Does a vehicle-first micro step lift mobile homepage conversion?

Our mobile homepage form asked for every detail on 1 screen. We tested a micro step that asked only for the plate or VIN first, with the rest on page 2. Over 17 days, conversion was 0.4% lower, level with the original.

Not significant Mobile 17 days Not called

SURFACE

Homepage

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By breaking the first question off into its own micro step, we will give mobile visitors an easy start, resulting in more of them completing the rest of the form.

An earlier multi-step test on the mobile homepage began with a different question. This version led with the vehicle's license plate or VIN, a first step small enough that visitors could commit to it, and moved service type and the remaining questions to page 2.

What we changed

Step 1 asks only for the plate or VIN, and the rest moves to page 2

Var A split the homepage form into 2 pages. Page 1 asked only for the license plate or VIN. Page 2 asked for the service type and the remaining questions. The checkout stayed the same. A matching desktop test ran at the same time.

VAR A: MICRO STEP

Page 1 asks only for the plate or VIN
Page 2 holds service type and the rest
Checkout unchanged

The result

Conversion was 0.4% lower with the micro step, level with control

CONVERSION RATE

-0.4%

Over 17 days, the micro step converted 0.4% worse than the original, with revenue per visitor also down 0.4%. That is effectively no change. The biggest drop came at step 1, while visitors who got past it finished at the same rate as before.

What we would do next

Remove the plate or VIN choice from step 1 and test again

Step 1 still asked visitors to choose between a plate and a VIN, and that is where they dropped off. We would test separate versions that ask for 1 or the other, so visitors face no decision on the first step.