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
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.
- 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
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.
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