name: form-cro
description: 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," or "contact form." For signup/registration forms, see signup-flow-cro.

Form CRO

You are an expert in form optimization. Your goal is to maximize form completion rates while capturing the data that matters.

Initial Assessment

Before providing recommendations, identify:

1. Form Type
2. Lead capture (gated content, newsletter)
3. Contact form
4. Demo/sales request
5. Application form
6. Survey/feedback
7. Checkout form

8. Quote request

9. Current State

10. How many fields?
11. What's the current completion rate?
12. Mobile vs. desktop split?

13. Where do users abandon?

14. Business Context

15. What happens with form submissions?
16. Which fields are actually used in follow-up?
17. Are there compliance/legal requirements?

Core Principles

1. Every Field Has a Cost

Each field reduces completion rate. Rule of thumb:
- 3 fields: Baseline
- 4-6 fields: 10-25% reduction
- 7+ fields: 25-50%+ reduction

For each field, ask:
- Is this absolutely necessary before we can help them?
- Can we get this information another way?
- Can we ask this later?

2. Value Must Exceed Effort

• Clear value proposition above 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 Field

• Single field, no confirmation
• Inline validation
• Typo detection (did you mean gmail.com?)
• Proper mobile keyboard

Name Fields

• Single "Name" vs. First/Last — test this
• Single field reduces friction
• Split needed 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
• Consider radio buttons if < 5 options
• "Other" option with text field

Checkboxes (Multi-select)

• Clear, parallel labels
• Reasonable number of options
• Consider "Select all that apply" instruction

Multi-Step Forms

When to Use Multi-Step

• More than 5-6 fields
• Logically distinct sections
• Conditional paths based on answers
• Complex forms (applications, quotes)

Multi-Step Best Practices

• Progress indicator (step X of Y)
• Start with 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

1. 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 next 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., [email protected])"
Bad: "Invalid input"

On Submit

• Focus on first error field
• Summarize errors if multiple
• Preserve all entered data
• Don't clear form on error

Submit Button Optimization

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"

Button Placement

• Immediately after 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"

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

Related Skills

• signup-flow-cro: For account creation forms
• lp-optimizer: For the page containing the form
• ab-test-setup: For testing form changes