Does matching the desktop lead form to mobile lift conversion?
Our desktop and mobile lead forms had drifted apart after an earlier mobile-only test. We tested a desktop form rebuilt to match mobile. Over 26 days, conversion fell 3.4%, short of our confidence bar.
Not significant Desktop 26 days Not called
The hypothesis
By bringing the desktop form back in line with mobile, we will simplify the code and pick up gains from earlier mobile tests, resulting in more leads.
What we changed
The desktop lead form rebuilt to match the mobile version
An earlier focus test changed only the mobile form, so the 2 versions asked their questions differently. The variation matched desktop to mobile in 3 places: how visitors pick their debt situation, how many debt amount buttons they see, and how the contact questions are grouped into steps.
- Debt situation question matched to mobile
- Debt amount buttons matched to mobile
- Contact steps grouped as on mobile
The result
Conversion fell 3.4% on the matched desktop form, not a clear result
Over 26 days, the matched desktop form converted 3.4% worse than the original, and lead value per visitor was 14.8% lower. Neither gap reached our confidence bar. Desktop was a small share of traffic on this form, and the numbers barely moved for the whole test.
What we would do next
Use 1 shared form for both devices to simplify testing
Matching the forms did not change results in a way we could measure. Since 1 shared form is simpler to build and test on, we recommended implementing it and running future tests on both devices at once.
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