Does a license plate micro step lift mobile homepage conversion?

Our mobile homepage form asked for every detail on 1 screen. We tested a micro step that asked only for the license plate, with the rest on page 2, in the original design. Over 41 days, conversion rose 15.1%.

Won Mobile 41 days Called at 86%

SURFACE

Homepage

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By asking only for the license plate on the first step, we will get more mobile visitors into the form, resulting in more completed registrations.

Earlier rounds found that splitting the first page into 2 steps did the most to get visitors into the form, and that leading with the plate beat leading with the VIN. A full redesign built around those steps came out flat, so we went back to the original design and kept only the plate-first step.

What we changed

Step 1 asks only for the license plate, in the original design

Var A split the mobile homepage form into 2 steps. Step 1 asked only for the license plate. Step 2 asked for all the other details. The page kept its original design, so the step change was the only difference. A matching desktop test ran at the same time.

VAR A: MICRO STEP (LICENSE)

Step 1 asks only for the license plate
Step 2 holds all other details
Original page design kept

The result

The license plate micro step lifted mobile conversion 15.1%

CONVERSION RATE

+15.1%

DESKTOP CONVERSION

-7.5%

Over 41 days, the micro step converted 15.1% better than the original on mobile, and revenue per visitor rose 15.1%. We called it at a lower confidence level than our usual bar. The matching desktop test was flat to down, so the combined lift was too small to call, and we paused both to iterate.

What we took from it

A tiny first step got more mobile visitors into the form

On mobile, a single field was an easy first commitment, and more visitors went on to finish once they had started. Desktop visitors did not respond the same way, which pointed to a mobile-specific change rather than one for every device.