Does an anchor link button in the header lift form conversion?
Our mobile registration page made visitors scroll past content to reach the form. We tested a header button that jumped straight to it. Conversion fell 17.1% over 12 days, so we paused it.
Lost Mobile 12 days Called at 90%
The hypothesis
By adding a header button that jumps to the form, we will cut distraction from the rest of the site, resulting in more visitors entering their details.
The mobile registration page opens with content about the service, and the form sits further down. We expected a clear button at the top that jumped straight to the form to show visitors what to do first and keep them away from other parts of the site.
What we changed
We added a header button on mobile that jumps down to the form.
The control showed the page as it was, with visitors scrolling down to reach the form. The variation added a call to action button near the top that scrolled the page straight to the form when tapped. The button took up space and pushed the opening copy further down the page.
- Button added near the top of the page
- Tapping it jumps to the form
- Opening copy pushed lower
The result
The anchor button cut mobile form conversion 17.1% in 12 days.
Conversion was 17.1% lower than the control over 12 days. Traffic to this page was light, so we gave the test an extra week before deciding. After that week the variation was still behind, and we paused it rather than spend more traffic on a weaker page.
What we took from it
The opening copy was doing work we had not counted on.
The button pushed the opening copy down the page. That copy explains what the service does, and visitors likely read it on the way to the form. Jumping straight to the form meant some people reached it without the context they needed to go ahead.