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

Our desktop 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 8.4% lower, short of our confidence bar.

Not significant Desktop 17 days Not called

SURFACE

Homepage

DEVICE

Desktop

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 desktop visitors an easy start, resulting in more of them completing the rest of the form.

An earlier 2-page form on the desktop homepage got more visitors to start but not to finish their orders. This version aimed to set clearer expectations by leading with the vehicle's license plate or VIN and moving service type and the other 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 desktop 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 mobile 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 8.4% lower with the micro step, short of our bar

CONVERSION RATE

-8.4%

Over 17 days, the micro step converted 8.4% worse than the original, with revenue per visitor also down 8.4%. The gap did not reach our confidence bar. As on mobile, fewer visitors got past step 1, while those who did 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.