| name | form-cro |
| description | When the user wants to optimize any form that is NOT signup/registration — lead capture, contact, demo request, application, survey, or checkout forms; "form friction," "form completion rate," "form abandonment," "too many fields," "nobody fills out our form." For signup/registration forms, see signup-flow-cro. For popups containing forms, see popup-cro. |
| category | marketing |
| tier | on-demand |
Form CRO
Maximize form completion rates while capturing the data that matters.
Initial Assessment
Product context: If .agents/product-marketing-context.md exists (or .claude/product-marketing-context.md in older setups), read it first and tailor output to it; only ask for what it doesn't cover.
Before recommending, identify:
- 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 are actually 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. For each field ask: Is it absolutely necessary before we can help them? Can we get it another way? Can we ask later?
2. Value Must Exceed Effort
Clear value proposition 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
Test single "Name" vs. First/Last — 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; handle country codes.
Company/Organization
Auto-suggest for faster entry; enrich 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)
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 option count; consider "Select all that apply" instruction.
Form Layout Optimization
Field Order
Start with easiest fields (name, email); build commitment before asking more; sensitive fields last (phone, company size); logical grouping if many fields.
Labels and Placeholders
Labels: keep visible (not just placeholder) — placeholders disappear when typing, leaving users unsure what they're filling in. 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 with sensitive; one topic per step; allow back navigation; save progress (don't lose data on refresh); clear indication of required vs. optional.
Progressive Commitment Pattern
- Low-friction start (just email) → 2. More detail (name, company) → 3. Qualifying questions → 4. Contact preferences
Error Handling
Inline Validation
Validate as they move to the next field, not 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 Optimization
Button Copy
Weak: "Submit" | "Send"
Strong: "[Action] + [What they get]" — "Get My Free Quote," "Download the Guide," "Request Demo," "Send Message," "Start Free Trial"
Button Placement
Immediately after last field; left-aligned with fields; sufficient size and contrast; mobile: sticky or clearly visible.
Post-Submit States
Loading (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 proposition for what they get; consider 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 for engagement; skip logic for relevance; consider incentive for completion.
Mobile Optimization
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); 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
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 vs. multi-step with progress bar; 1-column vs. 2-column layout; 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/remove phone number field; add/remove company/organization field; required vs. optional field 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 Experiments
Labels & Microcopy — field label clarity and length; placeholder text; help text show vs. hide vs. on-hover; error message tone (friendly vs. direct).
CTAs & Buttons — button text ("Submit" vs. "Get My Quote" vs. specific action); color and size; placement relative to fields.
Trust Elements — privacy assurance near form; trust badges next to submit; testimonial near form; expected response time display.
Form Type-Specific Experiments
Demo Request — with/without phone requirement; "preferred contact method" choice; "What's your biggest challenge?" question; calendar embed vs. form submission.
Lead Capture — email-only vs. email + name; value proposition messaging above form; gated vs. ungated content; post-submission enrichment questions.
Contact — department/topic routing dropdown; with/without message field requirement; alternative contact methods (chat, phone); expected response time messaging.
Mobile & UX Experiments
Larger touch targets; keyboard types by field; sticky submit button; auto-focus first field on page load; 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?
Related Skills
- signup-flow-cro: For account creation forms
- popup-cro: For forms inside popups/modals
- page-cro: For the page containing the form
- ab-test-setup: For testing form changes
