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)

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 |

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

Problem: Lead with pain in the audience's own language. If .agents/mkt/icp-research.md exists, use VoC quotes directly.
Agitate: What happens if they don't solve this? Make consequences vivid.
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]

Quick Reference

Social Proof Hierarchy (most → least powerful)

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

Testing Priority

Test in this order (highest impact first):

Headlines (biggest swing)
Offers (what you're promising)
CTAs (text, color, placement)
Page layout
Form fields

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

Workflows

New Landing Page

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

Optimization Audit

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

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.

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 |