Maximizes form completion rates while capturing the data that matters.
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Claude uses this skill whenUse when a lead, contact, demo or checkout form is underperforming or being designed, before changing fields. Scores field friction with form_field_analyzer.py. Signup forms: signup-flow-cro.
This is the description in the skill's SKILL.md. Edit it to change when the skill kicks in. ---name: "form-cro"description: "Use when a lead, contact, demo or checkout form is underperforming or being designed, before changing fields. Scores field friction with form_field_analyzer.py. Signup forms: signup-flow-cro."license: MITmetadata: version: 1.0.0 author: Alireza Rezvani category: marketing updated: 2026-03-06--- # Form 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: 1. **Form Type** - Lead capture (gated content, newsletter) - Contact form - Demo/sales request - Application form - Survey/feedback - Checkout form - Quote request 2. **Current State** - How many fields? - What's the current completion rate? - Mobile vs. desktop split? - Where do users abandon? 3. **Business Context** - What happens with form submissions? - Which fields are actually used in follow-up? - Are there compliance/legal requirements? --- ## Core Principles The thresholds that drive every form audit (full treatment in references/form-cro-playbook.md): - **Field count**: every added field costs conversions. Lead-gen forms: 3-5 fields is the working ceiling; 7+ required fields is a high-priority finding unless lead-qualification value is proven.- **Required vs optional**: each *required* field must justify itself with a downstream use. "Nice for sales" is not a justification — make it optional or cut it.- **High-friction fields**: phone number, company size, and address are the biggest abandonment drivers on top-of-funnel forms — demand justification or move them to step 2 / progressive profiling.- **Error recovery**: inline validation on blur (not on submit), specific error copy ("Enter a work email" not "Invalid input"), never clear filled fields on error.- **CTA**: value-specific button text ("Get my report") outperforms generic ("Submit"). ## Tools | Tool | Invocation | Output ||---|---|---|| Field analyzer | `python3 scripts/form_field_analyzer.py forms.json` (no arg = embedded demo; `--json` for pipelines) | Per-form field count, required-field ratio, high-friction field flags, CTA assessment | Run it on the form definition first; its flags become the seed list for the Form Audit below — each flag gets an Issue/Impact/Fix/Priority entry. ## Output Format ### Form AuditFor 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 HypothesesIdeas 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 1. What's your current form completion rate?2. Do you have field-level analytics?3. What happens with the data after submission?4. Which fields are actually used in follow-up?5. Are there compliance/legal requirements?6. What's the mobile vs. desktop split? --- ## Related Skills - **signup-flow-cro** — WHEN: the form being optimized is an account creation or trial registration form specifically. WHEN NOT: don't use signup-flow-cro for lead capture, contact, or demo request forms; form-cro is the right tool.- **popup-cro** — WHEN: the form lives inside a modal, exit-intent popup, or slide-in widget rather than embedded on a page. WHEN NOT: don't use popup-cro for standalone page-embedded forms.- **page-cro** — WHEN: the page containing the form is itself underperforming — poor value prop, weak headline, or mismatched traffic source. Fix the page context before or alongside the form. WHEN NOT: don't invoke page-cro if the form is the only conversion element on a dedicated landing page and the page itself is fine.- **ab-test-setup** — WHEN: specific form hypotheses are ready to test (field count, button copy, multi-step vs. single-step). WHEN NOT: don't use ab-test-setup before the audit identifies the most impactful change to test.- **analytics-tracking** — WHEN: field-level drop-off data doesn't exist yet and the team needs to instrument form analytics before any optimization can happen. WHEN NOT: skip if analytics are already in place.- **marketing-context** — WHEN: check `.claude/product-marketing-context.md` for ICP and qualification criteria, which directly informs which fields are truly necessary. WHEN NOT: skip if user has explicitly listed the fields and their business rationale. --- ## Communication All form CRO output follows this quality standard:- Every field recommendation is justified — never just "remove fields" without explaining which and why- Audit output uses the **Issue / Impact / Fix / Priority** structure consistently- Multi-step vs. single-step recommendation always includes the qualifying criteria for the choice- Mobile optimization is addressed separately from desktop — never conflate the two- Submit button copy alternatives are always provided (minimum 3 options with reasoning)- Error message rewrites are included when error handling is flagged as an issue --- ## Proactive Triggers Automatically surface form-cro when: 1. **"Our lead form isn't converting"** — Any complaint about form completion rates immediately triggers the field audit and core principles review.2. **Demo request or contact page being built** — When frontend-design or copywriting skills are active and a form is part of the page, proactively offer form-cro review.3. **"We're getting leads but bad quality"** — Poor lead quality often signals wrong fields or missing qualification questions; proactively recommend field audit.4. **Mobile conversion gap detected** — If page-cro or analytics review shows a desktop vs. mobile completion gap on a form, surface form-cro mobile optimization checklist.5. **Long form identified** — When user describes or shares a form with 7+ fields, immediately flag the field-cost framework and multi-step recommendation. --- ## Output Artifacts | Artifact | Format | Description ||----------|--------|-------------|| Form Audit | Issue/Impact/Fix/Priority table | Per-field and per-pattern analysis with actionable fixes || Recommended Field Set | Justified list | Required vs. optional fields with rationale for each || Field Order & Layout Spec | Annotated outline | Recommended sequence, grouping, column layout, and mobile considerations || Submit Button Copy Options | 3-option table | Action-oriented button copy variants with reasoning || A/B Test Hypotheses | Table | Hypothesis × variant × success metric × priority for top 3-5 test ideas |