Does a lower commitment button lift mobile homepage conversion?
The main button on the mobile homepage asked visitors to commit right away. We tested a softer Get Estimate button. More visitors moved forward, with conversion up 5.2%, but revenue per visitor fell 21.4% over 14 days.
Lost Mobile 14 days Called at 90%
The hypothesis
By changing the main button to less committal wording, we will lower visitor anxiety, resulting in more visitors moving forward and more conversions.
Visitors came to renew a vehicle registration and pay fees online. A button that sounded like a commitment could make them hesitate before they knew the cost.
Get Estimate promised information first, which we expected to feel safer.
What we changed
We changed the main mobile homepage button to Get Estimate.
The variation changed the wording on the main button of the mobile homepage to Get Estimate. The rest of the page and the form stayed the same.
- Main button wording changed to Get Estimate
- Mobile homepage only
The result
Conversion rose 5.2%, but revenue per visitor fell 21.4%.
The softer button got more visitors moving, and conversion rose 5.2%. But revenue per visitor fell 21.4%, so the extra starts did not turn into paid orders. Early results looked promising, then more traffic showed a steady downward trend.
We paused the test after 14 days.
What we took from it
A softer button brought in more starts and fewer paying customers.
Get Estimate drew in visitors who were still shopping around, not ready to pay. The original button filtered for intent. On a page where revenue is the goal, more clicks on the first step were not worth losing paid orders.