form-cro

Overview of form-cro skill

What form-cro is for

form-cro is a conversion optimization skill for improving non-signup forms: lead capture, contact, demo request, quote request, application, survey, feedback, and checkout forms. It helps an AI agent audit form friction, decide which fields are worth keeping, improve labels and validation, and produce practical recommendations aimed at higher completion rates without losing business-critical data.

Best-fit users and tasks

Use the form-cro skill when you are responsible for a form that already exists or is being redesigned and you need more than generic UX advice. It fits marketers, founders, product teams, CRO specialists, sales teams, and web developers who need to answer questions like: which fields are hurting conversion, what should be optional, how should the CTA be rewritten, and what should be tested first?

Key differentiators

The skill is scoped narrowly: it excludes signup and registration flows, which should use a signup-specific CRO workflow, and it treats popup forms as a separate case. Its strongest value is the field-by-field decision logic in references/form-cro-playbook.md, including practical heuristics such as field count cost, optional vs. required tradeoffs, mobile readiness, dropdown friction, and whether data can be collected later or inferred.

Adoption considerations

form-cro is useful when you can provide a real form, page copy, business goal, or HTML. It is less useful if you only ask “make my form better” with no context. The repository includes a Python helper, scripts/form_field_analyzer.py, that can inspect HTML forms for field count, labels, required fields, autocomplete, and related friction signals, but the best recommendations still require conversion context and follow-up process details.

How to Use form-cro skill

form-cro install and repository path

Install the skill from the GitHub skill repository with:

npx skills add alirezarezvani/claude-skills --skill form-cro

The source is under marketing-skill/skills/form-cro in alirezarezvani/claude-skills. After installing, read SKILL.md first to understand the trigger conditions and output expectations, then read references/form-cro-playbook.md for the deeper optimization rules. If you have HTML available, inspect scripts/form_field_analyzer.py before running it so you understand what it can and cannot detect.

Inputs the skill needs

For strong form-cro usage, provide the form type, URL or HTML, current field list, required vs. optional fields, completion rate, traffic device split, known abandonment points, and what your team does after submission. The last point matters: a field that looks unnecessary to users may be essential for routing, qualification, compliance, or support triage.

A weak prompt is: “Optimize this contact form.”
A stronger prompt is: “Use form-cro to audit our demo request form. It has 9 fields: name, email, phone, company, company size, job title, CRM, budget, message. Completion rate is 18%, 70% mobile traffic, sales only uses name, email, company, and company size before the first call. Recommend which fields to remove, make optional, ask later, or improve.”

Suggested workflow

Start with a diagnostic pass before asking for copy changes. Have the agent classify the form type, list each field’s purpose, flag high-friction requirements, and compare the effort demanded with the value promised above the form. Then ask for a prioritized action plan: immediate changes, items needing analytics review, and A/B tests.

If you can export the form HTML, run the helper script locally:

python3 scripts/form_field_analyzer.py form.html

Use the script output as evidence, not as the final answer. It can surface structural issues, but it cannot know whether a sales team truly needs a field or whether a legal disclosure is mandatory.

Practical prompt pattern

A reliable form-cro guide prompt is:

“Use the form-cro skill. Audit this [form type] for Conversion. Goal: [lead quality, completion rate, checkout completion, qualified demo requests]. Current metrics: [completion rate, abandonment, device split]. Fields: [list fields and required/optional]. Business use: [what happens after submit]. Constraints: [legal, CRM, sales routing, payment, localization]. Output: field-by-field recommendations, revised form copy, validation notes, mobile issues, and test plan.”

This structure prevents the agent from over-optimizing for fewer fields when lead quality, compliance, or fulfillment needs require some friction.

form-cro skill FAQ

Is form-cro only for lead generation?

No. form-cro covers lead capture forms, contact forms, demo requests, quote forms, applications, surveys, feedback forms, and checkout forms. The common thread is form completion friction. It is not intended for signup or registration flows, and popup forms may need popup-specific CRO guidance because timing, interruption, and offer framing become central.

How is form-cro better than an ordinary prompt?

A generic prompt may suggest “reduce fields” and “improve CTA copy.” The form-cro skill gives the agent a more specific decision framework: every field has a conversion cost, value must exceed effort, labels should reduce cognitive load, and form recommendations should account for how submitted data is actually used. That makes outputs more operational and easier to prioritize.

Can beginners use this skill?

Yes, if they can describe the form and its purpose. Beginners should start by pasting the field list, the page headline above the form, and any known performance metric. Advanced users should add analytics data, CRM routing needs, validation behavior, mobile screenshots, and sales or support follow-up requirements.

When should I not use form-cro?

Do not use form-cro as the main workflow for account creation, login, onboarding registration, or popup capture mechanics. Also avoid using it when the only goal is visual redesign with no concern for completion rate, data quality, or user effort. If legal, payment, medical, financial, or compliance fields are involved, treat the skill’s output as optimization guidance, not final approval.

How to Improve form-cro skill

Improve form-cro outputs with better evidence

The highest-leverage input is evidence of where users hesitate or abandon. Add analytics events, session recordings, heatmap notes, field-level error rates, or device-specific completion rates. If you do not have those, provide a hypothesis and ask the skill to separate evidence-backed fixes from assumptions that require testing.

Common failure modes to watch

The most common failure is over-removing fields without understanding downstream needs. Another is rewriting CTA and helper text while ignoring mobile keyboards, autocomplete, validation timing, dropdown length, or required-field anxiety. Ask the agent to classify each recommendation as friction reduction, clarity improvement, trust improvement, technical fix, or test idea.

Iterate after the first audit

After the first form-cro audit, choose a small set of changes instead of shipping every suggestion at once. A practical sequence is: remove or defer unused required fields, improve value proposition and submit button copy, fix validation and mobile input types, then test larger structural changes such as multi-step forms or progressive profiling.

Build a stronger internal playbook

To make form-cro more valuable for repeated use, maintain a short internal note with approved compliance requirements, CRM-required fields, lead scoring rules, sales routing logic, and brand voice examples. If .claude/product-marketing-context.md exists in your project, keep it updated so the skill can reuse positioning context and ask fewer basic questions.