Does preselecting the most popular service lift mobile conversion?

The service field on our mobile homepage form looked different from the other fields, and visitors had to pick a service first. We restyled it to match and preselected the most popular service. Over 14 days, conversion rose 4.2%, short of our confidence bar.

Not significant Mobile 14 days Not called

SURFACE

Homepage

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By making the service field match the rest of the form and preselecting the most popular service, we will reduce confusion, resulting in more form submits and orders.

The service choice was styled differently from the other form fields, so the form did not read as 1 consistent set of steps.

Most visitors needed the same service, renewal. Starting them on it removed a decision for the majority of people filling out the form.

What we changed

A consistent service field with the most popular service preselected

We restyled the service section of the mobile homepage form to match the other fields. We also preselected renewal, the service most visitors choose, so most people could skip that choice and move straight to their vehicle details.

VAR A: CONSISTENCY

Service field restyled to match other fields
Most popular service preselected

The result

Conversion rose 4.2%, short of our confidence bar

CONVERSION RATE

+4.2%

FORM SUBMITS

+4.2%

Over 14 days, the consistent form converted 4.2% better than the original, but the gap did not reach our confidence bar. Form submits also rose 4.2%, and that lift did clear our confidence bar. More visitors were starting the process and conversion leaned positive, so we implemented the change.

What we would do next

Keep the preselected service and explain it more clearly

More visitors submitted the form, but the lift faded by the time they reached the order. We kept the preselected service, and the next round tested a short description below it to explain what the service includes.