Mobile contact form moved up with a call-us line: more form leads
Commentary byLiftArchiveOur analysis, not theirsMoving the mobile contact form higher, adding a 'Call us on [number] Or use the form below' line and removing the heading inside the form won a four-way test on form submissions.
Digital NRG ran this test for Trent's Drains, a 24/7 drainage firm in Bristol, and it was published as a VWO case study.
The size of the lift was not shared.
- Contact form submissions on mobile: Variation 2 beat the control and two other variations. The size of the lift was not shared.
- The agency found that getting the form above the fold, visible as soon as the page loads, made the biggest difference.
- Before the test, mobile brought about 60% of traffic over three months but showed no recorded conversions.
The change
Form moved up, call-us line added, social icons and form heading removed.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The mobile contact page opened with a service-area line, 'Proudly serving customers throughout Bristol, & the South of England.', followed by social icons and then the form.
Variant
Variation 2 moved the form up, replaced the service-area line with 'Call us on 0117 453 5994 Or use the form below', and removed the heading inside the form.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Visitors with a blocked drain want help fast. Showing the form straight away removes a scroll before they can act.
- The call-us line gives two clear options in one sentence, so visitors know exactly how to get in touch.
- A service-area line and social icons don't help someone ready to book, so replacing them clears the path to the form.
Caveats: The case study names the winner but gives no uplift figure, sample size or confidence level. Several changes shipped together in the winning variation, so the result can't be credited to any single one.
Who ran it
Digital NRG 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 Digital NRG →
How to run this test on your site
- Hypothesis
- If we move our mobile contact form above the fold and add a short 'call us or use the form below' line, then more mobile visitors will submit an enquiry because they can act without scrolling.
- Primary metric
- Mobile contact form submissions per visitor
- Guardrails
- Phone calls from mobile
- Lead quality or booked jobs
- Form error or abandonment rate
- Who should test it
- Local service businesses such as trades, repairs and emergency services with heavy mobile traffic and a form below the fold. It is less likely to help if your form is already visible on load, or if most leads come by phone and you'd rather push calls.
Questions
Should a mobile contact form be above the fold?
For urgent services, usually yes. In this test, showing the form as soon as the page loaded was the change the agency saw as most important.
Should I show a phone number next to my contact form?
Offering both often helps, because some visitors prefer to call.
Track calls as well as form fills so you see the full effect.
How much did form submissions go up?
The case study did not share a figure.
It only states that Variation 2 beat the control and two other variations.
Seer Interactive