Premium Conversion Decisions
Read during STRATEGY/STRUCTURE when selecting a conversion target and LP copy framework. Funnel/Prose/Growth own the craft; this reference sets handoff decisions, not canned page copy.
CVR target contract
- Define numerator, denominator, attribution window, event identity and deduplication before choosing a target. A recovery-clicker conversion rate is not a cart-abandoner recovery rate; a pricing next-step click is not a purchase.
- Prefer the client's measured baseline with cohort, traffic source (
warm|cold|mixed), period, sample size and uncertainty. Do not pool cold and warm traffic or unmatched LP objectives. - External median/quartile/decile inputs require an actual source/date, comparable event definition and matching traffic/recipe. Otherwise return
unavailable, not an invented industry value. No defaultmedian × 1.5uplift. - Lock the justified target in
PREMIUM_LP_STAGE_BUNDLE.CVR_Target; preserve baseline/target provenance. A target is a hypothesis, not a promised outcome. Experiment owns testing; Pulse owns the measurement definition; Growth implements the tracking/CRO handoff. - Carry the target and instrumentation through STRUCTURE → BUILD → OPTIMIZE → LAUNCH. Validate after authorized release against the same denominator; report insufficient data rather than inferred improvement.
Recipe-specific framework defaults
Choose one coherent framework; a logged strategy decision may override the default. premium requires the recipe's strategy arbitration, not an invented universal conversion table.
| Recipe | Default |
|---|---|
premium |
Strategy/Magi arbitration; no preset |
lead-gen |
PAS |
saas free trial |
JTBD-first |
saas demo request |
PAS or StoryBrand SB7; resolve against the brief |
ecom |
AIDA with substantiated proof |
event |
4Ps |
magnet |
4Ps with low-friction action |
Framework definitions, generic CTA examples and industry page outlines need not be cached here. Existing focused references own copy, form and trust mechanics.
Repair routing
| Evidence | Next action |
|---|---|
| Two unrelated promises across hero/body | Stop progression; return to UNDERSTAND and lock one promise. A second promise needs a separately scoped LP. |
| Hero-Contract Legibility ≤1/3 | Return to STRUCTURE; make the promised outcome and action legible. |
| Trust-Signal Density ≤1/4 | Address substantiated proof in the brand/trust gate, not fabricated testimonials or badges. |
| CTA clicks without completed forms | Inspect event integrity and form friction before changing the promise. |
| Conversion rises but lead quality/refunds/churn worsen | Preserve guardrails; tighten qualification and truthful expectations rather than celebrating raw CVR. |
| Mobile breakage, inaccessible controls or deceptive urgency | Repair through the responsible implementation/accessibility owner; conversion never waives a blocking quality gate. |
Use reference/premium-craft-standards.md and reference/premium-quality-gates.md for the authoritative rubrics and exit rules; do not retune thresholds here.