How One Change Increased Mobile Conversion Rates by 49%

Granted, our loading state is only 7 seconds, not 10 minutes… but I still thought it would be an idea worth exploring. 

Turns out I was right. We boosted conversion rates by 12% on desktop and 49% on mobile, with one simple change. 

Let’s dig in. 

The Original: Spinning Circle 

Here’s our demo form: 

Nice, isn’t it? 

But here’s the problem: As soon as someone scheduled a demo, they had to watch this spinning circle for 7 seconds: 

7 seconds of spinning circle. I thought we could do better.  🐌 🐌 🐌 

The Idea: “Not Boring State”

I wanted to make people feel special and save them from the spinning circle. 

Here’s the idea: 

1. Welcome prospect with a personalized message (using first_name)
2. Mention company_name, and tell them we’re finding the best-fit for their company
3. Check for availability 
4. Outro, get ready to pick your timeslot

And here’s how it looks in real life: 

Why it worked

People don’t like watching spinning circles. Especially without any contextual information. 

Like, what are they waiting for? How long? Should I go get a coffee? Take a shower? 

So if you can’t completely remove loading states… make them work for you. 😈 

In our case, here are the results we saw for booked demos from qualified lead: 

• 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 change translated into huge results down funnel.

It also goes back to speed to lead — the company that acts fastest wins the deal. Chili Piper’s Form Concierge already increases your inbound conversion demo conversions by 2x.

 Add in this loading state and you get to a whole new level.  

Steal this playbook 

Well, I guess it’s not really stealing if we’re giving it to you. 

If you’re a current customer, do you want this to be turned into a feature? The more love you show, the sooner it will be launched. 😜

(In the meantime, reach out to your CSM if you want to implement this on your site — we're happy to let you in on our secret).

If you’re not a customer, schedule a demo here (and check out our cool loading state in action 😎).

In the meantime, join our 50,000+ community on LinkedIn! We're pretty fun.