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 iblai-marketing-signup-flow-cro. For popups containing forms, see iblai-marketing-popup-cro.
Instalação
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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 iblai-marketing-signup-flow-cro. For popups containing forms, see iblai-marketing-popup-cro.
globs
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alwaysApply
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metadata
{"version":"1.1.0"}
/iblai-marketing-form-cro
Maximize form completion rates while capturing only the data that matters.
Step 0: Context Check
Read .agents/product-marketing-context.md (or .claude/product-marketing-context.md
on older setups) first. Only ask for what isn't there.
Identify before optimizing:
Form type
Lead capture (gated content, newsletter)
Contact
Demo/sales request
Application
Survey/feedback
Checkout
Quote request
Current state
Field count
Current completion rate
Mobile vs. desktop split
Where users abandon
Business context
What happens with submissions
Which fields actually get used in follow-up
Compliance / legal requirements
Core Principles
1. Every Field Has a Cost
Each field reduces completion. Rule of thumb:
3 fields: baseline
4-6 fields: 10-25% reduction
7+ fields: 25-50%+ reduction
Per field, ask:
Absolutely necessary before we can help them?
Can we get this info another way?
Can we ask for it later?
2. Value Must Exceed Effort
Clear value prop above the form
Make what they get obvious
Reduce perceived effort (field count, labels)
3. Reduce Cognitive Load
One question per field
Clear, conversational labels
Logical grouping and order
Smart defaults where possible
Field-by-Field Optimization
Email
Single field, no confirmation
Inline validation
Typo detection ("did you mean gmail.com?")
Proper mobile keyboard
Name
Single "Name" vs. First/Last — test it
Single field reduces friction
Split only if personalization requires it
Phone Number
Make optional if possible
If required, explain why
Auto-format as they type
Country code handling
Company/Organization
Auto-suggest for faster entry
Enrichment after submission (Clearbit, etc.)
Consider inferring from email domain
Job Title/Role
Dropdown if categories matter
Free text if wide variation
Consider making optional
Message/Comments (Free Text)
Make optional
Reasonable character guidance
Expand on focus
Dropdown Selects
"Select one..." placeholder
Searchable if many options
Radio buttons if < 5 options
"Other" option with text field
Checkboxes (Multi-Select)
Clear, parallel labels
Reasonable number of options
"Select all that apply" instruction
Form Layout
Field Order
Start with easiest fields (name, email)
Build commitment before asking more
Sensitive fields last (phone, company size)
Logical grouping when many fields
Labels and Placeholders
Labels: keep visible (not just placeholder) — placeholders disappear when typing, leaving users unsure what they're filling
Placeholders: examples, not labels
Help text: only when genuinely helpful
Good:
Email
[name@company.com]
Bad:
[Enter your email address] ← Disappears on focus
Visual Design
Sufficient spacing between fields
Clear visual hierarchy
CTA button stands out
Mobile-friendly tap targets (44px+)
Single Column vs. Multi-Column
Single column: higher completion, mobile-friendly
Multi-column: only for short related fields (First/Last name)
When in doubt, single column
Multi-Step Forms
When to Use
More than 5-6 fields
Logically distinct sections
Conditional paths based on answers
Complex forms (applications, quotes)
Best Practices
Progress indicator (step X of Y)
Start easy, end sensitive
One topic per step
Allow back navigation
Save progress (don't lose data on refresh)
Indicate required vs. optional clearly
Progressive Commitment Pattern
Low-friction start (just email)
More detail (name, company)
Qualifying questions
Contact preferences
Error Handling
Inline Validation
Validate as they leave a field
Don't validate too aggressively while typing
Clear visual indicators (green check, red border)
Error Messages
Specific to the problem
Suggest how to fix
Positioned near the field
Don't clear their input
Good: "Please enter a valid email address (e.g., name@company.com)"
Bad: "Invalid input"
On Submit
Focus on first error field
Summarize errors if multiple
Preserve all entered data
Don't clear the form on error
Submit Button
Copy
Weak: "Submit" | "Send"
Strong: "[Action] + [What they get]"
Examples:
"Get My Free Quote"
"Download the Guide"
"Request Demo"
"Send Message"
"Start Free Trial"
Placement
Immediately after the last field
Left-aligned with fields
Sufficient size and contrast
Mobile: sticky or clearly visible
Post-Submit States
Loading state (disable button, show spinner)
Success confirmation (clear next steps)
Error handling (clear message, focus on issue)
Trust and Friction Reduction
Near the Form
Privacy statement: "We'll never share your info"
Security badges if collecting sensitive data
Testimonial or social proof
Expected response time
Reducing Perceived Effort
"Takes 30 seconds"
Field count indicator
Remove visual clutter
Generous white space
Addressing Objections
"No spam, unsubscribe anytime"
"We won't share your number"
"No credit card required"
Form Types: Specific Guidance
Lead Capture (Gated Content)
Minimum viable fields (often just email)
Clear value prop for what they get
Ask enrichment questions post-download
Test email-only vs. email + name
Contact Form
Essential: email/name + message
Phone optional
Set response time expectations
Offer alternatives (chat, phone)
Demo Request
Name, email, company required
Phone optional with "preferred contact" choice
Use case/goal question helps personalize
Calendar embed can increase show rate
Quote/Estimate Request
Multi-step often works well
Start with easy questions
Technical details later
Save progress for complex forms
Survey Forms
Progress bar essential
One question per screen
Skip logic for relevance
Consider an incentive for completion
Mobile
Larger touch targets (44px minimum height)
Appropriate keyboard types (email, tel, number)
Autofill support
Single column only
Sticky submit button
Minimal typing (dropdowns, buttons)
Measurement
Key Metrics
Form start rate: Page views → Started form
Completion rate: Started → Submitted
Field drop-off: Which fields lose people
Error rate: By field
Time to complete: Total and by field
Mobile vs. desktop: Completion by device
What to Track
Form views
First field focus
Each field completion
Errors by field
Submit attempts
Successful submissions
Output Format
Form Audit
Per 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: per field
Layout: visual guidance
Test Hypotheses
Ideas to A/B test with expected outcomes.
Experiment Ideas
Form Structure
Layout & Flow
Single-step 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
Add or remove company/organization
Required vs. optional balance
Field enrichment to auto-fill known data
Hide fields for returning/known visitors
Smart Forms
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
Labels & Microcopy
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
Button placement relative to fields
Trust Elements
Privacy assurance near form
Trust badges next to submit
Testimonial near form
Expected response time
Form Type-Specific
Demo Request Forms
With/without phone number requirement
"Preferred contact method" choice
"What's your biggest challenge?" question
Calendar embed vs. form submission
Lead Capture Forms
Email-only vs. email + name
Value proposition messaging above form
Gated vs. ungated content strategies
Post-submission enrichment questions
Contact Forms
Department/topic routing dropdown
With/without message field requirement
Alternative contact methods (chat, phone)
Expected response time messaging
Mobile & UX
Larger touch targets for mobile
Appropriate keyboard types by field
Sticky submit button on mobile
Auto-focus first field on page load
Form container styling (card vs. minimal)
Task-Specific Questions
Current form completion rate?
Field-level analytics?
What happens with the data after submission?
Which fields actually used in follow-up?
Compliance/legal requirements?
Mobile vs. desktop split?
Related Skills
iblai-marketing-signup-flow-cro: Account creation forms
iblai-marketing-popup-cro: Forms inside popups/modals
iblai-marketing-page-cro: The page containing the form
iblai-marketing-ab-test-setup: Testing form changes
