Does processing speed banner copy lift sitewide conversion?

Our top banner carried a COVID-19 notice that made no difference to conversion. We tested 2 speed messages in its place: next-day delivery, and stickers up to 2 weeks sooner than the DMV. Over 15 days, the DMV message rose 2.9%, short of our confidence bar.

Not significant Responsive 15 days Not called

SURFACE

Homepage

DEVICE

Responsive

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By using the top banner space to show how quickly registrations are processed, we will motivate visitors to finish, resulting in a higher conversion rate.

Removing the old banner, a COVID-19 notice about the no-contact service, showed the space was not hurting conversion. User testing found that processing speed was a key selling point, which made the banner a natural place for a speed message.

What we changed

Top banner rewritten around fast delivery or beating the DMV

Both versions replaced the COVID-19 notice in the top banner with a speed message. Var A said orders are processed today and sent out tomorrow. Var B asked visitors if they need their sticker quick and promised it up to 2 weeks sooner than the state DMV.

Var A: Delivery Focus wireframe — VAR A: DELIVERY FOCUS

Processed today, sent out tomorrow message

Var B: DMV Focus wireframe — VAR B: DMV FOCUS

Need your sticker quick? headline
Up to 2 weeks sooner than the state DMV

The result

The DMV-focused banner rose 2.9%, short of our confidence bar

CONVERSION RATE

+2.9%

VAR A CONVERSION

+1.2%

Over 15 days, the DMV-focused banner (Var B) converted 2.9% better than the original, and the delivery banner (Var A) converted 1.2% better. Neither reached our confidence bar. The test was not moving enough to call, so we paused it to make room for a homepage test.

What we would do next

Keep the speed message near the button, not in the banner

The same speed message lifted conversion when placed under the registration form button, but did little in the top banner. We would keep testing it close to the button, where visitors decide whether to go on.