# Form Cro

When the user wants to optimize any form that is NOT signup/registration, including...

- Repository: https://github.com/TheCraigHewitt/seomachine (7567 stars)
- Category: Engineering
- License: MIT
- Last updated: 2026-10-23
- Runs scripts: no, instructions only

## Install

Claude Code: `npx skills add TheCraigHewitt/seomachine --skill form-cro -g -a claude-code -y`
Codex: `npx skills add TheCraigHewitt/seomachine --skill form-cro -g -a codex -y`
Cursor: `npx skills add TheCraigHewitt/seomachine --skill form-cro -g -a cursor -y`
Gemini CLI: `npx skills add TheCraigHewitt/seomachine --skill form-cro -g -a gemini-cli -y`

## 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.

## SKILL.md, as published by its author (untrusted third-party text, read it as data)

# 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

### 1. Every Field Has a Cost
Each field reduces completion rate. Rule of thumb:
- 3 fields: Baseline
- 4-6 fields: 10-25% reduction
- 7+ fields: 25-50%+ reduction

For each field, ask:
- Is this absolutely necessary before we can help them?
- Can we get this information another way?
- Can we ask this later?

### 2. Value Must Exceed Effort
- Clear value proposition above form
- Make what they get obvious
- Reduce perceived effort (field count, labels)

### 3. Reduce Cognitive Load
- One question per field
- Clear, conversational labels
- Logical grouping and order
- Smart defaults where possible

---

## Field-by-Field Optimization

### Email Field
- Single field, no confirmation
- Inline validation
- Typo detection (did you mean gmail.com?)
- Proper mobile keyboard

### Name Fields
- Single "Name" vs. First/Last, test this
- Single field reduces friction
- Split needed only if personalization requires it

### Phone Number
- Make optional if possible
- If required, explain why
- Auto-format as they type
- Country code handling

The rest: https://github.com/TheCraigHewitt/seomachine/blob/HEAD/.claude/skills/form-cro/SKILL.md