Revise SKILL.md for form optimization guidance

Updated the description for form optimization and revised the structure of the document for clarity and effectiveness. Added sections on core principles, field-by-field optimization, and measurement metrics.

skills/form-cro/SKILL.md

@@ -1,425 +1,445 @@
+```yaml
 ---
 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," or "contact form." For signup/registration forms, see signup-flow-cro. For popups containing forms, see popup-cro.
+description: >
+  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.
 ---
-
+```
-# 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
-
-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
+# 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      |
+| Mobile Usability             | 5       |
+| **Total**                    | **100** |
+
+---
+
+### 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 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:
+Each required field reduces completion.
-- 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
+Rule of thumb:
-- Clear value proposition above form
-- Make what they get obvious
-- Reduce perceived effort (field count, labels)
 
-### 3. Reduce Cognitive Load
+* 3 fields → baseline
-- One question per field
+* 4–6 fields → −10–25%
-- Clear, conversational labels
+* 7+ fields → −25–50%+
-- Logical grouping and order
+
-- Smart defaults where possible
+Fields must **earn their place**.
 
 ---
 
-## Field-by-Field Optimization
+### 2. Data Collection ≠ Data Usage
 
-### Email Field
+If a field is:
-- Single field, no confirmation
-- Inline validation
-- Typo detection (did you mean gmail.com?)
-- Proper mobile keyboard
 
-### Name Fields
+* not used
-- Single "Name" vs. First/Last — test this
+* not acted upon
-- Single field reduces friction
+* not required legally
-- Split needed only if personalization requires it
 
-### Phone Number
+→ it is friction, not value.
-- Make optional if possible
-- If required, explain why
-- Auto-format as they type
-- Country code handling
-
-### Company/Organization
-- Auto-suggest for faster entry
-- Enrichment after submission (Clearbit, etc.)
-- Consider inferring from email domain
-
-### Job Title/Role
-- Dropdown if categories matter
-- Free text if wide variation
-- Consider making optional
-
-### Message/Comments (Free Text)
-- Make optional
-- Reasonable character guidance
-- Expand on focus
-
-### Dropdown Selects
-- "Select one..." placeholder
-- Searchable if many options
-- Consider radio buttons if < 5 options
-- "Other" option with text field
-
-### Checkboxes (Multi-select)
-- Clear, parallel labels
-- Reasonable number of options
-- Consider "Select all that apply" instruction
 
 ---
 
-## Form Layout Optimization
+### 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
-1. Start with easiest fields (name, email)
-2. Build commitment before asking more
-3. Sensitive fields last (phone, company size)
-4. Logical grouping if many fields
 
-### Labels and Placeholders
+1. Easiest first (email, name)
-- Labels: Always visible (not just placeholder)
+2. Commitment-building fields
-- Placeholders: Examples, not labels
+3. Sensitive or high-effort fields last
-- Help text: Only when genuinely helpful
 
-**Good:**
+---
-```
-Email
-[name@company.com]
-```
 
-**Bad:**
+### Labels & Placeholders
-```
-[Enter your email address]  ← Disappears on focus
-```
 
-### Visual Design
+* Labels must always be visible
-- Sufficient spacing between fields
+* Placeholders are examples only
-- Clear visual hierarchy
+* Avoid label-as-placeholder anti-pattern
-- CTA button stands out
-- Mobile-friendly tap targets (44px+)
 
-### Single Column vs. Multi-Column
+---
-- Single column: Higher completion, mobile-friendly
+
-- Multi-column: Only for short related fields (First/Last name)
+### Single vs Multi-Column
-- When in doubt, single column
+
+* Default to single column
+* Multi-column only for closely related fields
 
 ---
 
 ## Multi-Step Forms
 
-### When to Use Multi-Step
+### Use When
-- More than 5-6 fields
-- Logically distinct sections
-- Conditional paths based on answers
-- Complex forms (applications, quotes)
 
-### Multi-Step Best Practices
+* 6+ fields
-- Progress indicator (step X of Y)
+* Distinct logical sections
-- Start with easy, end with sensitive
+* Qualification or routing required
-- One topic per step
-- Allow back navigation
-- Save progress (don't lose data on refresh)
-- Clear indication of required vs. optional
 
-### Progressive Commitment Pattern
+### Best Practices
-1. Low-friction start (just email)
+
-2. More detail (name, company)
+* Progress indicator
-3. Qualifying questions
+* Back navigation
-4. Contact preferences
+* Save progress
+* One topic per step
 
 ---
 
 ## Error Handling
 
 ### Inline Validation
-- Validate as they move to next field
-- Don't validate too aggressively while typing
-- Clear visual indicators (green check, red border)
 
-### Error Messages
+* After field interaction, not keystroke
-- Specific to the problem
+* Clear visual feedback
-- Suggest how to fix
+* Do not clear input on error
-- Positioned near the field
-- Don't clear their input
 
-**Good:** "Please enter a valid email address (e.g., name@company.com)"
+---
-**Bad:** "Invalid input"
 
-### On Submit
+### Error Messaging
-- Focus on first error field
+
-- Summarize errors if multiple
+* Specific
-- Preserve all entered data
+* Human
-- Don't clear form on error
+* Actionable
+
+Bad: “Invalid input”
+Good: “Please enter a valid email ([name@company.com](mailto:name@company.com))”
 
 ---
 
 ## Submit Button Optimization
 
-### Button Copy
+### Copy
-Weak: "Submit" | "Send"
+
-Strong: "[Action] + [What they get]"
+Avoid: Submit, Send
+Prefer: Action + Outcome
 
 Examples:
-- "Get My Free Quote"
-- "Download the Guide"
-- "Request Demo"
-- "Send Message"
-- "Start Free Trial"
 
-### Button Placement
+* “Get My Quote”
-- Immediately after last field
+* “Request Demo”
-- Left-aligned with fields
+* “Download the Guide”
-- Sufficient size and contrast
-- Mobile: Sticky or clearly visible
-
-### Post-Submit States
-- Loading state (disable button, show spinner)
-- Success confirmation (clear next steps)
-- Error handling (clear message, focus on issue)
 
 ---
 
-## Trust and Friction Reduction
+### States
 
-### Near the Form
+* Disabled + loading on submit
-- Privacy statement: "We'll never share your info"
+* Clear success message
-- Security badges if collecting sensitive data
+* Next-step expectations
-- Testimonial or social proof
-- Expected response time
-
-### Reducing Perceived Effort
-- "Takes 30 seconds"
-- Field count indicator
-- Remove visual clutter
-- Generous white space
-
-### Addressing Objections
-- "No spam, unsubscribe anytime"
-- "We won't share your number"
-- "No credit card required"
 
 ---
 
-## Form Types: Specific Guidance
+## Trust & Friction Reduction
 
-### Lead Capture (Gated Content)
+* Privacy reassurance near submit
-- Minimum viable fields (often just email)
+* Expected response time
-- Clear value proposition for what they get
+* Testimonials (when appropriate)
-- Consider asking enrichment questions post-download
+* Security badges only if relevant
-- Test email-only vs. email + name
-
-### Contact Form
-- Essential: Email/Name + Message
-- Phone optional
-- Set response time expectations
-- Offer alternatives (chat, phone)
-
-### Demo Request
-- Name, Email, Company required
-- Phone: Optional with "preferred contact" choice
-- Use case/goal question helps personalize
-- Calendar embed can increase show rate
-
-### Quote/Estimate Request
-- Multi-step often works well
-- Start with easy questions
-- Technical details later
-- Save progress for complex forms
-
-### Survey Forms
-- Progress bar essential
-- One question per screen for engagement
-- Skip logic for relevance
-- Consider incentive for completion
 
 ---
 
-## Mobile Optimization
+## Mobile Optimization (Mandatory)
 
-- Larger touch targets (44px minimum height)
+* ≥44px touch targets
-- Appropriate keyboard types (email, tel, number)
+* Correct keyboard types
-- Autofill support
+* Autofill support
-- Single column only
+* Single column
-- Sticky submit button
+* Sticky submit button (where helpful)
-- Minimal typing (dropdowns, buttons)
 
 ---
 
-## Measurement
+## Measurement (Required)
 
 ### Key Metrics
-- **Form start rate**: Page views → Started form
-- **Completion rate**: Started → Submitted
-- **Field drop-off**: Which fields lose people
-- **Error rate**: By field
-- **Time to complete**: Total and by field
-- **Mobile vs. desktop**: Completion by device
 
-### What to Track
+* Form view → start
-- Form views
+* Start → completion
-- First field focus
+* Field-level drop-off
-- Each field completion
+* Error rate by field
-- Errors by field
+* Time to complete
-- Submit attempts
+* Device split
-- Successful submissions
+
+### 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
+
 For each issue:
-- **Issue**: What's wrong
+
-- **Impact**: Estimated effect on conversions
+* **Issue**
-- **Fix**: Specific recommendation
+* **Impact**
-- **Priority**: High/Medium/Low
+* **Fix**
+* **Priority**
+
+---
 
 ### Recommended Form Design
-- **Required fields**: Justified list
+
-- **Optional fields**: With rationale
+* Required fields (with justification)
-- **Field order**: Recommended sequence
+* Optional fields
-- **Copy**: Labels, placeholders, button
+* Field order
-- **Error messages**: For each field
+* Copy (labels, help text, CTA)
-- **Layout**: Visual guidance
+* Error messages
+* Layout notes
+
+---
 
 ### Test Hypotheses
-Ideas to A/B test with expected outcomes
+
+Clearly stated A/B test ideas with expected outcome
 
 ---
 
-## Experiment Ideas
+## Experiment Boundaries
 
-### Form Structure Experiments
+Do **not** test:
 
-**Layout & Flow**
+* legal requirements
-- Single-step form vs. multi-step with progress bar
+* core qualification fields without alignment
-- 1-column vs. 2-column field layout
+* multiple variables at once
-- Form embedded on page vs. separate page
-- Vertical vs. horizontal field alignment
-- Form above fold vs. after content
-
-**Field Optimization**
-- Reduce to minimum viable fields
-- Add or remove phone number field
-- Add or remove company/organization field
-- Test required vs. optional field balance
-- Use field enrichment to auto-fill known data
-- Hide fields for returning/known visitors
-
-**Smart Forms**
-- Add real-time validation for emails and phone numbers
-- Progressive profiling (ask more over time)
-- Conditional fields based on earlier answers
-- Auto-suggest for company names
 
 ---
 
-### Copy & Design Experiments
+## Questions to Ask (If Needed)
 
-**Labels & Microcopy**
+1. What is the current completion rate?
-- Test field label clarity and length
+2. Which fields are actually used?
-- Placeholder text optimization
+3. Do you have field-level analytics?
-- Help text: show vs. hide vs. on-hover
+4. What happens after submission?
-- Error message tone (friendly vs. direct)
+5. Are there compliance constraints?
-
+6. Mobile vs desktop traffic split?
-**CTAs & Buttons**
-- Button text variations ("Submit" vs. "Get My Quote" vs. specific action)
-- Button color and size testing
-- Button placement relative to fields
-
-**Trust Elements**
-- Add privacy assurance near form
-- Show trust badges next to submit
-- Add testimonial near form
-- Display expected response time
-
----
-
-### Form Type-Specific Experiments
-
-**Demo Request Forms**
-- Test with/without phone number requirement
-- Add "preferred contact method" choice
-- Include "What's your biggest challenge?" question
-- Test calendar embed vs. form submission
-
-**Lead Capture Forms**
-- Email-only vs. email + name
-- Test value proposition messaging above form
-- Gated vs. ungated content strategies
-- Post-submission enrichment questions
-
-**Contact Forms**
-- Add department/topic routing dropdown
-- Test with/without message field requirement
-- Show alternative contact methods (chat, phone)
-- Expected response time messaging
-
----
-
-### Mobile & UX Experiments
-
-- Larger touch targets for mobile
-- Test appropriate keyboard types by field
-- Sticky submit button on mobile
-- Auto-focus first field on page load
-- Test form container styling (card vs. minimal)
-
----
-
-## Questions to Ask
-
-If you need more context:
-1. What's your current form completion rate?
-2. Do you have field-level analytics?
-3. What happens with the data after submission?
-4. Which fields are actually used in follow-up?
-5. Are there compliance/legal requirements?
-6. What's the mobile vs. desktop split?
 
 ---
 
 ## Related Skills
 
-- **signup-flow-cro**: For account creation forms
+* **signup-flow-cro** – Account creation forms
-- **popup-cro**: For forms inside popups/modals
+* **popup-cro** – Forms in modals
-- **page-cro**: For the page containing the form
+* **page-cro** – Page-level optimization
-- **ab-test-setup**: For testing form changes
+* **analytics-tracking** – Measuring form performance
+* **ab-test-setup** – Testing form changes
+
+---