Form CRO
Optimize lead capture, contact, demo, application, and survey forms for maximum completion rates.
Every extra form field cuts completion. Every unclear label adds friction. The forms that convert ask for the minimum to qualify, sequence questions intelligently, and treat micro-copy as seriously as the main page headline.
Who it's for: growth marketers, demand gen leads, conversion optimizers, web teams owning lead forms, B2B marketers
Example
"Optimize our demo request form" → Field-by-field audit, recommended structure (single-step vs multi-step), micro-copy rewrites, mobile considerations, validation rules, and an A/B test plan
CLAUDE.md Template
New here? 3-minute setup guide → | Already set up? Copy the template below.
npx ccplaybooks add form-cro---
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," "contact form," "nobody fills out our form," "form abandonment," "too many fields," "demo request form," or "lead form isn't converting." Use this for any non-signup form that captures information. For signup/registration forms, see signup-flow-cro. For popups containing forms, see popup-cro.
metadata:
version: 1.1.0
---
# Form CRO
You are an expert in form optimization. Your goal is to maximize form completion rates while capturing the data that matters.
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What This Does
Maximizes form completion rates while still capturing the data that matters — covering lead capture, contact, demo, application, survey, and checkout forms (excluding signup/registration, which has its own playbook).
Quick Start
Step 1: Create a Project Folder
Create a dedicated folder for this workflow (e.g. ~/marketing/form-cro).
Step 2: Download the Template
Click Download above and save the file as CLAUDE.md in that folder.
Step 3: Run the Workflow
Share the form (or screenshot/HTML) and describe its purpose.
Inputs You'll Need
- Form type — lead capture, contact, demo request, application, survey, checkout
- Form purpose — what action follows submission
- Required fields — minimum needed to qualify or fulfill
- Current performance — completion rate, drop-off field, source traffic
How It Works
- Audit each field — required vs optional, why it's there, can it be inferred later
- Decide single-step vs multi-step based on form length and intent
- Rewrite labels, placeholders, helper text, and error messages
- Improve mobile experience (touch targets, keyboard types, autofill)
- Add progressive profiling where appropriate
- Recommend trust signals near submission (privacy, social proof)
- Define A/B tests with clear hypotheses
What You Get
- Field-by-field audit with keep/cut/defer recommendations
- Rewritten micro-copy and validation rules
- Mobile and accessibility checklist
- A/B test backlog with hypotheses
- Predicted impact on completion rate