Does a step-by-step homepage form lift mobile conversion?

Our mobile homepage form showed every field at once in a long vertical list. We rebuilt it as a step-by-step form. Over 42 days, conversion rose 5.0% and form submits rose 6.8%, but conversion did not reach our confidence bar.

Not significant Mobile 42 days Not called

SURFACE

Homepage

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By turning the vertical mobile form into a clear step-by-step layout, we will make the form easier to understand, resulting in a higher conversion rate.

On a phone, the full form filled the screen as 1 long list of fields. Breaking it into steps shows visitors only what they need to answer next, which can make the form feel shorter and clearer.

What we changed

The vertical mobile form rebuilt as a step-by-step form

We rebuilt the existing vertical form on the mobile homepage in a step-by-step style, so visitors moved through it 1 step at a time instead of seeing every field at once.

VAR A: STEP BY STEP

Vertical form rebuilt as steps
1 step shown at a time

The result

Conversion rose 5.0%, short of our confidence bar

CONVERSION RATE

+5.0%

FORM SUBMITS

+6.8%

Over 42 days, the step-by-step form converted 5.0% better than the original, but that gap did not reach our confidence bar. Form submits rose 6.8%, and that lift did clear our confidence bar. The step-by-step version held its lead week over week, so we implemented it on mobile.

What we would do next

Keep the step form on mobile and design desktop on its own

The step-by-step form got more mobile visitors through the form, and conversion leaned the same way. We implemented it on mobile and then tried similar layouts on desktop, where the lift did not carry over.