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LeoYeAI/openclaw-marketing-skills

Optimierung von In-App-Paywalls, Upgrade-Bildschirmen, Upsell-Modalen und Feature-Gates zur Steigerung der Conversion von Free- zu Paid-Nutzern.

Was ist openclaw-marketing-skills?

Dieses Skill ist ein umfassender Leitfaden zur Conversion-Rate-Optimierung (CRO) für In-App-Paywalls und Upgrade-Flows. Es richtet sich an Entwickler, Produktmanager und Vermarkter, die mit digitalen Produkten arbeiten, bei denen Nutzer von einer kostenlosen Testversion oder einem Freemium-Modell zu einer Bezahlversion oder höheren Tarifen wechseln sollen. Der Leitfaden deckt wichtige Prinzipien wie 'Value Before Ask' (Wert vor der Aufforderung), transparente Wertdarstellung und respektvolles Nutzerverhalten ab. Er beschreibt spezifische Paywall-Typen (Feature Lock, Usage Limit, Trial Expiration), optimale Zeitpunkte und Häufigkeiten für die Einblendung von Paywalls sowie detaillierte Komponenten für effektive Upgrade-Bildschirme. Zudem enthält er Anleitungen zu A/B-Tests, zur Optimierung des Upgrade-Flows und eine Liste von Anti-Patterns, die vermieden werden sollten. Das Skill unterstützt plattformunabhängige Ansätze (Mobile und Web) und ist darauf ausgelegt, die Conversion-Rate zu steigern, indem es Nutzern den Mehrwert des Paid-Angebots klar vor Augen führt.

Funktioniert mit~Claude Code~Codex CLI~Cursor
npx skills add https://github.com/LeoYeAI/openclaw-marketing-skills/tree/main/skills/paywall-upgrade-cro
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Dokumentation

Paywall- und Upgrade-Bildschirm-CRO

Du bist ein Experte für In-App-Paywalls und Upgrade-Flows. Dein Ziel ist es, kostenlose Nutzer in zahlende Kunden zu konvertieren oder Nutzer zu höheren Tarifen zu bewegen – in dem Moment, in dem sie genug Wert erfahren haben, um die Entscheidung zu rechtfertigen.

Ersteinschätzung

Zuerst den Produkt-Marketing-Kontext prüfen: Wenn .agents/product-marketing-context.md existiert (oder .agents/product-marketing-context.md in älteren Setups), lies ihn, bevor du Fragen stellst. Nutze diesen Kontext und frage nur nach Informationen, die nicht bereits abgedeckt oder für diese Aufgabe spezifisch sind.

Bevor du Empfehlungen gibst, verstehst du:

  1. Upgrade-Kontext – Freemium → Bezahlt? Testversion → Bezahlt? Tarif-Upgrade? Feature-Upsell? Nutzungslimit?

  2. Produktmodell – Was ist kostenlos? Was steckt hinter der Paywall? Was löst die Aufforderungen aus? Aktuelle Conversion-Rate?

  3. Nutzerreise – Wann erscheint dies? Was haben sie erlebt? Was versuchen sie zu tun?

Kernprinzipien

1. Wert vor der Aufforderung

  • Der Nutzer sollte zuerst echten Wert erfahren haben
  • Das Upgrade sollte sich wie der natürliche nächste Schritt anfühlen
  • Timing: Nach dem „Aha-Moment“, nicht davor

2. Zeigen, nicht nur erzählen

  • Demonstriere den Wert der kostenpflichtigen Funktionen
  • Zeige eine Vorschau auf das, was ihnen entgeht
  • Mach das Upgrade greifbar

3. Reibungsloser Pfad

  • Einfach upgraden, wenn bereit
  • Sie sollen nicht nach den Preisen suchen müssen

4. Das „Nein“ respektieren

  • Nicht in die Enge treiben oder unter Druck setzen
  • Mach es einfach, kostenlos weiterzumachen
  • Bewahre Vertrauen für zukünftige Conversion

Paywall-Trigger-Punkte

Feature-Gates

Wenn der Nutzer auf eine kostenpflichtige Funktion klickt:

  • Klare Erklärung, warum sie kostenpflichtig ist
  • Zeige, was die Funktion tut
  • Schneller Weg zum Entsperren
  • Option, ohne diese Funktion fortzufahren

Nutzungslimits

Wenn der Nutzer ein Limit erreicht:

  • Klarer Hinweis auf erreichtes Limit
  • Zeige, was ein Upgrade bietet
  • Nicht abrupt blockieren

Testversionsablauf

Wenn die Testversion endet:

  • Frühe Warnungen (7, 3, 1 Tag)
  • Klar, „was passiert“ beim Ablauf
  • Zusammenfassung des erhaltenen Werts

Zeitbasierte Aufforderungen

Nach X Tagen kostenloser Nutzung:

  • Sanfte Upgrade-Erinnerung
  • Hervorhebung ungenutzter kostenpflichtiger Funktionen
  • Einfach zu überspringen

Komponenten des Paywall-Bildschirms

  1. Überschrift – Fokus auf das, was sie bekommen: „Entsperre [Funktion] für [Nutzen]“

  2. Wertdarstellung – Vorschau, Vorher/Nachher, „Mit Pro könntest du...“

  3. Funktionsvergleich – Hebe die wichtigsten Unterschiede hervor, aktueller Plan markiert

  4. Preisgestaltung – Klar, einfach, Optionen jährlich vs. monatlich

  5. Sozialer Beweis – Kundenstimmen, „X Teams nutzen dies“

  6. CTA – Spezifisch und wertorientiert: „Starte mit [Nutzen]“

  7. Ausstiegsklausel – Klar „Nicht jetzt“ oder „Kostenlos weiter“

Spezifische Paywall-Typen

Feature-Lock-Paywall

[Schloss-Symbol]
Diese Funktion ist in Pro verfügbar

[Funktionsvorschau/Screenshot]

[Funktionsname] hilft dir [Nutzen]:
• [Fähigkeit]
• [Fähigkeit]

[Auf Pro upgraden - X €/Monat]
[Vielleicht später]

Nutzungslimit-Paywall

Du hast dein kostenloses Limit erreicht

[Fortschrittsbalken bei 100 %]

Kostenlos: 3 Projekte | Pro: Unbegrenzt

[Auf Pro upgraden]  [Ein Projekt löschen]

Testversions-Ablauf-Paywall

Deine Testversion endet in 3 Tagen

Was du verlieren wirst:
• [Genutzte Funktion]
• [Erstellte Daten]

Was du erreicht hast:
• X Projekte erstellt

[Mit Pro fortfahren]
[Später erinnern]  [Herabstufen]

Timing und Häufigkeit

Wann zeigen

  • Nach einem Wertmoment, vor Frustration
  • Nach Aktivierung/Aha-Moment
  • Bei echten Grenzen

Wann NICHT zeigen

  • Während des Onboardings (zu früh)
  • Wenn sie im Flow sind
  • Wiederholt nach dem Schließen

Häufigkeitsregeln

  • Begrenzung pro Sitzung
  • Abkühlphase nach dem Schließen (Tage, nicht Stunden)
  • Ärgernissignale verfolgen

Upgrade-Flow-Optimierung

Von der Paywall zur Zahlung

  • Schritte minimieren
  • Nach Möglichkeit im Kontext bleiben
  • Bekannte Informationen vorausfüllen

Nach dem Upgrade

  • Sofortiger Zugriff auf Funktionen
  • Bestätigung und Quittung
  • Führung zu neuen Funktionen

A/B-Tests

Was testen

  • Timing der Auslöser
  • Variationen von Überschriften/Texten
  • Preisgestaltung
  • Testlänge
  • Funktionsschwerpunkt
  • Design/Layout

Zu verfolgende Metriken

  • Paywall-Impression-Rate
  • Durchklick zum Upgrade
  • Abschlussrate
  • Umsatz pro Nutzer
  • Abwanderungsrate nach Upgrade

Umfassende Experimentideen: Siehe references/experiments.md

Zu vermeidende Anti-Patterns

Dark Patterns

  • Ausblenden des Schließen-Buttons
  • Verwirrende Planauswahl
  • Schuldgefühle-erzeugende Texte

Conversion-Killer

  • Fragen, bevor der Wert geliefert wurde
  • Zu häufige Aufforderungen
  • Blockieren kritischer Abläufe
  • Komplizierter Upgrade-Prozess

Aufgabenspezifische Fragen

  1. Wie hoch ist deine aktuelle Free → Paid Conversion-Rate?
  2. Was löst derzeit Upgrade-Aufforderungen aus?
  3. Welche Funktionen sind hinter der Paywall?
  4. Was ist dein „Aha-Moment“ für Nutzer?
  5. Welches Preismodell? (pro Sitzplatz, Nutzung, pauschal)
  6. Mobile App, Web-App oder beides?

Verwandte Skills

  • churn-prevention: Für Kündigungsabläufe, Rettungsangebote und Reduzierung der Abwanderung nach dem Upgrade
  • page-cro: Für die Optimierung öffentlicher Preisseiten
  • onboarding-cro: Für die Führung zum Aha-Moment vor dem Upgrade
  • ab-test-setup: Zum Testen von Paywall-Varianten

Individual skills in this repo

This repo contains 20 individual skills — each has its own dedicated page.

LeoYeAI/openclaw-marketing-skills

When the user wants to plan, design, or implement an A/B test or experiment. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," "hypothesis," "should I test this," "which version is better," "test two versions," "statistical significance," or "how long should I run this test." Use this whenever someone is comparing two approaches and wants to measure which performs better. For tracking implementation, see analytics-tra

LeoYeAI/openclaw-marketing-skills

When the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising platform. Also use when the user mentions 'ad copy variations,' 'ad creative,' 'generate headlines,' 'RSA headlines,' 'bulk ad copy,' 'ad iterations,' 'creative testing,' 'ad performance optimization,' 'write me some ads,' 'Facebook ad copy,' 'Google ad headlines,' 'LinkedIn ad text,' or 'I need more ad variations.' Use this whenever someone needs to produce ad copy at scale or iterate on existing ads. For campaign strategy and targeting, see paid-ads. For landing page copy, see copywriting.

LeoYeAI/openclaw-marketing-skills

When the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers. Also use when the user mentions 'AI SEO,' 'AEO,' 'GEO,' 'LLMO,' 'answer engine optimization,' 'generative engine optimization,' 'LLM optimization,' 'AI Overviews,' 'optimize for ChatGPT,' 'optimize for Perplexity,' 'AI citations,' 'AI visibility,' 'zero-click search,' 'how do I show up in AI answers,' 'LLM mentions,' or 'optimize for Claude/Gemini.' Use this whenever someone wants their content to be cited or surfaced by AI assistants and AI search engines. For traditional technical and on-page SEO audits, see seo-audit. For structured data implementation, see schema-markup.

LeoYeAI/openclaw-marketing-skills

When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "attribution," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wan

LeoYeAI/openclaw-marketing-skills

When the user wants to reduce churn, build cancellation flows, set up save offers, recover failed payments, or implement retention strategies. Also use when the user mentions 'churn,' 'cancel flow,' 'offboarding,' 'save offer,' 'dunning,' 'failed payment recovery,' 'win-back,' 'retention,' 'exit survey,' 'pause subscription,' 'involuntary churn,' 'people keep canceling,' 'churn rate is too high,' 'how do I keep users,' or 'customers are leaving.' Use this whenever someone is losing subscribers o

LeoYeAI/openclaw-marketing-skills

Write B2B cold emails and follow-up sequences that get replies. Use when the user wants to write cold outreach emails, prospecting emails, cold email campaigns, sales development emails, or SDR emails. Also use when the user mentions "cold outreach," "prospecting email," "outbound email," "email to leads," "reach out to prospects," "sales email," "follow-up email sequence," "nobody's replying to my emails," or "how do I write a cold email." Covers subject lines, opening lines, body copy, CTAs, p

LeoYeAI/openclaw-marketing-skills

When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'comparison page,' '[Product] vs [Product],' '[Product] alternative,' 'competitive landing pages,' 'how do we compare to X,' 'battle card,' or 'competitor teardown.' Use this for any content that positions your product against competitors. Covers four formats: singular alternative, plural alternatives, you v

LeoYeAI/openclaw-marketing-skills

When the user wants to plan a content strategy, decide what content to create, or figure out what topics to cover. Also use when the user mentions "content strategy," "what should I write about," "content ideas," "blog strategy," "topic clusters," "content planning," "editorial calendar," "content marketing," "content roadmap," "what content should I create," "blog topics," "content pillars," or "I don't know what to write." Use this whenever someone needs help deciding what content to produce,

LeoYeAI/openclaw-marketing-skills

When the user wants to edit, review, or improve existing marketing copy. Also use when the user mentions 'edit this copy,' 'review my copy,' 'copy feedback,' 'proofread,' 'polish this,' 'make this better,' 'copy sweep,' 'tighten this up,' 'this reads awkwardly,' 'clean up this text,' 'too wordy,' or 'sharpen the messaging.' Use this when the user already has copy and wants it improved rather than rewritten from scratch. For writing new copy, see copywriting.

LeoYeAI/openclaw-marketing-skills

When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," "CTA copy," "value proposition," "tagline," "subheadline," "hero section copy," "above the fold," "this copy is weak," "make this more compelling," or "help me describe my product." Use this whenever s

LeoYeAI/openclaw-marketing-skills

When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email program. Also use when the user mentions "email sequence," "drip campaign," "nurture sequence," "onboarding emails," "welcome sequence," "re-engagement emails," "email automation," "lifecycle emails," "trigger-based emails," "email funnel," "email workflow," "what emails should I send," "welcome series," or "email cadence." Use this for any multi-email automated flow. For cold out

LeoYeAI/openclaw-marketing-skills

When the user wants to optimize any form that is NOT signup/registration — including lead capture forms, contact forms, demo request forms, application forms, survey forms, or checkout forms. Also use when the user mentions "form optimization," "lead form conversions," "form friction," "form fields," "form completion rate," "contact form," "nobody fills out our form," "form abandonment," "too many fields," "demo request form," or "lead form isn't converting." Use this for any non-signup form tha

LeoYeAI/openclaw-marketing-skills

When the user wants to plan, evaluate, or build a free tool for marketing purposes — lead generation, SEO value, or brand awareness. Also use when the user mentions "engineering as marketing," "free tool," "marketing tool," "calculator," "generator," "interactive tool," "lead gen tool," "build a tool for leads," "free resource," "ROI calculator," "grader tool," "audit tool," "should I build a free tool," or "tools for lead gen." Use this whenever someone wants to build something useful and give

LeoYeAI/openclaw-marketing-skills

Connect GetXAPI to pull public X/Twitter marketing signals into OpenClaw workflows. Use when the user wants social listening, tweet search, reply search, user lookup, or monitor setup driven by a Bearer-auth search backend. Enhances social-content, paid-ads, ad-creative, content-strategy, launch-strategy, and competitor-alternatives with real public conversation data.

LeoYeAI/openclaw-marketing-skills

Connect to Google Ads API to pull real account data — campaign performance, keyword health, wasted spend, search terms, impression share. Use when the user wants to audit their Google Ads account, find wasted budget, optimize keywords, or get data-driven recommendations. Enhances paid-ads and ad-creative skills with real numbers instead of guesswork. Triggers on: 'audit my Google Ads', 'find wasted spend', 'why are my ads not converting', 'Google Ads performance', 'which keywords to pause', 'Goo

LeoYeAI/openclaw-marketing-skills

When the user wants to plan a product launch, feature announcement, or release strategy. Also use when the user mentions 'launch,' 'Product Hunt,' 'feature release,' 'announcement,' 'go-to-market,' 'beta launch,' 'early access,' 'waitlist,' 'product update,' 'how do I launch this,' 'launch checklist,' 'GTM plan,' or 'we're about to ship.' Use this whenever someone is preparing to release something publicly. For ongoing marketing after launch, see marketing-ideas.

LeoYeAI/openclaw-marketing-skills

When the user wants to create, plan, or optimize a lead magnet for email capture or lead generation. Also use when the user mentions "lead magnet," "gated content," "content upgrade," "downloadable," "ebook," "cheat sheet," "checklist," "template download," "opt-in," "freebie," "PDF download," "resource library," "content offer," "email capture content," "Notion template," "spreadsheet template," or "what should I give away for emails." Use this for planning what to create and how to distribute

LeoYeAI/openclaw-marketing-skills

When the user needs marketing ideas, inspiration, or strategies for their SaaS or software product. Also use when the user asks for 'marketing ideas,' 'growth ideas,' 'how to market,' 'marketing strategies,' 'marketing tactics,' 'ways to promote,' 'ideas to grow,' 'what else can I try,' 'I don't know how to market this,' 'brainstorm marketing,' or 'what marketing should I do.' Use this as a starting point whenever someone is stuck or looking for inspiration on how to grow. For specific channel execution, see the relevant skill (paid-ads, social-content, email-sequence, etc.).

LeoYeAI/openclaw-marketing-skills

When the user wants to apply psychological principles, mental models, or behavioral science to marketing. Also use when the user mentions 'psychology,' 'mental models,' 'cognitive bias,' 'persuasion,' 'behavioral science,' 'why people buy,' 'decision-making,' 'consumer behavior,' 'anchoring,' 'social proof,' 'scarcity,' 'loss aversion,' 'framing,' or 'nudge.' Use this whenever someone wants to understand or leverage how people think and make decisions in a marketing context.

LeoYeAI/openclaw-marketing-skills

Connect to Meta Marketing API to pull real Facebook and Instagram ad data — campaign performance, creative fatigue, audience saturation, ROAS by ad set, frequency analysis, and Learning Phase status. Use when the user wants to audit their Meta/Facebook/Instagram ads, diagnose creative fatigue, find wasted budget, or get data-driven optimization. Enhances paid-ads and ad-creative skills with real Meta data. Triggers on: 'audit my Facebook ads', 'Instagram ads performance', 'Meta ads not convertin

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