Does a mobile-style step form lift desktop homepage conversion?

A step-by-step form had lifted form submits on our mobile homepage. We tested a similar vertical step layout on desktop. Over 21 days, conversion rose 1.7%, a result that did not reach our confidence bar.

Not significant Desktop 21 days Not called

SURFACE

Homepage

DEVICE

Desktop

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By bringing the layout of the mobile step-by-step form to desktop, we will repeat the mobile lift, resulting in a higher desktop conversion rate.

The mobile step-by-step form was leading its test, while a horizontal 3-step form on desktop had not helped. This version kept the steps but stacked them vertically, closer to the mobile layout.

What we changed

A vertical step form on desktop modeled on the mobile layout

We took the 3-step form from the earlier desktop test and arranged it vertically, so it looked and worked more like the mobile step-by-step form.

VAR A: VERTICAL STEP FORM

3-step form stacked vertically
Layout matched to the mobile step form

The result

Conversion rose 1.7%, short of our confidence bar

CONVERSION RATE

+1.7%

Over 21 days, the vertical step form converted 1.7% better than the original on desktop, but the gap did not reach our confidence bar. It led the original from the start, but the lift stayed small. Looking at mobile and desktop together, most of the gain came from mobile, and desktop was close to neutral.

What we would do next

Roll the step form out on mobile and treat desktop as neutral

The step-by-step layout helped mobile visitors, who see 1 small screen at a time. Desktop visitors already see the whole form, so the same change did little for them. That left 2 options: a mobile-only rollout, or a responsive rollout knowing desktop would stay about even.