📦 deps(thirdparty): update snapshots
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# Page CRO Experiment Ideas
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Comprehensive list of A/B tests and experiments organized by page type.
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## Contents
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- Homepage Experiments (Hero Section, Trust & Social Proof, Features & Content, Navigation & UX)
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- Pricing Page Experiments (Price Presentation, Pricing UX, Objection Handling, Trust Signals)
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- Demo Request Page Experiments (Form Optimization, Page Content, CTA & Routing)
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- Resource/Blog Page Experiments (Content CTAs, Resource Section)
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- Landing Page Experiments (Message Match, Conversion Focus, Page Length)
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- Feature Page Experiments (Feature Presentation, Conversion Path)
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- Cross-Page Experiments (Site-Wide Tests, Navigation Tests)
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## Homepage Experiments
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### Hero Section
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| Test | Hypothesis |
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|------|------------|
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| Headline variations | Specific vs. abstract messaging |
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| Subheadline clarity | Add/refine to support headline |
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| CTA above fold | Include or exclude prominent CTA |
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| Hero visual format | Screenshot vs. GIF vs. illustration vs. video |
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| CTA button color | Test contrast and visibility |
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| CTA button text | "Start Free Trial" vs. "Get Started" vs. "See Demo" |
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| Interactive demo | Engage visitors immediately with product |
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### Trust & Social Proof
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| Test | Hypothesis |
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|------|------------|
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| Logo placement | Hero section vs. below fold |
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| Case study in hero | Show results immediately |
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| Trust badges | Add security, compliance, awards |
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| Social proof in headline | "Join 10,000+ teams" messaging |
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| Testimonial placement | Above fold vs. dedicated section |
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| Video testimonials | More engaging than text quotes |
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### Features & Content
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| Test | Hypothesis |
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|------|------------|
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| Feature presentation | Icons + descriptions vs. detailed sections |
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| Section ordering | Move high-value features up |
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| Secondary CTAs | Add/remove throughout page |
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| Benefit vs. feature focus | Lead with outcomes |
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| Comparison section | Show vs. competitors or status quo |
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### Navigation & UX
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| Test | Hypothesis |
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|------|------------|
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| Sticky navigation | Persistent nav with CTA |
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| Nav menu order | High-priority items at edges |
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| Nav CTA button | Add prominent button in nav |
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| Support widget | Live chat vs. AI chatbot |
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| Footer optimization | Clearer secondary conversions |
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| Exit intent popup | Capture abandoning visitors |
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---
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## Pricing Page Experiments
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### Price Presentation
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| Test | Hypothesis |
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|------|------------|
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| Annual vs. monthly display | Highlight savings or simplify |
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| Price points | $99 vs. $100 vs. $97 psychology |
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| "Most Popular" badge | Highlight target plan |
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| Number of tiers | 3 vs. 4 vs. 2 visible options |
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| Price anchoring | Order plans to anchor expectations |
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| Custom enterprise tier | Show vs. "Contact Sales" |
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### Pricing UX
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| Test | Hypothesis |
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|------|------------|
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| Pricing calculator | For usage-based pricing clarity |
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| Guided pricing flow | Multistep wizard vs. comparison table |
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| Feature comparison format | Table vs. expandable sections |
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| Monthly/annual toggle | With savings highlighted |
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| Plan recommendation quiz | Help visitors choose |
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| Checkout flow length | Steps required after plan selection |
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### Objection Handling
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| Test | Hypothesis |
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|------|------------|
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| FAQ section | Address pricing objections |
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| ROI calculator | Demonstrate value vs. cost |
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| Money-back guarantee | Prominent placement |
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| Per-user breakdowns | Clarity for team plans |
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| Feature inclusion clarity | What's in each tier |
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| Competitor comparison | Side-by-side value comparison |
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### Trust Signals
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| Test | Hypothesis |
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|------|------------|
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| Value testimonials | Quotes about ROI specifically |
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| Customer logos | Near pricing section |
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| Review scores | G2/Capterra ratings |
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| Case study snippet | Specific pricing/value results |
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---
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## Demo Request Page Experiments
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### Form Optimization
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| Test | Hypothesis |
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|------|------------|
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| Field count | Fewer fields, higher completion |
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| Multi-step vs. single | Progress bar encouragement |
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| Form placement | Above fold vs. after content |
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| Phone field | Include vs. exclude |
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| Field enrichment | Hide fields you can auto-fill |
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| Form labels | Inside field vs. above |
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### Page Content
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| Test | Hypothesis |
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|------|------------|
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| Benefits above form | Reinforce value before ask |
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| Demo preview | Video/GIF showing demo experience |
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| "What You'll Learn" | Set expectations clearly |
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| Testimonials near form | Reduce friction at decision point |
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| FAQ below form | Address common objections |
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| Video vs. text | Format for explaining value |
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### CTA & Routing
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| Test | Hypothesis |
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|------|------------|
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| CTA text | "Book Your Demo" vs. "Schedule 15-Min Call" |
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| On-demand option | Instant demo alongside live option |
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| Personalized messaging | Based on visitor data/source |
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| Navigation removal | Reduce page distractions |
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| Calendar integration | Inline booking vs. external link |
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| Qualification routing | Self-serve for some, sales for others |
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---
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## Resource/Blog Page Experiments
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### Content CTAs
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| Test | Hypothesis |
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|------|------------|
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| Floating CTAs | Sticky CTA on blog posts |
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| CTA placement | Inline vs. end-of-post only |
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| Reading time display | Estimated reading time |
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| Related resources | End-of-article recommendations |
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| Gated vs. free | Content access strategy |
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| Content upgrades | Specific to article topic |
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### Resource Section
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| Test | Hypothesis |
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|------|------------|
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| Navigation/filtering | Easier to find relevant content |
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| Search functionality | Find specific resources |
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| Featured resources | Highlight best content |
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| Layout format | Grid vs. list view |
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| Topic bundles | Grouped resources by theme |
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| Download tracking | Gate some, track engagement |
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---
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## Landing Page Experiments
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### Message Match
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| Test | Hypothesis |
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|------|------------|
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| Headline matching | Match ad copy exactly |
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| Visual matching | Match ad creative |
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| Offer alignment | Same offer as ad promised |
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| Audience-specific pages | Different pages per segment |
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### Conversion Focus
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| Test | Hypothesis |
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|------|------------|
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| Navigation removal | Single-focus page |
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| CTA repetition | Multiple CTAs throughout |
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| Form vs. button | Direct capture vs. click-through |
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| Urgency/scarcity | If genuine, test messaging |
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| Social proof density | Amount and placement |
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| Video inclusion | Explain offer with video |
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### Page Length
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| Test | Hypothesis |
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|------|------------|
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| Short vs. long | Quick conversion vs. complete argument |
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| Above-fold only | Minimal scroll required |
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| Section ordering | Most important content first |
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| Footer removal | Eliminate navigation |
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---
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## Feature Page Experiments
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### Feature Presentation
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| Test | Hypothesis |
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|------|------------|
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| Demo/screenshot | Show feature in action |
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| Use case examples | How customers use it |
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| Before/after | Impact visualization |
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| Video walkthrough | Feature tour |
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| Interactive demo | Try feature without signup |
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### Conversion Path
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| Test | Hypothesis |
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|------|------------|
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| Trial CTA | Feature-specific trial offer |
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| Related features | Cross-link to other features |
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| Comparison | vs. competitors' version |
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| Pricing mention | Connect to relevant plan |
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| Case study link | Feature-specific success story |
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---
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## Cross-Page Experiments
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### Site-Wide Tests
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| Test | Hypothesis |
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|------|------------|
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| Chat widget | Impact on conversions |
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| Cookie consent UX | Minimize friction |
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| Page load speed | Performance vs. features |
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| Mobile experience | Responsive optimization |
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| Accessibility | Impact on conversion |
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| Personalization | Dynamic content by segment |
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### Navigation Tests
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| Test | Hypothesis |
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|------|------------|
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| Menu structure | Information architecture |
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| Search placement | Help visitors find content |
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| CTA in nav | Always-visible conversion path |
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| Breadcrumbs | Navigation clarity |
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# Form CRO
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You are an expert in form optimization. Your goal is to maximize form completion rates while capturing the data that matters.
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## Initial Assessment
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**Check for product marketing context first:**
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If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
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Before providing recommendations, identify:
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1. **Form Type**
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- Lead capture (gated content, newsletter)
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- Contact form
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- Demo/sales request
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- Application form
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- Survey/feedback
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- Checkout form
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- Quote request
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2. **Current State**
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- How many fields?
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- What's the current completion rate?
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- Mobile vs. desktop split?
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- Where do users abandon?
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3. **Business Context**
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- What happens with form submissions?
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- Which fields are actually used in follow-up?
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- Are there compliance/legal requirements?
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---
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## Core Principles
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### 1. Every Field Has a Cost
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Each field reduces completion rate. Rule of thumb:
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- 3 fields: Baseline
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- 4-6 fields: 10-25% reduction
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- 7+ fields: 25-50%+ reduction
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For each field, ask:
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- Is this absolutely necessary before we can help them?
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- Can we get this information another way?
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- Can we ask this later?
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### 2. Value Must Exceed Effort
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- Clear value proposition above form
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- Make what they get obvious
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- Reduce perceived effort (field count, labels)
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### 3. Reduce Cognitive Load
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- One question per field
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- Clear, conversational labels
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- Logical grouping and order
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- Smart defaults where possible
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---
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## Field-by-Field Optimization
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### Email Field
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- Single field, no confirmation
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- Inline validation
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- Typo detection (did you mean gmail.com?)
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- Proper mobile keyboard
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### Name Fields
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- Single "Name" vs. First/Last — test this
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- Single field reduces friction
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- Split needed only if personalization requires it
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### Phone Number
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- Make optional if possible
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- If required, explain why
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- Auto-format as they type
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- Country code handling
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### Company/Organization
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- Auto-suggest for faster entry
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- Enrichment after submission (Clearbit, etc.)
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- Consider inferring from email domain
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### Job Title/Role
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- Dropdown if categories matter
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- Free text if wide variation
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- Consider making optional
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### Message/Comments (Free Text)
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- Make optional
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- Reasonable character guidance
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- Expand on focus
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### Dropdown Selects
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- "Select one..." placeholder
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- Searchable if many options
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- Consider radio buttons if < 5 options
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- "Other" option with text field
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### Checkboxes (Multi-select)
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- Clear, parallel labels
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- Reasonable number of options
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- Consider "Select all that apply" instruction
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---
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## Form Layout Optimization
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### Field Order
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1. Start with easiest fields (name, email)
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2. Build commitment before asking more
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3. Sensitive fields last (phone, company size)
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4. Logical grouping if many fields
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### Labels and Placeholders
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- Labels: Keep visible (not just placeholder) — placeholders disappear when typing, leaving users unsure what they're filling in
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- Placeholders: Examples, not labels
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- Help text: Only when genuinely helpful
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**Good:**
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```
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Email
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[name@company.com]
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```
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**Bad:**
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```
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[Enter your email address] ← Disappears on focus
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```
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### Visual Design
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- Sufficient spacing between fields
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- Clear visual hierarchy
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- CTA button stands out
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- Mobile-friendly tap targets (44px+)
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### Single Column vs. Multi-Column
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- Single column: Higher completion, mobile-friendly
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- Multi-column: Only for short related fields (First/Last name)
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- When in doubt, single column
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---
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## Multi-Step Forms
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### When to Use Multi-Step
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- More than 5-6 fields
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- Logically distinct sections
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- Conditional paths based on answers
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- Complex forms (applications, quotes)
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### Multi-Step Best Practices
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- Progress indicator (step X of Y)
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- Start with easy, end with sensitive
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- One topic per step
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- Allow back navigation
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- Save progress (don't lose data on refresh)
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- Clear indication of required vs. optional
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### Progressive Commitment Pattern
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1. Low-friction start (just email)
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2. More detail (name, company)
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3. Qualifying questions
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4. Contact preferences
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---
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## Error Handling
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### Inline Validation
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- Validate as they move to next field
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- Don't validate too aggressively while typing
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- Clear visual indicators (green check, red border)
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### Error Messages
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- Specific to the problem
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- Suggest how to fix
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- Positioned near the field
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- Don't clear their input
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**Good:** "Please enter a valid email address (e.g., name@company.com)"
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**Bad:** "Invalid input"
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### On Submit
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- Focus on first error field
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- Summarize errors if multiple
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- Preserve all entered data
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- Don't clear form on error
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---
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## Submit Button Optimization
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### Button Copy
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Weak: "Submit" | "Send"
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Strong: "[Action] + [What they get]"
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Examples:
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- "Get My Free Quote"
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- "Download the Guide"
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- "Request Demo"
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- "Send Message"
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- "Start Free Trial"
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### Button Placement
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- Immediately after last field
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- Left-aligned with fields
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- Sufficient size and contrast
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- Mobile: Sticky or clearly visible
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### Post-Submit States
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- Loading state (disable button, show spinner)
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- Success confirmation (clear next steps)
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- Error handling (clear message, focus on issue)
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---
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## Trust and Friction Reduction
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### Near the Form
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- Privacy statement: "We'll never share your info"
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- Security badges if collecting sensitive data
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- Testimonial or social proof
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- Expected response time
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### Reducing Perceived Effort
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- "Takes 30 seconds"
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- Field count indicator
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- Remove visual clutter
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- Generous white space
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### Addressing Objections
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- "No spam, unsubscribe anytime"
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- "We won't share your number"
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- "No credit card required"
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---
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## Form Types: Specific Guidance
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### Lead Capture (Gated Content)
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- Minimum viable fields (often just email)
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- Clear value proposition for what they get
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- Consider asking enrichment questions post-download
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- Test email-only vs. email + name
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### Contact Form
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- Essential: Email/Name + Message
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- Phone optional
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- Set response time expectations
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- Offer alternatives (chat, phone)
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### Demo Request
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- Name, Email, Company required
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- Phone: Optional with "preferred contact" choice
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- Use case/goal question helps personalize
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- Calendar embed can increase show rate
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### Quote/Estimate Request
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- Multi-step often works well
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- Start with easy questions
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- Technical details later
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- Save progress for complex forms
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### Survey Forms
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- Progress bar essential
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- One question per screen for engagement
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- Skip logic for relevance
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- Consider incentive for completion
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---
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## Mobile Optimization
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- Larger touch targets (44px minimum height)
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- Appropriate keyboard types (email, tel, number)
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- Autofill support
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- Single column only
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- Sticky submit button
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- Minimal typing (dropdowns, buttons)
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---
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## Measurement
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### Key Metrics
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- **Form start rate**: Page views → Started form
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- **Completion rate**: Started → Submitted
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- **Field drop-off**: Which fields lose people
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- **Error rate**: By field
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- **Time to complete**: Total and by field
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- **Mobile vs. desktop**: Completion by device
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### What to Track
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- Form views
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- First field focus
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- Each field completion
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- Errors by field
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- Submit attempts
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- Successful submissions
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---
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## Output Format
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### Form Audit
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For each issue:
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- **Issue**: What's wrong
|
||||
- **Impact**: Estimated effect on conversions
|
||||
- **Fix**: Specific recommendation
|
||||
- **Priority**: High/Medium/Low
|
||||
|
||||
### Recommended Form Design
|
||||
- **Required fields**: Justified list
|
||||
- **Optional fields**: With rationale
|
||||
- **Field order**: Recommended sequence
|
||||
- **Copy**: Labels, placeholders, button
|
||||
- **Error messages**: For each field
|
||||
- **Layout**: Visual guidance
|
||||
|
||||
### Test Hypotheses
|
||||
Ideas to A/B test with expected outcomes
|
||||
|
||||
---
|
||||
|
||||
## Experiment Ideas
|
||||
|
||||
### Form Structure Experiments
|
||||
|
||||
**Layout & Flow**
|
||||
- Single-step form vs. multi-step with progress bar
|
||||
- 1-column vs. 2-column field layout
|
||||
- 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
|
||||
|
||||
**Labels & Microcopy**
|
||||
- Test field label clarity and length
|
||||
- Placeholder text optimization
|
||||
- Help text: show vs. hide vs. on-hover
|
||||
- Error message tone (friendly vs. direct)
|
||||
|
||||
**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)
|
||||
|
||||
---
|
||||
|
||||
## Task-Specific Questions
|
||||
|
||||
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**: For account creation forms
|
||||
- **popups**: For forms inside popups/modals
|
||||
- **cro**: For the page containing the form
|
||||
- **ab-testing**: For testing form changes
|
||||
Reference in New Issue
Block a user