format: apply repo prettier (3.8.1) to the folded skills tree
963 markdown files reformatted with the repository's pinned prettier so pnpm format:check covers the folded tree like every other repo file. The formatter's embedded-language pass also normalized code fences (TS semicolons, closed HTML tags in examples, lowercased CSS hex colors, one renumbered list that skipped an index). Alphanumeric token deltas vs the fold commit were audited file-by-file; all are formatter-equivalent markup normalizations plus the four sanitized skills.
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fargo
@@ -40,22 +40,27 @@ Before providing recommendations, identify:
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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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@@ -66,44 +71,52 @@ For each field, ask:
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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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@@ -113,34 +126,40 @@ For each field, ask:
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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: Always visible (not just placeholder)
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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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[[email protected]]
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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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@@ -150,12 +169,14 @@ Email
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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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@@ -164,6 +185,7 @@ Email
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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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@@ -174,11 +196,13 @@ Email
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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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@@ -188,6 +212,7 @@ Email
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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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@@ -198,10 +223,12 @@ Email
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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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@@ -209,12 +236,14 @@ Examples:
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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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@@ -224,18 +253,21 @@ Examples:
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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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@@ -245,30 +277,35 @@ Examples:
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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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@@ -290,6 +327,7 @@ Examples:
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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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@@ -298,6 +336,7 @@ Examples:
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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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@@ -310,13 +349,16 @@ Examples:
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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
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- **Impact**: Estimated effect on conversions
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- **Fix**: Specific recommendation
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- **Priority**: High/Medium/Low
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### Recommended Form Design
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- **Required fields**: Justified list
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- **Optional fields**: With rationale
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- **Field order**: Recommended sequence
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@@ -325,6 +367,7 @@ For each issue:
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- **Layout**: Visual guidance
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### Test Hypotheses
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Ideas to A/B test with expected outcomes
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---
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@@ -334,6 +377,7 @@ Ideas to A/B test with expected outcomes
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### Form Structure Experiments
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**Layout & Flow**
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- Single-step form vs. multi-step with progress bar
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- 1-column vs. 2-column field layout
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- Form embedded on page vs. separate page
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@@ -341,6 +385,7 @@ Ideas to A/B test with expected outcomes
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- Form above fold vs. after content
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**Field Optimization**
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- Reduce to minimum viable fields
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- Add or remove phone number field
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- Add or remove company/organization field
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@@ -349,6 +394,7 @@ Ideas to A/B test with expected outcomes
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- Hide fields for returning/known visitors
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**Smart Forms**
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- Add real-time validation for emails and phone numbers
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- Progressive profiling (ask more over time)
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- Conditional fields based on earlier answers
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@@ -359,17 +405,20 @@ Ideas to A/B test with expected outcomes
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### Copy & Design Experiments
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**Labels & Microcopy**
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- Test field label clarity and length
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- Placeholder text optimization
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- Help text: show vs. hide vs. on-hover
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- Error message tone (friendly vs. direct)
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**CTAs & Buttons**
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- Button text variations ("Submit" vs. "Get My Quote" vs. specific action)
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- Button color and size testing
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- Button placement relative to fields
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**Trust Elements**
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- Add privacy assurance near form
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- Show trust badges next to submit
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- Add testimonial near form
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@@ -380,18 +429,21 @@ Ideas to A/B test with expected outcomes
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### Form Type-Specific Experiments
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**Demo Request Forms**
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- Test with/without phone number requirement
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- Add "preferred contact method" choice
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- Include "What's your biggest challenge?" question
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- Test calendar embed vs. form submission
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**Lead Capture Forms**
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- Email-only vs. email + name
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- Test value proposition messaging above form
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- Gated vs. ungated content strategies
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- Post-submission enrichment questions
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**Contact Forms**
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- Add department/topic routing dropdown
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- Test with/without message field requirement
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- Show alternative contact methods (chat, phone)
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