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Compact two-skill starter: clarify positioning and choose a lead magnet. Use Marketing Launch for the broader eight-skill go-to-market workflow.

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What the MCP returns at this step

59 · Marketing · Conversion Optimization

Lead Form Conversion Review

Review lead, contact or demo forms. Use Registration Flow Review for account creation.

kontaktformularpruefungform-cro

Alireza — Form CRO · Original SKILL.md

---
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. For popups containing forms, see popup-cro.
license: MIT
metadata:
version: 1.0.0
author: Alireza Rezvani
category: marketing
updated: 2026-03-06
---

# 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 `.claude/product-marketing-context.md` exists, 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

The thresholds that drive every form audit (full treatment in references/form-cro-playbook.md):

- **Field count**: every added field costs conversions. Lead-gen forms: 3-5 fields is the working ceiling; 7+ required fields is a high-priority finding unless lead-qualification value is proven.
- **Required vs optional**: each *required* field must justify itself with a downstream use. "Nice for sales" is not a justification — make it optional or cut it.
- **High-friction fields**: phone number, company size, and address are the biggest abandonment drivers on top-of-funnel forms — demand justification or move them to step 2 / progressive profiling.
- **Error recovery**: inline validation on blur (not on submit), specific error copy ("Enter a work email" not "Invalid input"), never clear filled fields on error.
- **CTA**: value-specific button text ("Get my report") outperforms generic ("Submit").

## Tools

| Tool | Invocation | Output |
|---|---|---|
| Field analyzer | `python3 scripts/form_field_analyzer.py forms.json` (no arg = embedded demo; `--json` for pipelines) | Per-form field count, required-field ratio, high-friction field flags, CTA assessment |

Run it on the form definition first; its flags become the seed list for the Form Audit below — each flag gets an Issue/Impact/Fix/Priority entry.

## 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-flow-cro** — WHEN: the form being optimized is an account creation or trial registration form specifically. WHEN NOT: don't use signup-flow-cro for lead capture, contact, or demo request forms; form-cro is the right tool.
- **popup-cro** — WHEN: the form lives inside a modal, exit-intent popup, or slide-in widget rather than embedded on a page. WHEN NOT: don't use popup-cro for standalone page-embedded forms.
- **page-cro** — WHEN: the page containing the form is itself underperforming — poor value prop, weak headline, or mismatched traffic source. Fix the page context before or alongside the form. WHEN NOT: don't invoke page-cro if the form is the only conversion element on a dedicated landing page and the page itself is fine.
- **ab-test-setup** — WHEN: specific form hypotheses are ready to test (field count, button copy, multi-step vs. single-step). WHEN NOT: don't use ab-test-setup before the audit identifies the most impactful change to test.
- **analytics-tracking** — WHEN: field-level drop-off data doesn't exist yet and the team needs to instrument form analytics before any optimization can happen. WHEN NOT: skip if analytics are already in place.
- **marketing-context** — WHEN: check `.claude/product-marketing-context.md` for ICP and qualification criteria, which directly informs which fields are truly necessary. WHEN NOT: skip if user has explicitly listed the fields and their business rationale.

---

## Communication

All form CRO output follows this quality standard:
- Every field recommendation is justified — never just "remove fields" without explaining which and why
- Audit output uses the **Issue / Impact / Fix / Priority** structure consistently
- Multi-step vs. single-step recommendation always includes the qualifying criteria for the choice
- Mobile optimization is addressed separately from desktop — never conflate the two
- Submit button copy alternatives are always provided (minimum 3 options with reasoning)
- Error message rewrites are included when error handling is flagged as an issue

---

## Proactive Triggers

Automatically surface form-cro when:

1. **"Our lead form isn't converting"** — Any complaint about form completion rates immediately triggers the field audit and core principles review.
2. **Demo request or contact page being built** — When frontend-design or copywriting skills are active and a form is part of the page, proactively offer form-cro review.
3. **"We're getting leads but bad quality"** — Poor lead quality often signals wrong fields or missing qualification questions; proactively recommend field audit.
4. **Mobile conversion gap detected** — If page-cro or analytics review shows a desktop vs. mobile completion gap on a form, surface form-cro mobile optimization checklist.
5. **Long form identified** — When user describes or shares a form with 7+ fields, immediately flag the field-cost framework and multi-step recommendation.

---

## Output Artifacts

| Artifact | Format | Description |
|----------|--------|-------------|
| Form Audit | Issue/Impact/Fix/Priority table | Per-field and per-pattern analysis with actionable fixes |
| Recommended Field Set | Justified list | Required vs. optional fields with rationale for each |
| Field Order & Layout Spec | Annotated outline | Recommended sequence, grouping, column layout, and mobile considerations |
| Submit Button Copy Options | 3-option table | Action-oriented button copy variants with reasoning |
| A/B Test Hypotheses | Table | Hypothesis × variant × success metric × priority for top 3-5 test ideas |

When to use

Review lead, contact or demo forms. Use Registration Flow Review for account creation.

What you get

The complete original guidance with attributed source and declared limitations.

How it works

Clarify the task and evidence, then apply relevant source instructions within authorized scope.

Requirements

Form fields, conversion goal, completion data and required data/consent constraints.

Delivery and review notes

Brief source danger screening: full-text pattern triage and review of flagged passages, not a comprehensive audit or functional test. Do not remove required consent, security or legally required fields simply to improve completion. Referenced scripts, templates, integrations and sibling skills are not supplied or installed unless explicitly listed as included. External calls, account changes, messages and file writes require the actual user task and authorization.

Starting prompt

Use Lead Form Conversion Review for [TASK]. Ask for missing inputs: Form fields, conversion goal, completion data and required data/consent constraints. Identify assumptions and missing tools before execution; do not claim results or approvals without evidence.

Not for

Claiming runtime installation, certified safety, verified numerical outputs or permission for external actions merely from loading this source.

What M11 added

German routing, task scope and source limitations. Original author attribution: Alireza Rezvani. Brief source danger screening: full-text pattern triage and review of flagged passages, not a comprehensive audit or functional test. Do not remove required consent, security or legally required fields simply to improve completion. Referenced scripts, templates, integrations and sibling skills are not supplied or installed unless explicitly listed as included. External calls, account changes, messages and file writes require the actual user task and authorization.

Original authorship remains with alirezarezvani/claude-skills · Original source ↗

Original license & copyright

MIT License

Copyright (c) 2025 Alireza Rezvani

Permission is hereby granted, free of charge, to any person obtaining a copy
of this software and associated documentation files (the "Software"), to deal
in the Software without restriction, including without limitation the rights
to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
copies of the Software, and to permit persons to whom the Software is
furnished to do so, subject to the following conditions:

The above copyright notice and this permission notice shall be included in all
copies or substantial portions of the Software.

THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
SOFTWARE.

Source SHA-256: 613b78af57e61291c106c34115b6f0da1618a644c1918d158bc66320a90c62d4
Snapshot checked: 2026-09-28T15:50:31.645Z

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