cro-ecommerce

name: cro-ecommerce description: > E-commerce specific conversion optimization covering product detail pages, add-to-cart prominence, cart page design, checkout flow, pricing pages, urgency elements, and cross-sell/upsell patterns. Use when user says "ecommerce CRO", "product page", "PDP optimization", "cart page", "checkout optimization", "pricing page", or "add to cart". argument-hint: "" allowed-tools: Read, Grep, Glob, Bash, WebFetch

CRO E-commerce Analysis

Perform a specialized conversion audit for e-commerce pages. This skill evaluates the complete shopping experience from product discovery through purchase completion, applying e-commerce-specific UX patterns and conversion psychology. It covers product detail pages, cart design, checkout flows, pricing presentations, and urgency/scarcity elements.

Process

1. Fetch the page using ${CLAUDE_SKILL_DIR}/../cro/scripts/fetch_page.py. Store the raw HTML for analysis.
2. Detect e-commerce platform by examining HTML source signatures:
   • Shopify: cdn.shopify.com, Shopify. JS object, /cart.js endpoint
   • WooCommerce: woocommerce, wc- prefixed classes, wp-content
   • Magento: mage/, Magento_, catalogsearch
   • BigCommerce: bigcommerce.com, stencil
   • Custom: No recognizable platform signatures
3. Extract e-commerce elements using ${CLAUDE_SKILL_DIR}/../cro/scripts/parse_cro.py. Focus on product data, pricing, cart elements, checkout forms, and trust signals.
4. Take screenshots if Playwright is available (desktop 1440px and mobile 375px). Use to evaluate add-to-cart prominence, price visibility, and checkout layout.
5. Evaluate against e-commerce UX patterns by reading ${CLAUDE_SKILL_DIR}/../cro/references/ux-heuristics.md for general heuristics and ${CLAUDE_SKILL_DIR}/../cro/references/quality-gates.md for e-commerce-specific thresholds.
6. Score each section and generate the comprehensive e-commerce CRO report.

Analysis Sections

1. Product Detail Page (PDP)

The PDP is where the buying decision happens. Every element must reduce uncertainty and build desire.

Product Images

Product Title and Description

Price Display

Add to Cart Button

Variant Selection

Reviews and Ratings

Supporting Information

2. Cart Page

The cart page must reassure and move users forward while minimizing friction.

3. Checkout Flow

Checkout is where most revenue is lost. Every element of friction costs money.

4. Pricing Page

For subscription products, service tiers, or B2B e-commerce with plan-based pricing.

5. Urgency and Scarcity Elements

Urgency and scarcity are powerful conversion levers, but fake urgency destroys trust.

Urgency Authenticity Rating:

Scoring

E-commerce CRO Score Calculation

If certain sections are not applicable (e.g., no pricing page), redistribute weight proportionally across analyzed sections.

Sub-Scores

Each section receives its own score (0-100):

Output Format

## E-commerce CRO Analysis: [URL]

**Platform Detected:** [Shopify/WooCommerce/Magento/BigCommerce/Custom]
**Page Type:** [PDP/Cart/Checkout/Pricing/Multiple]
**E-commerce CRO Score:** [Score]/100 -- [Rating]
**Date:** [Current date]

### Executive Summary
[2-3 sentences: what this e-commerce experience does well, what is costing
conversions, and the single highest-impact opportunity]

### Score Breakdown

| Section | Score | Rating | Key Issue |
|---------|-------|--------|-----------|
| Product Detail Page | /100 | | |
| Cart Page | /100 | | |
| Checkout Flow | /100 | | |
| Pricing Page | /100 | | |
| Urgency & Scarcity | /100 | | |
| Cross-sell/Upsell | /100 | | |

### Critical Issues (Revenue Impact)
- [P0] [Finding] -- Estimated revenue impact: [High/Medium/Low]
- ...

### High Priority Issues
- [P1] [Finding] -- [Section]
- ...

### Detailed Findings

#### Product Detail Page
[Findings with specific observations, element-by-element]

#### Cart Page
[Findings...]

#### Checkout Flow
[Findings...]

#### Pricing Page
[Findings...]

#### Urgency & Scarcity
[Findings with authenticity rating]

### Platform-Specific Recommendations
[Recommendations tailored to the detected platform, e.g., Shopify apps,
WooCommerce plugins, Magento extensions]

### Recommendations (Prioritized)

1. **[Critical]** [Action item with specific guidance and expected revenue impact]
2. **[High]** [Action item...]
3. **[Medium]** [Action item...]
4. **[Low]** [Action item...]

### Quick-Win A/B Tests

| Test | Page | Hypothesis | Expected Impact | ICE Score |
|------|------|-----------|-----------------|-----------|
| [Name] | [PDP/Cart/Checkout] | If we [change], then [metric] will [improve] because [reason] | [Est. %] | [Score] |

Cross-References

• Single page audit: Use the cro-page sub-skill for a general page-level CRO audit
• Full funnel analysis: Use the cro-funnel sub-skill to analyze the entire purchase funnel end-to-end
• Form optimization: Use the cro-forms sub-skill for detailed checkout form analysis
• Trust signals: Use the cro-trust sub-skill for deep trust and social proof evaluation
• Copy evaluation: Use the cro-copy sub-skill to audit product descriptions and CTA copy
• Competitor comparison: Use the cro-benchmark sub-skill to compare against competitor e-commerce experiences
• Tracking audit: Use the cro-tracking sub-skill to verify enhanced e-commerce tracking is configured
• Quality gates: Read ${CLAUDE_SKILL_DIR}/../cro/references/quality-gates.md for e-commerce-specific pass/fail thresholds
• Psychology: Read ${CLAUDE_SKILL_DIR}/../cro/references/psychology-principles.md for scarcity, anchoring, and social proof principles
• Benchmarks: Read ${CLAUDE_SKILL_DIR}/../cro/references/conversion-benchmarks.md for e-commerce conversion rate benchmarks
• Proven ecommerce tests: Read ${CLAUDE_SKILL_DIR}/../cro/references/proven-tests-ecommerce.md for 25 data-backed Shopify/ecommerce A/B tests (PDP, cart, checkout, pricing, mobile) with documented lift percentages and ICE scores
• Proven general tests: Read ${CLAUDE_SKILL_DIR}/../cro/references/proven-tests-general.md for universal CRO tests (page speed, copy clarity, mobile-first, accessibility) applicable to ecommerce