Pattern #88: Action Button

Pattern #88  Tested 5 timesFirst tested by Karl Gilis Recently tested by Jakub Linowski on Nov 30, 2021

Based on 5 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
Action Button (Variant A) Action Button (Variant B)

Expected Median Effects Of B

?

Progression

(5 tests)

?

Leads

(1 tests)

-

Signups

-

Engagement

?

Sales

(1 tests)

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(5 tests)

Tested on

Tests

Pattern #88: Action Button
Was Tested On Thomasnet.com by Julian Gaviria

Replaced

Isolated

Test # 246 on Thomasnet.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Julian Gaviria    Jun 12, 2019 Test link

Find Out How It Did With 956,112 Visitors

  • Measured by total clicks on "Network" or "Find Supplier" links

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

In this experiment, the navigation label was changed from "Network" to "Find Suppliers". The idea was to make use of an action label with a clearer benefit.

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The Same Pattern Was Also Tested Here

Added

Isolated

Test # 387 by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Jakub Linowski    Nov 30, 2021 Test link

Find Out How It Did With 7,173 Visitors

  • Measured by visits to product pages

  • Measured by completed sales

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

In this experiment, simple "Learn More" buttons were added underneath each product thumbnail. These buttons were additional triggers that linked to product detail pages on top of the existing thumbnails and product names (that also linked to the PDPs). Impact on product visits and sales was measured.

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Added

Isolated

Test # 370 on Thomasnet.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Julian Gaviria    Aug 16, 2021 Test link

Find Out How It Did With 259,330 Visitors

  • Measured by clicks on video thumbnail

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

This experiment added the simple verb ("play") before the "factory video" label to encourage more video plays. Impact on progression / clicks was measured.

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Replaced

Isolated

Test # 208 on Thomasnet.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Julian Gaviria    Nov 02, 2018 Test link

Find Out How It Did With 39,170 Visitors

  • Measured by visits to company profile

  • Measured by company RFI contacts

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

In this variation, the button labels were changed from "Profile" to "View Supplier".

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Added

Isolated

Test # 207 on Suzuki.be by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Karl Gilis    Nov 01, 2018 Test link

Find Out How It Did

  • Measured by visits to next product pages

Zoom In
A
B
Product

This test ran on the Suzuki Swift landing page. In the B variation, extra links with the following copy ‘Discover the <name of car model>’ were added for each sub product. (in Dutch: ‘Bekijk de…’).

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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.