Does a clear scan line lift vehicle registration form conversion?
The form on the vehicle registration page did not lead the eye from the first question to the button. We lined the fields up into a clear scan line. More visitors started the form, but conversion fell 24.6% over 24 days.
Not significant Responsive 24 days Not called
The hypothesis
By creating a clear scan line from the top of the form to the button, we will help visitors process the questions faster, resulting in a higher completion rate.
The vehicle registration page led with a form to start a renewal. The fields did not line up, so the eye had to jump around to get from the first question to the button.
An earlier round on this page tested a new layout on mobile and desktop separately, and both dropped. Traffic was low, so we ran this round as 1 test across all devices.
What we changed
We lined the form fields up into 1 clear path down to the button.
The variation arranged the form so the fields ran in a clear line from the first question down to the button, with separate layouts for mobile and desktop. The questions stayed the same. The pages after the form, including checkout, kept their existing design.
- Fields lined up from top to button
- Separate mobile and desktop layouts
- Questions unchanged
The result
More visitors started the form, but conversion fell 24.6%.
The new layout brought a large lift in visitors moving from this page into the funnel. Fewer of them finished. Completed conversions fell 24.6% over 24 days, which did not reach our confidence bar, and we paused the test.
We kept it running longer than planned to let more traffic reach both versions.
What we would do next
Test the whole funnel in the same layout as this page.
The scan line pulled visitors in, but the next pages looked different. The jump from the new design to the old checkout likely caused people to drop off. Our next test carried the scan line into checkout on another registration page, so the steps would feel like 1 experience.