form-cro
by coreyhaines31form-cro is a skill for auditing and improving non-signup forms like lead, contact, demo request, application, survey, quote, and checkout-style forms. It helps teams reduce field friction, diagnose abandonment, and restructure forms using repo-backed guidance, eval examples, and a clear install and usage path.
This skill scores 78/100, which means it is a solid directory listing candidate: agents get a clearly defined trigger for non-signup form optimization, plus enough structured audit guidance and examples to be more reliable than a generic CRO prompt, though adopters should expect a document-heavy skill without executable support files.
- Very clear trigger boundaries in the description, including what form types it covers and when to route to related skills like signup-flow-cro or popup-cro.
- Substantial workflow content in SKILL.md, including initial assessment questions, business-context checks, and structured recommendation patterns that help agents produce consistent form audits.
- Repository includes evals with concrete expected behaviors, which increases trust that the skill is intended to guide outputs like field-priority analysis, quick wins, and test ideas.
- No install command or support files are provided, so execution depends entirely on the agent interpreting a long markdown document correctly.
- Structural signals include placeholder/demo markers, and the evidence shown is mostly content guidance rather than reusable assets, rules, or references.
Overview of form-cro skill
What form-cro is for
form-cro is a specialized skill for improving conversion on forms that collect information but are not signup or registration flows. It is built for lead forms, contact forms, demo requests, application forms, surveys, quote requests, and checkout-style data capture where users drop off before submitting.
Who should use form-cro
This form-cro skill is a strong fit for marketers, growth teams, product marketers, founders, and UX writers who need practical recommendations on reducing form friction without losing critical qualification data. It is especially useful when the real problem is not “write better copy,” but “we ask for too much, too early.”
The real job-to-be-done
Most users come to form-cro because a form is underperforming and they need a sharper diagnosis than a generic CRO prompt can provide. The skill focuses on field count, effort vs. value, abandonment risk, business necessity of each field, and how to restructure a form so more people complete it.
What makes form-cro different
The main differentiator is scope discipline. The skill is opinionated about non-signup forms and repeatedly pushes one core decision: which fields are truly necessary now, which can be deferred, and which can be inferred elsewhere. It also expects a structured audit output rather than loose brainstorming.
Best-fit and misfit cases
Use form-cro when the problem is form completion, field friction, qualification burden, low intent capture, or abandonment on lead-generation forms. Do not use it for account creation flows; that belongs to a signup-focused skill. If the issue is primarily popup behavior rather than the form itself, a popup-specific CRO skill will usually fit better.
How to Use form-cro skill
Install form-cro in your skills environment
If you use the Skills CLI pattern, install from the repository with:
npx skills add https://github.com/coreyhaines31/marketingskills --skill form-cro
If your environment loads skills directly from a local clone, use the files under skills/form-cro/.
Read these files first
Start with:
skills/form-cro/SKILL.mdskills/form-cro/evals/evals.json
SKILL.md gives the operating logic. evals/evals.json is especially useful because it reveals the expected output structure, the kind of form data the skill needs, and the level of specificity it performs best with.
Understand the skill's working model
The form-cro skill does not just ask for “best practices.” It starts with an assessment:
- form type
- current field list
- completion rate
- mobile vs desktop behavior
- abandonment points
- business need behind each field
That means your prompt should supply these details up front if you want a strong first-pass output.
Check for product marketing context before prompting
The repository explicitly tells the agent to read .agents/product-marketing-context.md or .claude/product-marketing-context.md first when available. That matters because form recommendations are only good if they reflect your offer, audience, and qualification logic.
If you have that file, mention it in your request or paste the most relevant parts.
Give the exact form and not a summary
Weak input:
- “Our lead form is not converting. Help.”
Strong input:
- “Audit our demo request form with these fields: Work Email, First Name, Last Name, Phone, Company, Company Size, Job Title, Industry, Budget, Timeline, Notes. CVR is 3.1%. 72% of traffic is mobile. Biggest drop appears after users start typing. Sales says they need company and work email immediately; budget is nice-to-have.”
The stronger version lets form-cro decide what to cut, keep, defer, or replace.
Include business constraints with the form
The skill performs better when you specify:
- which submissions go to sales, support, or automation
- which fields trigger routing or qualification
- spam or lead-quality concerns
- legal or compliance requirements
- whether follow-up data can be collected later
Without this context, form-cro may recommend removing fields that your operation truly depends on.
Ask for the output format the skill expects
The evals show that the skill is strongest when the answer is organized into clear findings such as:
- Issue
- Impact
- Fix
- Priority
Then follow with:
- Quick Wins
- High-Impact Changes
- Test Ideas
If you ask for that structure directly, you reduce guesswork and usually get a more actionable audit.
Turn rough goals into a good form-cro prompt
A practical prompt template:
“Use form-cro to audit this [form type]. Goal: improve completion rate without hurting downstream lead quality. Current fields: [list]. Current conversion rate: [number if known]. Traffic split: [mobile/desktop]. Known abandonment point: [if known]. Required fields for operations: [list]. Nice-to-have fields: [list]. Constraints: [spam/compliance/routing]. Please give findings in Issue/Impact/Fix/Priority format, then Quick Wins, High-Impact Changes, and test ideas.”
Use form-cro for common high-value scenarios
This skill is especially useful for:
- demo request forms with too many sales-qualification fields
- contact forms that became bloated over time
- application forms where drop-off rises after early friction
- quote request flows that ask for details before trust is established
- forms with mobile completion problems
- forms suffering from spam where teams are tempted to add more fields
What the repository suggests you should expect
The embedded evaluation examples show several recurring principles:
- every field has a cost
- value must exceed effort
- long forms can materially reduce conversion
- some data should be collected after submission, not before
- anti-spam measures should not automatically mean more user effort
These principles are more useful than a generic prompt because they give the skill a consistent decision framework.
Use form-cro as an audit, then as a rewrite tool
A good workflow is:
- Run form-cro on the current form.
- Ask it to rank fields as essential, deferrable, inferable, or removable.
- Ask for a revised form version.
- Ask for test variants for mobile and desktop.
- Ask for instrumentation ideas if abandonment data is weak.
This turns the skill from one-off advice into an optimization loop.
form-cro skill FAQ
Is form-cro good for beginners
Yes, if you can provide the actual form fields and business goal. You do not need deep CRO expertise to use the form-cro skill well, but you do need enough context for it to judge tradeoffs between conversion rate and lead quality.
Is form-cro only for lead generation
No. The repository scope includes lead capture, contact, demo, application, survey, quote request, and checkout-like forms. The common thread is non-signup information capture.
How is form-cro better than a normal prompt
A normal prompt may produce generic advice like “reduce fields” or “simplify copy.” The form-cro skill is more useful when you need a disciplined audit tied to field necessity, form type, business context, and structured recommendations.
When should I not use form-cro
Do not use form-cro for signup and registration flows. Also skip it if your main issue is traffic quality, offer mismatch, or pricing friction rather than the form itself. In those cases, the form may not be the true bottleneck.
Does form-cro help with spam problems
Yes, but with an important caveat. The skill does not assume that adding friction is the right answer. If spam is the problem, provide details on spam patterns and current protections so the recommendations do not accidentally reduce legitimate submissions more than spam.
Does form-cro require analytics data
No, but it helps. You can still get value with just the field list, form purpose, and business constraints. Completion rate, mobile split, and abandonment points mainly improve prioritization.
How to Improve form-cro skill
Feed form-cro the fields one by one
The fastest way to improve output quality is to list every field explicitly and explain why it exists. This lets the skill challenge unnecessary asks instead of guessing from labels like “standard demo form.”
Separate must-have fields from sales wants
A common failure mode is treating every stakeholder preference as mandatory. Tell form-cro which fields are truly required to process a submission versus which are only helpful for qualification. This usually leads to better cut recommendations.
Add mobile context early
Form friction is often worse on mobile, but teams forget to mention device mix. If most traffic is mobile, say so up front. The same field set can behave very differently depending on keyboard friction, scrolling burden, and textarea length.
Tell the skill where users abandon
If you know whether users drop before starting, after a specific field, or on validation, say that directly. form-cro can then focus on the likely cause instead of giving a broad audit.
Ask for field-by-field decisions
A high-yield follow-up prompt is:
“Classify each field as keep now, make optional, move later, infer elsewhere, or remove. Explain why.”
This forces the form-cro skill to produce decisions, not just observations.
Request a lower-friction variant
After the first audit, ask for a reduced version designed around the minimum viable submission. Then ask for a second version that preserves lead quality. Comparing both helps teams choose a testable compromise rather than debating abstractly.
Use evals to calibrate expectations
skills/form-cro/evals/evals.json is a practical quality benchmark. It shows the repository expects concrete audits, evidence-backed field reduction logic, and clear prioritization. If your output is vague, compare your prompt against the eval inputs and add the missing context.
Watch for overcorrection
A weak use of form-cro is cutting so aggressively that the downstream team cannot route, qualify, or fulfill submissions. Better prompts define the operational minimum, so optimization does not break the business process.
Iterate after the first answer
The best second-round prompts are not “try again.” Use one of these:
- “Revise for mobile-first traffic.”
- “Keep spam resistance in scope.”
- “Preserve SDR qualification with only one custom field.”
- “Rewrite the form for a high-intent demo request.”
- “Turn these findings into an A/B test plan.”
This helps form-cro move from diagnosis to implementation.
Improve trust with real examples
If possible, include the current form copy, labels, helper text, validation messages, and submit button text. Many conversion issues come from unclear expectations, not just too many fields. The form-cro skill can only improve what it can see.