Does form placement at the top lift registration page conversion?
The desktop registration page put its content sections above the form. We tested moving the form to the top of the page, and a version that regrouped the content. The form at the top lifted conversion 61.1% over 9 days.
Won Desktop 9 days Called at 90%
The hypothesis
By moving the form to the top of the registration page, we will make the next step clear to visitors, resulting in more visitors submitting their information.
The registration page explained the service in content sections before the form. Visitors had to scroll past them to see where to start. The vehicle types also had box shadows that made them look clickable when they were not.
An earlier test on this page moved more visitors to checkout, but desktop traffic was too low to call it on conversions.
What we changed
We moved the registration form to the top of the page.
Variation A placed the 2 content sections side by side and removed the box shadow from the vehicle types. Variation B moved the form to the top of the page, above the content. Both ran on the desktop registration page.
- 2 content sections side by side
- Box shadow removed from vehicle types
- Form moved above the content
- Rest of the page unchanged
The result
Variation B, with the form at the top, lifted conversion 61.1%.
Variation B led the control from the day it launched. After 9 days it was up 61.1%, and we called the test. The next test on this page built on Variation B and was waiting to launch, so there was no reason to hold it longer.
We implemented Variation B.
What we took from it
With the form first, visitors saw where to start right away.
Visitors came to this page to start a registration. With the content first, they had to scroll to find the form. Moving it to the top showed the next step the moment the page loaded. The content still sat below for anyone who wanted to check that the service fit their vehicle.