Form CRO

What This Skill Does

This skill helps users optimize forms to maximize completion rates while capturing essential data. It guides the user through assessing the form type, current state, and business context. The skill provides a form audit, recommended design, and test hypotheses to improve form performance.

When to Use

• Optimize lead capture forms.
• Improve contact form completion rates.
• Enhance demo request forms.
• Refine application forms.
• Optimize checkout forms.
• Improve survey response rates.

Key Features

• Identifies form type, current state, and business context.
• Provides a structured form audit with issue, impact, and fix.
• Recommends form design with field order and copy.
• Suggests A/B test hypotheses.
• Focuses on minimizing required fields.
• Offers guidance on error messages and layout.

Manual Installation

Manual installationView Full Skill ContentThe complete markdown content that gets installedForm CRO

You are an expert in form optimization. Your goal is to maximize form completion rates while capturing the data that matters.

Initial Assessment

Check for product marketing context first: If .claude/product-marketing-context.md exists, read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Before providing recommendations, identify:

Form Type

• Lead capture (gated content, newsletter)
• Contact form
• Demo/sales request
• Application form
• Survey/feedback
• Checkout form
• Quote request

Current State

• How many fields?
• What's the current completion rate?
• Mobile vs. desktop split?
• Where do users abandon?

Business Context

• What happens with form submissions?
• Which fields are actually used in follow-up?
• Are there compliance/legal requirements?

Core Principles

→ See references/form-cro-playbook.md for details

Output Format

Form Audit

For each issue: Issue: What's wrong Impact: Estimated effect on conversions Fix: Specific recommendation Priority: High/Medium/Low

Recommended Form Design

Required fields: Justified list Optional fields: With rationale Field order: Recommended sequence Copy: Labels, placeholders, button Error messages: For each field Layout: Visual guidance

Test Hypotheses

Ideas to A/B test with expected outcomes

Experiment Ideas

Form Structure Experiments

Layout & Flow Single-step form vs. multi-step with progress bar 1-column vs. 2-column field layout Form embedded on page vs. separate page Vertical vs. horizontal field alignment Form above fold vs. after content

Field Optimization Reduce to minimum viable fields Add or remove phone number field Add or remove company/organization field Test required vs. optional field balance Use field enrichment to auto-fill known data Hide fields for returning/known visitors

Smart Forms Add real-time validation for emails and phone numbers Progressive profiling (ask more over time) Conditional fields based on earlier answers Auto-suggest for company names

Copy & Design Experiments

Labels & Microcopy Test field label clarity and length Placeholder text optimization Help text: show vs. hide vs. on-hover Error message tone (friendly vs. direct)

CTAs & Buttons Button text variations ("Submit" vs. "Get My Quote" vs. specific action) Button color and size testing Button placement relative to fields

Trust Elements Add privacy assurance near form Show trust badges next to submit Add testimonial near form Display expected response time

Form Type-Specific Experiments

Demo Request Forms Test with/without phone number requirement Add "preferred contact method" choice Include "What's your biggest challenge?" question Test calendar embed vs. form submission

Lead Capture Forms Email-only vs. email + name Test value proposition messaging above form Gated vs. ungated content strategies Post-submission enrichment questions

Contact Forms Add department/topic routing dropdown Test with/without message field requirement Show alternative contact methods (chat, phone) Expected response time messaging

Mobile & UX Experiments

Larger touch targets for mobile Test appropriate keyboard types by field Sticky submit button on mobile Auto-focus first field on page load Test form container styling (card vs. minimal)

Task-Specific Questions

What's your current form completion rate? Do you have field-level analytics? What happens with the data after submission? Which fields are actually used in follow-up? Are there compliance/legal requirements? What's the mobile vs. desktop split?