Does ZIP code autofill from location lift mobile homepage conversion?
The mobile homepage form left the ZIP code field empty. We filled it in from the visitor's location. Conversion rose 0.6% and revenue per visitor 0.2% over 14 days, not a large enough lift to call.
Not significant Mobile 14 days Not called
The hypothesis
By filling in the ZIP code from the visitor's location, we will cut the effort the form takes, resulting in more visitors reaching the confirmation step.
Every field on the homepage form is a small task before a visitor can move on. The ZIP code is a field we could fill in for them from their location.
This idea came from the same plan as our VIN autofill test, which hid the VIN field and filled it in from the license plate.
What we changed
We filled in the ZIP code field from the visitor's location.
The variation filled in the ZIP code field on the mobile homepage form based on the visitor's location. Visitors could still change it. The rest of the form and the page stayed the same. A desktop version ran at the same time.
- ZIP code filled in from location
- Visitors can still edit it
- Mobile homepage form only
The result
Conversion rose 0.6% and revenue per visitor 0.2% over 14 days.
Mobile results stayed close to the control for the full 14 days. Conversion rose 0.6% and revenue per visitor 0.2%, not a large enough lift to call, and we paused the test.
The desktop version showed a lift but was not rolled out.
What we would do next
Retest ZIP code autofill together with VIN autofill.
Filling in 1 field saved mobile visitors a few taps, but not enough to change how many moved forward. Paired with the VIN autofill, the 2 shortcuts together would remove more effort from the form. We planned to test them again as a pair.