social-proof-trust.md	Social proof hierarchy, biases, trust signals
ux-design.md	Visual hierarchy, mobile optimization
advanced-psychology.md	Headline formulas, close sequences, pricing, urgency
testing-optimization.md	A/B testing, tracking
implementation-checklist.md	Pre-launch checklists