Form Cro
Diagnose and improve non-signup forms—lead capture, contact, demo, checkout—so more visitors complete them without bloating fields.
Overview
Form-cro is an agent skill most often used in Grow (also Validate, Launch) that optimizes non-signup forms to raise completion rates while preserving essential lead data.
Install
npx skills add https://github.com/coreyhaines31/marketingskills --skill form-croWhat is this skill?
- Covers lead capture, contact, demo/sales, application, survey, checkout, and quote-request forms
- Explicitly excludes signup/registration (signup-flow-cro) and popup shells (popup-cro)
- Initial assessment: form type, field count, completion rate, mobile vs desktop, abandonment points
- Reads `.agents/product-marketing-context.md` first when present to avoid redundant questions
- Optimized for mentions like form friction, abandonment, too many fields, and low lead form conversion
- Skill metadata version 1.1.0
Adoption & trust: 52.8k installs on skills.sh; 32.4k GitHub stars; 3/3 security scanners passed (skills.sh audits).
What problem does it solve?
Visitors start your lead, contact, or demo form but abandon it because friction, field count, or mobile UX kills completion.
Who is it for?
Indie SaaS founders and marketers optimizing contact, demo, or gated-content forms on marketing sites with measurable drop-off.
Skip if: Registration or signup funnel optimization—use signup-flow-cro—or popup wrapper tests without reading popup-cro first.
When should I use this skill?
When optimizing any form that is NOT signup/registration—lead capture, contact, demo, application, survey, or checkout—or when the user mentions form optimization, form friction, abandonment, or low lead form conversion.
What do I get? / Deliverables
You get a typed assessment and CRO recommendations tailored to your form, ready to implement on the page or hand to a frontend change.
- Form type and baseline assessment
- Field and UX recommendations
- Prioritized changes to improve completion rate
Recommended Skills
Journey fit
Spans multiple journey phases - primary shelf plus alternate fits below.
Form CRO is shelved under Grow/lifecycle because completion rate and abandonment are ongoing conversion problems after traffic arrives. Lifecycle covers funnel mechanics like lead capture and follow-up forms that directly affect revenue and pipeline health.
Where it fits
Trim a waitlist lead form on a smoke-test landing page before you pay for traffic.
Tune a campaign demo-request form before a Product Hunt or ads push.
Fix checkout or quote forms that block expansion revenue from existing visitors.
How it compares
Specialized form CRO skill for capture flows, not a general landing-page copy skill or signup-only CRO sibling.
Common Questions / FAQ
Who is form-cro for?
Solo builders and small growth teams who own marketing sites and need structured advice to fix underperforming lead, contact, demo, or checkout forms.
When should I use form-cro?
During Validate when testing landing prototypes, during Launch when shipping campaign pages, and during Grow when lifecycle forms stop converting—whenever you mention form optimization, abandonment, or too many fields.
Is form-cro safe to install?
It is procedural marketing guidance; review the Security Audits panel on this page and avoid pasting sensitive customer PII into agent chats during audits.
Workflow Chain
Then invoke: signup flow cro, popup cro
SKILL.md
READMESKILL.md - Form 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 **Check for product marketing context first:** If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.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 - C