{"slug":"form-cro","title":"form-cro","tags":["site-building","cro","forms","conversion"],"agent_summary":"Optimize lead capture forms, contact forms, demo request forms, and quote forms. Every field has a cost — reduce friction, improve completion rate. For signup flows see signup-flow-cro. For popups see popup-cro.","trigger_phrases":["form-cro","form optimization","lead form conversions","form friction","form fields","form completion rate","contact form optimization"],"runnable":false,"markdown":"**Trigger:** Use when \"form optimization\", \"lead form conversions\", \"form friction\", \"form fields\", \"form completion rate\". For non-signup forms: lead capture, contact, demo request, quote request.\n\n### Core Principle: Every Field Has a Cost\n\nEach field reduces completion rate:\n- 3 fields: Baseline\n- 4-6 fields: 10-25% reduction\n- 7-9 fields: 25-50% reduction\n- 10+ fields: 50%+ reduction\n\n**Rule:** Only ask for information you will use immediately in your follow-up.\n\n### Phase 1: Audit Current Form\n\n**Field necessity test** — for each field ask:\n1. Do we use this data in the first contact/follow-up?\n2. Can we get this information another way?\n3. Will removing it hurt quality of leads meaningfully?\n\n**Common fields to eliminate:** title, company size (for SMB), industry, how did you hear about us, fax number.\n\n**Fields to keep for local services:** Name, Phone, Service/Problem type.\n\n### Phase 2: Form Structure Optimization\n\n**Label position:** Above input (not inside placeholder) — placeholder disappears on focus.\n\n**Field types:** Use appropriate input types (tel for phone, email for email) — triggers correct mobile keyboards.\n\n**Required vs optional:** Never mark anything \"optional\" — just remove optional fields entirely.\n\n**Error handling:** Inline validation on blur (not on submit). Specific messages (\"Enter a valid 10-digit phone number\" not \"Invalid input\").\n\n**Progress indication:** For multi-step forms, show step count (Step 2 of 3) and progress bar.\n\n### Phase 3: CTA Optimization\n\n**Button copy table:**\n\n| Form Type | Weak CTA | Strong CTA |\n|---|---|---|\n| Lead gen | Submit | Get My Free Quote |\n| Contact | Send | Send My Message |\n| Demo request | Request Demo | Book My 20-Min Demo |\n| Newsletter | Subscribe | Get Weekly Tips |\n| Quote | Submit | See My Custom Price |\n\n**Button rules:**\n- Action verb leads\n- Outcome language, not process language\n- Contrasts visually with surrounding colors\n- Full-width on mobile\n\n### Phase 4: Trust Signals Near Form\n\n- Privacy micro-copy below email field: \"No spam. Unsubscribe anytime.\"\n- Review count or star rating near submit button\n- Security badge if relevant (SSL, privacy, GDPR)\n- Guarantee language: \"We respond within 2 business hours\"\n\n### Phase 5: Mobile Audit\n\n- All touch targets minimum 44x44px\n- Phone field triggers numeric keyboard (`type=\"tel\"`)\n- Auto-complete enabled (`autocomplete=\"name\"`, `autocomplete=\"tel\"`)\n- Labels visible when input is focused (not placeholder-only)\n- Success state: redirect or inline confirmation message\n\n---\n","html":"

Trigger: Use when \"form optimization\", \"lead form conversions\", \"form friction\", \"form fields\", \"form completion rate\". For non-signup forms: lead capture, contact, demo request, quote request.

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Core Principle: Every Field Has a Cost

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Each field reduces completion rate:

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Rule: Only ask for information you will use immediately in your follow-up.

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Phase 1: Audit Current Form

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Field necessity test — for each field ask:

\n
    \n
  1. Do we use this data in the first contact/follow-up?
    2. \n
  2. Can we get this information another way?
    3. \n
  3. Will removing it hurt quality of leads meaningfully?
    4. \n
\n

Common fields to eliminate: title, company size (for SMB), industry, how did you hear about us, fax number.

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Fields to keep for local services: Name, Phone, Service/Problem type.

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Phase 2: Form Structure Optimization

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Label position: Above input (not inside placeholder) — placeholder disappears on focus.

\n

Field types: Use appropriate input types (tel for phone, email for email) — triggers correct mobile keyboards.

\n

Required vs optional: Never mark anything \"optional\" — just remove optional fields entirely.

\n

Error handling: Inline validation on blur (not on submit). Specific messages (\"Enter a valid 10-digit phone number\" not \"Invalid input\").

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Progress indication: For multi-step forms, show step count (Step 2 of 3) and progress bar.

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Phase 3: CTA Optimization

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Button copy table:

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| Form Type | Weak CTA | Strong CTA |\n|---|---|---|\n| Lead gen | Submit | Get My Free Quote |\n| Contact | Send | Send My Message |\n| Demo request | Request Demo | Book My 20-Min Demo |\n| Newsletter | Subscribe | Get Weekly Tips |\n| Quote | Submit | See My Custom Price |

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Button rules:

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Phase 4: Trust Signals Near Form

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Phase 5: Mobile Audit

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\n"}