# 07 · Conversion Patterns (CRO)

## Pattern: One primary CTA per screen (above the fold + repeated)
- **When**: Marketing pages, pricing, onboarding.
- **How**:
  - Single dominant CTA above the fold using brand accent.
  - Repeat the same CTA after every persuasion section (feature, social proof, FAQ).
  - Secondary CTA ("See it in action") is a ghost button — never out-competes the primary.
- **Source**: CXL benchmarks; Unbounce CTA studies.

## Pattern: Verb-first CTA microcopy
- **When**: Writing button labels.
- **How**: Start with the user's verb ("Start free trial", "Add to cart", "Generate video"). Avoid "Submit", "Click here", "Learn more" wherever the action is clearer.
- **Source**: NN/g "Call-to-Action Buttons".

## Pattern: Reduce form friction
- **When**: Any conversion form.
- **How**:
  - Cut every field that can be inferred or asked later.
  - Email-only signup converts >2× a name+email+password form (Baymard).
  - Offer social SSO above the email form; show passwordless / magic-link option.
- **Source**: Baymard 2024 checkout; CXL CRO benchmarks.

## Pattern: Social proof in context
- **When**: Near a decision point (CTA, pricing tier, signup).
- **How**: Pair logos / counts / testimonials with the SPECIFIC claim they back ("12k creators ship videos every day" near the "Generate" button — not floated alone).
- **Source**: Cialdini *Influence*; Growth.Design case studies.

## Pattern: Value above feature
- **When**: Hero + section headlines.
- **How**: Lead with the outcome ("Ship a launch video in 90 seconds"), then how ("AI-generated storyboards + auto-rendering"), then proof. Features sell to existing users; outcomes sell to new ones.
- **Source**: April Dunford *Obviously Awesome*.

## Pattern: Pricing — anchor + decoy + recommended highlight
- **When**: Tier comparison pages.
- **How**:
  - 3 tiers max for first-time users; expand on demand.
  - Highlight ONE tier ("Most popular") with a brand-tinted border + badge.
  - Anchor with an expensive top tier; the recommended tier feels reasonable by contrast.
- **Source**: Behavioral pricing research; Stripe / Notion pricing pages.

## Pattern: Reduce risk
- **When**: Final purchase / signup step.
- **How**: Place "no credit card required" / "cancel anytime" / "money-back" microcopy directly under the primary CTA. Add trust seals (SOC 2, payment-method logos) near payment fields.
- **Source**: Baymard checkout; CXL trust signals.

## Anti-pattern checklist
- Three equally-weighted CTAs in the hero.
- "Sign up free" CTA that opens a 9-field form.
- Testimonials with no name + photo + role.
- Pricing page hiding the price behind "Contact us" without a self-serve tier.
