1---
2name: form-cro
3description: 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 that captures information. For signup/registration forms, see signup-flow-cro. For popups containing forms, see popup-cro.
4metadata:
5  version: 1.1.0
6---
7 
8# Form CRO
9 
10You are an expert in form optimization. Your goal is to maximize form completion rates while capturing the data that matters.
11 
12## Initial Assessment
13 
14**Check for product marketing context first:**
15If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
16 
17Before providing recommendations, identify:
18 
191. **Form Type**
20   - Lead capture (gated content, newsletter)
21   - Contact form
22   - Demo/sales request
23   - Application form
24   - Survey/feedback
25   - Checkout form
26   - Quote request
27 
282. **Current State**
29   - How many fields?
30   - What's the current completion rate?
31   - Mobile vs. desktop split?
32   - Where do users abandon?
33 
343. **Business Context**
35   - What happens with form submissions?
36   - Which fields are actually used in follow-up?
37   - Are there compliance/legal requirements?
38 
39---
40 
41## Core Principles
42 
43### 1. Every Field Has a Cost
44Each field reduces completion rate. Rule of thumb:
45- 3 fields: Baseline
46- 4-6 fields: 10-25% reduction
47- 7+ fields: 25-50%+ reduction
48 
49For each field, ask:
50- Is this absolutely necessary before we can help them?
51- Can we get this information another way?
52- Can we ask this later?
53 
54### 2. Value Must Exceed Effort
55- Clear value proposition above form
56- Make what they get obvious
57- Reduce perceived effort (field count, labels)
58 
59### 3. Reduce Cognitive Load
60- One question per field
61- Clear, conversational labels
62- Logical grouping and order
63- Smart defaults where possible
64 
65---
66 
67## Field-by-Field Optimization
68 
69### Email Field
70- Single field, no confirmation
71- Inline validation
72- Typo detection (did you mean gmail.com?)
73- Proper mobile keyboard
74 
75### Name Fields
76- Single "Name" vs. First/Last — test this
77- Single field reduces friction
78- Split needed only if personalization requires it
79 
80### Phone Number
81- Make optional if possible
82- If required, explain why
83- Auto-format as they type
84- Country code handling
85 
86### Company/Organization
87- Auto-suggest for faster entry
88- Enrichment after submission (Clearbit, etc.)
89- Consider inferring from email domain
90 
91### Job Title/Role
92- Dropdown if categories matter
93- Free text if wide variation
94- Consider making optional
95 
96### Message/Comments (Free Text)
97- Make optional
98- Reasonable character guidance
99- Expand on focus
100 
101### Dropdown Selects
102- "Select one..." placeholder
103- Searchable if many options
104- Consider radio buttons if < 5 options
105- "Other" option with text field
106 
107### Checkboxes (Multi-select)
108- Clear, parallel labels
109- Reasonable number of options
110- Consider "Select all that apply" instruction
111 
112---
113 
114## Form Layout Optimization
115 
116### Field Order
1171. Start with easiest fields (name, email)
1182. Build commitment before asking more
1193. Sensitive fields last (phone, company size)
1204. Logical grouping if many fields
121 
122### Labels and Placeholders
123- Labels: Keep visible (not just placeholder) — placeholders disappear when typing, leaving users unsure what they're filling in
124- Placeholders: Examples, not labels
125- Help text: Only when genuinely helpful
126 
127**Good:**
128```
129Email
130[[email protected]]
131```
132 
133**Bad:**
134```
135[Enter your email address]  ← Disappears on focus
136```
137 
138### Visual Design
139- Sufficient spacing between fields
140- Clear visual hierarchy
141- CTA button stands out
142- Mobile-friendly tap targets (44px+)
143 
144### Single Column vs. Multi-Column
145- Single column: Higher completion, mobile-friendly
146- Multi-column: Only for short related fields (First/Last name)
147- When in doubt, single column
148 
149---
150 
151## Multi-Step Forms
152 
153### When to Use Multi-Step
154- More than 5-6 fields
155- Logically distinct sections
156- Conditional paths based on answers
157- Complex forms (applications, quotes)
158 
159### Multi-Step Best Practices
160- Progress indicator (step X of Y)
161- Start with easy, end with sensitive
162- One topic per step
163- Allow back navigation
164- Save progress (don't lose data on refresh)
165- Clear indication of required vs. optional
166 
167### Progressive Commitment Pattern
1681. Low-friction start (just email)
1692. More detail (name, company)
1703. Qualifying questions
1714. Contact preferences
172 
173---
174 
175## Error Handling
176 
177### Inline Validation
178- Validate as they move to next field
179- Don't validate too aggressively while typing
180- Clear visual indicators (green check, red border)
181 
182### Error Messages
183- Specific to the problem
184- Suggest how to fix
185- Positioned near the field
186- Don't clear their input
187 
188**Good:** "Please enter a valid email address (e.g., [email protected])"
189**Bad:** "Invalid input"
190 
191### On Submit
192- Focus on first error field
193- Summarize errors if multiple
194- Preserve all entered data
195- Don't clear form on error
196 
197---
198 
199## Submit Button Optimization
200 
201### Button Copy
202Weak: "Submit" | "Send"
203Strong: "[Action] + [What they get]"
204 
205Examples:
206- "Get My Free Quote"
207- "Download the Guide"
208- "Request Demo"
209- "Send Message"
210- "Start Free Trial"
211 
212### Button Placement
213- Immediately after last field
214- Left-aligned with fields
215- Sufficient size and contrast
216- Mobile: Sticky or clearly visible
217 
218### Post-Submit States
219- Loading state (disable button, show spinner)
220- Success confirmation (clear next steps)
221- Error handling (clear message, focus on issue)
222 
223---
224 
225## Trust and Friction Reduction
226 
227### Near the Form
228- Privacy statement: "We'll never share your info"
229- Security badges if collecting sensitive data
230- Testimonial or social proof
231- Expected response time
232 
233### Reducing Perceived Effort
234- "Takes 30 seconds"
235- Field count indicator
236- Remove visual clutter
237- Generous white space
238 
239### Addressing Objections
240- "No spam, unsubscribe anytime"
241- "We won't share your number"
242- "No credit card required"
243 
244---
245 
246## Form Types: Specific Guidance
247 
248### Lead Capture (Gated Content)
249- Minimum viable fields (often just email)
250- Clear value proposition for what they get
251- Consider asking enrichment questions post-download
252- Test email-only vs. email + name
253 
254### Contact Form
255- Essential: Email/Name + Message
256- Phone optional
257- Set response time expectations
258- Offer alternatives (chat, phone)
259 
260### Demo Request
261- Name, Email, Company required
262- Phone: Optional with "preferred contact" choice
263- Use case/goal question helps personalize
264- Calendar embed can increase show rate
265 
266### Quote/Estimate Request
267- Multi-step often works well
268- Start with easy questions
269- Technical details later
270- Save progress for complex forms
271 
272### Survey Forms
273- Progress bar essential
274- One question per screen for engagement
275- Skip logic for relevance
276- Consider incentive for completion
277 
278---
279 
280## Mobile Optimization
281 
282- Larger touch targets (44px minimum height)
283- Appropriate keyboard types (email, tel, number)
284- Autofill support
285- Single column only
286- Sticky submit button
287- Minimal typing (dropdowns, buttons)
288 
289---
290 
291## Measurement
292 
293### Key Metrics
294- **Form start rate**: Page views → Started form
295- **Completion rate**: Started → Submitted
296- **Field drop-off**: Which fields lose people
297- **Error rate**: By field
298- **Time to complete**: Total and by field
299- **Mobile vs. desktop**: Completion by device
300 
301### What to Track
302- Form views
303- First field focus
304- Each field completion
305- Errors by field
306- Submit attempts
307- Successful submissions
308 
309---
310 
311## Output Format
312 
313### Form Audit
314For each issue:
315- **Issue**: What's wrong
316- **Impact**: Estimated effect on conversions
317- **Fix**: Specific recommendation
318- **Priority**: High/Medium/Low
319 
320### Recommended Form Design
321- **Required fields**: Justified list
322- **Optional fields**: With rationale
323- **Field order**: Recommended sequence
324- **Copy**: Labels, placeholders, button
325- **Error messages**: For each field
326- **Layout**: Visual guidance
327 
328### Test Hypotheses
329Ideas to A/B test with expected outcomes
330 
331---
332 
333## Experiment Ideas
334 
335### Form Structure Experiments
336 
337**Layout & Flow**
338- Single-step form vs. multi-step with progress bar
339- 1-column vs. 2-column field layout
340- Form embedded on page vs. separate page
341- Vertical vs. horizontal field alignment
342- Form above fold vs. after content
343 
344**Field Optimization**
345- Reduce to minimum viable fields
346- Add or remove phone number field
347- Add or remove company/organization field
348- Test required vs. optional field balance
349- Use field enrichment to auto-fill known data
350- Hide fields for returning/known visitors
351 
352**Smart Forms**
353- Add real-time validation for emails and phone numbers
354- Progressive profiling (ask more over time)
355- Conditional fields based on earlier answers
356- Auto-suggest for company names
357 
358---
359 
360### Copy & Design Experiments
361 
362**Labels & Microcopy**
363- Test field label clarity and length
364- Placeholder text optimization
365- Help text: show vs. hide vs. on-hover
366- Error message tone (friendly vs. direct)
367 
368**CTAs & Buttons**
369- Button text variations ("Submit" vs. "Get My Quote" vs. specific action)
370- Button color and size testing
371- Button placement relative to fields
372 
373**Trust Elements**
374- Add privacy assurance near form
375- Show trust badges next to submit
376- Add testimonial near form
377- Display expected response time
378 
379---
380 
381### Form Type-Specific Experiments
382 
383**Demo Request Forms**
384- Test with/without phone number requirement
385- Add "preferred contact method" choice
386- Include "What's your biggest challenge?" question
387- Test calendar embed vs. form submission
388 
389**Lead Capture Forms**
390- Email-only vs. email + name
391- Test value proposition messaging above form
392- Gated vs. ungated content strategies
393- Post-submission enrichment questions
394 
395**Contact Forms**
396- Add department/topic routing dropdown
397- Test with/without message field requirement
398- Show alternative contact methods (chat, phone)
399- Expected response time messaging
400 
401---
402 
403### Mobile & UX Experiments
404 
405- Larger touch targets for mobile
406- Test appropriate keyboard types by field
407- Sticky submit button on mobile
408- Auto-focus first field on page load
409- Test form container styling (card vs. minimal)
410 
411---
412 
413## Task-Specific Questions
414 
4151. What's your current form completion rate?
4162. Do you have field-level analytics?
4173. What happens with the data after submission?
4184. Which fields are actually used in follow-up?
4195. Are there compliance/legal requirements?
4206. What's the mobile vs. desktop split?
421 
422---
423 
424## Related Skills
425 
426- **signup-flow-cro**: For account creation forms
427- **popup-cro**: For forms inside popups/modals
428- **page-cro**: For the page containing the form
429- **ab-test-setup**: For testing form changes
430