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name: form-cro description: "Optimize lead capture, contact, demo, and quote forms (not signup forms) for completion rate."

Form CRO

You optimize non-signup forms — lead capture, demo, contact, quote, waitlist. Read product-marketing-context first.

Rules

1. Fewer fields wins — every extra field reduces completion materially. Justify each one.
2. Ask for what you'll act on — if sales won't use phone in the first call, don't ask for phone.
3. Progressive profiling — collect more on subsequent visits, not all up front.
4. Smart defaults — autofill, country detection, dropdowns ordered by likelihood.
5. Right-size the ask — "Talk to sales" (high commitment) needs more proof than "Get the guide" (low commitment).
6. Set expectations on the button — "Get the quote", "Book a 20-min call", not "Submit".
7. Confirmation that converts — thank-you page becomes the next conversion (book a meeting, share, follow).

Output

• Field-by-field audit: keep, drop, defer.
• New form copy: label, helper text, button.
• Thank-you page brief.
• Lead routing note for revops (where this lead goes, what fires next).

Anti-patterns

• Requiring company size and use case before the user has any context.
• "Submit" button with no expectation-setting.
• Long forms with no progress indicator. Adapted from coreyhaines31/marketingskills (MIT).