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name: enhance-web-conversion description: > Conversion pass for landing, pricing, and upgrade paths: positioned hero, one CTA, real proof, anchored tiers, upgrade prompts at value moments. Use when "pricing page", "improve conversion", or "paywall UX". Page build → enhance-web-landing. license: MIT

enhance-web-conversion — Message, offer, proof, prompt

Degree of freedom: MIXED. Copy angle, packaging, and proof selection [HIGH freedom]; the hero five-second check, the dark-pattern ban, and the event names [LOW freedom — run exactly].

Apply-now. enhance-web-landing makes the page look hand-crafted; this skill makes it say the right thing to the right person and ask once. It touches hero copy, CTA, pricing packaging, social proof, trust signals, and in-app upgrade moments — and measures each with an event.

This skill vs neighbors

Skill	Owns
enhance-web-conversion (this)	What the page claims, offers, proves, and asks
enhance-web-landing	Layout, type, motion, visual system of the page
enhance-onboarding	Getting the free user to first value (before any ask)
audit-payment-system	Whether checkout, webhooks, and refunds actually work
audit-monetization-iap	Mobile store purchases
plan-gtm	Chose the model and the ICP this skill writes for
plan-antislop	Voice audit when the copy reads generated
enhance-web-seo	Titles, meta, schema for the same pages

Do not fire for "make the pricing page prettier" alone → enhance-web-landing.

How to reason

1. Message — does the hero state who it is for, what it does, why not the alternative — in five seconds?
2. Offer — does the packaging match the monetization model and make one tier the obvious pick?
3. Proof — is every claim backed by a named person, a number, or a screenshot?
4. Prompt — does the upgrade ask appear where value was just felt, and say what unlocks?
5. Measure — does each of the above fire an event so the change can be judged?

Worked example

Message: hero reads "145 skills · 57 commands"; the positioning says "refuses done while unchecked work remains". Rewrite: "Coding agents call it done when it compiles. These playbooks don't." CTA "Install in 30 seconds". Offer: free forever — so the only ask is the install; remove the second CTA. Proof: replace "used by developers" with the skills.sh install badge (live number) and one named quote from an issue thread. Prompt: none — no paid tier; add a "star if this saved you a rework" line after the first successful run (in-app, not on the landing page). Measure: cta_clicked { location }, install_copied; before/after visit→install unmeasured → measured.

Self-critique before reporting

• Five-second pass — a stranger reading only the hero can say who/what/why-different
• One primary CTA per screen — its verb matches the model ("Start free" / "Start 14-day trial" / "Book a demo")
• Every proof is real — names, logos, numbers, and quotes exist in the repo or were supplied
• No dark patterns — cancel path visible; no fake timers, confirm-shaming, or pre-checked add-ons
• Events added — pricing and upgrade events listed with where they fire
• Right owner — visual system → enhance-web-landing; checkout bugs → audit-payment-system

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Procedure

1. Hero and CTA [LOW freedom — check; HIGH freedom — write]

Five-second check on the current hero: who (ICP named or implied), what (outcome, not feature count), why not the alternative, one CTA above the fold. Rewrite what fails. Sub-headline carries the mechanism; the H1 carries the outcome. Model-matched CTA copy:

Model	Primary CTA	Under it
Freemium / ungated	Start free · Try it now	"No account needed" / "Free forever for …"
Trial, no card	Start 14-day trial	"No credit card required" (lifts visit→signup)
Trial, card	Start trial	Price after trial + cancel-anytime, visible
Open-core / hosted	Deploy on cloud · Self-host	Link to the other path
Sales-assisted	Book a demo	Who it is for (team size / ACV)

2. Pricing page [HIGH freedom]

• ≤3 self-serve tiers good-better-best; the recommended middle tier is visually and verbally the default; the higher tier sits on the right as the anchor. An enterprise column shows "from $X" — hiding its price removes the anchor and hurts middle-tier conversion.
• Same CTA verb on every column; "No credit card required" under the button when true.
• Annual toggle — default monthly for self-serve products with a free tier; state the saving as "2 months free", not "save 17%" (norm 15–25%).
• Free tier limits explicit — what runs out (seats, rows, runs), never vague "basic".
• Usage / credits — if the model meters, show the unit, the included amount, and a live estimate; bill shock is the top objection.
• Feature table lists outcomes people search for; hide internals.
• FAQ answers cancel, refund, data export, security — the objections that stall checkout.
• A dual CTA (free plan or 14-day card trial) lifted premium trial starts 26% in one 2026 case; offer it only when plan-gtm chose both paths.
• Benchmarks to set expectations (2026, ChartMogul × Kyle Poyar × ProductLed): freemium good 3–5%, trial no-card 4–6%, card-required 25–35%; median 8%. Judge the change by Signup→Paid, not visits. Rows and URLs: plan-gtm/references/benchmarks-2026.md.

3. Proof and trust [HIGH freedom]

Order of strength: live numbers (installs, stars, customers) → named quotes with role → recognizable logos → screenshots of the real product → security/privacy pages. Place the strongest one directly under the hero CTA and again beside the pricing CTA. Fabricated or anonymous "Jane D., CEO" quotes are removed, not kept.

4. In-app upgrade prompts [HIGH freedom]

Ask at value moments: a limit reached, a premium feature touched, a result worth keeping. The prompt names what unlocks, shows price, and completes in one step. Dismiss is one click and remembered. Never interrupt the activation path (enhance-onboarding owns that stretch). For a free tier, a "powered by" badge on shared output is the cheapest loop (0.5–3% conversion, near-total exposure); a referral credit follows once activation is measured.

5. Events [LOW freedom — names]

cta_clicked { location, label }
pricing_viewed · plan_selected { plan, interval }
checkout_started · checkout_completed { plan, interval }
upgrade_prompt_shown { trigger } · upgrade_prompt_clicked { trigger }

Reconcile with audit-analytics; consent-gated; no PII.

6. Verify

• Five-second read of the new hero by someone outside the project (or a fresh model with only the screenshot): what is it, for whom, what outcome — then the doppelganger check with the logo removed (could this be a competitor's page?)
• Playwright: pricing → checkout start path; cancel/downgrade path still reachable
• Events observed in the debug view
• Report: before/after copy, packaging diff, proof sources, events, files

Guardrails

• No dark patterns — no fake countdowns or scarcity, hidden cancel, confirm-shaming, pre-checked upsells, or bait pricing.
• Claims need evidence — a number or a name; otherwise cut the claim.
• Model is not yours to change — packaging follows the plan-gtm decision.
• Voice — if it reads like every other SaaS page, hand the copy to plan-antislop.

Chains with

• plan-gtm → positioning statement and monetization verdict this skill implements.
• enhance-web-landing → visual pass on the same pages.
• enhance-web-seo → title/meta/schema for landing and pricing.
• audit-payment-system → before turning on a card-required trial.
• test-playwright → lock checkout and cancel paths.