Does a cleaner checkout header lift mobile checkout conversion?
Our mobile checkout carried the full site header, menu, a notice banner and footer links. We tested a smaller logo with the menu, banner and footer links removed. Conversion came in 4.0% lower over 10 days, short of our confidence bar.
Not significant Mobile 10 days Not called Reviewed
The hypothesis
By shrinking the logo and removing the menu, notice banner and footer links from checkout, we will cut distractions, resulting in more completed renewals.
Every link in checkout is a way out. On a small screen, the header, banner and menu also push the form further down the page.
We expected a stripped-back checkout to keep people focused on finishing.
What we changed
We shrank the logo and removed the menu, banner and footer links.
The control showed the standard site header with the full logo and menu, a notice banner across the top and the usual footer links. The variation kept a smaller logo, dropped the menu and the banner, and removed the footer links, so the form moved higher on the screen. The form itself did not change.
- Logo reduced in height
- Main menu removed
- Notice banner removed
- Footer links removed
The result
A cleaner mobile checkout header came in 4.0% lower in 10 days.
Conversion was 4.0% lower than the control after 10 days. Results swung a lot over the first weekend, and by day 10 the gap had not reached our confidence bar, so we paused the test as not significant.
What we would do next
Header clutter was not what held this checkout back.
Removing exit links did not move conversion clearly either way. People who reach this checkout seem focused enough to ignore the header. The next step is to simplify the checkout form itself rather than what sits around it.