grow-website

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Grow a Website

网站增长计划

Take a site that already has traffic and under-monetizes it, and turn it into a research-driven growth engine: more leads captured, more buyers persuaded, a sharper offer, and visitors who bring more visitors. This journey runs eight phases — the agent asks before it decides at every fork, and all state lives in

docs/

so you can stop and resume across sessions. It sequences the work; it does not redesign the site on a hunch.

将已有流量但变现不足的网站，转变为以研究为驱动的增长引擎：获取更多潜在客户、说服更多买家、优化产品报价，还能让访客带来更多访客。此流程分为八个阶段——智能体在每个分支点决策前都会询问用户，所有状态都存储在

docs/

文件夹中，你可以随时暂停并跨会话继续。它会按顺序推进工作，而非凭直觉重新设计网站。

Core Principle

核心原则

Most traffic problems are conversion problems in costume: capture and convert the visitors you have before buying more. This skill sequences the phases, asks the decision questions, and records every choice in

docs/

. The constituent skills carry the method — invoke them rather than improvising their frameworks. Research comes before optimization, and the offer comes before the page polish, always.

大多数流量问题本质上是转化问题的伪装：在购买更多流量之前，先抓住并转化现有访客。 此技能会按顺序推进各阶段，提出决策问题，并将每个选择记录在

docs/

中。各子技能承载具体方法——请调用它们而非自行发挥。研究始终优先于优化，产品报价始终优先于页面打磨。

Journey Map

旅程地图

Phase	Skill	Question it answers	Artifact
1. Discover why visitors leave	cro-methodology	Why do visitors not convert, and what is worth testing?	Extends docs/WEBSITE.md, docs/METRICS.md, docs/EXPERIMENTS.md
2. Capture the not-ready 97%	scorecard-marketing	How do we keep the leads who aren't ready to buy?	Extends docs/WEBSITE.md, docs/MARKETING.md
3. Clarify the message	storybrand-messaging	Can a stranger tell what we do in five seconds?	Extends docs/POSITIONING.md
4. Make the message stick	made-to-stick	Will they remember it when they are ready to buy?	Extends docs/POSITIONING.md, docs/WEBSITE.md
5. Add proof and triggers	influence-psychology	Why should they believe us, and act now?	Extends docs/WEBSITE.md
6. Rebuild the offer	hundred-million-offers	Is the thing we sell irresistible?	Extends docs/OFFER.md, docs/EXPERIMENTS.md
7. Engineer shareability	contagious	Will visitors bring us more visitors?	Extends docs/MARKETING.md, docs/WEBSITE.md
8. Connect the lifecycle	one-page-marketing	Do the wins link into one compounding engine?	Extends docs/MARKETING.md, docs/METRICS.md

阶段	技能	解决的问题	产出文件
1. 找出访客离开的原因	cro-methodology	访客为何不转化，哪些内容值得测试？	扩展docs/WEBSITE.md、docs/METRICS.md、docs/EXPERIMENTS.md
2. 抓住97%未准备好购买的访客	scorecard-marketing	如何留住尚未准备好购买的潜在客户？	扩展docs/WEBSITE.md、docs/MARKETING.md
3. 明确核心信息	storybrand-messaging	陌生人能否在5秒内明白我们的业务？	扩展docs/POSITIONING.md
4. 让信息深入人心	made-to-stick	当访客准备购买时，他们还会记得我们的信息吗？	扩展docs/POSITIONING.md、docs/WEBSITE.md
5. 添加信任凭证与行动触发点	influence-psychology	访客为何要相信我们，为何要立即行动？	扩展docs/WEBSITE.md
6. 重构产品报价	hundred-million-offers	我们销售的产品是否具有不可抗拒性？	扩展docs/OFFER.md、docs/EXPERIMENTS.md
7. 打造可分享性	contagious	访客会为我们带来更多访客吗？	扩展docs/MARKETING.md、docs/WEBSITE.md
8. 打通全生命周期	one-page-marketing	各项成果能否整合为一个复利增长引擎？	扩展docs/MARKETING.md、docs/METRICS.md

Operating Rules

操作规则

Resume first. Before anything else, read
```
docs/GROW-WEBSITE-PLAN.md
```
and every artifact in the Journey Map. If the tracker exists, summarize the journey state in 3-5 lines and ask which phase to enter. Done when the user has confirmed an entry point. A journey with a tracker is resumed, never restarted.
Intake on first run only. No tracker: run the Intake below, then create
```
docs/GROW-WEBSITE-PLAN.md
```
with every phase statused
```
pending | in-progress | awaiting-evidence | done | deferred: reason | skipped: reason
```
. Done when the tracker exists and the user has confirmed the phase plan.
Phase entry. Announce: what the phase does, the decision it forces, the artifact it produces, rough effort. Offer proceed / skip / defer — phases marked GATE may be deferred, never skipped. Mark the phase
```
in-progress
```
on proceed. Done when the user chose.
Skill invocation and fallback. Load the phase's skill and use it: each phase's Invoke line names the skill by slug — use that skill to run the phase. If it is not available, offer:
```
npx skills add wondelai/skills/<slug> --global
```
. If the user declines, run the phase from its Brief — the minimum viable method. State which mode you are in.
In-phase decisions. Ask every question under "Decide with the user" — with concrete options and your recommendation. Record the choice in the tracker's Key Decisions. A decision made silently is a defect.
Phase exit. Present the draft artifact content for sign-off before writing. On approval: write or extend the docs/ files, update the tracker (status, Key Decisions, Next Actions). Done when the files are written and the phase row shows
```
done
```
.
Artifact discipline. Read before writing; create a file only if missing, otherwise extend — add or update your sections, preserve everyone else's. Files are UPPERCASE in
```
docs/
```
. Every recommendation lands as a checkbox or a table row with owner and priority. See references/artifact-templates.md when creating a docs/ file for the first time — create it from the full skeleton (all section headings), then fill the sections your phase names.
Every scarcity claim, testimonial, and share incentive must be true. When a persuasion tactic needs inventing evidence, replace it with a tactic that uses evidence you have. A countdown that resets, a "only 2 left" that never changes, or a fabricated review poisons every honest claim that follows it.

优先恢复进度。首先读取
```
docs/GROW-WEBSITE-PLAN.md
```
和旅程地图中的所有产出文件。如果存在进度跟踪器，用3-5行总结当前状态，并询问进入哪个阶段。用户确认进入点后完成此步骤。已有跟踪器的流程需恢复，而非重启。
仅首次运行时收集信息。无跟踪器时：运行下方的信息收集流程，然后创建
```
docs/GROW-WEBSITE-PLAN.md
```
，将每个阶段标记为
```
pending | in-progress | awaiting-evidence | done | deferred: reason | skipped: reason
```
。跟踪器创建完成且用户确认阶段计划后完成此步骤。
阶段启动。告知用户：本阶段的目标、需要做出的决策、产出的文件、大致工作量。提供继续/跳过/延期选项——标记为GATE的阶段可延期，但不可跳过。选择继续则将阶段标记为
```
in-progress
```
。用户做出选择后完成此步骤。
技能调用与备选方案。加载本阶段的技能并使用：每个阶段的调用行以短名称指定技能——使用该技能推进阶段。若技能不可用，提供方案：
```
npx skills add wondelai/skills/<slug> --global
```
。若用户拒绝，则使用阶段概述中的最小可行方法推进。说明当前使用的模式。
阶段内决策。询问“与用户共同决策”下的所有问题——提供具体选项和你的建议。将选择记录在跟踪器的“关键决策”中。未经确认的静默决策属于缺陷。
阶段收尾。在写入前展示产出文件的草稿内容供用户确认。获得批准后：写入或扩展docs/文件，更新跟踪器（状态、关键决策、下一步行动）。文件写入完成且阶段状态显示为
```
done
```
后完成此步骤。
文件规范。先读后写；仅当文件不存在时创建，否则扩展内容——添加或更新你的章节，保留他人内容。docs/中的文件均为大写。所有建议需以复选框或包含负责人和优先级的表格行呈现。首次创建docs/文件时，请参考references/artifact-templates.md——从完整框架（所有章节标题）创建，然后填充本阶段涉及的章节。
所有稀缺性声明、客户 testimonial 和分享激励必须真实。当说服策略需要虚构证据时，替换为使用现有真实证据的策略。重置的倒计时、永不变化的“仅剩2件”或伪造的评价，会破坏后续所有真实声明的可信度。

Intake

信息收集

Ask these before creating the tracker:

What is the site, and what is its primary conversion action — signup, purchase, booking, lead form? (Anchors every phase and defines where the funnel ends.)
What traffic and conversion numbers do you have — sessions, bounce rate, conversion rate, worst-performing high-traffic page? (Gates Phase 1's funnel map and whether A/B testing can reach significance.)
What visitor research already exists — exit surveys, support tickets, chat logs, reviews? (Raw material for the O/CO table; if none, Phase 1 starts by gathering it.)
Do you already capture leads (list, lead magnet), and how well does it convert? (Gates Phase 2.)
What are you selling, at what price, and do visitors call it "too expensive"? (Gates Phase 6's offer rebuild.)
Is there existing positioning or messaging — a POSITIONING.md, a brand script, a one-liner? (Gates Phases 3-4; reuse rather than redo.)
What is your monthly traffic volume? (Decides Phase 1's testing approach: enough for bold A/B tests to reach significance, or lean on qualitative research and reason from principles.)

Skip heuristics: skip Phase 2 when a lead-capture funnel already converts well; skip Phases 3-4 when a stranger already passes the five-second test on the message; skip Phase 6 when the offer converts and price is not an objection; skip Phase 7 when there is no naturally shareable asset and referral is not a realistic channel.

Then create

docs/GROW-WEBSITE-PLAN.md

from the template and confirm the plan. Done when

docs/GROW-WEBSITE-PLAN.md

exists with every phase statused and the user has confirmed the plan.

创建跟踪器前需询问以下问题：

网站是什么，其主要转化动作是什么——注册、购买、预订、潜在客户表单？（锚定每个阶段，定义漏斗终点。）
你有哪些流量和转化数据——会话数、跳出率、转化率、表现最差的高流量页面？（决定阶段1的漏斗地图以及A/B测试能否达到统计显著性。）
已有哪些访客研究——退出调查、支持工单、聊天记录、评价？（O/CO表格的原始素材；若无，阶段1从收集这些数据开始。）
你是否已在获取潜在客户（邮件列表、引流赠品），转化率如何？（决定阶段2是否启动。）
你销售的是什么，价格多少，访客是否认为“太贵”？（决定阶段6的报价重构是否启动。）
是否已有定位或信息内容——POSITIONING.md、品牌脚本、一句话简介？（决定阶段3-4是否启动；优先复用而非重做。）
月流量是多少？（决定阶段1的测试方法：流量足够则进行大胆的A/B测试以达到统计显著性，否则依赖定性研究和原则推理。）

跳过规则：若潜在客户获取漏斗已表现良好，跳过阶段2；若陌生人能通过5秒信息测试，跳过阶段3-4；若报价转化率良好且价格无异议，跳过阶段6；若无天然可分享资产且推荐并非可行渠道，跳过阶段7。

然后从模板创建

docs/GROW-WEBSITE-PLAN.md

并确认计划。

docs/GROW-WEBSITE-PLAN.md

创建完成且所有阶段已标记状态、用户确认计划后完成此步骤。

Phases

各阶段详情

Phase 1 — Discover why visitors do not convert (cro-methodology)

阶段1 — 找出访客不转化的原因（cro-methodology）

Purpose: Replace guesses about why visitors leave with evidence, and turn it into a ranked test queue.

Brief (fallback): Don't guess, discover. Map the funnel to find blocked arteries (high-traffic pages that drop off) and missing links. Research visitors on three axes: who they are, what blocks them (UX), what stops them (objections). Build an Objection / Counter-Objection table in the visitor's own words, place each counter at its point of friction, and inventory proof you have but do not show. Queue bold experiments — not button colors — scored by ICE.

Invoke: Use the

cro-methodology

skill with the primary conversion action, traffic numbers, and any research (exit surveys, support tickets, chat logs, reviews) from intake. Ask for a funnel map, an O/CO table sourced from real visitor language, an audit of the worst high-traffic page scored 0-10, and 3-5 ICE-scored experiment ideas with a hypothesis for the top two.

Decide with the user: (1) Which page is the blocked artery to attack first — highest traffic times worst conversion? (2) Is there enough research to source objections, or do we run exit surveys first (status awaiting-evidence)? (3) Which two experiments enter the queue — recommend the highest ICE that could plausibly double conversion, not a meek tweak.

Artifact: Extend docs/WEBSITE.md

## Audit Findings

and

## Conversion Elements

(the O/CO table with placement); docs/METRICS.md

## Funnel

(stages, drop-off, benchmark, bottleneck); docs/EXPERIMENTS.md

## Experiment Backlog

(ICE) and

## Experiment Cards

for the top two. Update the tracker.

Done when: the funnel is mapped with the blocked artery named, WEBSITE.md holds an O/CO table with counters placed at their friction point, and two ICE-scored experiment cards exist with pre-committed primary, secondary, and guardrail metrics.

目标： 用真实证据替代对访客离开原因的猜测，并转化为排序后的测试队列。

概述（备选方案）： 不要猜测，要探索。绘制漏斗图找出阻塞点（高流量但高流失的页面）和缺失环节。从三个维度研究访客：他们是谁、什么阻碍了他们（UX）、什么阻止了他们（异议）。用访客的原话构建异议/反驳异议（O/CO）表格，将每个反驳放在对应的摩擦点，并盘点已拥有但未展示的信任凭证。规划大胆的实验——而非按钮颜色——用ICE评分排序。

调用： 使用

cro-methodology

技能，提供主要转化动作、流量数据以及信息收集阶段获取的任何研究数据（退出调查、支持工单、聊天记录、评价）。要求输出漏斗图、基于真实访客语言的O/CO表格、对表现最差高流量页面的0-10分审计结果，以及3-5个ICE评分的实验想法，并给出排名前两位的实验假设。

与用户共同决策： (1) 首先解决哪个阻塞点——流量最高且转化率最差的页面？(2) 是否有足够研究数据来提炼异议，还是需要先进行退出调查（状态标记为awaiting-evidence）？(3) 哪两个实验进入队列——推荐ICE评分最高且可能使转化率翻倍的大胆实验，而非微小调整。

产出文件： 扩展docs/WEBSITE.md的

## Audit Findings

和

## Conversion Elements

（包含放置位置的O/CO表格）；扩展docs/METRICS.md的

## Funnel

（阶段、流失率、基准、瓶颈）；扩展docs/EXPERIMENTS.md的

## Experiment Backlog

（ICE评分）和

## Experiment Cards

（排名前两位的实验）。更新跟踪器。

完成标志： 已绘制漏斗图并标记阻塞点，WEBSITE.md包含带有摩擦点对应反驳的O/CO表格，且存在两个带有预先设定的主要、次要和护栏指标的ICE评分实验卡片。

Phase 2 — Capture the 97% who are not ready to buy (scorecard-marketing)

阶段2 — 抓住97%未准备好购买的访客（scorecard-marketing）

Purpose: Keep the visitors who will not buy today with an interactive assessment instead of losing them at exit.

Brief (fallback): About 3% of a market is ready now; capture the rest. A scorecard or quiz converts 30-50% versus 3-10% for a PDF. Four steps: a landing page built on the 3 Cs (Clarity, Credibility, Connection); a questionnaire that captures the email before the questions, then 8-15 scored questions in 2-7 categories; a results page with dynamic content per tier that creates tension between where the visitor is and could be; a follow-up engine segmented by score.

Invoke: Use the

scorecard-marketing

skill with the audience and the primary conversion action. Ask for the concept hook (pressure-test several), the scored questions and their categories, the tiered results copy, the pre-question capture form, and tier-segmented follow-up emails.

Decide with the user: (1) The concept hook — pick a "moving toward" framing that taps the strongest dormant desire over a fear-based one. (2) How many tiers and where the score cutoffs sit. (3) Does an adequate capture funnel already exist, in which case skip?

Artifact: Extend docs/WEBSITE.md

## Lead Capture

(scorecard funnel design: hook, questions, tiers, capture-first form); docs/MARKETING.md

## Nurture Sequences

(the tier-segmented follow-up tracks). Update the tracker.

Done when: WEBSITE.md documents a scorecard that captures email before question one with dynamic results by tier, and MARKETING.md holds a separate follow-up track for each tier.

目标： 用交互式评估留住当下不会购买的访客，而非在他们退出时失去他们。

概述（备选方案）： 市场中约3%的人当下准备购买；抓住剩下的97%。评分卡或测验的转化率为30-50%，而PDF仅为3-10%。分为四步：基于3C（清晰、可信、关联）构建着陆页；先收集邮箱再提问的问卷，包含8-15个分属2-7类的评分问题；根据不同层级展示动态内容的结果页，制造访客当前状态与理想状态的张力；按评分分层的跟进引擎。

调用： 使用

scorecard-marketing

技能，提供受众和主要转化动作。要求输出概念钩子（多个备选并压力测试）、评分问题及分类、分层结果文案、前置邮箱收集表单，以及按评分分层的跟进邮件。

与用户共同决策： (1) 概念钩子——选择聚焦“正向目标”的框架，而非基于恐惧的框架，激发访客最强烈的潜在渴望。(2) 设置多少个层级以及评分 cutoff。(3) 是否已有足够好的潜在客户获取漏斗，若是则跳过本阶段？

产出文件： 扩展docs/WEBSITE.md的

## Lead Capture

（评分卡漏斗设计：钩子、问题、层级、前置收集表单）；扩展docs/MARKETING.md的

## Nurture Sequences

（按评分分层的跟进流程）。更新跟踪器。

完成标志： WEBSITE.md记录了先收集邮箱再提问、按层级展示动态结果的评分卡，且MARKETING.md包含每个层级对应的独立跟进流程。

Phase 3 — Make the message clear before clever (storybrand-messaging)

阶段3 — 先清晰再巧妙（storybrand-messaging）

Purpose: Ensure a stranger can tell what you do, for whom, and why to care within five seconds.

Brief (fallback): Make the customer the hero and the brand the guide — Yoda, not Luke. Run SB7: a Character who wants one thing; a Problem named at three levels (external, internal, philosophical — sell to the internal); a Guide with empathy and authority; a 3-4 step Plan; a direct and repeated Call to Action; the stakes of Failure; a picture of Success. Produce a one-liner: "We help [character] who struggle with [problem] to [solution] so they can [result]." Clear beats clever.

Invoke: Use the

storybrand-messaging

skill with the objections and proof inventory from Phase 1 — they are the raw material for the Problem and the Guide's authority — plus any existing positioning. Ask for a full brand script, a homepage hero rewrite, and 2-3 one-liner options.

Decide with the user: (1) Which internal problem to lead with. (2) Which one-liner a stranger could repeat after hearing it once. (3) The direct plus transitional CTA wording.

Artifact: Extend docs/POSITIONING.md

## Brand Script (StoryBrand)

## One-Liner

, and

## Key Messages

(surface | message | status). Update the tracker.

Done when: POSITIONING.md holds a completed brand script, a chosen one-liner, and key messages mapped to surfaces — and the hero passes the five-second test.

目标： 确保陌生人能在5秒内明白你做什么、服务谁以及为何值得关注。

概述（备选方案）： 让客户成为英雄，品牌成为向导——像尤达，而非卢克。执行SB7框架：一个有明确需求的角色；三个层面的问题（外在、内在、哲学——要打动内在需求）；兼具同理心与权威性的向导；3-4步的行动方案；直接且重复的行动号召；失败的代价；成功的愿景。产出一句话简介：“我们帮助[角色]解决[问题]，实现[解决方案]，达成[成果]。”清晰胜过巧妙。

调用： 使用

storybrand-messaging

技能，提供阶段1的异议和信任凭证盘点（它们是问题和向导权威性的素材），以及任何已有定位内容。要求输出完整品牌脚本、首页英雄区重写内容，以及2-3个一句话简介备选。

与用户共同决策： (1) 优先聚焦哪个内在问题。(2) 陌生人听过一次就能复述的一句话简介。(3) 直接行动号召和过渡行动号召的措辞。

产出文件： 扩展docs/POSITIONING.md的

## Brand Script (StoryBrand)

、

## One-Liner

和

## Key Messages

（展示场景 | 信息内容 | 状态）。更新跟踪器。

完成标志： POSITIONING.md包含完整品牌脚本、选定的一句话简介，以及映射到展示场景的核心信息——且英雄区通过5秒测试。

Phase 4 — Make the message stick in memory (made-to-stick)

阶段4 — 让信息深入人心（made-to-stick）

Purpose: Make the clear message memorable so a visitor who is not ready yet still recalls you when they are.

Brief (fallback): Apply SUCCESs: Simple, Unexpected, Concrete, Credible, Emotional, Stories. Beat the Curse of Knowledge — replace jargon and abstraction with concrete, human-scale specifics ("orders arrive in 30 minutes, still hot"; "saves 16 hours a month"). Lead with the counterintuitive thing, not the expected one. Wrap the transformation in one specific customer's story: if I look at the one, I will act.

Invoke: Use the

made-to-stick

skill with the Key Messages and page copy from Phase 3. Ask for a Curse-of-Knowledge audit flagging every abstract claim, concrete rewrites with real numbers, and one flagship case study turned into a sticky story.

Decide with the user: (1) Which claims to make concrete first — the highest-traffic pages. (2) Which case study becomes the flagship story.

Artifact: Extend docs/POSITIONING.md

## Key Messages

with a

### Sticky Rewrites

subsection (concrete, de-jargoned versions), and docs/WEBSITE.md

## Page Briefs

copy blocks. Update the tracker.

Done when: every abstract claim on the priority pages has a concrete rewrite recorded, and one sticky customer story exists.

目标： 让清晰的信息令人难忘，以便尚未准备好购买的访客在需要时仍能想起你。

概述（备选方案）： 应用SUCCESs原则：简洁（Simple）、意外（Unexpected）、具体（Concrete）、可信（Credible）、情感（Emotional）、故事（Stories）。打破“知识诅咒”——用具体、贴近用户的细节替代行话和抽象表述（比如“订单30分钟内送达，仍保持温热”；“每月节省16小时”）。以反直觉的内容开头，而非预期内容。用一个具体客户的故事包装转化过程：聚焦个体，促进行动。

调用： 使用

made-to-stick

技能，提供阶段3的核心信息和页面文案。要求输出“知识诅咒”审计报告（标记所有抽象声明）、带有真实数据的具体重写内容，以及一个转化为易记故事的旗舰案例研究。

与用户共同决策： (1) 优先将哪些声明具体化——高流量页面的内容。(2) 哪个案例研究成为旗舰故事。

产出文件： 扩展docs/POSITIONING.md的

## Key Messages

，添加

### Sticky Rewrites

子章节（具体、去行话的版本）；扩展docs/WEBSITE.md的

## Page Briefs

文案块。更新跟踪器。

完成标志： 优先级页面上的所有抽象声明都有对应的具体重写内容，且存在一个易记的客户故事。

Phase 5 — Add the proof and triggers that move people to yes (influence-psychology)

阶段5 — 添加促使访客同意的信任凭证与触发点（influence-psychology）

Purpose: Answer "why should I believe you?" and "why act now?" with placed, ethical persuasion.

Brief (fallback): Seven principles: Reciprocity, Commitment and Consistency, Social Proof, Authority, Liking, Scarcity, Unity. For an existing site, social proof and authority usually carry the most weight. Specific numbers beat vague claims ("2,347 founders" over "thousands"); similar-other proof beats celebrity proof; admitting a small weakness before your strengths raises trust. Stack several principles on the highest-value pages. Real numbers, real deadlines, real scarcity only.

Invoke: Use the

influence-psychology

skill with the O/CO table and proof inventory from Phase 1. Ask for a principle-by-principle audit, a redesigned trust-signal section that stacks social proof plus authority plus genuine scarcity, and a micro-commitment rewrite of the signup flow — flagging anything that crosses into manipulation.

Decide with the user: (1) Which principles to prioritize by the objections research surfaced. (2) Which proof is real and displayable now versus which must be gathered. (3) Remove any fake scarcity currently on the site — confirm.

Artifact: Extend docs/WEBSITE.md

## Conversion Elements

(add proof and trigger rows with placement and status). Update the tracker.

Done when: WEBSITE.md's conversion elements stack real social proof, authority, and genuine scarcity at their point of friction, and no fake scarcity remains on the site.

目标： 用合理放置的、符合伦理的说服策略，回答“我为何要相信你？”和“为何现在行动？”。

概述（备选方案）： 七大原则：互惠（Reciprocity）、承诺与一致（Commitment and Consistency）、社会认同（Social Proof）、权威（Authority）、喜好（Liking）、稀缺（Scarcity）、团结（Unity）。对于现有网站，社会认同和权威通常影响力最大。具体数据胜过模糊表述（比如“2347位创始人”胜过“数千人”）；同类用户的凭证胜过名人凭证；先承认小缺点再展示优势能提升信任度。在高价值页面叠加多个原则。仅使用真实数据、真实截止日期、真实稀缺性。

调用： 使用

influence-psychology

技能，提供阶段1的O/CO表格和信任凭证盘点。要求输出按原则分类的审计报告、重构的信任信号区（叠加社会认同、权威和真实稀缺性），以及注册流程的微承诺重写内容——标记任何涉及操纵的内容。

与用户共同决策： (1) 根据异议研究结果，优先应用哪些原则。(2) 哪些凭证是真实且可立即展示的，哪些需要收集。(3) 删除网站上所有虚假稀缺性内容——请确认。

产出文件： 扩展docs/WEBSITE.md的

## Conversion Elements

（添加带有放置位置和状态的信任凭证与触发点行）。更新跟踪器。

完成标志： WEBSITE.md的转化元素在对应摩擦点叠加了真实的社会认同、权威和稀缺性内容，且网站上无虚假稀缺性内容残留。

Phase 6 — Rebuild the thing you are actually selling (hundred-million-offers)

阶段6 — 重构实际销售的产品（hundred-million-offers）

Purpose: Make the underlying offer irresistible before optimizing the page around it — the most upstream lever in the stack.

Brief (fallback): A Grand Slam Offer sells despite mediocre marketing. Value = (Dream Outcome times Perceived Likelihood) divided by (Time Delay times Effort and Sacrifice) — raise the top, cut the bottom. List every obstacle to the dream outcome and solve each; Trim and Stack (cut low-value/high-cost, stack high-value/low-cost); add named bonuses that each kill an objection; attach a risk-reversing guarantee; add ethical scarcity; name it with MAGIC. A strong guarantee reduces refunds; raising price can raise conversion.

Invoke: Use the

hundred-million-offers

skill with the current offer and price, and whether visitors call it "too expensive." Ask for a Value-Equation score, an obstacle list with a solution for each, named bonuses, a guarantee, and MAGIC name options.

Decide with the user: (1) Is "too expensive" a price problem or a value-perception problem? (2) Which bonuses and which guarantee to commit to. (3) Price and tier structure. (4) Queue the new offer as a bold experiment — a new offer is exactly what CRO says is worth testing.

Artifact: Extend docs/OFFER.md

## Offer Stack

## Tiers (Good / Better / Best)

, and

## Price Metric

; add a card to docs/EXPERIMENTS.md

## Experiment Cards

to test the new offer. Update the tracker.

Done when: OFFER.md holds a Grand Slam Offer (value equation, named bonuses, real guarantee, MAGIC name) and it is queued as an experiment card with pre-committed metrics.

目标： 在围绕产品优化页面之前，先让产品报价具有不可抗拒性——这是增长栈中最上游的杠杆。

概述（备选方案）： 大满贯报价（Grand Slam Offer）即使营销一般也能畅销。价值公式 =（理想成果 × 感知实现概率）÷（时间延迟 × 付出的努力与代价）——提升分子，降低分母。列出理想成果的所有障碍并逐一解决；精简与叠加（砍掉低价值高成本内容，叠加高价值低成本内容）；添加能消除异议的命名赠品；附加降低风险的保证；添加符合伦理的稀缺性；用MAGIC原则命名。强有力的保证能减少退款；提高价格反而可能提升转化率。

调用： 使用

hundred-million-offers

技能，提供当前报价和价格，以及访客是否认为“太贵”的信息。要求输出价值公式评分、障碍列表及对应解决方案、命名赠品、保证方案，以及MAGIC命名备选。

与用户共同决策： (1) “太贵”是价格问题还是价值感知问题？(2) 采用哪些赠品和保证方案。(3) 价格和层级结构。(4) 将新报价作为大胆实验列入队列——CRO明确指出新报价值得测试。

产出文件： 扩展docs/OFFER.md的

## Offer Stack

、

## Tiers (Good / Better / Best)

和

## Price Metric

；在docs/EXPERIMENTS.md的

## Experiment Cards

中添加测试新报价的卡片。更新跟踪器。

完成标志： OFFER.md包含大满贯报价（价值公式、命名赠品、真实保证、MAGIC名称），且已作为带有预先设定指标的实验卡片列入队列。

Phase 7 — Make visitors bring you more visitors (contagious)

阶段7 — 让访客带来更多访客（contagious）

Purpose: Turn each satisfied visitor into a source of new ones by design, not by luck.

Brief (fallback): Virality is engineered. STEPPS: Social Currency, Triggers, Emotion, Public, Practical Value, Stories. A personalized scorecard result is high Social Currency — a remarkable stat about themselves. Practical Value (a calculator, a genuinely useful resource) gets forwarded; frame promotions with the Rule of 100. Public ("Powered by [you]", behavioral residue) markets after use. Stories must pass the Trojan Horse test. Only ~7% of word-of-mouth is online — design things worth talking about, not just share buttons.

Invoke: Use the

contagious

skill with the scorecard results page from Phase 2 and the site's highest-value asset. Ask for a STEPPS audit scored out of 10, a shareable redesign of the results page with a share card that passes the Trojan Horse test, and Public / behavioral-residue features.

Decide with the user: (1) Which asset is the shareable one. (2) Which two or three STEPPS drivers to engineer in. (3) The share incentive — must be a real benefit, never a fabricated reward.

Artifact: Extend docs/MARKETING.md

## Word-of-Mouth (STEPPS)

and

## Referral & Invite Mechanics

; extend docs/WEBSITE.md

## Lead Capture

with the shareable results-page design. Update the tracker.

Done when: MARKETING.md's STEPPS table names the two-to-three drivers engineered in against a specific shareable asset, and the referral mechanics are documented.

目标： 通过设计而非运气，将每个满意访客转化为新流量来源。

概述（备选方案）： 病毒性是可以设计的。STEPPS原则：社交货币（Social Currency）、触发（Triggers）、情感（Emotion）、公开性（Public）、实用价值（Practical Value）、故事（Stories）。个性化评分卡结果是高社交货币——关于访客自身的显著数据。实用价值（计算器、真正有用的资源）会被转发；用100规则设计促销活动。公开性（“由[你]提供支持”、行为残留）在使用后持续营销。故事必须通过特洛伊木马测试。只有约7%的口碑是在线上产生的——要设计值得谈论的内容，而非仅添加分享按钮。

调用： 使用

contagious

技能，提供阶段2的评分卡结果页和网站最高价值资产。要求输出STEPPS原则的0-10分审计报告、通过特洛伊木马测试的可分享结果页重设计，以及公开性/行为残留功能。

与用户共同决策： (1) 哪个资产是可分享的核心。(2) 重点设计哪2-3个STEPPS驱动因素。(3) 分享激励——必须是真实利益，而非虚构奖励。

产出文件： 扩展docs/MARKETING.md的

## Word-of-Mouth (STEPPS)

和

## Referral & Invite Mechanics

；扩展docs/WEBSITE.md的

## Lead Capture

，添加可分享结果页设计。更新跟踪器。

完成标志： MARKETING.md的STEPPS表格针对特定可分享资产列出了2-3个已设计的驱动因素，且推荐机制已记录在案。

Phase 8 — Tie the lifecycle together so wins compound (one-page-marketing)

阶段8 — 打通全生命周期实现复利增长（one-page-marketing）

Purpose: Connect acquisition, nurture, conversion, and referral into one engine so wins do not leak out the back.

Brief (fallback): Marketing is a process, not an event. The 3x3 grid: BEFORE (Target Market, Message, Media), DURING (Capture Leads, Nurture, Convert), AFTER (Experience, Lifetime Value, Referrals). The AFTER column is usually where the money hides — retention costs 5-25x less than acquisition, and a 5% retention gain lifts profit 25-95%. The number-one reason customers do not refer is that nobody asked.

Invoke: Use the

one-page-marketing

skill as an audit tying Phases 1-7 together — the scorecard fills Capture, the offer fills Convert, Contagious powers Referrals. Ask for the 9-square plan scored 0-10 per square, flagging empty AFTER squares, and a lead-nurture sequence at a 3-to-1 value-to-ask ratio.

Decide with the user: (1) Which empty squares to fill first — usually Experience, Lifetime Value, Referrals. (2) The ascension model for best customers. (3) Retention and LTV targets to track.

Artifact: Extend docs/MARKETING.md

## Target Market & Avatar

## Before / During / After Grid

## Referral & Invite Mechanics

, and

## Nurture Sequences

; extend docs/METRICS.md

## Baselines & Targets

(retention, LTV). Update the tracker.

Done when: MARKETING.md's Before / During / After grid has no empty AFTER squares, and retention and LTV targets are recorded in METRICS.md.

目标： 将获客、培育、转化、推荐整合为一个引擎，让成果不会从后端流失。

概述（备选方案）： 营销是一个流程，而非单一事件。3×3网格：BEFORE（目标市场、信息内容、媒介）、DURING（获取潜在客户、培育、转化）、AFTER（体验、客户终身价值、推荐）。AFTER列通常是利润隐藏之处——留存成本比获客成本低5-25倍，留存率提升5%可使利润提升25-95%。客户不推荐的首要原因是没人要求他们这么做。

调用： 使用

one-page-marketing

技能，对阶段1-7的成果进行整合审计——评分卡填充获取环节，报价填充转化环节，contagious驱动推荐环节。要求输出9格计划的0-10分评分（标记AFTER列的空白格），以及价值与请求比例为3:1的潜在客户培育序列。

与用户共同决策： (1) 优先填充哪些空白格——通常是体验、客户终身价值、推荐。(2) 优质客户的升级模型。(3) 需跟踪的留存率和客户终身价值目标。

产出文件： 扩展docs/MARKETING.md的

## Target Market & Avatar

、

## Before / During / After Grid

、

## Referral & Invite Mechanics

和

## Nurture Sequences

；扩展docs/METRICS.md的

## Baselines & Targets

（留存率、客户终身价值）。更新跟踪器。

完成标志： MARKETING.md的Before/During/After网格中AFTER列无空白格，且METRICS.md记录了留存率和客户终身价值目标。

Optional Phases

可选阶段

Skill	Add when	Artifact
lean-analytics	growth work has no single metric keeping it honest	Extends docs/METRICS.md
high-perf-browser	slow pages bleed the traffic you already earn	Extends docs/WEBSITE.md
hooked-ux	return visits should become a habit loop	Extends docs/PRODUCT.md
ux-heuristics	friction, not persuasion, blocks the funnel	Extends docs/WEBSITE.md

Optional phases follow the same operating rules — load and use each listed skill exactly as a core phase would; insert where the Add-when condition first becomes true.

技能	启用时机	产出文件
lean-analytics	增长工作缺乏核心指标指导	扩展docs/METRICS.md
high-perf-browser	页面加载缓慢导致现有流量流失	扩展docs/WEBSITE.md
hooked-ux	希望将回访转化为习惯循环	扩展docs/PRODUCT.md
ux-heuristics	漏斗阻塞源于体验摩擦而非说服问题	扩展docs/WEBSITE.md

可选阶段遵循相同操作规则——完全像核心阶段一样加载并使用列出的技能；在启用条件首次满足时插入。

Common Mistakes

常见错误

Mistake	Fix
Optimizing before researching	Run cro-methodology's visitor research first; change only what the evidence flags, not what a meeting brainstormed.
Testing meek tweaks (button colors)	Queue bold changes — a new offer, value prop, or full-page rewrite — ICE-score them, and run each to significance over a full business cycle.
Capturing email after the quiz	Fire the lead form before question one (scorecard-marketing) so an abandoned assessment still leaves you a lead to recover.
Faking scarcity or proof	Use only true numbers, deadlines, and testimonials; one fake claim (influence-psychology / hundred-million-offers) poisons every honest one after it.
Polishing the page while ignoring the offer	Rebuild the offer upstream with hundred-million-offers before more page tests; "too expensive" is usually a value-perception problem.
Ignoring the AFTER phase	Fill the empty Experience / Lifetime Value / Referrals squares with one-page-marketing — retention and referral are the cheapest growth there is.

错误	修复方案
未研究就优化	先运行cro-methodology的访客研究；仅根据证据修改内容，而非会议头脑风暴的结果。
测试微小调整（如按钮颜色）	规划大胆的变更——新报价、价值主张或整页重写——用ICE评分排序，并在完整业务周期内运行至统计显著性。
测验后收集邮箱	在第一个问题前展示潜在客户表单（scorecard-marketing），这样即使访客中途放弃评估，仍能获取其联系方式进行挽回。
伪造稀缺性或信任凭证	仅使用真实数据、截止日期和客户评价；一个虚假声明（influence-psychology / hundred-million-offers）会破坏后续所有真实声明的可信度。
打磨页面却忽略报价	先用hundred-million-offers重构上游报价，再进行更多页面测试；“太贵”通常是价值感知问题。
忽略AFTER阶段	用one-page-marketing填充体验/客户终身价值/推荐的空白格——留存和推荐是成本最低的增长方式。

Completing the Journey

流程完成

Exit checklist:

WEBSITE.md has an O/CO table with each counter placed at its point of friction, and audit findings resolved or queued.
A scorecard captures email before the questions, with tier-segmented follow-up recorded in MARKETING.md.
OFFER.md holds a Grand Slam Offer (value equation, named bonuses, real guarantee) queued as a bold experiment in EXPERIMENTS.md.
MARKETING.md's Before / During / After grid has no empty AFTER squares (Experience, Lifetime Value, Referrals).
At least one bold experiment is running to significance with pre-committed metrics.

Close the tracker: every phase

done

skipped: reason

, and any open Next Actions carried into the artifacts they belong to. Then route forward:

When the growth loops belong inside the product, continue with the
```
grow-app
```
skill.
When the site is beyond saving and a rebuild is cheaper, continue with the
```
create-website
```
skill.

退出检查清单：

WEBSITE.md包含带有摩擦点对应反驳的O/CO表格，且审计结果已解决或列入队列。
评分卡在提问前收集邮箱，且MARKETING.md记录了按层级划分的跟进流程。
OFFER.md包含大满贯报价（价值公式、命名赠品、真实保证），且已作为大胆实验列入EXPERIMENTS.md的队列。
MARKETING.md的Before/During/After网格中AFTER列无空白格（体验、客户终身价值、推荐）。
至少有一个大胆实验正在运行，且已预先设定统计显著性指标。

关闭跟踪器：将每个阶段标记为

done

或

skipped: reason

，并将未完成的下一步行动转移至对应产出文件中。然后推进后续流程：

若增长循环需整合到产品中，继续使用
```
grow-app
```
技能。
若网站已无挽救价值，重建成本更低，继续使用
```
create-website
```
技能。