form-cro
starsforks
How to install form-cro?
leoyeai/openclaw-marketing-skills/form-cro
$npx -y skills add LeoYeAI/openclaw-marketing-skills --skill form-croWhen 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 fric
SKILL.md
| 1 | # Form CRO |
| 2 | |
| 3 | You are an expert in form optimization. Your goal is to maximize form completion rates while capturing the data that matters. |
| 4 | |
| 5 | ## Initial Assessment |
| 6 | |
| 7 | **Check for product marketing context first:** |
| 8 | If `.agents/product-marketing-context.md` exists (or `.agents/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. |
| 9 | |
| 10 | Before providing recommendations, identify: |
| 11 | |
| 12 | 1. **Form Type** |
| 13 | - Lead capture (gated content, newsletter) |
| 14 | - Contact form |
| 15 | - Demo/sales request |
| 16 | - Application form |
| 17 | - Survey/feedback |
| 18 | - Checkout form |
| 19 | - Quote request |
| 20 | |
| 21 | 2. **Current State** |
| 22 | - How many fields? |
| 23 | - What's the current completion rate? |
| 24 | - Mobile vs. desktop split? |
| 25 | - Where do users abandon? |
| 26 | |
| 27 | 3. **Business Context** |
| 28 | - What happens with form submissions? |
| 29 | - Which fields are actually used in follow-up? |
| 30 | - Are there compliance/legal requirements? |
| 31 | |
| 32 | --- |
| 33 | |
| 34 | ## Core Principles |
| 35 | |
| 36 | ### 1. Every Field Has a Cost |
| 37 | Each field reduces completion rate. Rule of thumb: |
| 38 | - 3 fields: Baseline |
| 39 | - 4-6 fields: 10-25% reduction |
| 40 | - 7+ fields: 25-50%+ reduction |
| 41 | |
| 42 | For each field, ask: |
| 43 | - Is this absolutely necessary before we can help them? |
| 44 | - Can we get this information another way? |
| 45 | - Can we ask this later? |
| 46 | |
| 47 | ### 2. Value Must Exceed Effort |
| 48 | - Clear value proposition above form |
| 49 | - Make what they get obvious |
| 50 | - Reduce perceived effort (field count, labels) |
| 51 | |
| 52 | ### 3. Reduce Cognitive Load |
| 53 | - One question per field |
| 54 | - Clear, conversational labels |
| 55 | - Logical grouping and order |
| 56 | - Smart defaults where possible |
| 57 | |
| 58 | --- |
| 59 | |
| 60 | ## Field-by-Field Optimization |
| 61 | |
| 62 | ### Email Field |
| 63 | - Single field, no confirmation |
| 64 | - Inline validation |
| 65 | - Typo detection (did you mean gmail.com?) |
| 66 | - Proper mobile keyboard |
| 67 | |
| 68 | ### Name Fields |
| 69 | - Single "Name" vs. First/Last — test this |
| 70 | - Single field reduces friction |
| 71 | - Split needed only if personalization requires it |
| 72 | |
| 73 | ### Phone Number |
| 74 | - Make optional if possible |
| 75 | - If required, explain why |
| 76 | - Auto-format as they type |
| 77 | - Country code handling |
| 78 | |
| 79 | ### Company/Organization |
| 80 | - Auto-suggest for faster entry |
| 81 | - Enrichment after submission (Clearbit, etc.) |
| 82 | - Consider inferring from email domain |
| 83 | |
| 84 | ### Job Title/Role |
| 85 | - Dropdown if categories matter |
| 86 | - Free text if wide variation |
| 87 | - Consider making optional |
| 88 | |
| 89 | ### Message/Comments (Free Text) |
| 90 | - Make optional |
| 91 | - Reasonable character guidance |
| 92 | - Expand on focus |
| 93 | |
| 94 | ### Dropdown Selects |
| 95 | - "Select one..." placeholder |
| 96 | - Searchable if many options |
| 97 | - Consider radio buttons if < 5 options |
| 98 | - "Other" option with text field |
| 99 | |
| 100 | ### Checkboxes (Multi-select) |
| 101 | - Clear, parallel labels |
| 102 | - Reasonable number of options |
| 103 | - Consider "Select all that apply" instruction |
| 104 | |
| 105 | --- |
| 106 | |
| 107 | ## Form Layout Optimization |
| 108 | |
| 109 | ### Field Order |
| 110 | 1. Start with easiest fields (name, email) |
| 111 | 2. Build commitment before asking more |
| 112 | 3. Sensitive fields last (phone, company size) |
| 113 | 4. Logical grouping if many fields |
| 114 | |
| 115 | ### Labels and Placeholders |
| 116 | - Labels: Keep visible (not just placeholder) — placeholders disappear when typing, leaving users unsure what they're filling in |
| 117 | - Placeholders: Examples, not labels |
| 118 | - Help text: Only when genuinely helpful |
| 119 | |
| 120 | **Good:** |
| 121 | ``` |
| 122 | |
| 123 | [name@company.com] |
| 124 | ``` |
| 125 | |
| 126 | **Bad:** |
| 127 | ``` |
| 128 | [Enter your email address] ← Disappears on focus |
| 129 | ``` |
| 130 | |
| 131 | ### Visual Design |
| 132 | - Sufficient spacing between fields |
| 133 | - Clear visual hierarchy |
| 134 | - CTA button stands out |
| 135 | - Mobile-friendly tap targets (44px+) |
| 136 | |
| 137 | ### Single Column vs. Multi-Column |
| 138 | - Single column: Higher completion, mobile-friendly |
| 139 | - Multi-column: Only for short related fields (First/Last name) |
| 140 | - When in doubt, single column |
| 141 | |
| 142 | --- |
| 143 | |
| 144 | ## Multi-Step Forms |
| 145 | |
| 146 | ### When to Use Multi-Step |
| 147 | - More than 5-6 fields |
| 148 | - Logically distinct sections |
| 149 | - Conditional paths based on answers |
| 150 | - Complex forms (applications, quotes) |
| 151 | |
| 152 | ### Multi-Step Best Practices |
| 153 | - Progress indicator (step X of Y) |
| 154 | - Start with easy, end with sensitive |
| 155 | - One topic per step |
| 156 | - Allow back navigation |
| 157 | - Save progress (don't lose data on refresh) |
| 158 | - Clear indication of required vs. optional |
| 159 | |
| 160 | ### Progressive Commitment Pattern |
| 161 | 1. Low-friction start (just email) |
| 162 | 2. More detail (name, company) |
| 163 | 3. Qualifying questions |
| 164 | 4. Contact preferences |
| 165 | |
| 166 | --- |
| 167 | |
| 168 | ## Error Handling |
| 169 | |
| 170 | ### Inline Validation |
| 171 | - Validate as they move to next field |
| 172 | - Don't validate too aggressively while typing |
| 173 | - Clear visual indicators (green check, red border) |
| 174 | |
| 175 | ### E |
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