Does removing the header, menu and footer lift mobile checkout conversion?

Our mobile checkout kept the full site menu, a fixed header and the footer links. We removed them to cut distractions and exit points. Over 15 days, conversion rose 1.0%, a result that did not reach our confidence bar.

Not significant Mobile 15 days Not called

SURFACE

Checkout

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By removing distractions and exit points from mobile checkout, we will keep visitors focused, resulting in more completed registrations.

On this page, each menu and footer link was a way to leave before finishing. A fixed header also took up space on a small screen.

What we changed

Menu, fixed header and footer links removed from mobile checkout

We removed the menu navigation and the fixed header at the top of the page, and the footer navigation at the bottom, while keeping the legal links. We also adjusted the spacing.

VAR A: FOCUS

Menu navigation removed
Fixed header removed
Footer links removed, legal links kept
Spacing adjusted

The result

Conversion rose 1.0%, short of our confidence bar

CONVERSION RATE

+1.0%

Over 15 days, the focused checkout converted 1.0% better than the original, but the gap did not reach our confidence bar. It did no harm and could carry a small lift, so we implemented it.

What we would do next

Keep the focused checkout as the base for the next tests

Mobile visitors did not need the menu or footer links to finish checkout. Removing them did not hurt conversion, and it gave later checkout tests a cleaner page to build on.