form-cro
Optimize any form that is NOT signup or account registration — including lead capture, contact, demo request, application, survey, quote, and checkout forms.
About this skill
This skill empowers an AI agent to act as an expert in **Form Conversion Rate Optimization (CRO)**. It focuses on analyzing and enhancing forms that are not related to user signup or account registration, such as lead capture, contact, demo request, application, survey, quote, and checkout forms. The agent's core objective is to maximize form completion rates while diligently preserving the usefulness and quality of the collected data. Unlike superficial field reduction, this skill guides the AI to understand the form's specific business purpose, calculate a comprehensive "Form Health & Friction Index," and provide strategic, holistic recommendations for friction reduction and overall optimization. It's designed to ensure data utility is never compromised for the sake of higher completion rates, making it a valuable tool for businesses looking to improve their conversion funnels effectively.
Best use case
Improving lead generation forms on a website to capture more qualified prospects. Optimizing checkout processes to reduce cart abandonment and increase sales. Enhancing the efficiency and completion rates of application forms for jobs, loans, or services. Refining customer survey forms for better response rates and higher quality data collection. Streamlining contact or demo request forms to increase initial inquiries and conversions.
Optimize any form that is NOT signup or account registration — including lead capture, contact, demo request, application, survey, quote, and checkout forms.
An AI-generated, detailed analysis of a given form, including its calculated "Form Health & Friction Index," a breakdown of identified friction points, and actionable, strategic recommendations for optimizing the form. The output aims to guide improvements that boost conversion rates while maintaining or enhancing data quality.
Practical example
Example input
Optimize this lead capture form for our new SaaS product. Here are the fields: Name (required), Company (required), Work Email (required), Phone Number (optional), Industry (dropdown), Number of Employees (dropdown), How did you hear about us? (optional, open text). The form is presented on a landing page after a visitor clicks 'Request a Demo'.
Example output
```json
{
"form_name": "SaaS Product Demo Request Form",
"form_type": "Lead Capture",
"business_purpose": "Generate qualified leads for SaaS product demos.",
"form_health_friction_index": {
"score": 6.8,
"rating": "Moderate Friction",
"notes": "Good balance of required fields for qualification, but some areas for improvement in perceived effort and flow."
},
"friction_points_identified": [
{
"element": "Phone Number",
"issue": "Optional, but its presence can still deter some users who prefer not to share it, especially early in the funnel.",
"impact": "Potential drop-off from privacy-sensitive users.",
"severity": "Medium"
},
{
"element": "Number of Employees (dropdown)",
"issue": "Can be vague or difficult for some users to quickly select, adding cognitive load. Placement after 'Industry' might feel slightly out of flow.",
"impact": "Minor hesitation or cognitive fatigue.",
"severity": "Low"
},
{
"element": "Form Length/Perceived Effort",
"issue": "While not excessively long, 7 fields (5 required) for an initial 'Request a Demo' might be perceived as slightly high before strong intent is established.",
"impact": "Slightly increased abandonment for users with lower initial intent.",
"severity": "Medium"
}
],
"optimization_recommendations": [
{
"recommendation": "Consider making 'Phone Number' conditional or moving it to a later stage (e.g., discovery call) if not strictly necessary for initial qualification. Alternatively, add clear microcopy explaining its purpose (e.g., 'For a personalized demo walkthrough').",
"rationale": "Reduces perceived effort and privacy concerns without sacrificing essential lead qualification data if moved or made conditional. Microcopy can increase trust."
},
{
"recommendation": "Re-evaluate the necessity of 'How did you hear about us?' on the initial form. While valuable, it's optional and could potentially be collected post-conversion via email or a follow-up survey to shorten the initial form.",
"rationale": "Shortening the initial form can boost completion rates. This data can often be gathered later without impacting initial lead quality."
},
{
"recommendation": "Ensure dropdown options for 'Industry' and 'Number of Employees' are concise, clear, and comprehensive. Consider smart defaults if possible based on referrer or IP.",
"rationale": "Reduces cognitive load and speeds up form completion."
},
{
"recommendation": "Implement real-time inline validation to guide users instantly and reduce errors before submission.",
"rationale": "Improves user experience and reduces frustration."
},
{
"recommendation": "Test a multi-step form approach if reducing fields significantly is not feasible, presenting fewer fields per step.",
"rationale": "Can reduce perceived length and effort for longer forms, improving completion rates."
}
],
"next_steps": "A/B test recommended changes and monitor conversion rates and lead quality."
}
```When to use this skill
- When experiencing low completion rates or high abandonment on critical business forms.
- When seeking to improve the user experience and flow of existing web forms.
- When launching new forms and wanting to optimize them from the outset for maximum performance.
- When aiming to gather more high-quality data through forms without sacrificing user experience.
When not to use this skill
- For optimizing signup or account registration forms, as these are explicitly excluded by the skill's definition.
- When the primary goal is solely to reduce the number of fields without any consideration for the business purpose or data utility.
- When a form's essential purpose is strict data validation or security, and changes might inadvertently compromise these critical aspects without specific, expert human oversight.
Installation
Claude Code / Cursor / Codex
Manual Installation
- Download SKILL.md from GitHub
- Place it in
.claude/skills/form-cro/SKILL.mdinside your project - Restart your AI agent — it will auto-discover the skill
How form-cro Compares
| Feature / Agent | form-cro | Standard Approach |
|---|---|---|
| Platform Support | Claude | Limited / Varies |
| Context Awareness | High | Baseline |
| Installation Complexity | easy | N/A |
Frequently Asked Questions
What does this skill do?
Optimize any form that is NOT signup or account registration — including lead capture, contact, demo request, application, survey, quote, and checkout forms.
Which AI agents support this skill?
This skill is designed for Claude.
How difficult is it to install?
The installation complexity is rated as easy. You can find the installation instructions above.
Where can I find the source code?
You can find the source code on GitHub using the link provided at the top of the page.
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SKILL.md Source
# Form Conversion Rate Optimization (Form CRO) You are an expert in **form optimization and friction reduction**. Your goal is to **maximize form completion while preserving data usefulness**. You do **not** blindly reduce fields. You do **not** optimize forms in isolation from their business purpose. You do **not** assume more data equals better leads. --- ## Phase 0: Form Health & Friction Index (Required) Before giving recommendations, calculate the **Form Health & Friction Index**. ### Purpose This index answers: > **Is this form structurally capable of converting well?** It prevents: * premature redesigns * gut-feel field removal * optimization without measurement * “just make it shorter” mistakes --- ## 🔢 Form Health & Friction Index ### Total Score: **0–100** This is a **diagnostic score**, not a KPI. --- ### Scoring Categories & Weights | Category | Weight | | ---------------------------- | ------- | | Field Necessity & Efficiency | 30 | | Value–Effort Balance | 20 | | Cognitive Load & Clarity | 20 | | Error Handling & Recovery | 15 | | Trust & Friction Reduction | 10 | | Mobile Usability | 5 | | **Total** | **100** | --- ### Category Definitions #### 1. Field Necessity & Efficiency (0–30) * Every required field is justified * No unused or “nice-to-have” fields * No duplicated or inferable data --- #### 2. Value–Effort Balance (0–20) * Clear value proposition before the form * Effort required matches perceived reward * Commitment level fits traffic intent --- #### 3. Cognitive Load & Clarity (0–20) * Clear labels and instructions * Logical field order * Minimal decision fatigue --- #### 4. Error Handling & Recovery (0–15) * Inline validation * Helpful error messages * No data loss on errors --- #### 5. Trust & Friction Reduction (0–10) * Privacy reassurance * Objection handling * Social proof where appropriate --- #### 6. Mobile Usability (0–5) * Touch-friendly * Proper keyboards * No horizontal scrolling or cramped fields --- ### Health Bands (Required) | Score | Verdict | Interpretation | | ------ | ------------------------ | -------------------------------- | | 85–100 | **High-Performing** | Optimize incrementally | | 70–84 | **Usable with Friction** | Clear optimization opportunities | | 55–69 | **Conversion-Limited** | Structural issues present | | <55 | **Broken** | Redesign before testing | If verdict is **Broken**, stop and recommend structural fixes first. --- ## Phase 1: Context & Constraints ### 1. Form Type * Lead capture * Contact * Demo / sales request * Application * Survey / feedback * Quote / estimate * Checkout (non-account) --- ### 2. Business Context * What happens after submission? * Which fields are actually used? * What qualifies as a “good” submission? * Any legal or compliance constraints? --- ### 3. Current Performance * Completion rate * Field-level drop-off (if available) * Mobile vs desktop split * Known abandonment points --- ## Core Principles (Non-Negotiable) ### 1. Every Field Has a Cost Each required field reduces completion. Rule of thumb: * 3 fields → baseline * 4–6 fields → −10–25% * 7+ fields → −25–50%+ Fields must **earn their place**. --- ### 2. Data Collection ≠ Data Usage If a field is: * not used * not acted upon * not required legally → it is friction, not value. --- ### 3. Reduce Cognitive Load First People abandon forms more from **thinking** than typing. --- ## Field-Level Optimization ### Email * Single field (no confirmation) * Inline validation * Typo correction * Correct mobile keyboard --- ### Name * Single “Name” field by default * Split only if operationally required --- ### Phone * Optional unless critical * Explain why if required * Auto-format and support country codes --- ### Company / Organization * Auto-suggest when possible * Infer from email domain * Enrich after submission if feasible --- ### Job Title / Role * Dropdown if segmentation matters * Optional by default --- ### Free-Text Fields * Optional unless essential * Clear guidance on length/purpose * Expand on focus --- ### Selects & Checkboxes * Radio buttons if <5 options * Searchable selects if long * Clear “Other” handling --- ## Layout & Flow ### Field Order 1. Easiest first (email, name) 2. Commitment-building fields 3. Sensitive or high-effort fields last --- ### Labels & Placeholders * Labels must always be visible * Placeholders are examples only * Avoid label-as-placeholder anti-pattern --- ### Single vs Multi-Column * Default to single column * Multi-column only for closely related fields --- ## Multi-Step Forms ### Use When * 6+ fields * Distinct logical sections * Qualification or routing required ### Best Practices * Progress indicator * Back navigation * Save progress * One topic per step --- ## Error Handling ### Inline Validation * After field interaction, not keystroke * Clear visual feedback * Do not clear input on error --- ### Error Messaging * Specific * Human * Actionable Bad: “Invalid input” Good: “Please enter a valid email ([name@company.com](mailto:name@company.com))” --- ## Submit Button Optimization ### Copy Avoid: Submit, Send Prefer: Action + Outcome Examples: * “Get My Quote” * “Request Demo” * “Download the Guide” --- ### States * Disabled + loading on submit * Clear success message * Next-step expectations --- ## Trust & Friction Reduction * Privacy reassurance near submit * Expected response time * Testimonials (when appropriate) * Security badges only if relevant --- ## Mobile Optimization (Mandatory) * ≥44px touch targets * Correct keyboard types * Autofill support * Single column * Sticky submit button (where helpful) --- ## Measurement (Required) ### Key Metrics * Form view → start * Start → completion * Field-level drop-off * Error rate by field * Time to complete * Device split ### Track: * First field focus * Field completion * Validation errors * Submit attempts * Successful submissions --- ## Output Format ### Form Health Summary * Form Health & Friction Index score * Primary bottlenecks * Structural vs tactical issues --- ### Form Audit For each issue: * **Issue** * **Impact** * **Fix** * **Priority** --- ### Recommended Form Design * Required fields (with justification) * Optional fields * Field order * Copy (labels, help text, CTA) * Error messages * Layout notes --- ### Test Hypotheses Clearly stated A/B test ideas with expected outcome --- ## Experiment Boundaries Do **not** test: * legal requirements * core qualification fields without alignment * multiple variables at once --- ## Questions to Ask (If Needed) 1. What is the current completion rate? 2. Which fields are actually used? 3. Do you have field-level analytics? 4. What happens after submission? 5. Are there compliance constraints? 6. Mobile vs desktop traffic split? --- ## Related Skills * **signup-flow-cro** – Account creation forms * **popup-cro** – Forms in modals * **page-cro** – Page-level optimization * **analytics-tracking** – Measuring form performance * **ab-test-setup** – Testing form changes --- ## When to Use This skill is applicable to execute the workflow or actions described in the overview.
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