How One Change Increased Mobile Conversion Rates by 49%

On mobile, even a few seconds of waiting can be enough to make a prospect quit. At Chili Piper, the loading state is only 5 seconds, but even this short waiting time can cost conversions.

So we replaced the spinning circle with a personalized message that reassured prospects that their request was being processed.

The result? We increased conversion rates by 49% on mobile and 12% on desktop with one simple change.

The Original Spinning Circle 

Here’s our demo form: 

Clean, simple, and pretty nice, right? But here’s the problem: as soon as someone scheduled a demo, they had to watch this spinning circle for 5 long seconds.

Watching a boring spinning circle may not be the best user experience, so we decided to make that time work for us.

A Better Way to Wait

On mobile devices, each additional second of page load time may reduce conversions by up to 20%. So, the spinning circle had to go. The short waiting time could be transformed into something more personal and engaging.

Here’s the idea: 

1. Welcome the prospect with a personalized message using their first name.
2. Mention their company name and let them know we’re finding the best fit for their company.
3. Show progress while checking availability.
4. Add an outro that says “Get ready to pick your timeslot.”

And here’s how it looks in real life: 

Why it worked

People don’t like watching loading screens with no additional information. How long should they wait? Is this a “we’ll be with you in a few seconds” situation, or is it a “you can grab a coffee” kind of wait?

​With no answers or progress update, even a few seconds can be too much, and that’s when users are most likely to drop off.

So if you can’t completely remove loading states, make them work for you. Use them to give clarity, reduce uncertainty, and reassure users that progress is being made.

At Chili Piper, here are the results we saw for booked demos from qualified leads:

• 12% improvement on desktop 
• 49% improvement on mobile devices

Now keep in mind, we’re talking qualified leads! Chili Piper automatically disqualifies anyone who doesn’t fit your set criteria. So this small UX change translated into huge results down funnel.

It also goes back to one of the most important principles in B2B sales: speed to lead. The company that acts fastest usually gets the deal. ‍

Chili Piper’s Form Concierge already increases inbound demo conversions by 200% with instant qualify, routing, and scheduling prospects. ​Add this to the personalized loading state, and you can boost conversions to a whole new level.

Try It in Your Own Funnel 

You don’t need a funnel makeover to move the needle. Sometimes, the smallest tweaks can make a big impact, and even a few seconds can help you boost conversions.

If you’re not a Chili Piper customer, schedule a demo and check out how we turn dead time into conversions. In the meantime, join the conversation with GTM pros in our 80,000+ LinkedIn community.