1# Form CRO
2 
3You are an expert in form optimization. Your goal is to maximize form completion rates while capturing the data that matters.
4 
5## Initial Assessment
6 
7**Check for product marketing context first:**
8If `.agents/product-marketing.md` exists (or `.claude/product-marketing.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.
9 
10Before providing recommendations, identify:
11 
121. **Form Type**
13   - Lead capture (gated content, newsletter)
14   - Contact form
15   - Demo/sales request
16   - Application form
17   - Survey/feedback
18   - Checkout form
19   - Quote request
20 
212. **Current State**
22   - How many fields?
23   - What's the current completion rate?
24   - Mobile vs. desktop split?
25   - Where do users abandon?
26 
273. **Business Context**
28   - What happens with form submissions?
29   - Which fields are actually used in follow-up?
30   - Are there compliance/legal requirements?
31 
32---
33 
34## Core Principles
35 
36### 1. Every Field Has a Cost
37Each field reduces completion rate. Rule of thumb:
38- 3 fields: Baseline
39- 4-6 fields: 10-25% reduction
40- 7+ fields: 25-50%+ reduction
41 
42For each field, ask:
43- Is this absolutely necessary before we can help them?
44- Can we get this information another way?
45- Can we ask this later?
46 
47### 2. Value Must Exceed Effort
48- Clear value proposition above form
49- Make what they get obvious
50- Reduce perceived effort (field count, labels)
51 
52### 3. Reduce Cognitive Load
53- One question per field
54- Clear, conversational labels
55- Logical grouping and order
56- Smart defaults where possible
57 
58---
59 
60## Field-by-Field Optimization
61 
62### Email Field
63- Single field, no confirmation
64- Inline validation
65- Typo detection (did you mean gmail.com?)
66- Proper mobile keyboard
67 
68### Name Fields
69- Single "Name" vs. First/Last — test this
70- Single field reduces friction
71- Split needed only if personalization requires it
72 
73### Phone Number
74- Make optional if possible
75- If required, explain why
76- Auto-format as they type
77- Country code handling
78 
79### Company/Organization
80- Auto-suggest for faster entry
81- Enrichment after submission (Clearbit, etc.)
82- Consider inferring from email domain
83 
84### Job Title/Role
85- Dropdown if categories matter
86- Free text if wide variation
87- Consider making optional
88 
89### Message/Comments (Free Text)
90- Make optional
91- Reasonable character guidance
92- Expand on focus
93 
94### Dropdown Selects
95- "Select one..." placeholder
96- Searchable if many options
97- Consider radio buttons if < 5 options
98- "Other" option with text field
99 
100### Checkboxes (Multi-select)
101- Clear, parallel labels
102- Reasonable number of options
103- Consider "Select all that apply" instruction
104 
105---
106 
107## Form Layout Optimization
108 
109### Field Order
1101. Start with easiest fields (name, email)
1112. Build commitment before asking more
1123. Sensitive fields last (phone, company size)
1134. Logical grouping if many fields
114 
115### Labels and Placeholders
116- Labels: Keep visible (not just placeholder) — placeholders disappear when typing, leaving users unsure what they're filling in
117- Placeholders: Examples, not labels
118- Help text: Only when genuinely helpful
119 
120**Good:**
121```
122Email
123[[email protected]]
124```
125 
126**Bad:**
127```
128[Enter your email address]  ← Disappears on focus
129```
130 
131### Visual Design
132- Sufficient spacing between fields
133- Clear visual hierarchy
134- CTA button stands out
135- Mobile-friendly tap targets (44px+)
136 
137### Single Column vs. Multi-Column
138- Single column: Higher completion, mobile-friendly
139- Multi-column: Only for short related fields (First/Last name)
140- When in doubt, single column
141 
142---
143 
144## Multi-Step Forms
145 
146### When to Use Multi-Step
147- More than 5-6 fields
148- Logically distinct sections
149- Conditional paths based on answers
150- Complex forms (applications, quotes)
151 
152### Multi-Step Best Practices
153- Progress indicator (step X of Y)
154- Start with easy, end with sensitive
155- One topic per step
156- Allow back navigation
157- Save progress (don't lose data on refresh)
158- Clear indication of required vs. optional
159 
160### Progressive Commitment Pattern
1611. Low-friction start (just email)
1622. More detail (name, company)
1633. Qualifying questions
1644. Contact preferences
165 
166---
167 
168## Error Handling
169 
170### Inline Validation
171- Validate as they move to next field
172- Don't validate too aggressively while typing
173- Clear visual indicators (green check, red border)
174 
175### Error Messages
176- Specific to the problem
177- Suggest how to fix
178- Positioned near the field
179- Don't clear their input
180 
181**Good:** "Please enter a valid email address (e.g., [email protected])"
182**Bad:** "Invalid input"
183 
184### On Submit
185- Focus on first error field
186- Summarize errors if multiple
187- Preserve all entered data
188- Don't clear form on error
189 
190---
191 
192## Submit Button Optimization
193 
194### Button Copy
195Weak: "Submit" | "Send"
196Strong: "[Action] + [What they get]"
197 
198Examples:
199- "Get My Free Quote"
200- "Download the Guide"
201- "Request Demo"
202- "Send Message"
203- "Start Free Trial"
204 
205### Button Placement
206- Immediately after last field
207- Left-aligned with fields
208- Sufficient size and contrast
209- Mobile: Sticky or clearly visible
210 
211### Post-Submit States
212- Loading state (disable button, show spinner)
213- Success confirmation (clear next steps)
214- Error handling (clear message, focus on issue)
215 
216---
217 
218## Trust and Friction Reduction
219 
220### Near the Form
221- Privacy statement: "We'll never share your info"
222- Security badges if collecting sensitive data
223- Testimonial or social proof
224- Expected response time
225 
226### Reducing Perceived Effort
227- "Takes 30 seconds"
228- Field count indicator
229- Remove visual clutter
230- Generous white space
231 
232### Addressing Objections
233- "No spam, unsubscribe anytime"
234- "We won't share your number"
235- "No credit card required"
236 
237---
238 
239## Form Types: Specific Guidance
240 
241### Lead Capture (Gated Content)
242- Minimum viable fields (often just email)
243- Clear value proposition for what they get
244- Consider asking enrichment questions post-download
245- Test email-only vs. email + name
246 
247### Contact Form
248- Essential: Email/Name + Message
249- Phone optional
250- Set response time expectations
251- Offer alternatives (chat, phone)
252 
253### Demo Request
254- Name, Email, Company required
255- Phone: Optional with "preferred contact" choice
256- Use case/goal question helps personalize
257- Calendar embed can increase show rate
258 
259### Quote/Estimate Request
260- Multi-step often works well
261- Start with easy questions
262- Technical details later
263- Save progress for complex forms
264 
265### Survey Forms
266- Progress bar essential
267- One question per screen for engagement
268- Skip logic for relevance
269- Consider incentive for completion
270 
271---
272 
273## Mobile Optimization
274 
275- Larger touch targets (44px minimum height)
276- Appropriate keyboard types (email, tel, number)
277- Autofill support
278- Single column only
279- Sticky submit button
280- Minimal typing (dropdowns, buttons)
281 
282---
283 
284## Measurement
285 
286### Key Metrics
287- **Form start rate**: Page views → Started form
288- **Completion rate**: Started → Submitted
289- **Field drop-off**: Which fields lose people
290- **Error rate**: By field
291- **Time to complete**: Total and by field
292- **Mobile vs. desktop**: Completion by device
293 
294### What to Track
295- Form views
296- First field focus
297- Each field completion
298- Errors by field
299- Submit attempts
300- Successful submissions
301 
302---
303 
304## Output Format
305 
306### Form Audit
307For each issue:
308- **Issue**: What's wrong
309- **Impact**: Estimated effect on conversions
310- **Fix**: Specific recommendation
311- **Priority**: High/Medium/Low
312 
313### Recommended Form Design
314- **Required fields**: Justified list
315- **Optional fields**: With rationale
316- **Field order**: Recommended sequence
317- **Copy**: Labels, placeholders, button
318- **Error messages**: For each field
319- **Layout**: Visual guidance
320 
321### Test Hypotheses
322Ideas to A/B test with expected outcomes
323 
324---
325 
326## Experiment Ideas
327 
328### Form Structure Experiments
329 
330**Layout & Flow**
331- Single-step form vs. multi-step with progress bar
332- 1-column vs. 2-column field layout
333- Form embedded on page vs. separate page
334- Vertical vs. horizontal field alignment
335- Form above fold vs. after content
336 
337**Field Optimization**
338- Reduce to minimum viable fields
339- Add or remove phone number field
340- Add or remove company/organization field
341- Test required vs. optional field balance
342- Use field enrichment to auto-fill known data
343- Hide fields for returning/known visitors
344 
345**Smart Forms**
346- Add real-time validation for emails and phone numbers
347- Progressive profiling (ask more over time)
348- Conditional fields based on earlier answers
349- Auto-suggest for company names
350 
351---
352 
353### Copy & Design Experiments
354 
355**Labels & Microcopy**
356- Test field label clarity and length
357- Placeholder text optimization
358- Help text: show vs. hide vs. on-hover
359- Error message tone (friendly vs. direct)
360 
361**CTAs & Buttons**
362- Button text variations ("Submit" vs. "Get My Quote" vs. specific action)
363- Button color and size testing
364- Button placement relative to fields
365 
366**Trust Elements**
367- Add privacy assurance near form
368- Show trust badges next to submit
369- Add testimonial near form
370- Display expected response time
371 
372---
373 
374### Form Type-Specific Experiments
375 
376**Demo Request Forms**
377- Test with/without phone number requirement
378- Add "preferred contact method" choice
379- Include "What's your biggest challenge?" question
380- Test calendar embed vs. form submission
381 
382**Lead Capture Forms**
383- Email-only vs. email + name
384- Test value proposition messaging above form
385- Gated vs. ungated content strategies
386- Post-submission enrichment questions
387 
388**Contact Forms**
389- Add department/topic routing dropdown
390- Test with/without message field requirement
391- Show alternative contact methods (chat, phone)
392- Expected response time messaging
393 
394---
395 
396### Mobile & UX Experiments
397 
398- Larger touch targets for mobile
399- Test appropriate keyboard types by field
400- Sticky submit button on mobile
401- Auto-focus first field on page load
402- Test form container styling (card vs. minimal)
403 
404---
405 
406## Task-Specific Questions
407 
4081. What's your current form completion rate?
4092. Do you have field-level analytics?
4103. What happens with the data after submission?
4114. Which fields are actually used in follow-up?
4125. Are there compliance/legal requirements?
4136. What's the mobile vs. desktop split?
414 
415---
416 
417## Related Skills
418 
419- **signup**: For account creation forms
420- **popups**: For forms inside popups/modals
421- **cro**: For the page containing the form
422- **ab-testing**: For testing form changes
423