Pattern #119: Unselected Or Selected Defaults

Pattern #119  Tested 4 timesFirst tested by Michal Fiech Recently tested by Jakub Linowski on Mar 27, 2024

Based on 4 Tests, Members See How Likely Version B Wins Or Loses And By How Much

LOSSES
-5
-4
-3
-2
-1
FLAT
+1
+2
+3
+4
+5
WINS

Measured by the sum of negative and positive tests.

A B
Unselected Or Selected Defaults (Variant A) Unselected Or Selected Defaults (Variant B)

Expected Median Effects Of B

?

Progression

(2 tests)

-

Leads

-

Signups

-

Engagement

?

Sales

(5 tests)

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(4 tests)

Tested on

Tests

Pattern #119: Unselected Or Selected Defaults
Was Tested On Learnwithhomer.com by Stanley Zuo

Replaced

Isolated

Test # 405 on Learnwithhomer.c... by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Stanley Zuo    Apr 07, 2022 Test link

Find Out How It Did With 14,903 Visitors

  • Measured by annual plan purchases

  • Measured by any plan purchases

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Signup

In this experiment, the annual plan was preselected instead of starting off unselected in the control. Impact on two metrics was measured: any plan and annual plan purchases.

Get Access To See The Test Results

The Same Pattern Was Also Tested Here

Replaced

Isolated

Test # 525 Mar 27, 2024 Test link

Find Out How It Did With 15,627 Visitors

  • Measured by adds to cart

  • Measured by completed sales

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Product

In this experiment, a club subscription duration was preselected to 6 in the variation. The control had no club durations preselected. As a result of preselecting a club duration, a more visible price also appeared at the top (sooner in the variation). Impact on sales was measured.

Get Access To See The Test Results

Replaced

Isolated

Test # 378 by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Jakub Linowski    Oct 07, 2021 Test link

Find Out How It Did With 2,953 Visitors

  • Measured by adds to cart

  • Measured by completed sales

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Product

Here we have an experiment with a variation that preselected an option for a club duration. The control required customers to first express the choice for how many months they would like to order a product for. Whereas the variation defaulted to 12 months from the beginning.

Impact on adds-to-cart and sales was measured. The experiment unfortunately had to be stopped early due to another embedded variation that was performing poorly. And so it does not have many transactions.

Get Access To See The Test Results

Replaced

Isolated

Test # 317 on Volders.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Michal Fiech    Sep 28, 2020 Test link

Find Out How It Did With 11,347 Visitors

  • Measured by successful payments

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Signup

In this mobile experiment, an unselected vs selected payment plan was tested for its impact on sales. The experiment ran on a mid page of a signup funnel where customers were being asked to select one of two payment plans.

Get Access To See The Test Results

For each pattern, we measure three key data points derived from related tests:

REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.

SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process

DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.