Inconclusive
Low confidence
Postponed Modal Forms on Product Page (Finn.com)
This is a heavily confounded multi-change experiment. In the variation, product choices on product detail pages were taken off and moved to a 2nd step (a new step). This also resulted in the price and primary button becoming more visible from an upward position shift. Impact on adds-to-cart and lead generation was measured.
Hypothesis
If we postpone form fields to a modal on a subsequent step, then form completion and lead generation will improve because reducing upfront commitment lowers the initial friction barrier
Why This Works
Key Learnings
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