Pattern #18: Single Or Alternative Buttons

Pattern #18  Tested 6 timesFirst tested by Rodrigo Maués Recently tested by Vinicius Barros Peixoto on Dec 23, 2022

Based on 6 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
Single Or Alternative Buttons (Variant A) Single Or Alternative Buttons (Variant B)

Expected Median Effects Of B

?

Progression

(2 tests)

?

Leads

(6 tests)

-

Signups

-

Engagement

?

Sales

(2 tests)

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(6 tests)

Tested on

Tests

Pattern #18: Single Or Alternative Buttons
Was Tested On Vivareal.com.br by Rodrigo Maués

Added

Isolated

Test # 437 on Vivareal.com.br by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Rodrigo Maués    Oct 28, 2022 Test link

Find Out How It Did With 2,595,541 Visitors

  • Measured by total phone and form leads

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

In this experiment, an additional and alternative text based call to action link was added on real estate properity listings. Instead of only having "Ligar" ("Call"), "Enviar mensagem" was also appended ("Send Message"). This additional link lead to a lead-gen form. 

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The Same Pattern Was Also Tested Here

Added

Isolated

Test # 447 on Vivareal.com.br by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name V. Barros Peixoto    Dec 23, 2022 Test link

Find Out How It Did With 1,416,128 Visitors

  • Measured by any 3 lead button clicks

  • Measured by completed interactions

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

In this experiment, an additional call to action (Whatsapp link) was added on a listing page of one of Brazil's largest real estate sites.In the variation the 3 calls to action include: a link that launched the phone interaction, a general contact lead form, and finally the Whatsapp link (added in the variant).  Impact on total lead starts and completions was measured.

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Added

Isolated

Test # 446 Dec 15, 2022 Test link

Find Out How It Did With 100,016 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, an additional purchase trigger was added - the ability to start by chosing a gift announcement option. In the control, this same question was asked further in the purchase funnel (after adding to cart). In the variation, this question was surfaced earlier as an alternative way of starting the purchase. Impact on total sales was measured.

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Replaced

Confounded

Test # 439 on Designlab.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Daniel Shapiro    Oct 31, 2022 Test link

Find Out How It Did With 7,713 Visitors

  • Measured by total leads

  • Measured by completed enrollments

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Home & Landing

This was a larger leap experiment with numerous changes to the header part of a design program landing page. One of the key changes however was a shift from a single to multiple call to actions for lead generation. In the control, all potential leads would first funnel through a single syllabus download flow. In the variation, users were given three visible choices: download syllabus, webinar signup and/or book a live call with admissions. Impact on overall generated leads was measured, as well as paid enrollments.

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Added

Isolated

Test # 438 on Phorest.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Sorcha Mullis    Oct 28, 2022 Test link

Find Out How It Did With 34,059 Visitors

  • Measured by total leads

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Home & Landing

In this experiment, the addition of a secondary CTA for lead generation in the nav and the hero were tested. The additional button invited users to watch a gated demo video (approx 12 minutes). Clicking the CTA triggered a pop-up form collecting some basic contact information before the user could access the video page. Total leads were measured with lead form submittions. 

 

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Added

Isolated

Test # 80 on Vivareal.com.br by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Rodrigo Maués    Jan 03, 2017 Test link

Find Out How It Did With 58,510 Visitors

  • Measured by clicks on call button

  • Measured by total leads

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

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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.