form-cro

これはレビュー時に保存された抜粋です。完全で最新の内容は外部ソースを確認してください。

---
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
- Progres