Does a second VIN button lift mobile homepage conversion?

Our mobile homepage form had 1 button and a text link below it. We tested replacing the link with a second button to start with a VIN, an idea that won on desktop. Over 14 days, conversion fell 1.5%, 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 replacing the text link with a second button to start with a VIN, we will let mobile visitors pick the path that fits them, resulting in more registrations, as it did on desktop.

On desktop, adding a second button to start with a VIN beat the original. Some visitors have their VIN on hand rather than other details, so a clear button for that path looked like a way to help them start. We tested the same idea on mobile.

What we changed

Text link replaced with a second button to start with a VIN

Var A removed the text link below the main button and added a second button underneath it for visitors who wanted to start with their VIN. The main Get Started button stayed in place.

VAR A: VIN BUTTON

Text link below the button removed
Second button added to start with a VIN

The result

Conversion fell 1.5% with 2 buttons, short of our confidence bar

CONVERSION RATE

-1.5%

Over 14 days, the version with 2 buttons converted 1.5% worse than the original. In the first week, more visitors started the form with the second button, but that lift did not hold with more traffic. The gap never reached our confidence bar, so we paused the test.

What we would do next

Keep 1 clear button on the mobile form

Mobile screens have little room, and 2 stacked buttons may have split attention or left visitors unsure which to tap. The idea that won on desktop did not carry over to mobile here. A next test would offer the VIN path in a quieter way.