Does lead form placement above page content lift mobile conversion?

Our mobile registration page made visitors scroll past content to reach the form. We tested moving the form above the content. Over 20 days, form submits rose 5.9%, but conversion was 4.8% lower, short of our confidence bar.

Not significant Mobile 20 days Not called

SURFACE

Lead form

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By moving the registration form above the page content, we will let mobile visitors see the form without scrolling, resulting in a higher conversion rate.

On mobile, the form sat below a block of content, so visitors had to scroll before they could start. Bringing it to the top would put the main action in view as soon as the page loaded.

What we changed

Registration form moved above the page content on mobile

Var A moved the lead form from below the page content to the top of the mobile registration page. The form fields, button and content stayed the same. Only their order changed.

VAR A: MOVE FORM UP

Form moved above the page content
Content moved below the form

The result

Conversion was 4.8% lower with the form up top, short of our bar

CONVERSION RATE

-4.8%

FORM SUBMITS

+5.9%

Over 20 days, more visitors started the form: submits rose 5.9%, which cleared our confidence bar. But fewer of them finished, and conversion ended 4.8% lower than the original, short of our confidence bar. Revenue per visitor was also down 4.8%.

What we would do next

Add intro copy above the form before testing it up top again

With the form first, more visitors started it without reading what the service was, and more of them dropped off later. We would retest the form up top with some intro copy on the first page, so visitors understand the service before they start.