Optimize any form that is NOT signup or account registration — including lead capture, contact, demo request, application, survey, quote, and checkout forms.

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. Example User request: Optimize any form that is NOT signup or account registration — including lead capture, contact, demo request, application, survey, quote, and checkout forms. Limitations Use this skill only when the task clearly matches the scope described above. Do not treat the output as a substitute for environment specific validation, testing, or expert review. Stop and ask for clarification if required inputs, permissions, safety boundaries, or success criteria are missing.

form-cro