Agent-Skills.md

Agent Skills: Form CRO

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[croformslead-captureconversion-optimizationux]
business-growthID: borghei/claude-skills/form-cro

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borgheiLicense: NOASSERTION
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business-growth/form-cro/SKILL.md

Skill Metadata

Name
form-cro
Description
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Form CRO

Production-grade form optimization framework covering field-cost analysis, layout engineering, multi-step form architecture, validation UX patterns, mobile-specific optimization, and structured A/B test design. Applicable to lead capture, contact, demo request, application, survey, and checkout forms. For signup/registration flows, use signup-flow-cro.

Table of Contents

Clarify First

Before optimizing the form, confirm these inputs. If any is unknown or vague, ASK — do not assume:

  • [ ] Form type — lead capture, contact, demo, application, or checkout (sets the optimal field count and playbook)
  • [ ] Current fields + which are used in follow-up — reveals which fields to cut or enrich (the core of field-cost analysis)
  • [ ] Current completion rate + where users abandon — baseline and the specific friction point to target
  • [ ] Compliance requirements — GDPR/HIPAA fields that cannot be removed (constrains the field reduction)

Stop rule: ask only the 2-3 that most change the output. If the user says "just draft it," proceed and list your assumptions at the top of the audit.

Initial Assessment

Required Context

| Question | Why It Matters | |----------|---------------| | What type of form? (lead capture, contact, demo, application, checkout) | Different types have different optimal field counts | | How many fields currently? | Establishes baseline friction level | | What is the current completion rate? | Benchmark for improvement | | Where do users abandon? (if field-level analytics exist) | Identifies the specific friction point | | Mobile vs desktop split? | Mobile forms need separate optimization | | What happens with submitted data? | Determines which fields are truly necessary | | Which fields are actually used in follow-up? | Often reveals 30-50% of fields are never used | | Any compliance requirements? (GDPR, HIPAA) | Constrains what can be removed |

Field-Cost Analysis Framework

Every field has a cost measured in abandonment. The question is not "what data would be nice to have" but "what data is worth the conversion loss."

Field Cost Matrix

| Field Type | Estimated Abandonment Cost | Justification Threshold | |-----------|---------------------------|------------------------| | Email | Baseline (near zero for gated content) | Always justified for lead forms | | First name | +2-3% drop | Justified if personalization drives follow-up | | Last name | +2-3% drop | Rarely justified for first touch | | Phone number | +5-10% drop | Only if sales will call within 24 hours | | Company name | +3-5% drop | Justified for B2B qualification | | Company size | +3-5% drop | Justified only if routing decisions depend on it | | Job title | +3-5% drop | Can often be enriched post-submission | | Industry | +2-3% drop | Can often be enriched post-submission | | Message/textarea | +5-8% drop | Justified for contact forms, not for lead capture | | Budget | +8-12% drop | Only justified for high-intent demo/sales forms | | Custom question | +3-5% per question | Must directly affect lead routing or qualification |

The Enrichment Test

Before including any field, ask: Can this be enriched after submission?

| Field | Enrichable? | Method | Keep in Form? | |-------|------------|--------|---------------| | Company name | Yes (from email domain) | Clearbit, Apollo, manual lookup | Remove | | Company size | Yes (from company name) | Enrichment API | Remove | | Industry | Yes (from company name) | Enrichment API | Remove | | Job title | Partially (from LinkedIn) | Manual enrichment | Remove unless critical for routing | | Phone number | No | Must be provided | Keep only if sales calls immediately | | Budget | No | Must be stated | Keep only for high-intent forms |

Recommended Field Sets by Form Type

| Form Type | Minimum Fields | Optimal Fields | Maximum Fields | |-----------|---------------|----------------|----------------| | Newsletter signup | Email | Email | Email + First name | | Content download | Email | Email + First name | Email + Name + Company | | Contact form | Email + Message | Email + Name + Message | Email + Name + Subject + Message | | Demo request | Email + Company | Email + Name + Company + Role | + Phone + Use case + Team size | | Application form | Varies by requirement | -- | All required fields (justified individually) |

Multi-Step vs Single-Step Decision

Decision Criteria

| Factor | Single-Step | Multi-Step | |--------|------------|------------| | Total fields | < 5 fields | > 5 fields | | Field complexity | Simple text inputs | Mix of dropdowns, checkboxes, conditional fields | | User motivation | Low-commitment (newsletter, content) | High-commitment (demo, application) | | Qualification need | No routing needed | Different paths based on answers | | Mobile proportion | < 30% mobile | > 50% mobile |

Multi-Step Best Practices

Step structure:

  • Step 1: Easiest fields (email, name) -- lowest friction to start
  • Step 2: Qualifying information (company, role, use case)
  • Step 3: Specific details (budget, timeline, message)

Progress indication:

  • Show progress bar with step count ("Step 2 of 3")
  • Show completion percentage
  • Label each step with what it covers ("Your Details", "Company Info", "Project Details")

Psychological commitment:

  • Once a user completes Step 1, they are 40-60% more likely to complete the form (sunk cost effect)
  • Capture the email in Step 1 so you can follow up even if they abandon later

Back navigation:

  • Always allow users to go back to previous steps
  • Preserve entered data when navigating between steps
  • Never reset the form on back navigation

Field Design Patterns

Field Labels

| Pattern | When to Use | Example | |---------|-------------|---------| | Above-field labels | Default for most forms | Label sits above the input | | Inline labels (floating) | Space-constrained layouts | Label moves from inside to above on focus | | Left-aligned labels | Wide desktop forms | Label to the left of field | | Placeholder-only labels | Never | Disappears on input, accessibility failure |

Field Types

| Data Needed | Best Input Type | Avoid | |------------|-----------------|-------| | Email | type="email" with validation | Plain text input | | Phone | type="tel" with format mask | Plain text input | | Country | Searchable dropdown | Long static dropdown | | Company size | Button group (1-10, 11-50, 51-200, 200+) | Free text input | | Interest/topic | Checkbox group (max 6 options) | Multi-select dropdown | | Message | Textarea (3-4 rows visible) | Single-line text input | | Date | Native date picker | Three separate dropdowns |

Conditional Fields

Show additional fields based on earlier answers. This reduces visible complexity while capturing necessary data.

Example: "What is your primary goal?" dropdown shows "Budget range" only if they select "Ready to buy" or "Evaluating solutions."

Rules:

  • Conditional fields appear with smooth animation (not instant jump)
  • Only 1-2 conditional fields per trigger
  • Conditional fields are never required (the trigger answer may change)

Validation UX

Real-Time vs Submit-Time Validation

| Validation Type | When to Use | |----------------|-------------| | Real-time (on blur) | Email format, phone format, required fields | | On submit | Complex validation, server-side checks | | Inline suggestions | Company name auto-complete, address lookup |

Error Message Design

| Pattern | Good | Bad | |---------|------|-----| | Position | Below the field, in context | Top of form, disconnected | | Tone | "Please enter a valid email address" | "Error: Invalid input" | | Specificity | "Phone must include area code" | "Invalid phone number" | | Color | Red text + red border on field | Red banner at top of page | | Icon | Error icon next to message | No visual indicator |

Success Indicators

  • Green checkmark on valid fields (especially email and phone)
  • Positive microcopy: "Looks good!" on valid email
  • Do NOT flash green/red on every keystroke -- validate on blur (when user leaves the field)

CTA and Submit Button Optimization

Button Copy Framework

| Form Type | Weak Copy | Strong Copy | Strongest Copy | |-----------|-----------|-------------|----------------| | Content download | Submit | Download Guide | Get My Free Guide | | Demo request | Submit | Request Demo | Schedule My Demo | | Contact form | Send | Send Message | Get in Touch | | Newsletter | Subscribe | Join Newsletter | Get Weekly Tips | | Free trial | Sign Up | Start Free Trial | Start Building Free |

Rules:

  • Use first person ("Get My..." not "Get Your...")
  • Specify what they get, not what they do
  • Include "Free" when applicable
  • Keep under 5 words

Button Design

| Element | Best Practice | |---------|---------------| | Color | High contrast against form background, consistent with brand CTA color | | Size | Full-width on mobile, min 44px height for touch targets | | Position | Immediately below last field, no gap | | Loading state | Show spinner + "Sending..." to prevent double-submit | | Disabled state | Disabled until required fields are valid (with clear visual distinction) |

Mobile Form Optimization

Mobile-Specific Rules

| Rule | Implementation | |------|---------------| | Touch targets | Minimum 44x44px for all interactive elements | | Keyboard types | type="email" for email, type="tel" for phone, type="number" for numeric | | Auto-focus | Focus first field on page load (with keyboard open) | | Sticky submit | Pin submit button to bottom of viewport on long forms | | Input spacing | Minimum 8px between fields to prevent mis-taps | | Dropdown alternatives | Use button groups or radio buttons instead of dropdowns on mobile | | Auto-fill | Support browser auto-fill for standard fields (name, email, phone, address) |

Mobile vs Desktop Form Differences

| Aspect | Desktop | Mobile | |--------|---------|--------| | Layout | 1 or 2 columns | Always 1 column | | Field count | Up to 8 | Max 5 per step | | Dropdown | Standard dropdown | Bottom sheet or full-screen picker | | Help text | Hover tooltips | Always-visible inline text | | Validation | On blur | On blur + on submit summary |

Trust and Context Elements

Trust Signals Near Forms

| Signal | Placement | Impact | |--------|-----------|--------| | Privacy assurance | Below submit button | "We'll never share your email" | | Security badges | Next to form container | SSL, SOC2, GDPR compliance | | Testimonial | Adjacent to form | Social proof reduces hesitation | | Response time | Below submit button | "We respond within 2 hours" | | Subscriber/user count | Above or within form | "Join 10,000+ subscribers" |

Context Reinforcement

| Element | Purpose | Example | |---------|---------|---------| | Form header | Remind what they get | "Get your free SEO audit report" | | Bullet list above form | Reinforce value | "You'll get: Full site analysis, Priority fix list, 30-min review call" | | Expected next step | Set expectations | "After submitting, we'll email your report within 24 hours" |

Form Type Playbooks

Lead Capture (Gated Content)

Goal: Maximize completions while capturing qualified leads.

  • Fields: Email only (or Email + First name maximum)
  • CTA: Value-specific ("Get My Report", "Download Checklist")
  • Trust: "No spam, unsubscribe anytime"
  • Post-submit: Immediate download + thank you page + follow-up email

Demo Request

Goal: Capture qualified prospects ready for sales conversation.

  • Fields: Email + Name + Company (+ Phone and Team size optional)
  • CTA: "Schedule My Demo"
  • Trust: "30-minute call, no commitment"
  • Post-submit: Calendar booking page or confirmation with scheduling link
  • Consider: Embedded calendar (Calendly/Cal.com) instead of form

Contact Form

Goal: Enable communication while routing to correct team.

  • Fields: Email + Name + Subject dropdown + Message
  • CTA: "Send Message"
  • Trust: "We respond within [X] hours"
  • Post-submit: Confirmation with expected response time
  • Consider: Adding department/topic routing dropdown

Quote Request

Goal: Capture enough detail for accurate quoting.

  • Fields: Multi-step form with project details
  • CTA: "Get My Quote"
  • Trust: "Free quote, no obligation"
  • Post-submit: Quote delivery timeline + human follow-up

A/B Test Framework

High-Impact Tests (Run First)

| Test | Hypothesis | Success Metric | |------|-----------|----------------| | Remove phone field | Removing phone increases completion by 5-10% | Completion rate | | Single-step to multi-step | Multi-step increases completion for 6+ field forms | Completion rate + submission quality | | CTA copy change | Value-specific copy increases clicks by 10-20% | Click-through rate | | Add social proof | Testimonial near form increases trust | Completion rate |

Medium-Impact Tests

| Test | Hypothesis | Success Metric | |------|-----------|----------------| | Field order change | Easiest fields first increases step-1 completion | Step completion rates | | Inline validation | Real-time feedback reduces form errors | Error rate + completion rate | | Add progress bar | Visual progress on multi-step increases completion | Completion rate | | Embedded calendar vs form | Calendar reduces friction for demo requests | Booking rate |

Measurement Rules

  • Run each test for minimum 2 weeks or 200 conversions per variant (whichever is longer)
  • Track both quantity (completion rate) and quality (lead score, SQL rate)
  • A test that increases completions but decreases lead quality is not a win

Metrics and Measurement

Key Metrics

| Metric | Formula | Benchmark | |--------|---------|-----------| | Form completion rate | Submissions / Form views | 20-40% for lead forms, 5-15% for long forms | | Field-level drop-off | Abandonment per field | Identify the highest-drop field | | Time to complete | Avg seconds from first interaction to submit | < 60s for simple forms, < 3min for complex | | Error rate | Users who see error / total users | < 10% | | Mobile completion rate | Mobile submissions / Mobile form views | Should be within 20% of desktop rate |

Instrumentation Requirements

Track these events in your analytics:

  • Form view (impression)
  • Form interaction (first field focus)
  • Per-field completion (on blur, per field)
  • Form submission attempt
  • Form submission success
  • Form validation error (per field)

Output Artifacts

| Artifact | Format | Description | |----------|--------|-------------| | Form Audit Report | Issue/Impact/Fix/Priority table | Per-field analysis with estimated abandonment cost | | Recommended Field Set | Justified list | Required vs optional vs enrichable fields with rationale | | Field Layout Specification | Annotated outline | Order, grouping, label style, validation rules, mobile adaptations | | CTA Copy Options | 3-option table | Button text variants with reasoning and expected impact | | A/B Test Plan | Prioritized table | Top 5 tests with hypothesis, variant, metric, and priority | | Mobile Optimization Checklist | Checkbox list | Mobile-specific fixes with implementation notes |

Related Skills

  • signup-flow-cro -- Use when the form is an account creation or trial registration flow. Form-cro is for lead capture, contact, and demo forms.
  • popup-cro -- Use when the form lives inside a modal or popup. Form-cro handles the form itself; popup-cro handles the trigger, timing, and container.
  • page-cro -- Use when the page surrounding the form needs optimization (headline, value prop, layout).
  • onboarding-cro -- Use when post-form-submission activation is the bottleneck, not the form itself.

Tool Reference

1. form_scorer.py

Purpose: Score a form against CRO best practices across field count, field types, CTA quality, mobile readiness, and trust signals.

python scripts/form_scorer.py form_config.json
python scripts/form_scorer.py form_config.json --json

| Flag | Required | Description | |------|----------|-------------| | form_config.json | Yes | JSON file with form fields, CTA, and context metadata | | --json | No | Output results as JSON |

2. field_cost_analyzer.py

Purpose: Calculate the estimated abandonment cost of each form field and recommend fields to remove, keep, or make enrichable.

python scripts/field_cost_analyzer.py form_fields.json
python scripts/field_cost_analyzer.py form_fields.json --json

| Flag | Required | Description | |------|----------|-------------| | form_fields.json | Yes | JSON file with form fields and their types | | --json | No | Output results as JSON | | --monthly-visitors | No | Monthly form visitors for dollar impact estimate (default: 1000) | | --current-rate | No | Current form completion rate as percentage (default: 25) | | --value-per-lead | No | Dollar value per lead for ROI calculation (default: 50) |

3. ab_test_calculator.py

Purpose: Calculate A/B test sample size, duration, and statistical significance for form optimization experiments.

python scripts/ab_test_calculator.py --baseline 25 --lift 10 --traffic 500
python scripts/ab_test_calculator.py --baseline 25 --lift 10 --traffic 500 --json

| Flag | Required | Description | |------|----------|-------------| | --baseline | Yes | Current conversion rate as percentage (e.g., 25 for 25%) | | --lift | Yes | Minimum detectable lift as percentage (e.g., 10 for 10% relative lift) | | --traffic | Yes | Daily traffic (visitors per day to the form) | | --confidence | No | Confidence level as percentage (default: 95) | | --json | No | Output results as JSON |

Troubleshooting

| Problem | Likely Cause | Solution | |---------|-------------|----------| | Form completion rate below 15% | Too many fields or high-friction fields present | Run field_cost_analyzer.py to identify and remove high-cost fields; target email-only for first-touch lead forms | | Mobile completion rate 50%+ lower than desktop | Form not optimized for touch input | Ensure 44px touch targets, single-column layout, native keyboard types; replace dropdowns with button groups on mobile | | Users start but do not finish the form | Friction in middle fields (phone, budget, message) | Move high-friction fields to later steps in a multi-step form; capture email in step 1 | | High error rate on email or phone fields | Validation too aggressive or unclear error messages | Validate on blur (not keystroke); use specific error copy ("Please include @ in email") not generic ("Invalid input") | | A/B test results are inconclusive after 4 weeks | Insufficient sample size or too small a lift target | Use ab_test_calculator.py to confirm required sample size; consider testing bigger changes (field removal vs copy tweak) | | CTA clicks are low despite good page traffic | CTA copy is generic or button is not prominent enough | Replace "Submit" with value-specific copy ("Get My Report"); ensure CTA is full-width on mobile, high-contrast color |

Success Criteria

  • Form completion rate above 25% for lead capture forms (above 35% is excellent)
  • Mobile completion rate within 20% of desktop rate
  • Error rate below 10% of form interactions
  • Field-level drop-off identifies specific friction points with clear remediation
  • Each form field has documented justification (business need or enrichable post-submission)
  • A/B tests run for minimum 200 conversions per variant before declaring winner
  • Post-form-submission follow-up occurs within 24 hours for demo and contact forms

Scope & Limitations

  • In scope: Form field optimization, CTA copy, validation UX, mobile optimization, trust signal placement, A/B test design, field cost analysis
  • Out of scope: Page-level CRO (use page-cro), popup trigger optimization (use popup-cro), signup/registration flows (use signup-flow-cro), post-submission nurture sequences
  • Data dependency: Field-level analytics (per-field drop-off) provide the most actionable data but require analytics instrumentation
  • Compliance constraint: GDPR/HIPAA may require specific fields that cannot be removed; document compliance requirements before optimizing
  • Statistical validity: A/B test recommendations require sufficient traffic volume; low-traffic forms may need longer test durations or alternative evaluation methods

Integration Points

  • page-cro -- When the form converts well but the surrounding page does not drive form interactions, optimize the page-level elements first
  • popup-cro -- When the form is inside a popup or modal, trigger timing and container design are handled by popup-cro
  • signup-flow-cro -- For account creation and registration forms (not lead capture), use signup-flow-cro which handles multi-step auth flows
  • onboarding-cro -- When post-form-submission activation is the bottleneck, not the form completion rate itself
  • free-tool-strategy -- Free tools often include lead capture forms; use form-cro to optimize the capture form within the tool