Mobile quote form with plan benefits first: +44% number submissions
Commentary byLiftArchiveOur analysis, not theirsShowing plan benefits above the fold, adding a sticky quote button and moving the mobile number field to the start of the form raised mobile number submissions by 44.25% on ICICI Lombard's mobile health insurance page.
Tatvic ran the A/B test for the Indian insurer, published as a VWO case study.
The changes were tested together, so no single one can take the credit.
- +44.25% mobile number submissions.
- +30.09% form completions and interactions with the quote option.
- Mobile traffic only. Sample size, duration and confidence were not shared.
The change
Plan benefits above the fold, phone field first, sticky quote button
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The mobile health insurance page asked for a mobile number in its quote form without showing the plan name or its benefits.
Variant
The plan name, selling points and benefits appeared above the fold, and a sticky 'Get Quick Quote' button sat at the bottom of the screen. The mobile number field moved to the very start of the form.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Analysis showed many people dropped off at the mobile number field. Seeing what the plan offers first gives them a reason to share it.
- Asking for the number first means the insurer can follow up even when someone abandons later in the form.
- A sticky quote button keeps the next step in reach on a small screen.
Caveats: Bundled test of several changes on mobile only. Sample size, duration and significance were not shared.
Who ran it
Tatvic ran this test and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Tatvic →
How to run this test on your site
- Hypothesis
- If we show the plan's name and benefits before asking for a phone number, and ask for that number first, then more mobile visitors will share it because they understand the value before committing.
- Primary metric
- Phone number submissions per mobile visitor
- Guardrails
- Full form completion rate
- Contact rate on follow-up calls
- Policy purchases from leads
- Who should test it
- Insurance, finance and other lead-gen businesses that follow up by phone. Asking for the number first fits only if your sales team calls partial leads; it may hurt where people expect a price before giving contact details.
Questions
Should I ask for a phone number first on a lead form?
It can help if your team follows up on partial leads, since you capture the number even when people drop off.
ICICI Lombard saw more number submissions, but this was bundled with other changes.
Why do people abandon insurance quote forms on mobile?
In this case, analysis showed people left at the phone number field when they couldn't see what the plan offered. Showing benefits first addressed that.
Do sticky CTAs help on mobile?
They keep the next step visible while people scroll.
Here the sticky button was one of several changes, so its own effect is unknown.