Does a time saved message lift mobile homepage form conversion?
Our mobile homepage copy focused on the renewal itself. We tested copy built around skipping a trip to the office by renewing online. Conversion rose 6.3% over 9 days, short of our confidence bar.
Won Mobile 9 days Called at 90%
The hypothesis
By putting the time visitors save by renewing online, instead of visiting an office, at the top of the homepage, we will give them a stronger reason to finish, resulting in more completed renewals.
Many visitors arrive expecting renewal to mean a trip to a government office and a wait in line. Pointing out that the trip can be skipped speaks to that worry directly.
This was our second round of time saving copy on the mobile homepage.
What we changed
We rewrote the top homepage copy around skipping a trip to the office.
The control kept the existing copy above the renewal form, which focused on the renewal itself. The variation changed it to a skip a trip, renew online message, so the first thing visitors read was the time they save. The form did not change. The same idea ran on the desktop homepage at the same time as a separate test.
- Top copy rewritten: skip a trip, renew online
- Time saved put ahead of the renewal itself
The result
Mobile conversion rose 6.3% in 9 days, short of our confidence bar.
Mobile conversion was 6.3% higher than the control after 9 days, but the result had not reached our confidence bar. The desktop version of the message was trending differently, so we paused mobile early and let desktop run longer.
The desktop test finished 5.6% above its control after 15 days, also short of our bar.
What we would do next
Test the time saved message as part of a full funnel change.
The message nudged mobile conversion up but never far enough to call. Copy on its own may not be enough when the rest of the path stays the same. Our next round paired the homepage with a more focused funnel on both mobile and desktop.