Does a service type dropdown lift mobile homepage form conversion?
Our mobile homepage form asked visitors to pick a service type before anything else. We tested putting that choice in a dropdown and reordering the form. Conversion rose 10.4% over 26 days.
Won Mobile 26 days Called at 90%
The hypothesis
By putting the service type choice into a dropdown and reordering the homepage form, we will create a more natural flow, resulting in more visitors submitting the form.
The homepage form is where visitors start their order, and the first thing it asks is which service they need. We expected a form that flowed in a more natural order, with the service choice in a simple dropdown, to be quicker to move through on a phone.
We ran a desktop version at the same time, with a dropdown and a tabbed layout as 2 separate variations.
What we changed
We moved the service type choice on the mobile homepage form into a dropdown.
The control asked visitors to pick their service type in the form's original layout and order. The variation put the service type into a single dropdown and updated the order of the form so each field led into the next.
- Service type choice moved into a dropdown
- Form fields reordered for a natural flow
The result
The service type dropdown lifted mobile conversion 10.4% in 26 days.
Mobile conversion was 10.4% higher than the control over 26 days. The lift built slowly, so we let the test run until the result was clear before calling it. We moved all mobile traffic to the dropdown through our testing tool while the permanent site update was built.
The desktop version ended differently: neither the dropdown nor a tabbed layout beat the desktop control.
What we took from it
A dropdown kept the first question compact on a small screen.
On a phone, a list of service options takes up space before the form even starts. A dropdown keeps that first question compact, so the next fields stay in view and the path to submit feels shorter. Desktop has room to show every option, which may be why the same idea did not help there.