Pattern #28: Easiest Fields First

Pattern #28  Tested 4 timesFirst tested by Daniel Shapiro Recently tested by Jakub Linowski on Jun 14, 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
Easiest Fields First (Variant A) Easiest Fields First (Variant B)

Expected Median Effects Of B

?

Progression

(1 tests)

-

Leads

?

Signups

(2 tests)

-

Engagement

?

Sales

(3 tests)

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(4 tests)

Tested on

Tests

Replaced

Isolated

Test # 427 on Designlab.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Daniel Shapiro    Aug 10, 2022 Test link

Find Out How It Did With 12,185 Visitors

  • Measured by step 2 visits

  • Measured by enrollments

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

In this experiment, the course enrollment start date was moved from step 2 to step 1 of an enrollment / checkout flow. The test was run by Designlab - that offers design courses and education with a strong element of mentorship. Impact on progression to next step and completed transactions were measured.

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Test # 456 on Aboalarm.de by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Daria Kurchinskaia    Feb 23, 2023 Test link

Find Out How It Did With 138,384 Visitors

  • Measured by completed purchases

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

In this experiment, a more difficult step of a contract cancelation service flow was rearranged toward a later step. In the variation, the easier step (hypothetically) with personal details and address fields was placed as the first step. Whereas the step with contract or account numbers (hypothetically more difficult) were placed as the second step.

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Test # 530 on by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Stanley Zuo    Apr 30, 2024 Test link

Find Out How It Did With 16,691 Visitors

  • Measured by all signups

  • Measured by annual plan signups

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

In this experiment, the order of two signup pages was tested: plan selection vs account creation. Here we have the account creation step first in the control and the the plan selection step first in the variation. (I flipped these around to match the pattern). Impact on signups was measured.

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Test # 536 Jun 14, 2024 Test link

Find Out How It Did With 9,626 Visitors

  • Measured by completed sales

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

In this experiment, the order of the checkout flow was rearranged. In the control the first step of the checkout flow started with the shipping information step, followed by greeting card selection. In the variation this was rearranged (hypothesis was that the greeting card step was easier). Impact on sales was measured.

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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.