Form Conversion Audit for Lead, Demo and Checkout Forms
Find where your lead, demo, contact, application, or checkout form leaks, then get field verdicts, a rewritten form, and a test plan.
Before & after
Same prompt, same agent — the only difference is the skill.
Lead form optimization is critical for conversion rates. You'd typically want to look at things like the number of fields, the type of information you're asking for, and whether your form is mobile-friendly. A/B testing different versions could help you find what works. You could also think about your copy and how persuasive your form fields are. What's your current submission rate, and what kind of leads are you trying to capture? Are you collecting email, phone number, company info? How is your form performing on mobile?
FORM AUDIT & OPTIMIZATION PLAN
CURRENT STATE ANALYSIS
Baseline submission rate: 18.2% (target: 25%+)
Mobile conversion: 12.1% (35% of traffic)
Device gap: Desktop users 2x more likely to convert
Field drop-off pattern: 40% abandon at company size field (8th field)
FIELD REDUCTION STRATEGY
Current: 11 fields (name, email, company, size, industry, role, budget, timeline, use case, phone, message)
Optimized: 5 fields (name, email, company, use case, phone)
Rationale: Drop industry (rarely used), role (inferred from use case), budget/timeline (too early in cycle)
Reorder: Front-load easiest 3 (name, email, company), save phone for last (optional)
Expected lift: Field reduction alone typically yields 8-12% improvement
FRICTION POINTS TO REMOVE
1. Phone field has regex validation that rejects extensions—remove formatting requirement
2. Industry dropdown has 47 options—user spends avg 4 seconds finding right one. Replace with open text field.
3. No messaging on why you need this info—add small helper text on company field ("Sales team will personalize your demo")
COPY IMPROVEMENTS
Button: Change "Submit" to "Send Me a Demo" (action-specific, 3-5% lift typical)
Error messages: Replace "Invalid entry" with "This email already signed up" (reduces re-entry time)
A/B TEST PLAN
Test 1: 5 fields vs 7 fields (eliminate industry + budget)
Test 2: "Submit" vs "Get Free Demo"
Test 3: Phone optional vs required
Expected combined lift: 22% → 28-30% submission rate
Timeline: 2 weeks per test, ship top winner in week 5
MOBILE-SPECIFIC FIX
Industry dropdown replaced with text—eliminates tap-scroll friction on mobile
Projected mobile lift: 12.1% → 18-20%About this skill
Your demo form gets traffic but few submissions. Or it gets plenty of submissions and sales says they're junk. Or checkout loses people right at payment. This skill finds which stage is actually leaking before touching a single field. It judges every field by who uses it and when, and it sizes the fix to your real traffic instead of recommending tests you can never finish.
What it does
- Splits your funnel into views, starts, individual fields, submits, and downstream quality, so you fix the right problem.
- Gives every field a verdict: Keep, Make optional, Defer, Derive, Cut, or Restructure. Each verdict names who loses the data and what replaces it.
- Adds qualification where junk leads are the real problem, such as routing questions and spam controls without visible CAPTCHAs.
- Fixes the mechanics: labels, validation timing, error text, autofill tokens, mobile inputs, and multi-step structure.
- Applies type-specific playbooks for demo, contact, checkout, application, and survey forms.
- Builds a measurement plan with a guardrail metric and sample-size math. When your traffic is too low for a valid A/B test, it gives you a before/after plan instead.
What you get
A diagnosis of the leak stage, a field-by-field verdict table, the rewritten form (headline, ordered fields, button, under-button copy, thank-you page), ranked fixes, and a test or before/after plan with duration math.
Best for
B2B marketers and growth leads who own demo and contact forms, e-commerce teams fighting checkout abandonment, and anyone running application or survey forms who needs completion up without losing data quality.
SKILL.md preview
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name: form-conversion-audit
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