{"id":"94e8d089-3e78-4876-95cd-92e0bc661b82","shortId":"BDsQ67","kind":"skill","title":"form-cro","tagline":"Optimize any form that is NOT signup or account registration — including lead capture, contact, demo request, application, survey, quote, and checkout forms.","description":"# Form Conversion Rate Optimization (Form CRO)\n\nYou are an expert in **form optimization and friction reduction**.\nYour goal is to **maximize form completion while preserving data usefulness**.\n\nYou do **not** blindly reduce fields.\nYou do **not** optimize forms in isolation from their business purpose.\nYou do **not** assume more data equals better leads.\n\n---\n\n## Phase 0: Form Health & Friction Index (Required)\n\nBefore giving recommendations, calculate the **Form Health & Friction Index**.\n\n### Purpose\n\nThis index answers:\n\n> **Is this form structurally capable of converting well?**\n\nIt prevents:\n\n* premature redesigns\n* gut-feel field removal\n* optimization without measurement\n* “just make it shorter” mistakes\n\n---\n\n## 🔢 Form Health & Friction Index\n\n### Total Score: **0–100**\n\nThis is a **diagnostic score**, not a KPI.\n\n---\n\n### Scoring Categories & Weights\n\n| Category                     | Weight  |\n| ---------------------------- | ------- |\n| Field Necessity & Efficiency | 30      |\n| Value–Effort Balance         | 20      |\n| Cognitive Load & Clarity     | 20      |\n| Error Handling & Recovery    | 15      |\n| Trust & Friction Reduction   | 10      |\n| Mobile Usability             | 5       |\n| **Total**                    | **100** |\n\n---\n\n### Category Definitions\n\n#### 1. Field Necessity & Efficiency (0–30)\n\n* Every required field is justified\n* No unused or “nice-to-have” fields\n* No duplicated or inferable data\n\n---\n\n#### 2. Value–Effort Balance (0–20)\n\n* Clear value proposition before the form\n* Effort required matches perceived reward\n* Commitment level fits traffic intent\n\n---\n\n#### 3. Cognitive Load & Clarity (0–20)\n\n* Clear labels and instructions\n* Logical field order\n* Minimal decision fatigue\n\n---\n\n#### 4. Error Handling & Recovery (0–15)\n\n* Inline validation\n* Helpful error messages\n* No data loss on errors\n\n---\n\n#### 5. Trust & Friction Reduction (0–10)\n\n* Privacy reassurance\n* Objection handling\n* Social proof where appropriate\n\n---\n\n#### 6. Mobile Usability (0–5)\n\n* Touch-friendly\n* Proper keyboards\n* No horizontal scrolling or cramped fields\n\n---\n\n### Health Bands (Required)\n\n| Score  | Verdict                  | Interpretation                   |\n| ------ | ------------------------ | -------------------------------- |\n| 85–100 | **High-Performing**      | Optimize incrementally           |\n| 70–84  | **Usable with Friction** | Clear optimization opportunities |\n| 55–69  | **Conversion-Limited**   | Structural issues present        |\n| <55    | **Broken**               | Redesign before testing          |\n\nIf verdict is **Broken**, stop and recommend structural fixes first.\n\n---\n\n## Phase 1: Context & Constraints\n\n### 1. Form Type\n\n* Lead capture\n* Contact\n* Demo / sales request\n* Application\n* Survey / feedback\n* Quote / estimate\n* Checkout (non-account)\n\n---\n\n### 2. Business Context\n\n* What happens after submission?\n* Which fields are actually used?\n* What qualifies as a “good” submission?\n* Any legal or compliance constraints?\n\n---\n\n### 3. Current Performance\n\n* Completion rate\n* Field-level drop-off (if available)\n* Mobile vs desktop split\n* Known abandonment points\n\n---\n\n## Core Principles (Non-Negotiable)\n\n### 1. Every Field Has a Cost\n\nEach required field reduces completion.\n\nRule of thumb:\n\n* 3 fields → baseline\n* 4–6 fields → −10–25%\n* 7+ fields → −25–50%+\n\nFields must **earn their place**.\n\n---\n\n### 2. Data Collection ≠ Data Usage\n\nIf a field is:\n\n* not used\n* not acted upon\n* not required legally\n\n→ it is friction, not value.\n\n---\n\n### 3. Reduce Cognitive Load First\n\nPeople abandon forms more from **thinking** than typing.\n\n---\n\n## Field-Level Optimization\n\n### Email\n\n* Single field (no confirmation)\n* Inline validation\n* Typo correction\n* Correct mobile keyboard\n\n---\n\n### Name\n\n* Single “Name” field by default\n* Split only if operationally required\n\n---\n\n### Phone\n\n* Optional unless critical\n* Explain why if required\n* Auto-format and support country codes\n\n---\n\n### Company / Organization\n\n* Auto-suggest when possible\n* Infer from email domain\n* Enrich after submission if feasible\n\n---\n\n### Job Title / Role\n\n* Dropdown if segmentation matters\n* Optional by default\n\n---\n\n### Free-Text Fields\n\n* Optional unless essential\n* Clear guidance on length/purpose\n* Expand on focus\n\n---\n\n### Selects & Checkboxes\n\n* Radio buttons if <5 options\n* Searchable selects if long\n* Clear “Other” handling\n\n---\n\n## Layout & Flow\n\n### Field Order\n\n1. Easiest first (email, name)\n2. Commitment-building fields\n3. Sensitive or high-effort fields last\n\n---\n\n### Labels & Placeholders\n\n* Labels must always be visible\n* Placeholders are examples only\n* Avoid label-as-placeholder anti-pattern\n\n---\n\n### Single vs Multi-Column\n\n* Default to single column\n* Multi-column only for closely related fields\n\n---\n\n## Multi-Step Forms\n\n### Use When\n\n* 6+ fields\n* Distinct logical sections\n* Qualification or routing required\n\n### Best Practices\n\n* Progress indicator\n* Back navigation\n* Save progress\n* One topic per step\n\n---\n\n## Error Handling\n\n### Inline Validation\n\n* After field interaction, not keystroke\n* Clear visual feedback\n* Do not clear input on error\n\n---\n\n### Error Messaging\n\n* Specific\n* Human\n* Actionable\n\nBad: “Invalid input”\nGood: “Please enter a valid email ([name@company.com](mailto:name@company.com))”\n\n---\n\n## Submit Button Optimization\n\n### Copy\n\nAvoid: Submit, Send\nPrefer: Action + Outcome\n\nExamples:\n\n* “Get My Quote”\n* “Request Demo”\n* “Download the Guide”\n\n---\n\n### States\n\n* Disabled + loading on submit\n* Clear success message\n* Next-step expectations\n\n---\n\n## Trust & Friction Reduction\n\n* Privacy reassurance near submit\n* Expected response time\n* Testimonials (when appropriate)\n* Security badges only if relevant\n\n---\n\n## Mobile Optimization (Mandatory)\n\n* ≥44px touch targets\n* Correct keyboard types\n* Autofill support\n* Single column\n* Sticky submit button (where helpful)\n\n---\n\n## Measurement (Required)\n\n### Key Metrics\n\n* Form view → start\n* Start → completion\n* Field-level drop-off\n* Error rate by field\n* Time to complete\n* Device split\n\n### Track:\n\n* First field focus\n* Field completion\n* Validation errors\n* Submit attempts\n* Successful submissions\n\n---\n\n## Output Format\n\n### Form Health Summary\n\n* Form Health & Friction Index score\n* Primary bottlenecks\n* Structural vs tactical issues\n\n---\n\n### Form Audit\n\nFor each issue:\n\n* **Issue**\n* **Impact**\n* **Fix**\n* **Priority**\n\n---\n\n### Recommended Form Design\n\n* Required fields (with justification)\n* Optional fields\n* Field order\n* Copy (labels, help text, CTA)\n* Error messages\n* Layout notes\n\n---\n\n### Test Hypotheses\n\nClearly stated A/B test ideas with expected outcome\n\n---\n\n## Experiment Boundaries\n\nDo **not** test:\n\n* legal requirements\n* core qualification fields without alignment\n* multiple variables at once\n\n---\n\n## Questions to Ask (If Needed)\n\n1. What is the current completion rate?\n2. Which fields are actually used?\n3. Do you have field-level analytics?\n4. What happens after submission?\n5. Are there compliance constraints?\n6. Mobile vs desktop traffic split?\n\n---\n\n## Related Skills\n\n* **signup-flow-cro** – Account creation forms\n* **popup-cro** – Forms in modals\n* **page-cro** – Page-level optimization\n* **analytics-tracking** – Measuring form performance\n* **ab-test-setup** – Testing form changes\n\n---\n\n## When to Use\nThis skill is applicable to execute the workflow or actions described in the overview.\n\n## Limitations\n- Use this skill only when the task clearly matches the scope described above.\n- Do not treat the output as a substitute for environment-specific validation, testing, or expert review.\n- Stop and ask for clarification if required inputs, permissions, safety boundaries, or success criteria are 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'optim':4,29,38,62,116,291,299,463,678,726,913 'option':488,525,532,548,811 'order':230,559,814 'organ':503 'outcom':685,833 'output':779,962 'overview':943 'page':908,911 'page-cro':907 'page-level':910 'pattern':596 'peopl':452 'per':639 'perceiv':211 'perform':290,371,919 'permiss':983 'phase':79,324 'phone':487 'place':424 'placehold':579,585,593 'pleas':668 'point':388 'popup':902 'popup-cro':901 'possibl':508 'practic':630 'prefer':683 'prematur':109 'present':308 'preserv':50 'prevent':108 'primari':789 'principl':390 'prioriti':803 'privaci':256,710 'progress':631,636 'proof':261 'proper':272 'proposit':204 'purpos':69,95 'qualif':625,842 'qualifi':359 'question':850 'quot':22,340,689 'radio':544 'rate':28,373,759,861 'reassur':257,711 'recommend':88,320,804 'recoveri':159,237 'redesign':110,311 'reduc':57,403,448 'reduct':41,163,253,709 'registr':13 'relat':612,892 'relev':724 'remov':115 'request':19,336,690 'requir':85,179,209,282,401,440,486,494,628,744,807,840,981 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