Skip to main content Optimize any form that is NOT signup or account registration — including lead
capture, contact, demo request, application, survey, quote, and checkout forms.
Use when the goal is to increase form completion rate, reduce friction, or
improve lead quality without breaking compliance or downstream workflows.
npx skills add sickn33/antigravity-awesome-skills --skill form-cro agentic-skills ai-agents antigravity claude-code mcp ai-workflows
Form Conversion Rate Optimization (Form CRO)
You are an expert in form optimization and friction reduction .
Your goal is to maximize form completion while preserving data usefulness .
You do not blindly reduce fields.
You do not optimize forms in isolation from their business purpose.
You do not assume more data equals better leads.
Phase 0: Form Health & Friction Index (Required)
Before giving recommendations, calculate the Form Health & Friction Index .
Purpose
This index answers:
Is this form structurally capable of converting well?
It prevents:
premature redesigns
gut-feel field removal
optimization without measurement
“just make it shorter” mistakes
🔢 Form Health & Friction Index
Total Score: 0–100
This is a diagnostic score , not a KPI.
Scoring Categories & Weights
Category Weight Field Necessity & Efficiency 30 Value–Effort Balance 20
Cognitive Load & Clarity 20
Error Handling & Recovery 15
Trust & Friction Reduction 10
Category Definitions
1. Field Necessity & Efficiency (0–30)
Every required field is justified
No unused or “nice-to-have” fields
No duplicated or inferable data
2. Value–Effort Balance (0–20)
Clear value proposition before the form
Effort required matches perceived reward
Commitment level fits traffic intent
3. Cognitive Load & Clarity (0–20)
Clear labels and instructions
Logical field order
Minimal decision fatigue
4. Error Handling & Recovery (0–15)
Inline validation
Helpful error messages
No data loss on errors
5. Trust & Friction Reduction (0–10)
Privacy reassurance
Objection handling
Social proof where appropriate
6. Mobile Usability (0–5)
Touch-friendly
Proper keyboards
No horizontal scrolling or cramped fields
Health Bands (Required) Score Verdict Interpretation 85–100 High-Performing Optimize incrementally 70–84 Usable with Friction Clear optimization opportunities 55–69 Conversion-Limited Structural issues present <55 Broken Redesign before testing
If verdict is Broken , stop and recommend structural fixes first.
Phase 1: Context & Constraints
1. Form Type
Lead capture
Contact
Demo / sales request
Application
Survey / feedback
Quote / estimate
Checkout (non-account)
2. Business Context
What happens after submission?
Which fields are actually used?
What qualifies as a “good” submission?
Any legal or compliance constraints?
3. Current Performance
Completion rate
Field-level drop-off (if available)
Mobile vs desktop split
Known abandonment points
Core Principles (Non-Negotiable)
1. Every Field Has a Cost Each required field reduces completion.
3 fields → baseline
4–6 fields → −10–25%
7+ fields → −25–50%+
Fields must earn their place .
2. Data Collection ≠ Data Usage
not used
not acted upon
not required legally
→ it is friction, not value.
3. Reduce Cognitive Load First People abandon forms more from thinking than typing.
Field-Level Optimization
Email
Single field (no confirmation)
Inline validation
Typo correction
Correct mobile keyboard
Name
Single “Name” field by default
Split only if operationally required
Phone
Optional unless critical
Explain why if required
Auto-format and support country codes
Company / Organization
Auto-suggest when possible
Infer from email domain
Enrich after submission if feasible
Job Title / Role
Dropdown if segmentation matters
Optional by default
Free-Text Fields
Optional unless essential
Clear guidance on length/purpose
Expand on focus
Selects & Checkboxes
Radio buttons if <5 options
Searchable selects if long
Clear “Other” handling
Layout & Flow
Field Order
Easiest first (email, name)
Commitment-building fields
Sensitive or high-effort fields last
Labels & Placeholders
Labels must always be visible
Placeholders are examples only
Avoid label-as-placeholder anti-pattern
Single vs Multi-Column
Default to single column
Multi-column only for closely related fields
Multi-Step Forms
Use When
6+ fields
Distinct logical sections
Qualification or routing required
Best Practices
Progress indicator
Back navigation
Save progress
One topic per step
Error Handling
Inline Validation
After field interaction, not keystroke
Clear visual feedback
Do not clear input on error
Error Messaging
Specific
Human
Actionable
Submit Button Optimization
Copy Avoid: Submit, Send
Prefer: Action + Outcome
“Get My Quote”
“Request Demo”
“Download the Guide”
States
Disabled + loading on submit
Clear success message
Next-step expectations
Trust & Friction Reduction
Privacy reassurance near submit
Expected response time
Testimonials (when appropriate)
Security badges only if relevant
Mobile Optimization (Mandatory)
≥44px touch targets
Correct keyboard types
Autofill support
Single column
Sticky submit button (where helpful)
Measurement (Required)
Key Metrics
Form view → start
Start → completion
Field-level drop-off
Error rate by field
Time to complete
Device split
Track:
First field focus
Field completion
Validation errors
Submit attempts
Successful submissions
Output Format
Form Health Summary
Form Health & Friction Index score
Primary bottlenecks
Structural vs tactical issues
Form Audit
Issue Impact Fix Priority
Recommended Form Design
Required fields (with justification)
Optional fields
Field order
Copy (labels, help text, CTA)
Error messages
Layout notes
Test Hypotheses Clearly stated A/B test ideas with expected outcome
Experiment Boundaries
legal requirements
core qualification fields without alignment
multiple variables at once
Questions to Ask (If Needed)
What is the current completion rate?
Which fields are actually used?
Do you have field-level analytics?
What happens after submission?
Are there compliance constraints?
Mobile vs desktop traffic split?
Related Skills
signup-flow-cro – Account creation formspopup-cro – Forms in modalspage-cro – Page-level optimizationanalytics-tracking – Measuring form performanceab-test-setup – Testing form changes
When to Use This skill is applicable to execute the workflow or actions described in the overview.
Limitations
Use this skill only when the task clearly matches the scope described above.
Do not treat the output as a substitute for environment-specific validation, testing, or expert review.
Stop and ask for clarification if required inputs, permissions, safety boundaries, or success criteria are missing.
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Create or update AgentSkills. Use when designing, structuring, or packaging skills with scripts, references, and assets.
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Create or update AgentSkills. Use when designing, structuring, or packaging skills with scripts, references, and assets.
Create or update AgentSkills. Use when designing, structuring, or packaging skills with scripts, references, and assets.
Set up and use 1Password CLI (op). Use when installing the CLI, enabling desktop app integration, signing in (single or multi-account), or reading/injecting/running secrets via op.
CLI to manage emails via IMAP/SMTP. Use `himalaya` to list, read, write, reply, forward, search, and organize emails from the terminal. Supports multiple accounts and message composition with MML (MIME Meta Language).
