Streamlined Mobile Nav Lifts Form Engagement by 17%

The Challenge

Mobile users were dropping off before reaching forms. The navigation was text-heavy and didn’t translate well to smaller screens, creating friction in the journey from landing to conversion.

Our Approach

We simplified the mobile navigation using icon-led layouts and restructured the site hierarchy based on click tracking data.

Key changes:

• Icon-led navigation replacing text-heavy menus on mobile
• Restructured site hierarchy based on actual user click patterns
• Reduced steps between landing and form engagement

The Results

• +17% increase in form engagement and application starts
• Reduced time-to-goal across mobile sessions
• Icon-led navigation now the standard across all Compare Fuel Cards mobile experiences