marketingskills/skills/cro/references/form.md

# 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

**Check for product marketing context first:**
If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Before providing recommendations, identify:

1. **Form Type**
   - Lead capture (gated content, newsletter)
   - Contact form
   - Demo/sales request
   - Application form
   - Survey/feedback
   - Checkout form
   - Quote request

2. **Current State**
   - How many fields?
   - What's the current completion rate?
   - Mobile vs. desktop split?
   - Where do users abandon?

3. **Business Context**
   - What happens with form submissions?
   - Which fields are actually used in follow-up?
   - 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

---

## Form Layout Optimization

### Field Order
1. Start with easiest fields (name, email)
2. Build commitment before asking more
3. Sensitive fields last (phone, company size)
4. 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 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., name@company.com)"
**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"

---

## Form Types: Specific Guidance

### Lead Capture (Gated Content)
- Minimum viable fields (often just email)
- Clear value proposition for what they get
- Consider asking 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 form
- **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 form vs. multi-step with progress bar
- 1-column vs. 2-column field layout
- Form 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 or remove phone number field
- Add or remove company/organization field
- Test required vs. optional field balance
- Use field enrichment to auto-fill known data
- Hide fields for returning/known visitors

**Smart Forms**
- Add 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**
- Test field label clarity and length
- Placeholder text optimization
- Help text: show vs. hide vs. on-hover
- Error message tone (friendly vs. direct)

**CTAs & Buttons**
- Button text variations ("Submit" vs. "Get My Quote" vs. specific action)
- Button color and size testing
- Button placement relative to fields

**Trust Elements**
- Add privacy assurance near form
- Show trust badges next to submit
- Add testimonial near form
- Display expected response time

---

### Form Type-Specific Experiments

**Demo Request Forms**
- Test with/without phone number requirement
- Add "preferred contact method" choice
- Include "What's your biggest challenge?" question
- Test calendar embed vs. form submission

**Lead Capture Forms**
- Email-only vs. email + name
- Test value proposition messaging above form
- Gated vs. ungated content strategies
- Post-submission enrichment questions

**Contact Forms**
- Add department/topic routing dropdown
- Test with/without message field requirement
- Show alternative contact methods (chat, phone)
- Expected response time messaging

---

### Mobile & UX Experiments

- Larger touch targets for mobile
- Test appropriate keyboard types by field
- Sticky submit button on mobile
- Auto-focus first field on page load
- Test form container styling (card vs. minimal)

---

## Task-Specific Questions

1. What's your current form completion rate?
2. Do you have field-level analytics?
3. What happens with the data after submission?
4. Which fields are actually used in follow-up?
5. Are there compliance/legal requirements?
6. What's the mobile vs. desktop split?

---

## Related Skills

- **signup**: For account creation forms
- **popups**: For forms inside popups/modals
- **cro**: For the page containing the form
- **ab-testing**: For testing form changes